What major events happened in the marketing circle in 2016?

2016 is about to end. What major events have taken place in the marketing circle this year?

From the Pepsi-Cola Monkey Year advertisement that swept the screen at the beginning of the year, to Alipay 's "Diligence and Dedication" in February, to Papi Jiang's bidding for advertising space... and finally to the Luo Yixiao marketing incident, the craze created by marketing events seems to never stop.

So what are the hot topics in the marketing circle in 2016? We have listed the top ten events for you, and there is bound to be one that will go viral on your WeChat Moments!

With the phrase "Monkey is so awesome", Pepsi fired the first shot in its marketing campaign for the Year of the Monkey! Using user emotions as a bond, we invited the childhood idol of the post-80s and 90s generation, Liu Xiao Ling Tong, to shoot the micro-film "Bring Love Home: The Monkey King's Family". The film received an enthusiastic response as soon as it was released. As the topic of "Liu Xiao Ling Tong's program was cancelled" continued to heat up, the Pepsi micro-film attracted the attention of many netizens, and its hot search index also reached its highest peak.

Do you still remember the greetings between friends when they met during the Chinese New Year? – “Is there any Jingyefu?”

In February 2016, Alipay launched a big move, claiming that if you gather five blessings, you can share 215 million RMB. Oh my god! 215 million is real money, and coupled with the cooperation with the Spring Festival Gala, Alipay has attracted a lot of public attention, and the search index of Jingyefu has instantly exploded!

Papi Jiang, China's No. 1 Internet celebrity in 2016, is a woman who combines beauty and talent. She has topped the trending search list many times in the past six months. On the afternoon of April 21, under the leadership of Luo Zhenyu , the bidding for Papi Jiang's video advertising patch was held as scheduled. In the end, Lirenlijuan won the bid with a price of 22 million. As soon as this blockbuster news came out, it was all over the major media, and Lirenlijuan became the biggest winner, with the hot search index reaching its historical high that day.

It is worth mentioning that on November 23, Luoji Siwei, which had jointly invested 12 million yuan in Papi Jiang, announced its official withdrawal of investment, and this withdrawal was completed as early as August. Compared with topics such as auctions and removal from radio and television in the first half of the year, Papi Jiang’s popularity is obviously not as high as before. The following is Papi Jiang’s hot search index in 2016.

It is really regrettable that Logical Thinking decisively withdrew from its investment in just half a year.

At 9 pm on April 26, Durex live-streamed the “Hundred People Try-On” event on multiple online live-streaming platforms in mainland China, including Bilibili, LeTV, and Douyu . Due to the imaginative name of the program, it attracted more than 5 million people to watch online. However, the netizens who were full of expectations only saw an hour of moving beds, half an hour of interviews, half an hour of gymnastics, half an hour of eating fruits, half an hour of mysterious silence, and the last minute everyone fell asleep in each other's arms, and then at the end, a "fart" was heard. Netizens complained that they were "cheated" and even rated it as "the most boring live broadcast in history." The following is the hot search index during the live broadcast of Durex’s trial with 100 people. The hot search index exploded on the evening of April 26.

To learn more, please check out the article: Durex’s 3-hour live broadcast only had foreplay and no surprises. Where was the promised marketing pleasure?

On the morning of July 8, 2016, the “Escape from Beijing, Shanghai and Guangzhou” event planned by Flight Steward and New World View exploded. With the participation of various big Vs, live broadcasts, major media, internet celebrities, etc., a spontaneous trip became a hot topic. Since the morning, some self-media have begun to decipher the marketing logic or interview the event planners. On that day, the indexes of New World and fleeing from Beijing, Shanghai and Guangzhou both exceeded the limit.

While everyone was still intoxicated with the sadness of "inescapable Beijing, Shanghai and Guangzhou, and invincible advertising dogs", on November 15, Xin Shi Xiang launched the "Book Throwing Campaign", throwing 10,000 books in the subways, flights and ride-sharing cars in Beijing, Shanghai and Guangzhou. Many celebrities also participated in the event. Huang Xiaoming threw 16 books of his choice in Beijing Subway Line 14. Xu Jinglei threw Interstellar, a book for everyone to read. Zhang Tianai threw her own book in Shanghai High-Speed ​​Railway Station. Zhang Jingchu may have thrown a book near Beijing Subway Station...

This event was a big one, but it seemed that the circle did not have a high opinion of this incident. However, the negative reviews could not stop the popularity of this book-throwing campaign.

In October, it seems that you wake up to find that your entire circle of friends is posting YSL. In just a few days, YSL topped the Baidu luxury brand rankings; there were several topics on Weibo with over 10 million views; Weibo joke writers all joined in to create a screen-sweeping trend; even articles related to the YSL Starry Series lipsticks had over 100,000 views in minutes. The real hunger marketing, the real "her economy", a successful marketing will make all women crazy and make all men cry...

