The secrets behind Mixue Bingcheng’s explosive marketing!

Following "What is Happy Planet?", another brainwashing song banned before exams appeared on the Internet. This new song comes from a tea brand that everyone is familiar with - Mixue Bingcheng .

(Snipped from the Internet, deleted if infringed)

01

On June 11, Mixue Bingcheng officially released an animated MV of "Mixues Bingcheng theme songs in 14 countries and 20 languages", which is 8 minutes and 21 seconds long. In these eight minutes, anyone who clicks on the video can enjoy the singing of "You Love Me I Love You Mixue Ice City Sweetly, You Love Me I Love You Mixue Ice City Sweetly" in 20 languages ​​including Chinese, English, Korean, Thai, etc.

Not only do these performances have the same lyrics and melody, but the images are also exactly the same. Who can withstand such an attack? Netizens fell one after another and were successfully brainwashed.

In fact, as early as July 27 last year, Mixue Bingcheng released the first version of the animated MV of this theme song, but at that time there were only Chinese and English versions. When the MV was first released, it did not attract significant attention on the Internet.

However, Mixue Bingcheng stores usually play this song on a loop in accordance with regulations. Recently, some netizens have discovered its brainwashing nature and started to post comments on the Internet to complain about it. Some people have even used it as the background music for short videos.

Mixue Bingcheng also noticed this and released the first version of the MV again on social platforms and Bilibili on June 3 to get involved in its own topic, and the heat of related public opinion began to rise significantly. With the official response, the trend of re-creation of theme songs has become more and more popular. There are not only foreign language versions, but also dialect versions, Peking Opera versions, electronic music versions, classical Chinese versions, dance versions... one after another.

The authorities also integrated the secondary works of netizens and launched the collection of 14 countries and 20 languages ​​mentioned above, which immediately heated up the topic. The public opinion heat suddenly rose to a peak and the heat continued to be ideal.

02

A low-cost MV released nearly a year ago, with the self-propagation of netizens, Mixue Bingcheng unexpectedly got a wave of powerful advertising for free.

Generally speaking, single, repetitive brainwashing advertisements are not popular with people and may even cause disgust. There was a wave of public opinion during the 2018 World Cup, and brands such as BOSS Direct, Zhihu, and Mafengwo all adopted this format in their mid-roll ads during the event.

• BOSS Direct Hiring: Looking for a job, talk directly to the boss! Looking for a job? Go to BOSS Direct Hire! Promotion, salary increase...
• Zhihu: Do you know? Do you really know? Are you sure you know? Are you really sure you know?
• Mafengwo: Why should you go to Mafengwo before traveling? Why go to Mafengwo? Why go to Mafengwo?

Netizens were annoyed and complained one after another. Some even directly criticized these advertisements as "vulgar, disgusting, brainless, and a double pollution to vision and hearing" and uninstalled the related software. According to the analysis results, in the past month, when netizens talked about the theme song of Mixue Bingcheng, positive emotions accounted for 77%, while neutral and negative emotions accounted for only 18% and 5% respectively.

03

Why others fail, but Mixue Bingcheng is so popular? What causes this difference?

1. “My territory, my decision”

Mixue Bingcheng mainly uses this brainwashing advertising song on its own turf, and does not put it on large or small screens like some other brands. There is no unavoidable situation, so people will not feel so invaded, and the possibility of generating negative emotions is low.

2. "Lovely Magic"

If you have watched this MV by Mixue Bingcheng, you will find that its overall style is mainly cute. The white and round brand cartoon image - the Snow King, and the childlike and bright background. The original song before the adaptation came from the classic country ballad "Oh! Susanna" written by American composer Stephen Foster in 1847. The melody is light and cheerful. After the adaptation by Mixue Bingcheng, it is more like a nursery rhyme.

As for the cartoon character of the Snow King, some netizens also expressed their love for him, and would affectionately call him "Snow Baby" or "Bao" when interacting with the official. Some people even made his image into emoticons for use.

These lovely bonuses can help reduce people's disgust with brainwashing advertising content, and the MV itself does not have some of the vulgar points that brainwashing advertising has, such as the portrayal of overly angry job seekers in the BOSS Direct Hire World Cup mid-insert advertisement. Therefore, netizens did not hate it, and even happily joined in on it.

3. “Except for the low price, everything is perfect.”

Magical brainwashing advertisements are monotonous and repetitive without content, which can easily give people a feeling of low quality, simplicity and low sophistication. Therefore, even if they have an extraordinary effect on implanting consumer brand awareness, brand owners will be cautious in choosing them because of the brand image degradation and consumer emotional backlash that they may cause.

However, in the current tea beverage market, Mixue Bingcheng’s prices are among the most affordable, which is also one of its market advantages. This simple advertising song is exactly in line with its affordable pricing, which means that it does not bring an abrupt sense of downgrade during its dissemination, but instead deepens its affordable brand characteristics.

This can be seen from the hot comments of netizens interacting with it: "Baby, when I first saw this, I thought you must have made a lot of money and had enough money to make MVs, but after watching it, I felt that you may not have made much money" and "Mi Xue Bing Cheng: I don’t mind that you are poor, and you don’t mind that I am low", and the official of Mi Xue Bing Cheng also cleverly responded: "You, say, who, is low, except the price, everything else is right". Look, the price advantage is emphasized again.

At present, brand advertising has also fallen into a state of internal competition. How to stand out from the massive amount of advertisements and make an impact has become a difficulty. The violent brainwashing model has become the optimal economic solution preferred by some brand owners, but the risks and disadvantages are also extremely obvious.

The unexpected popularity of Mixue Bingcheng may bring you some inspiration, and you can discover some secrets in the research of communication characteristics and then solve the advertising problems.

Author: Sui Tang

Source: Zhiwei Technology