Interactive Marketing Under Grass Roots Culture

1, soon, there will be a Chinese girl dressed in Peking opera costumes on the food packaging of more than 30 thousand restaurants around the world.

Born in Shanghai, Bao Jin, a native girl, occasionally stroll to McDonald's website, uploading a photo of his Beijing opera costumes that he took pride in. He just wanted to show the photos. After a few screening, she eventually promoted the world's top 25 in "wearing a theatrical costume to promote the quintessence of the nation", and became the leading player in McDonald's global packaging in 2007 with 24 other ordinary consumers around the world.

This is also the first time McDonald's launched an ordinary consumer image to help its global pr.

2, whether McDonald's civilians appear on food packaging or Pepsi's "I want to go on the pot" activities can reflect the problems in the two different areas, that is, the grass roots culture of the society and the interactive form of marketing.

Grass roots culture is not a patent in China. Many Western and Western countries have been developing activities such as picks and drones for a long time. However, after we have arrived in China, we have seen all kinds of "super girls" represented by the past few years to the present, as well as all kinds of draft shows so far, and the grassroots self hype on the Internet.

The emergence of new social and cultural phenomena must have its root and meaning of reality.

Today's society is originally a passive exposure of the general public. It seems that suddenly the desire for expression has become extremely intense. In all kinds of media, they want to have a try. The Internet is ruthless by them. Now, some activities such as McDonald's and Pepsi's activities have provided a new platform for self narcissist to use their own packaging as media. This is no alternative.

In fact, as early as more than a year ago, when I was in a private hall in Zhengzhou, we had done this for the new power of Unicom. It was an exciting process of creativity. After many comparisons, we finally used the "civilian endorsement" scheme to get the projects promoted by the new force of Henan Unicom. The creative core and the current Pepsi tank are very similar. Unfortunately, it was originally a beautiful performance, which was probably a great battle for the new force of China Unicom.

From the early stage planning to the late implementation plan, I am the main participant, and the details are painful.

The advantages of civilian endorsement are obvious. They are not high stars, but they can become stars in the surrounding population. This is a wonderful process. Let's think about it. If McDonald's packaging used your photos, when you go to McDonald's again, you can imagine what Zhou people look at you.

And you are a medium, because you become a "Star", you will be proud of it, you will be able to speak or speak with people you know, and if you know anyone, if someone is interested and lucky enough to become a "Star", and he mobilizes the people he knows is talking about it, that is, the virus is like oral dissemination, the brand has already been very well received, the brand reputation and sales volume will rise sharply, let alone an international brand. Under the direction of omnidirectional integrated marketing communication, the sensational effect is even more striking.

Pepsi can do better in this respect, and it differs from McDonald's.

Pepsi is more like a pop show, but McDonald's is a bit of a star maker.

Of course, people think that this is their choice. Pepsi is a brand of young people. Fashion, dynamism, publicity and youth are all brand names of Pepsi.

The development of interactive marketing has changed a lot. In the past, we all thought that the Internet is a very good platform. So far, it is true, for example, now there is a "call advertisement", that is, on the advertising page of some websites, users will be prompted to enter the mobile phone or the phone number after clicking on the advertising page. After the input, the advertiser will get in touch with you directly, and the consultant will provide consulting service, and then conclude the paction, and you do not need to pay a cent for the call.

Such an increasingly humane advertisement will gradually become the mainstream of future advertising development. Just like the interactive marketing like grass roots endorsement, the essence remains the same, that is, the direct communication between advertisers and consumers, and even the way of entertainment together. These changes may take place in the form, and there will be some changes in the use of the media. More marketing and advertising professionals are needed to dig.