KFC Victory Wing once stealthily marketing

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Since Beijing was designated as the 29th Olympic Games to host the day, the world's major manufacturers have set China for their 2008-year advertising arena, including the Olympic sponsors, partners, suppliers of 37211.html "> Olympic Marketing, but also have not been shortlisted for the Olympic Marketing Enterprise Sword Walk Slant, Played a ball.

From the day that Beijing was designated the 29th Olympic Games, large manufacturers around the world set China for their 2008-year advertising arena, including Olympic sponsors, partners, suppliers of Olympic marketing, but also have not been shortlisted for the Olympic Marketing Enterprise Sword Walk Slant, played a ball game. Fast food chain brand KFC launched the "victory of China's W action", caused a certain concern. This activity launched the new Wings "Victory Wing" also caused a small response. This new product combined with the victory of win, creative chicken wing performance as "W", through Sina blog and other channels spread.

Active Content

KFC teamed up with Sina's "Victory China W Action" spread across the country. W is win (win), W is two V (Victory), W said Unite together for Sichuan compatriots, for the Chinese athletes cheering collective. In June 2008 and July, if you log on to Sina and enter "victory" or "refueling", you will see the letter "W" that represents victory.

After the event, starting from July 3, the victory of China's W action brought together patriotic volunteers in 34 cities, all of the volunteers to form a wall, the most have their own city characteristics of the Victory W. Finally, 34 of the most dazzling W-shape debut, both the glittering Red Star, there are Pentium's dragon, there will be the departure of the anchor, there are artful Dapeng. Then, for these w modelling, also launched the voting audition mechanism.

Communication channels

KFC chose Sina. Sina Blog In the advertising is the main battlefield, its starting point may be Sina blog is the young white-collar groups in the dominant position, as well as the entire blog in the active atmosphere, a huge amount of browsing. At the same time in the Sina Forum opened the "Victory China" page, the post has accumulated to 14 pages.

At the same time, KFC for this event launched a special official website, activity mechanism, website design, function and so on in the digital marketing has done quite in place.

Market Feedback

"The victory of China's W action" since the launch of June 2, in the country 34 cities, the hero, received a big response. According to the public information, in less than one months time, that is to recruit nearly 12,000 volunteers. Meanwhile, Sina "Victory China" forum, tens of thousands of netizens hot discussion "Victory W" ranks, have opened their brains to dig W victory, design W-shaped victory gesture, looking for the city, life, sports events in the W moment, for their own city W modelling suggestions.

Overall, the "Wings of Victory" in the promotion of planning is undoubtedly quite creative, but its product market feedback is not good, there are a lot of critical views on the new product of KFC in quality control, taste have some criticism. It's not a marketing trader's guess to see.

For the originality of the advertising itself, some of the forums also have a lot of threads that "the Wings of Victory" is very pale, but can be like this caused a certain extent of the discussion of the ads are not many, visible "wings of victory" in attracting attention, to stimulate word-of-mouth communication has been done to a certain level

Comments

Won the net that "the victory of China's W action" not only implanted the victory, the meaning of success, and skillfully borrow the momentum of the Olympics, but also seems to allude to "eat competitors", from the perspective of creative strategy, to do some optimization and improvement, is not easy.

Famous brands have always been new marketing tools, tools and strategies of creators, designers and users are often the focus of creative advertising and marketing ideas, "the victory of China's W action" Fusion line, on the one hand, opened a perfect official website, with the help of blogs and forums and other interactive network tools, channels to spread the network, On the other hand in its stores throughout the country paved with new products, launched the promotion, but also did not give up the traditional media, forming a new and old fusion of a large combination of promotion. This promotion, originally a trend, has now been placed in front of us.

However, the winning net believes that, in any case, the quality of the product itself is very important. Otherwise, in the network age, the product's flaw Canthus is easy to magnify, eats up the huge advertisement investment and the mental effort strategy creativity.

Advertising ideas of other multinational corporations

McDonald's-"I like China to win"

McDonald's as a global partner in the Olympic Games, the countdown to the 100 days before the opening of the Olympic Games, called on the Chinese people mobilized to cheer for the Chinese Olympic athletes, shouting "I like China to win" advertising slogan.

Pizza Hut-The supremacy of the crowd

With the help of the Olympic Games, Pizza Hut launched a new game of the supremacy of pizza, the Olympic spirit into the food. On Sina Blog can see prominent picture advertisement (http://pizzahut.vic.sina.com)

Coca-Cola--unity is strength

On the eve of the Olympic Games launched cartoon version of the basketball ads, China's small giant Yao Ming war star James, on behalf of Chinese culture, the Dragon, Kung Fu Panda and Yao Ming together, narrator for "The strength of unity, unity is the strength of the big

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