Marketing Tactics: Skill And Degree Of "Anti Criticism" Marketing

"Abuse"

McDonald's plagiarism door: the mystery of serial scolding

In April 27th, McDonald's alleged plagiarism caused a bitter discussion on micro-blog. The reason was that McDonald's released a photo of the "100% pure men Tee series" on micro-blog. The prize is a specially designed "pure husband T-shirt", one of which is printed with "MLGB" T-shirt and the original trend brand "Nic Is Coming" designed by Channel V host Li Chen.

Li Chen published micro-blog accusation of McDonald's plagiarism, then McDonald's deleted previous micro-blog, and Li Chen thought McDonald's did not show its due sincerity, once again released micro-blog to express its dissatisfaction, McDonald's did not respond.

This incident can be put to an end.

Who knows half way out of a Cheng Yaojin, claiming to be Shanghai's Ogilvy interactive creative director of "Kama fat" out of dissatisfaction with Li Chen's attitude, made a very provocative response to Li Chen, and brought the incident to a climax.

Li Chen then counterattacked, you came to me, eventually this white hot debate with the "Kama fat" after the work to stop.

Correlation of the whole event

Scolding is also a door learning.

Choose the right time and move under the pre hotline.

Micro-blog has timeliness, and a few days before the online marketing campaign is launched, it will not be divorced from each other.

The incident of McDonald's plagiarism occurred a few days before the May 1 holiday, which is obviously a warm-up for the May 1 promotion.

After the May Day, the weather became hotter and hotter. T-shirt became the main player in the clothing industry. Li Chen took part in the abuse at this point in time. Did she intentionally promote the "Nic is coming" brand?

Controversial topics should be in line with your objectives.

There are many hot topics, but not all hot topics are suitable. If the topic is not related to our hype, even if the topic is too hot, it will be futile.

The topic of plagiarism has attracted people's attention, and the discussion of this focus topic by way of scold has made the incident more explosive and also caters to the excitement of the Chinese people.

The "plagiarism" and "MLGB T-shirt" and "100% pure men Tee series" promotional activities have a high degree of relevance, it can be described as two birds with one stone.

It is particularly important to note that the choice of topics should not be pursued blindly, but should not be held in the extreme view of "success can be immortal, but failure will also be a bad thing for thousands of years". Instead, we should keep the bottom line of law and morality and try to avoid vulgarity so as to avoid damaging the image of an enterprise.

McDonald's suspected of plagiarism is not a "MLGB" T-shirt? Not too big a thing, everyone will be happy to abuse it, the more scolding the more fire, the more scolded the more red.

Choose the "anti abuse" protagonists that match the target customers.

Relative to the passive attention of blog, micro-blog's attention is more "active", as long as we pay attention to "attention", that is, you are willing to accept immediate updates of interested objects.

Some celebrities have millions of fans. Behind every fan is a live consumer. The influence is very extensive. Celebrity "Curse" has a geometric effect.

Of course, celebrities' fans should be highly overlapped with your target customers before they can be considered as precision marketing.

The main target consumers of McDonald's are young people. The main consumers of Li Chen's fashion brands are teenagers.

The most interesting picture is that the young people wear "MLGB" T-shirt, eat McDonald's and micro-blog.

Choose the "anti abuse" participants, big enterprises and celebrities combined to produce a double reed. Small businesses can take advantage of the situation and deliberately stir up trouble for celebrities or big enterprises to improve their popularity.

Guiding the "public criticism" direction of public opinion, causing media attention.

Once the "Curse" begins, flowers and eggs will be thrown from all sides, and the celebrity's war of words never lacks audience.

In the process of abuse, we must not be too hasty. We need to give micro-blog owners and players a forwarding and commenting process.

We must grasp the theme of "abuse" and link the topic with the purpose. We can not run away from the topic or become a naked personality attack that will damage the reputation of the enterprise.

When the topic reaches a certain level, other media will take the initiative to pay attention to you, tracking reports and attracting more public attention.

If the topic is not hot enough for the media to pay attention to, it can first cost a couple of media coverage, and then easily win the attention of other media.

Assess the situation and rush forward

When it comes to the expected effect, it is necessary to stop and avoid greedy. It can not be as old as the old lady's foot binding cloth. It is usually stinky and long. Because the event is too long, it will be more difficult to control the situation. The dispute between QQ and 360 is a typical example.

If you are forced into a letter to dear user, you will lose both sides.

Therefore, we must learn to assess the situation and go back in a hurry, not to show that the mountains are not leaking.