Participants only need to pour a bucket of ice water from top to bottom, and maybe they can donate $ 100 to ALS. Those who successfully complete the challenge can take part in the challenge by themselves. Either take part in the challenge within 24 hours or donate $65,438+000 to the American ALS Association to continue the relay.
Within two weeks, ice buckets became popular in the United States and became a hot topic on social media. Facebook founder mark zuckerberg, billionaire Bill Gates, Microsoft CEO Nadella, Apple CEO Tim Cook, basketball stars, celebrities and other celebrities participated. ALS nimbly entered the American public eye.
2, classic advertising case 2: "After the meeting": the national father-in-law taught you to do marketing.
On June 365438+1October 3 1, Han Han published a photo of Xiao Ye in Weibo. Some netizens called Han Han "father-in-law" in their reply, and Han Han forwarded the reply to Weibo. Since then, the reputation of "national father-in-law" has become smart and deeply rooted in people's hearts. A Xin, William Feng and other stars are also competing to address Han Han's father-in-law in Weibo. Others initiated the topic of "Han Han, the national father-in-law" in Weibo. The number of comments on this topic also exceeded 65438+ million, and the reading volume reached 1, 2 1 million.
The slogan "I have heard a lot of truth, but my life is still poor" is not only a summary of the theme of the film, but also a continuation of Han Han's literary works. The film market is unpredictable, and "No Future" may fail, but as long as the brand is there, Han Han can make a comeback at any time. "National father-in-law" Han Han can be described as "promoting the godfather".
3. Classic advertising case 3: Nongfu Spring, sweet and happy.
Nongfu Spring cut into the shopping mall at this time, and resisted the impact of many domestic and foreign brands in just a few years, ranking among the top three in the industry. One of the success factors lies in its differentiated implementation strategy. The direct embodiment of differentiation comes from the concept of "a little sweet"-"Nongfu Spring is a little sweet"
Is Nongfu Spring really a little sweet? No, it's just a concept of communication. The water of Nongfu Spring comes from Qiandao Lake, which is a mountainous spring flow. Through the self-purification of Qiandao Lake, it can be said to be a sweet spring stream. But how can consumers intuitively and vividly experience the "life experience" of Nongfu Spring and form a beautiful "Ganquan" image? This requires a simple and vivid concept of implementation and communication.
4. Classic advertising case 4: Snickers "Hungry Boxing": Let the square dance brainwash young people
Earlier, it was reported on the Internet that Mr. Bean returned to take over the martial arts film FISTOFBEAN and exposed a preview of Mr. Bean's martial arts film. Now Snickers officially released this 60-second microfilm, and filled some ambiguities in the time film, and the audience realized that the brand Snickers was promoting the microfilm.
This is not just a TVC. The pursuit of the theme still continues the appeal of You Are Not Hungry, but unlike the pure concept of TVC before, TVC itself has become the source of viral spread by surrounding Mr. Bean.
5. Classic advertising case 5: Jing Shiling's Beautiful World Cup: a very stressful fashion virus.
On July 8th, it was a hot moment for the International Cup to enter the fight. A group of European supermodels suggested the performance art of "Very American International Cup" in Paris, shouting "WearetheBest" and calling for reflection on the social problems caused by the International Cup. Please look up from the International Cup and pay attention to your partner!
Breaking the routine, operating globally and skillfully using the "International Cup" are the most commendable places for this war.
Jing Shiling initiated an "International Women's Cup", which stood out in an international, passionate and athletic world that should belong to men and successfully gathered social attention. Jing Shiling's equation of "Fashion Week+Supermodel+Superstar+Expensive Jewelry+International Cup+Love+Controversy" is also based on the same perspective to reflect on the social affairs of the International Cup, which has aroused endless reactions.