Lenovo "Red Female"--the failure marketing of Internet events

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Crazy Labor "51" section, Sonia was told Lenovo did a "very good very strong" thing-the Network "hot" event, Lenovo "red Female." (Hot quotes because Sonia is because of the industry as a person to be told, so can not determine whether the event is really very strong communication force)

Sonia's first reaction: This is a Lenovo planning and operation of the network event marketing, but Sonia think, this can only be a Lenovo money to do a "very like event marketing" of the network advertising, is indeed a lot of people know, but the effect is not ideal transmission.

1. First look at the position--80 points. The network core platform for the entire event should be Sohu's digital commune, a three-level page of a portal site. It should be a good place to be, and, no matter how much money Lenovo spends, this information is always on the top page of this level three pages for a while.

2. Look at the amount of--70. A simple search for the "red female", the results show is quite surprising:

Baidu: 3,250

google:79,000 article

Odd Cool (Professional forum Search): 10,500 related Topics

Apart from the enterprise's own "network pushing hands" to promote the part of the whole event network traffic is quite satisfying, at least it can be said to have formed a certain coverage effect.

3. In the event planning itself--40 points: the planning intention of this incident is obvious, super Beauty + luxurious Life + a "pervert" people 7 days 7 nights in the pursuit of candid camera-all the events planned the attractive part of the netizens closely around the "gossip" psychological development, people like to see beauty, like to see "Candid Camera", I like to talk about how a girl who looks so young can have such a luxurious life. Then in the process of implanting Lenovo's "Red Book", and then named "Red Female" event. Lenovo even took pains to "remind" netizens, Lenovo's red is a high-end consumer goods and did a "counting column", Lenovo and Mini COOPER, Guuci together on display.

The whole thing looks seamless, but just because it's "flawless" makes it look like it's not a normal "fake" thing.

The photos are unparalleled--obviously through PS.

Beauty's life is perfect--you even take a beautiful woman to dig the nose excrement action?

Beauty's outfit has a very strong "label" sense-except Lenovo Red Book, Too perfect collocation will appear far-fetched

The entire topic layout is perfect--unless Sohu is crazy to spend so much energy and cost to make such a beautiful topic page, and put in the "inch of gold" place to give a special edition to say this thing. The first thing that looks like a commercial is too strong.

The title packaging is too radical--look out Lenovo too want to put "red Book" in this event to highlight an important position, so that the title does not bother to pack the "Sima" used the product name

A simple look at the comments of the various users of the reply, no accident, more than 50% people at a glance that is Lenovo's a business behavior-advertising just. If a score is given to the event as a whole, Sonia thinks it is only a passing--60.

Throughout the event planning, the biggest failure lies in the "planning" itself. In fact, whether from the outbreak of the network location, or from the point of view of the control (just 51 vacation time), or from the professionalism of the hands, is a very strong ability to execute a team. But this event is the only thing overlooked is the "network event" itself the biggest point-the concealment of communication, smooth and silent.

I believe you still remember the famous "Eat Across Pizza Hut" action--the same is a single post launched, but formed a very different transmission effect. No one thinks that this is the advertisement of Pizza Hut, but invariably participated in the action of "eating across Pizza Hut".

Sonia has simply summed up the "best wine Model" of the promotion of experience, the most important one is "run without a fine silence." Network information so fragmented today, there are too many companies in the so-called "forum marketing", "blog marketing", netizens have increasingly recognized the "business Information" and "non-commercial information" between the differences. Sonia also in the "sense of She Bingshu" in the article talked about the current network of Word-of-mouth marketing concerns. Online Word-of-mouth Marketing is not the overwhelming dissemination of information to the network to create more and more "information garbage", but really can from the "sharing" of the influence of Internet users on a brand awareness and goodwill.

Lenovo "Red female", let Sonia see the network marketing planners are actively trying to create some network topics, want to use low-cost to create large effects. However, if judging from the angle of event marketing, "Red female" is a failure, and its commercial intent is so obvious that people can see through it too easily.

Network Marketing has entered a stage of rapid development, "Word-of-mouth" can be "marketing" out? When can the "Internet push Hands" be replaced by netizens spontaneously? Forum Marketing appropriate can no longer blindly commitment PV and quantity? Every internet marketer, including Sonia, should think carefully.

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