Poisoning By Fan Ke Cheng: The Secret Of Fire Rising

A sudden virus attacked VANCL headquarters in East sanhuan Middle Road, Chaoyang District, Beijing.

In August 1st,

To Yang Fang's surprise, the spread of the virus has erupted before the promotion of van sincere product according to its own plan.

A month ago, fan Kai pin's brand promotion department began planning to launch a thematic page with sina micro-blog to offer advertising templates and automatic PS tools to users, hoping to let ordinary netizens also become addicted to spokesmen.

However, due to the recent launch of sina micro-blog City, the problems in the process of cooperation examination and approval and the implementation of technology, the date of the on-line activities dragged on.

This activity has not been launched since August 9th.

At first Yang Fang was nervous.

First, she contacted Qiu Xinyu, a partner in the advertisement of the group of ad producers. He was sure that he knew nothing about it. She tried to contact Zhu Yu, who detonated Guo Degang's "chicken trouble washing" picture on micro-blog.

Zhu Yu is the chief copywriter of AKQA, an interactive advertising firm in Shanghai.

In May, fan Kai Cheng launched this group of advertisements. Han Han, Wang Luodan and Wang Luodan wore billboards in Beijing, Shanghai and Guangzhou.

On the subway platform, Zhu Yu first saw Han Han's advertisement for van customer, because of his professional habits, he paid special attention to copywriting.

In July 29th, Zhu Yu, who was sick at home, saw a picture of Guo Degang wearing a Givenchy jacket on Sina micro-blog. He had seen a picture of a Huang Xiaoming who used to imitate Huang Xiaoming.

Inspired by that picture, only a few minutes later, Zhu Yu PS came out with Guo Degang's "chicken wash" version and went to Sina micro-blog.

"Pure fun."

Zhu Yu said.

Two hours later, when he entered micro-blog again, the picture had been forwarded more than 100 times.

Zhu Yucheng himself has never bought a product of "fan Ke Cheng pin". "Like advertising does not necessarily like products."

The object of Huang Xiaoming's "too many sets" is considered to be

In July 26th, when Kou Shuai went to the bookstore to buy books, he saw "learning English with Obama". At that time, the Internet was making fun of Huang Xiaoming's Strange English accent. When Kou Shuai returned to his home, PS immediately went to learn English with Huang Xiaoming. On the spur of the moment, it was easy to get PS again. The famous Huang Xiaoming's "too many sets" objects were sent to the photo album of the bean paste together. Later, the picture was repeatedly forwarded by netizens.

Zhu Yu is also Huang Xiaoming's "set up" of the follower, starting from his micro-blog, the incident was detonated.

This teasing "object" is widely spread on the interactive platform of micro-blog, watercress, Kaixin and so on within two days. Almost all the ancient and modern Chinese and foreign celebrities, novels, games and hot spots are all "objects" by netizens.

However, after checking the visits to those websites in the early days of August, Vic, senior vice president of VIC, found that there was no significant change in the amount of visits compared to July.

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The activities of the "flirting with all guests" in the city of bean paste were established in July 31st. By August 9th, 11158 people were involved in the collection, and 2769 pictures of objects PS were collected.

Zhu Yu believes that compared to the recent activities of tens of thousands of people in the city of "the love affair between you and me", the scale of "flirting with everyone" is not large. However, the preference of netizens for PS has long existed, and every picture has a hot topic and events.

Cao Yun is the creative deputy director of DDB interaction, and also the chief editor of Damndigital interactive information website (which mainly collects cases of interactive dissemination at home and abroad).

He believes that the template of fan Kai Cheng's advertisement is easy to be copied, and PS pictures are the entertainment means that netizens enjoy. These two points may be the reason why objects are popular.

If all objects are regarded as a viral marketing, the key to success or failure is to grasp the level of Kuso.

If the guest body develops in the direction of self mockery or banter, it will be a great benefit to all fans, but if it gets worse and even hurts others, it will inevitably involve all customers.