Compared with other marketing events, Tmall’s Double Eleven screen-sweeping ability is definitely top-notch. On October 20, Tmall began to "swipe the screen" nationwide, online and offline, continuously building momentum for the Double Eleven event. Various Double Eleven Tmall and Taobao posters are spread across public places such as subway stations, bus stops, elevators, corridors, etc.; the loading pages of major apps are also covered one after another; online posters can be seen everywhere. In addition to the above promotion methods, the 2016 Tmall Gala also tried new forms of expression such as VR , augmented reality, and live broadcast. The effect of such screen-sweeping marketing is also considerable. The sales volume on Double Eleven in 2016 reached a staggering 120.7 billion!

November 18th - Before the movie was released, Feng Xiaogang wrote a letter to Wanda 's Wang Jianlin in the voice of Pan Jinlian, criticizing Wanda Cinemas for having a low screening rate due to personal grudges and ridiculing its monopolistic behavior. This immediately caused a huge wave of publicity on Weibo and instantly became the number one trending search!

I thought the matter would just end there, but who would have thought that Wang Sicong would also write a long Weibo post to fight back against Feng Xiaogang, calling it a naked "touching porcelain". The smell of gunpowder was so strong that the onlookers watched even more excitedly...

Such a quarrel brought direct and significant effects to the movie. The exposure increased sharply, the audience's attention also increased significantly compared to before, and the box office results were also quite ideal. I have to say, Director Feng is really good at this "fighting" scene! It somehow reminds me of the "kneeling marketing" when the director of "A Hundred Birds Paying Homage to the Phoenix" asked for more screenings earlier this year.

On November 27, Alipay released a new version and quietly launched a new feature called "Circles". Many users uploaded large-scale photos, which appeared in the "White-collar Diary" and "Campus Diary" circles and became popular all over the country. These two circles are only open to female college students and female white-collar workers to post status. Male users can only like or reward. If they want to comment, their Sesame Credit score must be above 750. A Sesame Credit score of 750 or above means being rich or wealthy. Therefore, many netizens joked that Alipay is a "payment pimp".

Things seem to be going a little wrong here. CCTV commented that there was a faint sense of ambiguity and vulgarity flowing. The launch of Alipay's "Life Circle" function quickly spread on social networks, but more people were questioning it.

On November 28, the Alipay “Campus Diary” incident continued to ferment, and the number of media reports exploded. On November 29, Peng Lei sent an internal letter to apologize for the Alipay "Campus Diary" incident.

Early in the morning on November 30, everyone’s circle of friends was flooded with the following article: "Luo Yixiao, Stop Right There." The cause of the incident was this: Shenzhen writer Luo Er's daughter Luo Yixiao was diagnosed with leukemia. He did not choose crowdfunding, but instead "sold his writings" to save his daughter. He cooperated with Xiaotongren Financial Management , and every time someone forwarded his article, the company would donate one yuan to little Luo Yixiao. Such a touching story successfully attracted the attention of many netizens, and everyone forwarded it. The circle of friends was flooded early this morning, and the "Luo Yixiao" incident successfully dominated the screen.

At this point, the incident continued to ferment. While the majority of netizens were still enthusiastically donating their love, the plot took a turn. 1. After 80% of Luo Yixiao’s leukemia treatment costs were reimbursed, he only had to pay 20,000 yuan out of his own pocket. 2. Luo Er has three properties and two cars with a total market value of tens of millions. He abandoned his wife and children, and after the mistress took over, she renovated the new house, which caused her daughter to suffer from leukemia. 3. So far, the WeChat rewards have exceeded one million. 4. Luo Er’s subordinates contacted Xiaotongren Financial Management Company to plan an event, implying that Luo Er had nothing to do with this incident. But later on, it can be seen from one of Luo Er's articles that Luo Er was acquainted with the boss of the company. 5. Xiaotongren is a P2P financial company, and this is just a marketing campaign. 6. The Xiaotongren P2P company and its WeChat account are actually companies controlled by Luoer Investment. The so-called pledged donor and the recipient of donation are the same person.

Such reversals again and again have deeply hurt a large number of people's hearts. This time, netizens are really angry and criticize it as a "bloody marketing". Amid accusations and criticisms from netizens, Luo Er said that he would set up a special fund with the donations, and WeChat also intervened and returned the money.

Summarize:

Among the above top ten marketing events in 2016, which one has been all over your circle of friends? Everyone is welcome to leave a message and interact with us. Of course, there will inevitably be some omissions in the process of collection, and you are welcome to leave a message to supplement it.

2016 is coming to an end and 2017 is about to come. Let’s look forward to what hot spots will appear in the marketing circle next year!

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was compiled and published by @梅花网 (Qinggua Media) when reprinted. Please indicate the author information and source!