Constructed and "one Step Away" curse the war behind is marketing?

Introduction: Constructed and "a step away" of the curse of war whether or not will end up, but Weibo on the # one step away from the battle constructed # 170 million readings of the topic have indeed "achieved" the ugly psychology also breeds negative marketing model, this can not but blame ourselves, clearly know ugly, bad, good, but is not unbearable to watch, talk, Spread!
Recently, "national husband" constructed a micro-blog "has not seen the" step away "of the children's shoes, congratulations ... Escaped the robbery. "The beginning of a new round of the war of words, but also to the release has stood in the cusp of the" one step Away "to send" the Last ride. "

But according to industry insiders, in order to get the release of the film, Wanda Film and television out of the 1 billion yuan of the guaranteed box office, and has paid 30%, but today, "one step Away" the cumulative box office but 450 million, and the national row has fallen to about 15%, the box office to break 1 billion, almost no longer possible, can support to 700 million is lucky.

But as Wanda Shaodonggu, constructed to dismantle his own station, because of the irritation of innuendo into shame, or because of "a step away" has not passed the box office, show the "decorum" of the official attitude, or in the "micro-Love" "Outsmart Tiger" and other surreal under the joint speculation between the issuer and the production side of the last fight?

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The negative marketing model under the action of ugliness psychology

If a single glimpse of the film, "A step away" may reflect the reality of some of the current situation in China, the article played by the "Dude Wu Qi," foul, to the real society mercilessly slapped a slap, but also as an art form of the film value. But the ridiculous is "one step away" the attitude of the film side of the investment Wanda Childe, you hit my face, I will die in the end, even if no face down the image, also have to fall a "aboveboard", in Wang Gongzi such a spontaneous death knock, the story slowly evolved into "you silly X" "You just silly X" cycle to scold, Onlookers constantly humming the fun to see jokes, just fulfilled the "aesthetic than ugly, idol is not as bad as vomit" of the era of ugly trial.

Once upon a time, those shocking, silent "thunder-words" flooded the internet to occupy the screen; Fengjie, sister Furong, small red Hat began to become the focus of news, "ugly" began to have a new value, also no longer need to hide, and even self-confidence and exaggeration to show that the United States out of sight, the community began to enter the people "ugly era ", the protagonist of each have their own killer, not afraid of the Thunder is afraid of the dead, for fame, a variety of odd strokes strange strokes out of position, the image of respect for the bottom line ethics all without, speculation, spoof become famous fortune to win a magic weapon." In order to become hot topic, for the leading trend, for seconds to kill opponents, also began to come out of the scare, the graduates come out to sell sex goods, the young boy is always 100 million to staff, "shocking thunder language" become their must kill skill, always tried.

"Thunderstorm" is getting bigger, and as a standing in the forefront of the film entertainment industry is clearly familiar with its way, last year, three domestic film "rich Second Generation" ("Rich Fuchun map" "The" "Small Time") on the use of this technology to make a pot full. Under the background of the era of the people's ugliness, a new marketing way: Negative marketing began to surface. "No controversy is not a good work" becomes a measure and evaluation of film and television works new annotation, "the more spit the more the more the film and TV campaign in the promotion of widespread use, coupled with social marketing help push, the film in a short period of time to create more sound to get more exposure, days thunder rolling in drama is skilled this recruit's head.

If people pay attention to negative evaluation is because the pace of life to accelerate the increase in pressure, began to dull daily life insensitive or even numb, praise began to reject criticism and even conflict, only differences can bring a strong sense of stimulation, to meet the curiosity, to achieve entertainment and recreation. Then look at the ugly joke to become a consumer star/opinion leader chasing weird alternative to the collective consciousness, this is not only our own heart of the "ugly" in the mischief, but also reflects the social groups in the deep spirit of ugliness, especially the star public figures in the mainstream, whether the publicity or slander against the ugly, all objectively promote the ignorance of the group to pay attention to the ugly , consumption is ugly, but social marketing enterprises take advantage of the above psychology, play into a real farce.

Constructed and the "one step Away" of the curse of war whether or not will end, but Weibo on the # one step away from the battle constructed # 170 million readings of the topic have indeed "achieved" the ugly psychology also breeds negative marketing model, this can not but blame ourselves, clearly know ugly, bad, good, but is not unbearable to watch, talk, Spread!

A full game or a full win event marketing

In fact, "one Step Away" just released, ring this cargo friend Circle is Jiang nine step of the brush screen, presumably this "one step away" Operation team has enough internet thinking, unfortunately, Jiang to his film too self-confident, after the premiere of "One Step Away" was caught in a bad evaluation of embarrassment. And in the fall of the film, and quite the internet thinking of the micro-Bo Wang Sicong "Flirting" is also not a taste, this really can not stop the bell this product is a good show.

1, the content of the film as a discussion element, the subject of a tight buckle.

For filmmakers, there is no discussion of actors, directors, producers, publishers, and quality of content. When the star effect of Jiang, GE and so on is exhausted, the movie story itself becomes the biggest topic, Wanda Childe This day even coax three gun is its content, although have love is a sense of the word, "each of the radish cabbage," Wang Gongzi more disgusting, people's curiosity, the more easy to pay to see how disgusting. In order to coax people into the cinema, "one step Away" is added enough horsepower, to create enough gimmicks, have to admire.

2, borrow "national husband" to create sensational effect.

Now the amount of information has been overloaded, to break the siege will have to be a alternative, as the main battlefield of social communication, to attract more than enough popularity of Weibo, sitting 8 million fans of the "national husband" constructed nature is the best spokesperson, and constructed did not let the people disappointed, continued consistent "funny spoof nonsense" plus "spontaneous simple not affectation "Style to create a breakthrough topic, instant hot debate, Weibo popular list second is the results.

3, you come to me to arouse continued attention.

Say this "one step Away" war constructed is really twists, you come to me, several rounds, fight very much. Event Marketing can make a sensational effect for a short time, and it can be hurried and hurried. No surprises, the follow-up will be wonderful constantly to maintain continuous attention. To know that people's attention is doomed to not lasting, an event can not be long time hype, when the media and the public began to tire of fatigue, or to create a new G-spot, or stop hand, leaving a reverie space.

Although this constructed a bit of personal charm, but business people must know how to do a good deal. In the media dispersed, to the central mobile internet era, Razasfield's "Two-level communication" theory just explains the logic behind this event marketing:

In the process of information dissemination, some people are important sources of message and influence, this part of the people than the average person to contact the media frequently, pay more attention to the various types of media information, on the matter has more understanding, they published information online and express their views, in the network of public opinion expression has a strong appeal and appeal, these people are "opinion leaders."

No matter whether this is a carefully planned reality show, the end of the game is to lose or full win, but the bell this product must be affixed to this topic scold War marketing hype event label. The last bell the goods must be reminded: if only the use of ordinary people's ugly psychology, the battle can win the word of mouth, that really great art and what angle to look at the world!