Durex's 3-hour reality show with 100 people having sex gives us 6 revelations!

Durex did a live broadcast, which was said to be the most obscene live broadcast in history. 100 people participated in 3 hours. They did exercises, ate apples and bananas, hugged each other and waited for a puff of air. After that, there were all kinds of complaints. From the perspective of topic, Durex proved itself with the live broadcast. It really has something going for it!

Live broadcast data on April 26:

LeTV, bilibili, Youku, Douyu, and other platforms participated in the live broadcast, with 50 pairs of men and women, and a 180-minute live broadcast. The number of viewers on Bilibili was close to one million, and the number of likes on Youku Tudou exceeded one million. Even the number of donuts received was nearly 10,000 (10 donuts for 1 yuan).

You can also see the live situation and various comments on the scene on the Internet. Let me talk about some inspiration I got from Durex’s marketing this time!

1. Live video becomes the new favorite
2. The group effect is more likely to attract attention
3. Pre-heating preparation
4. Slot control
5. Orgasm is too casual
6. Taking advantage of the situation is also a winner

1. Live video becomes the new favorite

Live streaming is popular now. All kinds of press conferences and activities are live streaming. This time, Durex live streamed 50 young couples having sex together. Some time ago, there was also a live stream of Papi Jiang's press conference. There was also the Beijing Auto Show, which had no beautiful models but many live streaming influencers. You'll find that everyone is using Inke and Huajiao. Even a boring live stream of a sleeping scene will have thousands of people watching. When videos and influencers are popular, your brand can be spread through such platforms.

2. Group effect is more likely to attract attention

The participation of 50 pairs of "performance art performers" this time is similar to previous flash mobs, such as 300 Spartans. If there are only one or two people, it is difficult to produce economies of scale. 100 people may have 100 labels, and dozens or hundreds of stories will come out in 3 hours. Quantity will become a keyword for hot topics. After all, everyone thinks that a group of 100 people "having sex" is still very topical.

3. Preheating and preparation

Warming up is very important for activities and events. Durex has done a good job in this regard, especially since this activity requires registration to participate, so the warming up can start from the registration.

4. Slot control

Watching a press conference and a group show are slightly different from an internet celebrity’s own live broadcast. So the 3-hour Durex live broadcast, from moving beds and eating bananas to the final “fart”, made many viewers who were not used to the climaxes anxious, so they complained everywhere, and these complaints directly affected the brand and products.

A netizen made a picture called "AIR is air, fart is fart". The hype at the beginning was too strong, and netizens were probably thinking that the clothes were taken off. They waited for 3 hours but there was no easter egg as they imagined, and there was actually "a P", so they felt disappointed. If a marketing campaign causes users to associate “XXX is shit”, that would be bad.

Controlling complaints starts with the rhythm. At the same time, when complaints evolve, it is best to make some interesting responses to make users, media, etc. feel that they have fallen into a marketing "trap". For example, in the previous JD.com "Tomato Gate", when everyone was complaining and gossiping, they launched a fresh food channel, and everyone immediately shut up.

5. The climax is too random

In fact, from common sense, how could a big brand possibly engage in a "sex reality show"? Isn't this courting death? But after all the shows and fun, there was no one to even try it on. The air was released, which is indeed consistent with the name "air set". However, if the 3 hours or the preheating time are included, it is really unacceptable.

When trying it on for the last time, they could have been more creative, so that at least Durex could show its sincerity. Netizens can understand that they didn't do it for real, because you are not shooting a pornographic movie, otherwise those live streaming platforms would not have to open today.

6. Taking advantage of the situation is also a winner

In some major events, there are always brands that will take advantage of the situation. This time, Durex’s live broadcast attracted attention to its competitor Okamoto, and Jissbon also took advantage of the hot topic. Some netizens even mentioned it on their own initiative, which can be considered a gain. Just like the previous auction of Papi Jiang, Weijing also took advantage of the situation.

Currently, many people on the Internet are commenting that this Durex live broadcast is a failed marketing case, a bit like the Jingyefu event during the Spring Festival.

Judging from the activity itself and netizens' feedback, there are indeed many shortcomings. The reason is that the gimmick is too strong, the foreplay is too intense and too long, and the climax is too small and too fast, so users are not satisfied and are even very disappointed . This is exactly what the opponent wants. Even if the opponent does not do anything, users will be actively diverted.

For example, during the Spring Festival, we couldn’t collect the Jingyefu and we were very unhappy, but what about those who collected them with great effort? The money distributed is not enough to give out red envelopes, expectations are high, and disappointment turns into complaints.

From the brand exposure, everyone remembered the air suit, but also remembered the word "fart". This sense of association needs to be resolved as soon as possible.

In terms of the attention paid to the event, the live broadcast had a large number of viewers and was a hot topic, so it is still worth mentioning. However, this can only be regarded as a well-known marketing event.

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This article was compiled and published by (APP Top Promotion) by @魏家东. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!