Recently, we noticed that the e-cigarette brands LOST MARY and OXVA have respectively launched new content and online interactive activities on their official websites. Among them, LOST MARY focuses on FLAVOR experience and user service, launching the “FLAVOR DISCOVERY” special page centered on product flavors; OXVA launched the “OX Chill” summer challenge, combining a points system and national rankings to enhance user interaction.
LOST MARY: Deepen the flavor experience with virtual characters
The official website of the LOST MARY brand has recently launched a special page named “FLAVOR DISCOVERY”. The page not only introduces in detail the flavors of its four core products, but also creates unique virtual character images for each recommended flavor series.
According to the official website of LOST MARY, each virtual character (such as BERRY, BRUNE, ZEST, ICEY) has detailed personalized Settings, including information such as name, age, height, birthday, zodiac sign, occupation, hobbies and motto. For instance, the “BERRY’S TOP PICKS” flavor series is represented by the virtual character “BERRY”.
Through these virtual avatars, the official website provides detailed descriptions of the characteristics, textures and conveyed feelings of the corresponding flavors. Take the BERRY series as an example. It emphasizes the sweet and sour vitality of berries. The ICEY series highlights a cool and refreshing feeling.
In addition, the special topic page also visually presents the ratings of each flavor in terms of Sourness, Sweetness (Sweetness), and Ice sensation (Ice), providing a reference basis for flavor quantification.
The official website of LOST MARY has also launched an interactive questionnaire called “Taste Matching”. By guiding consumers to select questions such as their personal taste preferences, the number of sucks, functional requirements and usage habits, the system will recommend two corresponding products and flavors.
OXVA: Launching the “OX Chill” limited-time event, creating an interactive gameplay based on points
The e-cigarette brand OXVA has also launched a summer challenge event named “OX Chill” on its official website. The event started on June 20th and is expected to last until August 31st.
The core mechanism of this challenge is the “Lucky Spin” draw, and each draw requires the consumption of 10 “Chill Points”. New users can get 10 points for free upon registration and obtain points and lottery chances by completing the “Chill Missions” tasks.
In addition, the event also features a “Top Chill Country” selection session, where rankings are made based on the total “Chill Points” accumulated by users from various countries. At present, Indonesia, Egypt and the United Kingdom rank in the top three, among which Indonesia is temporarily at the top with 18,590 points. After the event, the Country with the highest total points will be awarded the title of “Top Chill Country”, and 10 special gift packs will be randomly distributed to the participants of that country.
Taking the official website as the core marketing position may become the development trend of brand marketing
From LOST MARY’s content operation through flavorful narratives to OXVA’s efforts to enhance user activity by leveraging points and rankings, both take their official websites as the core position, dedicated to deepening user interaction and strengthening brand stickiness.
Against the backdrop of increasingly fierce brand competition, the “content + interaction” combined marketing approach that directly reaches consumers through the official website may become the core trend in the online operation of e-cigarette brands.