Word-of-mouth marketing is a new star in the field of network marketing in recent years, but in this battle, it has become a classic brand, and some brands have become a laughing stock. Then I will learn about the classic word-of-mouth marketing case with readers.

Classic Word-of-mouth Marketing Case 36 1 "Welcome the Flame, Fly in China" College Students' Performance Art

On June 1 1, the day before the Olympic torch relay to Xiamen, 100 many flying Xiamen university students and social figures gathered at the beautiful Pearl Harbor Beach and held a patriotic performance art activity: "Welcome the Flame, Fly in China" to celebrate the successful entry of the Olympic torch into Fujian and the success of 65438.

At the event site, members hand in hand spelled out various patriotic symbols to express their feelings, among which the Olympic rings and I CHN, which were all the rage in China, and the 36 1 degree China flying symbol became the most popular symbols. One hundred people hand in hand, heart to heart, became a wonderful gift in the thousands of silhouettes celebrating the flame. This video was filmed and uploaded to the Internet. Combined with popular keywords such as college students, performance art, Olympics, patriotism and flame, the charm of this video has been strongly fermented and quickly became a hot spot on the Internet: Youku, Tudou, Kuliu, Popcorn and other national mainstream video websites have been pushed to the front page. Roughly estimated, the cumulative click-through rate of short films exceeded 6.5438+0 million times. Later, it produced a strong word-of-mouth effect: news was reported on the portal website, and forum posts and blogs that netizens discussed enthusiastically also broke out. At the same time, what's more interesting is that this case also induced a "word of mouth" in the marketing field, which was reported and analyzed by authoritative magazines such as China Business News, Sales and Market, and International Advertising, and achieved professional word-of-mouth communication.

This 36 1 degree video-based word-of-mouth marketing has several points worth learning. 1, which skillfully uses the hot spots and achieves the effect of four or two thousand catties. At that time, major portals and video websites were keeping their eyes open and ears open, looking for news related to the Xiamen Flame and the Olympic Games. Video meets the needs of the media and netizens, so it has been recommended by the media for free and loved by netizens. 2. The Internet is moving towards the video age. Video is an aircraft carrier in the form of information, which combines rich expressions such as pictures, sounds and words. Video performance is even more tense, and it will become an important epicenter for detonating word-of-mouth communication in the future. 3. The implantation of brand information and word-of-mouth content needs clever integration. The communication concept of 36 1 degree is "China Flying", which transforms this relatively boring information into a hot event to welcome the torch relay and presents it in a novel and interesting form through human puzzles. Brand information is clear, not abrupt.

Classic word-of-mouth marketing case: word-of-mouth turned red in two days

Come on, let's make a bet! Usually this kind of words must be the kind of words that make fun of people you trust! When you make a bet with someone you trust, the result is often hearty laughter, so if someone publicly posts an "impossible task" on the Internet, you can often achieve the same effect.

On February 8, 65438, various forums reprinted a post: "Tomorrow, I will use technical means to turn all the words' Tao' in the pages of Tianya Miscellaneous Talk into green. Can you believe it? Just wait and see if you don't believe me. At the same time, the netizen who posted the information boasted that if I couldn't do it, I would give all the "points" to everyone. This is obviously a simple gambling game, which has aroused the curiosity of netizens, who basically pay the bill at zero price. At 9: 00 on February 9, 2008, at 65438, the word Daozi in Tianya Zatan actually turned red, so it can be clicked. A website with a link address of "Daoxi Wine Network" can get 30 free promotions when it reaches 100. The fooled netizens retaliated with bricks, sweet potatoes, rotten eggs, cabbage leaves, high heels and other forms in the network, and then laughed. Laugh at the cunning wisdom of wine network.

Promotional advertising has always been a conventional weapon to build brand awareness. But under normal circumstances, when netizens know that this abrupt red font is a promotional advertisement, they may just browse it, or the mouse passes by, and there will be no memory. And when this is a happy memory with a little expectation, maybe I will share it with my friends, at least in a rational world, I will definitely do so.

However, in the Internet age, people are no longer passively receiving information, but actively obtaining it. Among the information people get, what they get actively is often used for sharing, while what they get passively is always forgotten. In the case of "Daozi turns red", the information that should have been actively informed bridged a suspense gambling game, and the way of information transmission changed and became the information obtained by netizens on their own initiative. This is the logic of "Daozi turns red", a little joke! It provides information for netizens and strengthens the brand reputation.

