Avatar can sell ads?

Wei is a very active and well-known author of Titanium media, as a cultural, teacher, recently he in the micro-trust friends circle crazy, shouting with his head to sell ads, and a large wave of people are really driven by him, have done since the Avatar advertising business, there are people auction their own head.

The result is that when everyone is thriving, in the circle of friends selling Avatar, Wei suddenly jumped out, I this is the behavior of art, is to irony these internet everywhere marketing. And then?? There's no more. Here's the whole process of his self-proclaimed behavioral art experiment:

Avatar can sell ads?

Many years ago, Weibo once banned users from uploading a micro-letter public account two-dimensional code as a portrait. Because a lot of people try this way, the microblog fans into the TA micro-letter public account subscribers.

This actually shows that the Avatar has a certain diversion function, or popular point, advertising role.

However, it seems that few people are aware of this: Avatar, perhaps can sell advertising?

Perhaps because many people think that Avatar is like a person on the Internet head, on the forehead of their own "who I Am", although strange, but can be accepted. But if you put a "Coca-Cola" on your forehead, it really means that money is going crazy.

The theoretical basis of "Avatar control"

Do not know why, also do not know from when start, I became a change micro-letter avatar control. Almost a day to change a head, to the base of Meng mainly. If three days does not change the avatar, probably is I three days did not have the micro-letter.

I even found a theoretical basis for the Avatar (I often like to make a big deal about boring things): head like a dress. As a civilized, clothes one day to change is necessary, then, the avatar will have to change one day.

When the head of the picture such as clothes came out, the head of advertising will go through: do not see those who play on the clothes are all over the commercial company logo?

So I shouted in the circle of friends, there is no business willing to pay to buy my head? 5,000 a day-this number is of course a spoof nature, I do not expect anyone willing to offer this price.

Are they serious?

A news client customer came to the door. In fact, the person who came forward to talk to me, is an excellent friend. After some fake model of the negotiations, the end of a very low price deal. The other side sent a micro-letter red envelopes to me, and I, it is that the Red Special logo to put the avatar position.

Soon, many of the micro-trust friends found this. They have changed my head for a long time, but the logo of a commercial company is still quite strange. Besides, I've been peddling my avatar, and I've gotten a lot of inquiries: Have you sold your avatar successfully?

It quickly made a few people in the circle interested, at least in my view, there are four of people hawking their heads. A newspaper group has even organized a seemingly complex event that looks like a very complicated replacement for the avatar.

The hoax is getting more and more interesting. Are they all serious?

I'm not really serious.

I've never really taken it seriously.

Avatar advertising is a very difficult thing--although I have been seemingly very excited to sell in the past few days, but in fact I do not think that this is a "business model." The head is very small, can express meaning not too much. And the avatar is hard to convert. It is nothing more than a revelation, let the people who see know: Oh, there is such a thing.

And then what?

In the true sense of celebrity, there is an advertisement in the head, and the amount of exposure is enough. This is the same as some stars to the business brand endorsement. But a celebrity head, you give ta how much silver, TA will be silly not to the top of your home logo as his head? This thing is too much of a celebrity to do.

However, it is said that selling the avatar is the first time (I have not been trying to understand why there is no one on Weibo.) Maybe someone has done it, I haven't seen it before.

In this sense, the first customer, is earned.

What's more, I play the rise, run a lot of people under the comments, but also a little praise, a limited number of groups in a lot of positive, it's brand revealing, is full ah!

haha.

The "new form" of planning

Avatar advertising itself is difficult to become a business model, but avatar ads can be a planning event to do. The plan, the "new form" of the road, but if only to change the avatar, is clearly not enough.

In fact, although I majored in graduate students are advertising PR, but in fact, I am in the rampant marketing behavior is disgusted with the heart. Today's marketing, always trying to be pervasive, everywhere, as an ordinary person, I really boring.

Will be the head into advertising, if the real big line of the road, eyeful of friends and a business logo, such a picture, really beautiful to dare not imagine.

