Seeing The Internet Of Saliva Marketing From Adi Wang

From the original simple text to the endless stream. Adivon The discussion, spoof, worship, Adi Wang put the interaction between netizens thoroughly.

Saliva Marketing How powerful is it? Look at Adi Wang. From the beginning of birth, Adi Wang has been tagging all the netizens on the cottage. Although ADI has never responded positively to this entertaining symbol, the fact is that in the process of being Shanzhai, the popularity of Adi Wang has exploded, until he killed a blood trail in the Jinjiang shoe enterprises with many brands, and became the biggest black horse of the 2009 sports brand. As of July 2010, "Adi Wang" has set up branches in more than 10 provinces across the country, and its sales volume is over 100 million yuan.

All along, Jinjiang. Sports brand Enterprises are "CCTV advertising + celebrity endorsement" mode, and in a short period of time has been a great success. However, in the era of marketing needs more and more innovation, the simple "advertising + star" mode is obviously difficult to continue to maintain a strong advertising effect. Huge advertising fees and celebrity endorsement fees have also caused some enterprises to suffer badly.

In the MP network, known as China's first entertainment interactive portal, there are a large number of "80" and "post-90s" young groups. Here, all seriousness and seriousness can be laughed at by the fun of "mop spirit".

And the king of ADI is here. network The true sense of popularity is due to the ridicule of netizens who claim to have "mop spirit".

At the beginning of 2009, a netizen named doctorlob was posted on the cat's net. "Today I saw a brand called" Adi Wang ". The whole article was only 60 words:" I saw a brand of sports shoes today called "Adi Wang", and the slogan was "everything can change". My God, what kind of people are there in the world? There are all kinds of slogans, and there are slogans as well. In order to prove what he said is not true, the netizen also posted a picture of Adi Wang store.

It may be the brand name that Adi Wang and Adidas are too close to, perhaps the brand LOGO that is too similar to Adi Wang and Adidas, or perhaps the paradoxical slogan of Adi Wang's "everything can be changed". Soon, this revelation has attracted people's attention.

With the growing popularity of the "Kuso movement", Adi Wang has been deified and praised unlimitless, even becoming the "cosmological peak brand" elected by netizens. Many people take pleasure in watching the post of Adi Wang, which has created more people actively participating in the "Kuso campaign".

In Baidu encyclopedia, the origin of Adi Wang has been revised to "a wholly owned company registered in China by Solomon islands ADI (International) Sports Development Group Co., Ltd.". It is also known as "luxury goods brand that can be even and even more than Adidas", and this version is also the content of "the vow to defend" by the spoof. "KUSO"

Faced with the spoof of netizens, Adi Wang did not show an unnatural or secretive gesture at this time. On the contrary, they adopted a strategy of taking advantage of the situation and interpreted this "cottage brand" as a popular trend.

Soon, CCTV 3 sets, 5 sets and Hunan satellite TV began to appear Adidas Wong's TV commercials. This picture is still beautiful, but the idea is almost Adidas's replica advertisement. It's designed as follows: with I's mcoming roaring, a basketball player like NBA giant jumps up high, catches the basketball flying in the air, and then draws a beautiful arc in the air. Finally, the basketball is buckled into the box, and then the caption and voiceover appear -- "everything can be changed". This advertisement, which is familiar to netizens, but can not be fully linked to a brand, and the slogan of "everything can be changed" is specious. Like Lining, it is like Adidas. The evaluation of netizens is "thunder rolling." {page_break}

It is quite funny that in the advertising film, Echoragem, the image spokesperson of Adi Wang, is searched by netizens after being searched by netizens. This is a completely unknown basketball player who plays in the low level league matches. (I mcoming) Such elaborate design has aroused netizens' interest in entertainment. AI Mi Mi has been dubbed by many netizens as "another new basketball star after Jordan and Kobe".

Not only that, even the global economic hot events, but also failed to escape the "magic" of the king of ADI, an article entitled "the latest news, Adi Wang's $3000 trillion bailout" post was spread among countless netizens, even though netizens knew that the truth of such a news was almost zero, but the spirit of entertainment in the face of the global financial crisis still made them feel the joy.

Through the interactive rendering of network and reality, "ADI king" has become a popular and fashionable element. At this point, KUSO has begun to transform to positive image. "Are you wearing Adi Wang today?" This is exactly what the "ADI king" wants. Free role conversion

If only the king of Adidas can be understood as a cottage brand, and marketing and shaping the brand through the influence of Shanzhai, it is obviously too thin.

It's another scene to open the website of Adi Wang and dedicate it to netizens. On the website of Adi Wang, the history and honor of this enterprise are listed closely. The introduction to the enterprise is also serious. On the website, there are also the vision and strategic objectives of the enterprise. It gives people the impression that this is a company that works according to the normal routine. It has no taste of Shanzhai in the least. The noise outside the company is in sharp contrast to that in the field.

There are other image gaps inside and outside of ADI, which make up for such short boards. The king of ADI is a spoof, but this is not ruled out by the company. But in the field, Adi Wang is a responsible company. In the new version of the TV advertisement, Adi Wang has shouted the appeal of "national brand and national pride". The message conveyed to consumers is that although the image is "Shanzhai" among the people, Adi Wang is definitely not a "Shanzhai product".

From the original simple text to the endless stream of discussion, spoof and worship of Adi Wang, the interaction between netizens and the king of Adidas was incisively and vividly. A vulgar brand was praised and exaggerated with infinite praise, which also provided consumers with great fun. These creative, humorous and intelligent web texts themselves have many comic elements, which are rapidly spreading among netizens, just like network viruses.

To some extent, such Kuso is another kind of ideological expression, including a challenge to authority and convention. It gives different voices a channel to vent and spread. Because of the recognition of Adi Wang's post, most netizens began to think about "when they laugh" and when they would buy a double ADI to show off their own.