In order to win more market share and attract more consumers, many car companies began to find another way in marketing. For example, leaders broadcast live in person, cooperate with popular variety shows, and even let stars go to the scene to publicize and convey brand image and brand strength.
The propaganda and marketing of "tricks" is understandable, but many car companies have also seen many cases of rollover due to infringement, gimmicks, oolong, illogical and so on.
A "worker" driving a BMW
"Migrant workers" became a hot word in 2020 and quickly became popular on the Internet. It defines a group who works in the front line of various industries every day in a self-deprecating tone, which is a kind of black humor of adults under the popularity of "funeral culture"
This topic with feelings of * * * can naturally be listed on the hot search list in Weibo, and it has also attracted many brands like Wuling and BMW to take advantage of this wave of enthusiasm. But there are two opposite effects.
Let's look at BMW first. Earlier, BMW took a photo of a sports car in the Weibo and wrote: I have filled up the gas. What about you? Migrant workers.
Suddenly the comments exploded, and some netizens said, "Is this stalk for you to play with?" Ironic language such as "I work to earn tires". In less than three hours, the word "migrant workers" was deleted from BMW's Weibo.
Obviously, the BMW was overturned by the high temperature.
Let's take a look at Wuling automobile again. Wuling Automobile wrote in Weibo: It is impossible to work, and it is impossible to work in this life. It is impossible to build Wuling cars. Only by being Weibo can we maintain this kind of life.
Received more than 2000 comments and 1000 likes.
In fact, many brands are taking advantage of the popularity of "migrant workers", but why only BMW overturned?
In fact, it has something to do with the positioning of BMW brand. Migrant workers are similar to social animals, which is what people laugh at themselves. For example, you can say that your child is a "dog", but when others say it, it sounds like swearing.
Secondly, as a first-line luxury brand, BMW is positioned as a glamorous rich man, and the working people are the working people. Now saying that you are a "migrant worker" will inevitably make the outside world feel that it is a show, which is more likely to cause resentment.
Finally, the copywriting. Wuling spoke the voice of migrant workers in the tone of migrant workers: "I don't want to work", which is more grounded. And BMW has nothing to do with migrant workers, whether it is with pictures or copywriting. Therefore, "rollover" is inevitable.
Dadada Hao Yue
In order to win attention, car companies not only try their best to rub the current hot topics, but even try their best to "do things" to promote the selling points of their products. ? Hao Yue, this car stepped on thunder.
Hao Yue is a medium-sized SUV launched by Geely this year, aiming at Highlander. In the promotion activities before the car went on the market, Hao Yuejin was tested, including a "heavy rain" test. In order to prove the "watertightness" of the new car, Geely used four powerful water cannons with a flow rate of 80L/s to carry out the rain test. Officials said that during the five-minute test, the rainfall reached 1.500 times that of the rainstorm.
After the video flowed out, it was vomited by netizens. Some people say why "still a selling point?" ; Some netizens questioned the significance of this activity.
Not to mention that Geely's "mysterious operation" may also be a way to promote product performance for the time being, and Geely Haoyue's publicity after listing is even more calm. One of Hao Yue's biggest selling points is "big". In order to promote the selling point, Geely associated military aircraft with Hao Yue in its propaganda, but an "Oolong" incident happened.
When Geely Hao Yue was marketing in Weibo, it was transported with the heavy equipment of the country? 20? As an endorsement, the transport plane guides consumers to associate. Subsequently, China Aviation Industry and Culture Center sent a notice of infringement to Geely Automobile for using Yun 20 for publicity without permission.
It can be seen from the pictures released by Geely that although Geely Automobile blackened the appearance of the plane in the picture, it can still be clearly seen that this plane is the latest large-scale military transport aircraft "Yun -20" independently developed by China. Moreover, in the tweet copy released by Geely Automobile, the text description of "Yun -20 turned into a big moon" was adopted.
Subsequently, Geely also immediately responded that the image of the big plane in the picture is not "Lucky 20", but just to show the product characteristics of Geely Hao Yue in a larger space. The material of the big plane involved in the film is not the "Yun 20" plane, but the genuine image copyright material purchased through formal channels, which belongs to the legal copyright use scope. At the same time, Geely said that it is not an official act that Geely Hao Yue and "Cloud 20" appeared on the Internet.
Public relations hit in time, and the heat of this matter slowly dissipated over time. But such behavior will affect the brand more or less.
Wei's love story.
How to attract attention, besides heat, the most effective way is to become heat. The hottest thing in 2020 should be Great Wall Motor.
