Where the object Shanzhai advertisement set off the network new virus marketing

Sin Yuan Lu Qinqin

Almost overnight, "every object" suddenly became popular.

It was originally a regular ad, and it was hung at many city bus stops. Among them, Han, Dan as "every customer sincerity Goods" (VANCL) Image spokesperson, to the personality, ridicule tone, for the VANCL platform. However, the advertisement unexpectedly in the form of "re-creation" of netizens wildly spread.

"Love the Internet, Love Freedom, love the late, love the night big stalls ..." These personality labels have become the label of many stars and even individuals through the imagination and processing of netizens.

With the most widely spread of Guo's "where the object" as an example, the text next to the big picture was changed to: "Love crosstalk, love acting, Love mansion, Love, who love ..." I am Guo ", very rich ridicule, hilarious."

According to incomplete statistics, there are more than 2000 "where the object" picture in micro-bo, happy Net, QQ group and the major forums on the crazy reprint. Xiaoming, Tang June and Zeng and other Chi Yu stars are either being spoofed or sought after. In addition, there are a lot of netizens are individuals and businesses out of fun to create "where the object."

After a round of crazy hype and dissemination, Baidu Encyclopedia, "where the object" has also been included as a proprietary vocabulary, defined as: Every guest advertising copy propaganda style, the advertisement is to tease the mainstream culture, highlighting the brand's personality image. However, its alternative methods also incur many netizens onlookers, the network appeared a large number of spoof "where the object" of the post.

"Shanzhai version" where the ads in the end is who created the creation and promotion, there are netizens suspected of vancl speculation? "I am not very clear about this," said the CEO of the company. "The creation of" where the object "advertising language of the far-mountain advertising partner Chu Xingyu told reporters:" This matter is really not our planning. " If we planned it, we could not achieve such a wide spread effect. ”

Matt Wang Xiaole, general manager of Cultural Media, said: "The biggest success of the marketing is" creative ", this highly personalized creative, catering to the current mainstream culture, highlighting the network trend of individuality.

But the University of Communication, the dean of advertising Huang people also reminded: "This way of Word-of-mouth marketing is a double-edged sword, has brought popularity but the direction is not controllable, may be ' overnight fame ', may also be ' overnight overturned '. ”

The ins and outs of "every object"

Reporter interviewed learned that the so-called "where the object" first from the former Ogilvy creative director, Chu Xingyu Advertising partner of the hand. As a senior advertising creative person, when the reporter asked how the creation of the ads, his face through a little indifferent expression, "this is nothing to introduce." If you do it for a long time, you will feel it.

Since 1997 to join Ogilvy as a copy work, he has participated in the past decade and led the Great Wall dry red, dynamic zone and many other brand planning. 2007, Chu Xingyu from Ogilvy, and another two partners to start a venture, the establishment of the distant mountain advertising company.

According to Chu Xingyu, far Mountain is a late participation in VANCL advertising creative bidding company, "but we and Chen (Vancl company CEO aged) after meeting, communication is very happy." Chen is always one of the few entrepreneurs who can be very clear about their company's brand and product positioning. ”

"We are in the study and analysis of the characteristics of VANCL two spokesmen and the appeal of the brand, that Han and Dan belong to the struggle by themselves, the success of the representatives, their personality is not only in line with the growth of modern youth mentality, but also with VANCL brand good integration." "So, we come up with a language that is very personal and Chu Xingyu." ”

"But frankly, we didn't know if the ad was going to fire," he said. Whether an advertisement succeeds or not depends on too many unpredictable factors. "Chu Xingyu said.

Chu Xingyu said, "As for everyone concerned about the ' Shanzhai version ' advertising is VANCL driven, I can very clearly say, really not what we do." We found that the ' Shanzhai ' ad seemed to start with a picture of PS Xiaoming, but who did it behind the scenes, we really don't know. ”

"I personally think that this is mainly the netizens feel very interesting, fun, and constantly create new pictures, will promote this matter to continue to heat up." Chu Xingyu told reporters, "my former Austrian and American colleagues, advertising professionals also began to make such pictures." Their purpose is sheer fun. ”

However, the accident has become a network of uproar. In happy net, netizens to "every guest everywhere", "Every guest advertisement Star Edition" and "Every guest fire" and so on many take the human eyeball the title to be widely transmitted. Weibo, netizens are also competing to upload and forward a variety of different versions of "where the object." On Sina Weibo, search "every object" this keyword, already has more than 1600 related information. Even a netizen on Weibo wrote: "Do ' where the object ' addiction, how to do?" ”

These "every object" after the transformation of netizens, or cynical, or humorous, but there is no lack of warm and touching. There are netizens on Weibo wrote: "Where the object of the cottage advertising recently very hot, in the want not to dad also design a, printed on the T-shirt, when birthday gift." In addition, the reporter saw in addition to the real person is "where the object" outside, even CCTV building, Tencent QQ and online game characters are also spoof.