Because consumers now have unprecedented information, they will use it to judge marketing activities.

Even if you provide valuable information to consumers, you must "take it yourself." On the basis of "self-shooting", the energy of information dissemination will increase geometrically by using online tools such as blogs, forums and instant messaging, which is consistent with the information dissemination principle of teahouse. The core spirit of word-of-mouth marketing is "sharing and interaction". The advantages of Internet communication technology are far from being discovered by digital marketers. We should capture the most active elements in the network pulse and formulate the most effective strategies for customers.

Classic word-of-mouth marketing case 3 iPhone girl word-of-mouth marketing "Mei Yu has flaws"

On August 20, 2008, a British netizen just bought a new iPhone, and found that there were three photos of Asian girls in it, which were pure and lovely, and they were spread to an apple product enthusiast forum abroad. * * * Girls have ranked seventh and become the fastest-rising hot word. From abroad to China, from the Internet to the paper media, "China's most beautiful iPhone girl" quickly became popular!

Enthusiastic netizens launched a massive * * *, but after careful argumentation, it was found that the iPhone girl was a hype. Moreover, the initiator is the stationmaster of Apple Forum, the first forum of Post Bar, and the net name markm49uk is just his vest. After learning that Iphone girl was specially planned, a netizen wrote: "I really don't want to believe that iPhone Girl is a public relations event. I often feel that the world is still beautiful, not all man-made. If Foxconn or iPhone have to do something to discredit ... "It can be seen that netizens are quite" hurt "to know the truth. As a word-of-mouth marketing event, we have to say that Iphone girl is an artificial online fairy tale, but the ending of this fairy tale is too unexpected. "Man-made" is like a bug in a beautiful apple, which gives a huge question mark to "perfect word-of-mouth marketing".

The "most beautiful girl" like this has been seen many times. Like fairy elder sister, for villa girls and so on are all different versions. Only this time, the starting point is that a foreigner posted photos online, which is more convincing. This is its success. However, in the 2.0 network environment, every netizen has his "ears", "eyes" and "mouth". They are no longer a group of easily incited thugs. The netizens that marketers face are not one person, but thousands of long tails, and their wisdom is enough to sweep everything away. The integrity of some informal "word-of-mouth marketing" is increasingly doubted by netizens, so don't try to hide the truth and challenge the collective wisdom of netizens. The positioning of word-of-mouth marketing should be transparent and honest. Sincerity is the foundation, and the true face of marketing is revealed.

Classic word-of-mouth marketing case 4 MSN Rainbow Action

Of course, the success of online marketing is easier said than done. The network changes rapidly, and there are always many unexpected things happening. For example, the rainbow operation of MSN. After the earthquake, MSN and Guangzhou Toyota jointly launched MSN Rainbow Action. As long as MSN users add a * * * R * * to their signature money, a rainbow will appear before their names, and Toyota Guangzhou will donate 10 points. This active communication is very fast. Almost all MSN users have a small rainbow in front of their names.

However, the influence of this activity is much less than that of similar QQ torch relay. Now, most people know the torch relay of QQ. Even if you didn't participate, you must have seen friends participating in QQ, but MSN's Rainbow Action has not been widely spread.

There are two important reasons. First, the user groups are too different. MSN is commonly used by minority white-collar workers, while QQ has 400 million registered users and 200 million active users. The difference in quantity leads to the difference in quality, so the popularity of MSN Rainbow Action is far less than that of QQ Torch Relay. Another decisive reason is that the planning of MSN is not brilliant. At that time, disaster relief operations were being held all over the country, and loving actions like MSN were everywhere. Differences create value, and the characteristics of MNS are not distinct, so they are not prominent. QQ's torch relay is very clever. At that time, the whole country was busy with the offline torch relay, but Coca-Cola and Tencent launched the online torch relay for the first time, because it achieved very good results.

This example also illustrates a problem. That is, network marketing needs not only a good plan and a good platform, but also a good opportunity. If there is no good opportunity, even the best planning is useless. Knowing how to grasp the opportunity and make corresponding plans according to the opportunity is the successful network marketing.