Recently，A "188bet app download" jointly launched by Mafengwo Travel Network and Durex，Set off major social networks—a box of Durex AiR air sleeves，A Mafengwo travel guide package，Add a mysterious gift，Being put into a cell phone with the words "Deep into the Unknown、Inside the yellow cardboard box with puns on "The Ultimate Strategy"。

On the JD.com APP homepage，Mafengwo APP startup screen，Curiosity Daily、Mimeng and other popular APPs and WeChat official accounts，And a large-scale advertisement in Moments，“188bet app download” frequently appears in people’s sight。As more brands increase their investment，The "188bet app download" even appeared on the street ofo yellow car，And Scoot flight TR187 from Tianjin to Singapore。

This 188bet app download that has aroused the curiosity of tens of millions of people，What exactly are you selling？It’s a condom，Travel guide，Still curious and sentimental？

What’s in the “188bet app download”

In the official introduction，The full name of "188bet app download" is actually "Unknown 188bet app download"。Except knowing there is a box of condoms，People don’t know exactly what’s in the “188bet app download” they buy。

The "188bet app download" is divided into jungles、Desert、Island、Mountain climbing、Five major themes of self-driving，Equipped with corresponding theme travel guide package and random gifts。

What is certain is，Buyers will receive a 188bet app download produced by Mafengwo，And a mysterious gift。

Mafengwo has materialized its online flagship product "Travel Guide"，Made into a strategy card with a QR code printed on it、A list of essential travel items，And a travel guide booklet written by Durex。But it is still unknown what kind of travel guide each consumer will receive - this means，It is entirely possible for a literary and art lover to receive an outdoor-themed “188bet app download”。

Random easter eggs - Mafengwo calls them "unknown things" - further increase the mystery and practical value of the "188bet app download"。

Netease Aesthetics、Xiaomi Mijia、Garmin、700Bike、Smell Library、A total of 6 major brands of Opalai，Intercom included、Sports bracelet、Various interesting travel gadgets including city-themed perfumes。The 188bet app download even contains a guide to Kamchatka、Morocco、Saipan、Seychelles、5 round-trip air tickets for two persons in Singapore。

“Creating the mystery of the 188bet app download，It is also an interpretation of our travel concept。The moment when I opened the 188bet app download，What you will gain is the same excitement and surprise as traveling，That is an experience of the unknown、The sense of gain and satisfaction after curiosity and expectation。”The relevant person in charge of Mafengwo said，“We want to tell travelers in this non-chosen random way，You can try anything，Your travel has unlimited possibilities。”

July 21，“188bet app download” is on sale in JD.com Durex flagship store and Taobao Mafengwo souvenir store，price 99 yuan。Data display，As of July 25th，"188bet app download" has been sold out，23800 copies sold in total。

Creative marketing of “Heaven and Earth”

Not satisfied with simple sales on e-commerce platforms，Mafengwo and Durex launched the slogan "Looking for the 188bet app download all over the world"，Taking creativity and formality to the extreme。

22nd to 23rd，Beijing、Shanghai、Hangzhou、Xiamen、The streets of the five major cities in Chengdu，There were ofo little 188bet app download cars loaded with “little 188bet app download boxes” - shared bicycles with “little 188bet app download boxes” tied with 188bet app download ribbons were neatly lined up on the streets，Attracted a large number of passersby to watch and even fight for it。

Cycling version of the travel guide package in the small 188bet app download，5 big city cycling guides specially customized for Mafengwo，Each city provides cycling routes of different styles and themes。Take Beijing as an example，City cycling guide including alley tours、Osenxi Mountain、5 major themed routes including Chang’an Street，And marked the riding mileage in detail、Time consuming and precautions。

27th，Mafengwo and Scoot join hands，Scoot flight TR187 from Tianjin to Singapore was turned into a small yellow box plane，On the cabin door and on the flight attendant’s brooch，are marked with the words "Welcome to the 188bet app download plane"。In the cabin，Every flight safety matter，They are all marked in an interesting way with "little yellow boxes"，For example "The plane is already taxiing，Please make sure your 188bet app download is in your arms” etc.，Full of fun。

Every adult passenger on board received a “188bet app download”，Passengers under the age of 18 also received a specially customized "188bet app download" for children。The destination of this flight—Singapore’s travel guide package—is specially placed in the box。Scot even customized free in-flight wifi，For passengers to read detailed guide during the flight，Be prepared for your trip to Singapore。

In the past week，“188bet app download” is linked with many brands，Interactions on major social platforms with the theme of "doing one's best"，Incited the active participation of netizens，It even attracted Du Shaofei、Attention from many well-known self-media including negative reviews。According to Mafengwo official disclosure，“188bet app download” has exceeded 30 million impressions on social networks，Mafengwo’s WeChat index has soared by 300%。

Cross-border collaboration to pursue "sexual" 188bet app download

Since this year，The honeycomb moves frequently，Between March and June，Mafengwo once separated from Zhihu、Airbnb jointly launched two marketing activities with the theme of "Unknown 188bet app download" big IP。

The release of the 188bet app download，In fact, it is also an extension of “unknown journey”，It is also the first materialization of "Unknown Journey" - July 18th，Mafengwo and Durex jointly launched the 7th issue of "Unknown Travel"，Introducing tickets for two persons to 5 unknown destinations，The “188bet app download” will be launched after the event，Give more users who pay attention to "Unknown Travel" the opportunity to participate again。

Durex rarely releases joint models，its last big sale，It’s World AIDS Day 2016，Durex limited public welfare 188bet app download jointly released with the China STD and AIDS Prevention Foundation。This time I am partnering with Mafengwo，No matter from the perspective of brand tone or audience，Both seem to match better。

Mafengwo is good at playing emotional and psychological cards，has always been the company with the most distinctive brand image in the online 188bet app download industry。Since 2016，A series of creative marketing created by Mafengwo，They are all trying to convey their understanding of the meaning of 188bet app download and the concept of life，And hope to use this among young travelers，Form a new and avant-garde、Perceptual and profound brand recognition。The successful creation of the big IP of “Unknown 188bet app download”，has become a classic marketing case in the tourism industry and even the entire Internet circle。

This collaboration with Durex，It is a more imaginative and bold attempt。Through the wonderful combination of "sex" and "188bet app download"，Two major brands have made interesting interpretations of the meaning of "exploration" and "protection" - Mafengwo Explore the World，Durex explores the body，188bet app download guide and condoms，Together we will provide people with necessary protection。

"Traveling is about sex" is a pun，Pointed out the deeper meaning behind this marketing，Wang Xuelin, head of the Unknown 188bet app download Laboratory, summarized: "Whether it is 188bet app download notes、Strategy or 188bet app download product，Everything in Mafengwo is to allow travelers to do their best，Give people guidance and protection，Every creative marketing we do is based on this point。”