So, I intend to encourage a group of people to change the head of the ads, and then get an article, the marketing behavior of a spoof. The whole plan attempts to take a "big reversal" of the way to make a similar behavior art of pioneering experiments. The experimental designers themselves, the experiment is very dismissive.

Now, what I lack is a customer who is willing to pay a little money.

You have to have the ability to be black.

A company that deals in financial circles from media people, and it's willing to play a game with me. It doesn't mind my late counterstrike in that planning article.

In my mind, I am not surprised that it is willing to partner with me to do a performance art. The company's people I have contacted a few, since the dark sometimes how black dare to play. In fact, two companies also showed a glimmer of intention, but I think that the back of the Slap article, they are very difficult to accept.

Four Media Research group, there are two small business partners want to buy this case, unfortunately, a little later, the customer has been orders, even the silver from the payment of treasure in the row.

Our entire planning is divided into two steps: 1, to find ways to let 300 people their head into the company's logo,2, planning an interview manuscript, by a very like to write a spoof copy of the public number to complete.

I got a 50-person assignment and started a contract one night. The price of the avatar is not very high, but it is not a number that can be ignored. Soon, my share of the hand was finished, so that someone asked me to. But face, this deal I do a little loss, a little money to go out.

The next day nine o'clock, the customer agitation and my agitation person, on time turn the sign, I also asked me to contact the person all to be clockwork picture state. My circle of Friends is a little spectacular.

After two days, a spoof copy was released. In this article, a total of three people, one is the public number host to play the interviewer, the second is the customer representative, the third is me.

We apply the "Xiao Ming and Teacher" format, that is, the interviewer first asked a question, I (or the client) particularly serious especially seriously to talk about the meaning of Avatar advertising, and then the interviewer to mention a difficult to answer the problem of marketing sharp, I speechless, had to loudly said: Get out (later in the specific copy, is "You roll Thick").

I have high hopes for this spoof copy. On the one hand, the customer brand will appear in this article, on the other hand, my disdain for avatar advertising is also expected to reflect. I want readers to see how far marketers are trying to 7*24 hours in front of you.

But this article, made a fatal mistake.

The big reversal failed

Any kind of marketing behavior requires a matching measurement, which is called ROI (return on investment).

In my research on media transformation, I find that one of the most important reasons for the declining traditional media is that the way they measure CPM is more and more unacceptable to advertisers. Advertisers now like the CPC, CPA, CPS this way of measurement, rather than a vague CPM. The decline of the portal, to a large extent, is also because the portal is still insisting on the sale of CPM.

But head ads, even CPM are difficult to do. The Circle of Friends is a very complex state, even if we link, it is possible that you block me or I block you. Even if not shielded, the circle of friends may not be able to brush to your state. I have a few in the contract, money is to earn, words do not want to say to others.

I noticed that since they changed their avatar, they avoided speaking as much as possible, fearing that their friends would say ta--honestly, this mentality is normal.

I don't really count on how many people the Avatar ads will cover-it's too hard to calculate. But there is a reading number for that piece of planning. I would have expected this article to have a tens of thousands of reading level. After a while, it was a pathetic 10,000.

It's frustrating for me. I reviewed it and the problem was in the title. The title of this article is "Devil Night Visit Wei", the bad is bad in Wei wave three words on. Wei is just a small celebrity in a circle, with no public interest in reading. If the title is changed to "How to do with the avatar for advertising", "take the picture for silver to be possible", "You do not know the story of the head money", perhaps better? In addition, there are some problems with the map, lack of points.

I've never hated a micro-letter article as much as I do now.

Overall, planning the last link is not in place, careful design of the great reversal of the failure, is hateful. In terms of customers, it can see the CPM is that nearly 10,000 of the reading, coupled with some can not calculate but seems to have some Avatar brand exposed, according to its investment in the money, is roughly a mediocre ROI, not a loss, but certainly not a profit.

At least not as much as the first client.

Hey

This article is not a part of the planning, you see, I wrote that now, you do not know who the client is.

Right?