Great Wall Motor, which has always been low-key, cut off the heavy car circle with a "big dog" in the first half of the year. In June, Haval SUV officially confirmed that the brand-new SUV codenamed B06 was named "Big Dog", and its four versions were called Husky Edition, Labrador Edition, Border Pastor Edition and Horse Dog Edition, while the body color was directly called orange dog, red dog, white dog, green dog, greyhound and black dog.
Once this name was released, it quickly caused controversy among netizens. A voice said, "This name is good and easy to remember"; Another party said to him, "To put it mildly, it's called grounding gas. To put it mildly, it's called tacky and vulgar!" Car names are common. Pathetic! It seems that the Great Wall is going downhill! ""who will buy this car with a clear conscience and be called a big dog when going out "and so on.
Obviously, there are a lot of negative public opinions on the Internet, but the Great Wall has also received a lot of attention. It seems that the Great Wall has opened the door to a "new world" and is out of control in this "famous" marketing method.
The three electric cars of Euler, a brand of new energy vehicles owned by Great Wall Motor, are named Euler Black Cat, White Cat and Good Cat respectively, which makes people enjoy the fun of sucking and licking cats.
In addition, the Great Wall has released three platforms for building cars: Lemon, Coffee Smart and Tank. At the Beijing Auto Show, the Great Wall unveiled the third product of the lemon platform-Harvard First Love, and simply and rudely shouted "Let's first love!" Slogan, and named the four versions of first love as freshmen, sophomores, juniors and seniors respectively.
These names that have nothing to do with cars appear on the Great Wall Motor. Not only that, Great Wall Motor's "playing style" in marketing is becoming more and more "out of line", what's more, Harvard's previous propaganda theme adopted the magical propaganda method of "hahahahafu". Recently, the invitations to the ice and snow test drive held by the Great Wall are all "unique": they are composed of homophonic icons.
Undoubtedly, the "ingenious" marketing method has brought good traffic to Great Wall Motor, but while enjoying high popularity, we should also think about what such marketing can bring to the brand. When the market is gradually immune to the "out-of-line" marketing means like the Great Wall, what can be left when the heat fades?
Weimapai Qingdao
In marketing, co-branding is a way of cross-border marketing, which can also bring freshness to users, but it should conform to the conventional logic when crossing borders.
Driving without drinking, drinking without driving, this is the conventional life logic, therefore, the attributes of car and wine are contradictory. If there is no special creative point, the joint naming of cars and wines is often not a good choice. However, Weimar and Tsingtao Brewery jointly launched a beer, which caused controversy on the Internet.
Although the official reminded me? "? Remember to drink and not drive? ",but the activity draft? 80%? None of the above mentioned the dangers of drunk driving, and the feedback from netizens was very frank: the driver dropped a drop of wine, and his relatives dropped two tears. Weimar was equipped with Qingdao and XX to charge.
This also reminds car companies that cross-border marketing should pay attention to logic, and not everything can be combined across borders.
The story of Evergrande building a car
Car companies want cross-border marketing to be fresh, and companies outside the car circle also want to cross-border, such as Evergrande.
Have to sigh with emotion, Xu Jiayin invested a lot in building cars, especially in publicity. In the first half of this year, Evergrande released six new cars in one breath. Whether you are in the automobile field or not, you can see the posters of these six cars as long as you surf the Internet.
Evergrande's six cars, from the opening advertisement of mobile APP, to video commercials and even TV commercials. Just recently, Hengchi, one of the six cars on the poster of Evergrande, also released a road running video. In other words, we finally have a real car.
Originally, this was a "good thing". After all, Evergrande finally has its own real car, but judging from the pictures released, it has attracted more questions. Attentive netizens found that the official picture of Hengchi 1 car was loaded with SUV tires, and it was installed backwards.
Such an "Oolong" incident has forced the outside world to question whether Evergrande is really building a car instead of enclosure.
Water drop point of view:
Undoubtedly, stock competition has become the new normal of the auto market. Especially under the influence of this year's epidemic, the competition is more intense. But if you want to tap the increment in stock, you should also pay attention to marketing methods. Irresponsible marketing, such as gimmicks, deception, self-directing, non-conformity and disrespect for science, will not only affect their respective brand images, but also affect the whole market.
Shuidi Automobile believes that under the dual pressure of the downturn and transformation of the automobile market, the marketing of automobile enterprises should rely on big data technology, take the interactive full link as the marketing idea, effectively connect data islands, and build a user life cycle architecture analysis system from data collection, data governance, modeling analysis to data application to support accurate and intelligent marketing.
Text/Zhao Jiajia
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.