Mailbox APP Mailbox Master crosses borders with COSTA Coffee to leverage each other's warmth

On Christmas Eve, an activity called "Write a three-line letter and receive a 2014 COSTA Christmas cup" became popular on Weibo and WeChat Moments. This was jointly launched by Mail Master, a mobile email client produced by NetEase, and British coffee brand COSTA. Mail Master and COSTA, two seemingly unrelated brands, were linked together with the theme of "Coffee warms your hands, emails warm your heart, and let love spread this winter", and took advantage of the cross-border momentum to set off a warm "three-line letter fever".

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Online activities sparked a "three-line letter craze"

Nowadays, "CROSSOVER" is no longer exclusive to the art or fashion circles. A successful cross-border cooperation between different industries and brands allows originally irrelevant elements to penetrate and blend with each other, which can lead to win-win and mutual benefit for both parties and enhance the brand value of both parties. For example, Nike shoes + iPod players, Cadillac cars + LV interiors have become classic cross-border cases.

Internet companies will naturally not lag behind in the field of cross-border marketing. As a well-known Internet company in China, NetEase has also tried many cross-border cooperations. For example, World of Warcraft and McDonald's cooperated to launch a World of Warcraft-themed McDonald's restaurant, and NetEase Cloud Music cooperated with clothing manufacturer Metersbonwe to launch "music underwear".

On Christmas Eve this year, NetEase's mobile email app Mail Master launched a warm winter version. From the boot screen, interface update to function optimization, it strives to let users feel the warmth of the product during use. Since the inspiration for the warm winter version of the product comes from an experience of Liu Qianfa, the product manager of Mail Master, at a COSTA coffee shop, Mail Master followed the trend and chose to cross-border cooperate with the British coffee brand COSTA to launch an online event with the theme of "Coffee warms your hands, emails warm your heart, let love spread this winter". As long as netizens write a three-line letter to the person in the mailbox, they will have the opportunity to win the COSTA Christmas cup, which is extremely popular during Christmas every year. Mail Master hopes to call on netizens not to be a mobile phone addict when the holidays come, and to care more about the people around them.

According to the organizers, the event received great attention as soon as it was launched, with the number of online participants reaching tens of thousands, and a "three-line letter fever" was set off on WeChat and Weibo. "I don't want you to lose weight for me, because I can always hold you, I like to see through your heart when you are stubborn", "Zhangmu, 2,400 kilometers away, when I think of you there, the moon above my head becomes gentle." - Many literary and touching three-line letters born in the event have been widely circulated on the Internet.

MailMaster's quality is recognized

Liu Qianfa, product manager of Mail Master, said that although Mail Master and COSTA seem to be two unrelated brands, they have similar brand connotations, which is to convey and share emotions. "We want to convey the cultural connotation of the product to users through such cooperation activities."

Mail Master is an email APP launched by NetEase in August this year. It supports all email logins, including NetEase email, QQ email, Sina email, Gmail, Hotmail, corporate email, and university email. It has low traffic loss, good operation experience, and the speed of receiving emails reaches milliseconds. Some industry insiders believe that Mail Master launched the warm winter version during Christmas and carried out cross-border cooperation with COSTA, in fact, it wanted to increase user favorability by playing the warmth card, but behind the cross-border marketing, it also spent a lot of thought on product optimization. Whether in terms of promotion strategy or the quality of the product itself, Mail Master, as a product that undertakes NetEase's important mission on the mobile side, is supported by NetEase Mail's 17 years of professional email operation experience. Its performance in the mobile office market is still worth looking forward to.