Netizens joked, "in the ' every object ' world, only unexpected, no see." ”

New "Viral marketing"

Every guest's "unintentional inserted willow" has set off a wide range of "viral marketing" on the network. Xiaoqing, an advertising professional teacher at the Central University of Nationalities, said, "the biggest feature of this marketing is that it does not directly produce a reputation for VANCL's own products, but only through spoof to attract attention and enhance visibility." ”

Traditional marketing is through the form of advertising, the customer passively accept product information. However, with the rapid increase in the number of advertising, not only the high marketing costs, the effect is worse. Contrary to the traditional way of marketing, "viral marketing" mainly to induce, but also to provide consumers with the participation of recreational activities, it has been widely welcomed.

However, this "where the object" of marketing in the "viral marketing" on the basis of a more advanced layer, the dissemination of information is "multiple virus", rather than "single virus", the launch of the group is not a single individual businessmen, but a huge netizen. China Sea Interactive CEO Aishun told reporters that with the traditional "virus marketing" mainly rely on manufacturers to launch their own creative "virus" information is different, this time "where the object" of the dissemination of not limited to VANCL products themselves, but on the basis of a concerted effort, widely disseminated a variety of versions of the "virus", the momentum of the greater unprecedented.

"The first is to VANCL more familiar with and concerned about the spread of the message, and began to ' learn ' to make ' where the object '; later viral marketing was extended, attracting other target audiences that are not familiar with ' VANCL '. These audience groups are precisely ' VANCL ' important target consumer groups, like the network of new things office workers, school families. Xiaoqing thinks, "As long as this event achieves ' hot ' effect, VANCL's popularity will improve." ”

Wang small fish told reporters that this kind of internet spoof from last year began in the forum, social networking sites and QQ on the popular. For example: Netizens have once wildly used ' an affair to come ' as many ancient Chinese poetry of the Allied, there are also netizens will be around practical poetry, ancient words and other formats to tamper with, to a kind of cold unruly, sarcastic banter effect, "just has been this means has not been found by businesses, basically in the state of being left to fend."

But after VANCL this marketing experience, many businesses see application prospects. "The key to success in this way is to be very creative." "Wang Fish said, this kind of creativity must conform to the network age two big dissemination characteristic, namely: Entertainment and freedom."

"In the entertainment news socialization, social news entertainment era, people advocating freedom, but also want more participation in interaction." "Wang Fish said," If the Netizen's initiative, enthusiasm mobilized, this will be more than you invest a lot of human, material and more effective. This kind of marketing way is worth many merchants to learn and draw lessons from. ”

However, due to the "hot" marketing time is still short, the reporter has not received sales data changes. However, Wang said, "This is not a matter of once and for all, may not see a big change in a short period of time, but as long as sustained investment and promotion, consumers recognized the brand, will be a huge benefit in the future." ”

Commercial value controversy

However, network products have their own unique lifecycle. As a kind of "virus", generally speaking, its propagation cycle is very short, if there are new ideas, netizens will be curious and crazy chasing new network products. If the version is not updated, the "multiplier effect" of the marketing will decline.

In this respect, Wang small fish said, do not send hope that only through such a marketing approach, the brand will be able to cover all features. "Each stage, each transmission, as long as the target audience to convey a product characteristics, it is enough." "If the performance, price and brand of the product are conveyed in this way, it will backfire and lead to failure."

"In the internet age, netizens are the smartest and most creative group. Therefore, stop thinking about how to instill ideas and values, but to take advantage of them. "Now many businesses have noticed this phenomenon. ”

The accidental benefit of the VANCL apparently also won its taste. The reporter learned from the vancl that it was trying to design a new green template to allow netizens to share and participate in interaction. "This activity is being prepared, and we cannot anticipate what effect it will have now." "We will pay close attention to its spread and influence and adjust the marketing strategy at any time," Vancl insiders said. ”

"This marketing approach is risky. However, Xiaoqing pointed out that if the product itself is a netizen approved, generally will not be too much to belittle and slander, just as a means of entertainment, and if the product is not perfect, it may really become a Netizen "spoof" platform, similar to the "New Red Chamber" of the spoof. At the same time, there are problems that cannot control the trend of public opinion.

In this connection, VANCL also admitted: "We will not control the direction of this incident, and can not control." Vancl said in an official statement: "Whether it is the creativity of netizens or the expression of true self-expression, we will learn, maintain respect and be respectful." ”

Huang said, "What kind of network marketing can be successful, this is a very complex mechanism, there is a certain controversy in academia." "The prevailing phenomenon is that commercial interests are permeating the Internet in a" smooth and silent "way. And sometimes, companies may even spread unhealthy information for the pursuit of business interests.

"But for this kind of marketing, because the direction is not controllable, different enterprise's attitude is also different." Some companies are experimenting with new ways of marketing, and others are trying to avoid the risks that the marketing might pose. "Huang said.

