Word-of-mouth marketing, can "negative positive"?

Recently found a very interesting thing: "Artie King" from the Birth of the "plagiarism" for the existence of the basic "Shanzhai" Sports shoes brand, on the network by a lot of spoof, and spoof techniques are very learned:

Interesting point one: spoof "Baidu Know"

"Baidu know" This is a "cottage version of" Wikipedia (embarrassing ~ ~ Off the topic, do not say Baidu), has seen a lot of netizens before the spoof is mostly in the forum or the production of video upload, a brand "online encyclopedia" for tampering, And a very thorough example of the change is really the first time to see (detailed content to see here) ~ ~ and, the spoof "to defend" their own spoof results, each time the person was modified back to the "normal version", he will be the first time to change back into "spoof version"

Interesting point two: There are a lot of spoof articles in the MOP forum

Mop is undoubtedly one of the most popular large-scale integrated community, mop culture and the end of the earth compared to the grassroots, the choice of mop do Adi Wang BBS series of the core position of the spoof is undoubtedly a very accurate strategy.

Mop about the king of the spoof article not only large (simple site search, no less than 100), and the quality of the content is quite high.

short story: In order to a pair of Di Wang, I lost my feet explosive material stickers: Adi Wang The secrets of the BIG secret!! Various titles and internal text are unconventional posts: "Today I wear Adi Wang straw sandals in the supermarket lesson two Non-mainstream", "for a pair of Di Wang, I lost my Hands", "college students also deserve to wear Artie king?" See you once! Today, I wiped the shoes of a man who wears the king of Artie!! 》 ....

The direction of the spoof is very clear: "Artie King" a normal consciousness should be "despised" brand, be unlimited exaggerated praise, deified, with a series of funny movies or martial arts novels will appear in the scene or the life of the people in the extreme worship of elements to and "Artie King" to make a connection, create conflict, Let people read it is still not to stop.

One of the posts called "Artie Wang" is very ingenious, described in the text of the current TV on a very large amount of interest to the situation of chewing gum ads, but the "Yi da Chewing Gum" replaced by "Artie King", see the last paragraph of text, to tell the truth I was happy to say:

When I left, I took out 100 yuan with body temperature to buy the 2 pairs just want to walk out of the shop door when the waiter shouted to me: "Your di king!" "I smile," replied the Paragon, "It's your king." "The waiter blushed at that moment, and I went out the door with a swift, ringing bell, and I thought the waiter would have taken all the Adi Wang from the counter." He will come tomorrow, he will not come tomorrow ... "

I admire the creative ability of people who write this post. Understandably, unexpectedly, "relevancy"--all of these creative essentials he has--take advantage of a typical episode in which people can quickly produce visual and auditory memories and even mood memories, and then take a thing that doesn't fit the scene's sense of perception as a protagonist, Full of comic elements.

After laughing, I think it's a bit scary to think about a series of cyber pranks.

One of the scary things is my first instinct. This is a company behind the scenes, otherwise not so familiar with the network, so familiar with the habits of netizens, articles from the title to the idea of the level. Countless times to tell themselves, this may be the wisdom of netizens, is the DIY masterpiece, but the occupational disease so I do not believe that all the popular events on the internet-the creative enthusiasm of netizens, was a large number of network gunmen ruined.

The second is that this kind of spoof has the effect of viral transmission, and quickly attacked the whole company, "your King" quickly became the popular language inside the company. I think we can communicate the same "symbolic language" (such as "embarrassing") only if we agree and think that the other person has the same basis of identity. This kind of abnormal exaggerated to praise a This is notorious brand model, incredibly has been different gender, character, age people's unanimous approval.

The terrible third is this kind of parody does not make me feel disgusted with Adi Wang (of course, also did not like)--is the word of mouth really can "negative positive" Mody? A bad reputation, or brand concept is very low speed brand, can use this kind of spoof quickly get high visibility and not bad word-of-mouth?

A lot of things I really don't understand, netizens will change in this strange entertainment of the inherent view of the king? is not a first-tier city consumer groups as the core of the brand, whether it can be achieved by this way to achieve a multiplier effect? Will there be consumers who do not think of this parody as "satire", but rather believe it (because of the different levels of literacy and information interpretation)?

But some things are obvious:

This kind of post will certainly not be treated as a commercial paste delete-netizens need entertainment, the administrator's judgment will probably think that this is a spoof article, will not be published by the merchant's advertising message. This method of parody has a certain viral nature-netizens for the famous brand for two times to create that is called "netizens to love the brand of creative enthusiasm," netizens for bad Word-of-mouth brand of the spoof is called "the grassroots spirit of netizens." Mop for grass-roots culture is still the most fertile land, "Baidu know" not only can do positive maintenance, you can do such a weird management.

To achieve the promotion of the core goal is to measure the success of a marketing tool criteria. I remember a long time ago I had despised Woyo's "enraged marketing"-but later thought, for the purpose of traffic Woyo, this marketing method is undoubtedly successful, whether there is a good reputation for them is not important.

Can Word-of-mouth marketing "negative positive"? This question seems rather boring. But perhaps for different marketing purposes, different target consumer groups, different consumer ideologies and net habits--Adi Wang Maybe, just maybe, give us an alternative answer.