Liu Zijie: The soul of event marketing from the incident of "God Pig Brother": Occasion exerting force

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Fiery October! The Fiery Network! 2010 October is not peaceful, one after the 2 network of internet reds, "God pig Brother", "Xiao Yue Yue", Xiao Yue month belongs to the behind-the-scenes network of the author "Rong Rong" Planning Network marketing events, the intention is obvious, this does not say. God pig Brother is the same as sharp elder brother, belong to pure net friend naturally holds red, in the popular time a name "drifting wood" enterprises to borrow the wind suddenly flashed in the eyes of God pig Brother dynamic, to God pig Brother I came to a unprepared, God pig Brother in the encouragement of netizens with this enterprise confrontation up, this is the enterprise to the end! From this incident to see the name of the "Drifting wood" canvas bag enterprises keen to seize this rare opportunity, occasion exerting his own brand to do a very high network event marketing, so that their brand "awareness" has been greatly improved.

Through the network media, traditional media, God pig Brother Weibo, look at the whole event! A Sina Weibo player named "Brother Pig" is the photographer assistant of a photographic company of Changchun, the photographic company is commissioned by the client to take a group of photos of the environmental theme, the photos are bare mold, scrap plastic and other props as the basic material, used for foreign exhibitors, A little story happened during the shooting; God Pig Brother is filming the task, as a photographer assistant, people in the first scene, as a micro-Bo players, playing a big, using the shooting intermittent time, God pig brother to the nude model shooting scene to record the purpose of the work, in his own Sina Weibo.

God pig Brother this action by Micro Bo fans wantonly reproduced, have given message support, fans of the transfer of the movement spread the god pig Brother sent pictures, but also make the God pig Brother big fan, God pig Brother also enjoy. Brother Pig's behavior by the city newspaper Media Changchun "Urban Evening News" captured, the next day, "Changchun Micro-blog player Live" one-second large page published. God Pig Brother released three days in a row nude model shooting scene photos, this kind of nude mode shooting activity has always been compared to the underground, this high-profile release, is unprecedented, causing a large number of netizens hot, Sina, TOM, NetEase and other dominant network media also reported, countless second-line network media reprint, BBS community, a large number of local newspaper reports, so that " God Pig elder brother "quickly superior for new network reds," Bare mold Door "This is born!" Some network media, newspapers even published an exclusive interview God Pig Brother article.

God pig Brother in the break into the eyes of the people at the same time, was also known as "Drifting Wood" in Beijing, the canvas bag manufacturer to see, and this group of pictures is they commissioned photography company to take to foreign exhibitors. Is it true that we have to go abroad to participate in the exhibition we do not know, but should be true, because the domestic environment is not possible to take nude filming as a poster propaganda. Driftwood to God pig Brother without authorization to publish his works, infringement of copyright for the name, in a number of network media issued an official statement to ask God Pig elder brother Apology, delete Weibo, compensation losses, such as a series of actions! From the God Pig Brother Micro Bo See, the driftwood did many times call contact God pig Brother, and God pig Brother to Micro Bo is his own record of work log as an excuse, Refused to co-operate, even issued a strong statement in the micro-blog never apologized, the power of netizens let God pig Brother lost direction, tough and business confrontation, in the blog published "Naked Mold door is not I made" "with micro Bo record life, this is the freedom of God pig Brother" and so on counterattack blog! User basic one-sided, tend to support God pig Brother, As both sides of the war escalated, Driftwood prepared to sue God pig Brother, people arrived in the city of God pig Brother, God Pig in the October 28 suddenly issued an apology book, to the Drifting wood apology, in the god Pig Brother Micro Bo confide is drifting wood preparation claims 100,000 yuan loss, the company came forward and drifting wood talk about this thing how to solve! The whole thing ended here.

From the above through we can see, God pig although his own micro-Bo record work, but the record of the content of special, is the nude model shooting scene, has never before this kind of thing, this created news events, netizens interactive, news reports make its natural red. And this enterprise, very able to grasp the opportunity, in the country are reported suddenly come out ready to sue God pig Brother, let the brand "drifting wood" quickly jump into the eye line! God Pig Brother in the support of netizens and business confrontation, which makes the incident concern increased, let driftwood again be concerned about, get to the second brand awareness of the effect of publicity. God pig Brother finally under pressure to apologize, although the end of the matter, but careful people may see, so simple to end it? Drifting wood is a high-profile preparation for a lawsuit, is it only an apology is over? In fact, drifting wood has reached an awareness of the purpose of publicity, not to fight a lawsuit and what is the significance of it! God pig Brother a grassroots is unable to litigate, drifting wood in God pig Brother when the most red debut, this has to admit that drifting wood company is very eye-opening. Although the plan of overseas exhibitors failed, but unexpectedly harvested in the domestic play "brand awareness" marketing effect. So event marketing whether active manufacturing event or participate in natural events, occasion exerting force is absolutely the soul of event marketing!

Author Introduction: Liu Zijie, a network marketing company marketing planning director. Welcome to talk about Network marketing qq:267220555, to help enterprises quickly establish brand awareness! Free diagnosis of your station! point out your deficiencies!