"It is still prudent to treat the marketing model." "This kind of marketing approach can bring popularity, but it doesn't necessarily translate into a rise in sales, often a" money-making yell. " Now the Netizen shopping is very sensible, he may like your idea very much, but not necessarily can pay to buy your product. ”

Source: 21st Century Economic Report

The first originated in the watercress of this field called "People flirt every guest" activities, according to the author of the Readme, is relying on their own "a little sharp", found that there are sporadic changes on the Internet map behavior, and then launched the campaign and successfully "to make things big." So far the activities of the album has Douban friends upload pictures of 2000, and in the major portal sites microblogging and SNS sites, some "flirt" more wonderful pictures are also frequently forwarded.

A lot of people are talking about whether this is all about the viral marketing of customer-prudential products. Although I know that the internet pushing companies are rampant, but it is a bit tired of conspiracy theory. Can we not believe that the Internet people are really boring, boring to be able to initiate similar activities and are keen on the onlookers.

Whether this is an online event that has been deliberately instigated by a handful of ulterior motives to engage an uninformed mass, we can see that many benefit from this:

Where the customer benefits, its brand awareness and concern has improved, as for the brand image, well, anyway, it is not higher end elegant noble route Mody, not to mention the temperament is destroyed, but is more pro-people, more fun, more tide.

Watercress and the major microblogging, SNS site benefits, funny pictures brought traffic and popularity, creating the topic.

The news media benefited, and a little more gossip news can be reported.

Participate in activities and the crowd of soy sauce to benefit, amuse people, laugh at it.

There are two new films this year, "Let the Bullets Fly", "The Magic Man", catch the car, benefited. Imitate "where the object", do advertising, play well-known.

Some brands and celebrities benefited, and some of the smaller point, is TA's fan power, from TBBT, Friends, house these episodes, to Chen Yao Li, well, maybe Altman and crayon small New ... In short, after the joy of the TA's image has been improved, more love.

Correspondingly, others are lying down to get shot. From photos to copywriting, hate is greater than the power of love, "a certain black" than "a powder" passion often has a lower ph. These comrades reaped the autumn of the general sarcasm and mockery of the attack. The injustice does not have the injustice to say otherwise.

The following is a brief analysis of the activities of "every object" and "flirt with every guest".

The "I am a guest" advertisement, with Han and Dan as the spokesperson, is paved with bus stops, subway platforms and the Internet. It should be said that the advertising style is bright-white background, the clear character image is centered; the left is the commodity name and the price, the right is a paragraph of the Self Confession: "I love AA, Love bb, Love cc, more love dd ..." I am not EE, not ff, I am xx ... I'm just like you, I'm a guest. "The text is large and eye-catching, red and black two colors, the top left corner of the logo, the upper right corner is the order phone.

This deliberately chosen style, its appeal is simple, straightforward, plain not to install 13, the real ordinary life of celebrities, celebrities also love cheap clothes-and hope to arouse the Chinese city/town youth identity. It is because of its style so vivid, so easy to be imitated, be cottage, be kuso. Those most popular parody pictures, in addition to vivid images, text, the form and "genuine" Close is also an important factor.

Take a look at thousands of pictures, the theme of which is roughly divided into the following categories: First, fans praise idols; second, the film and television animation game enthusiasts to create; third, parody of some shocking embarrassing things; four, PS own photos show a face, five, confusedly to soy sauce. Merchandise to the advertising to shape its image, rendering its charm. However, when the advertising style was thousands of times to parody, rewrite, become a large cup of everyone available, loaded on each person's drink, watering each of their own lumpy, the original text and style has actually been to the charm, no longer have their creators expected to achieve the kind of magic. Or that sentence, fortunately, the goods are not a customer-like Louis Vuitton need sentimental narcissistic hypocrisy to create its aristocratic image of the brand.

In fact, in this will continue for a while the parody carnival, some businesses have begun to homeopathy, said the previous two movies so, and even I saw a Taobao store PS pictures. I wonder if I'm stealing music at the moment. VANCL oneself In fact also should follow up a, at least, the celebrity stars of China's world are PS out a vancl advertisement, in the Internet hair, not only enhance the brand popularity and image, also do not have to spend money, not afraid to investigate the portrait.

Here is the time to watch, more than 10 I like to paste. Pictures are from the Watercress this event album:
Extremely guest sincerity product, TBBT (Life Big Explosion) series, has two Xie ears:

The bag of escape, the floating guest sincerity product:

Tang Elders:

The new help of the wild, this adaptation is very moderate, just small new itself enough fun:

Tae-So, the copy is ironic:

The great Eric Cartman! Two controls, it's interesting. But the first copy was wrong, Eric admired Gibson, and he said, "The Crucifixion":

Acup confessions, is said to be a netizen self-portraits:

Robot Marvin, The Hitchhiker's Guide to the Galaxy that can tell other robots to die:

Where the customer sincerity products, Chen Yao and Li Yuchun, said that the genuine advertising will also have countless people believe that the creator is sincere praise AH:

Brother Sharp:

Lei Feng loves to use Leiphone:

Hitchhiking movie advertising-Let the Bullets fly:

Stalin：

"Dog Day Tencent", "Computer World" cover article, a controversial report:

Tang June, not much said, we understand:

Thanks for watching, the credit is to the people.