汉堡王竟强行让google为其打宣传?看品牌营销怎么找助攻
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KvVia9KDyquM5l711icDF8u1G6VQMp86DZawrvSYt25PF5tylrA0Ss7lVS9ZvUuVKJnKhQCialcn5APg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapbottbxicDyNqTRiccgMGyqNAfZYEhv0TY3XDLayhVZqMs081YodO9y4mag/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">汉堡王又搞事情了！汉堡王在美国市场上线的电视<span style="color: black;">宣传</span>中向google喊话，但却被网友指控其强行让google为它打<span style="color: black;">宣传</span>。这到底是怎么一回事呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>中，一个身穿汉堡王员工制服、手举招牌皇堡的男生字正腔圆地对着镜头说：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“接下来你将会看到15秒的汉堡王<span style="color: black;">宣传</span>，很遗憾，时间有限，<span style="color: black;">咱们</span><span style="color: black;">没法</span>将汉堡的<span style="color: black;">鲜嫩</span>佐料一一解释清楚。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2Srapboc51x1BCcyoqiagQnmq4X3EiayZLFul942OEd5lXDwgGqbiccib11xf752w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">不外</span>我有一个点子：OK Google，什么是 Whopper burger（皇堡）？”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboLwPC1CWBbnOyetd9VyVoL3jttuEKmOv6KhOymtVoUGLLPk3Thl7yfg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而当任何电脑<span style="color: black;">或</span>电视机前收听到 “OK Google” 的 Google Home 的智能语音音箱都会立刻被唤醒，<span style="color: black;">而后</span>自动念出维基百科里<span style="color: black;">第1</span>条关于 “Whopper” 的解释。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这波15秒的<span style="color: black;">宣传</span>真的<span style="color: black;">非常</span>狡猾，不但把线上的<span style="color: black;">宣传</span>带到了线下，还大大延长了<span style="color: black;">宣传</span>的<span style="color: black;">实质</span>时长。然而，这次汉堡王<span style="color: black;">独自</span>利用谷歌来助攻的营销<span style="color: black;">招数</span>，似乎<span style="color: black;">无</span>得到谷歌的认同。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，品牌们在<span style="color: black;">宣传</span>营销上都试过用什么方式来找助攻的呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">调侃对手：就想搞个大事情</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">宣传</span>中调侃<span style="color: black;">或</span>黑竞争对手，这一种营销手法在同类型品牌中<span style="color: black;">已然</span>司空见惯了。例如三星就很<span style="color: black;">爱好</span>diss苹果，无论是出新机型还是新<span style="color: black;">宣传</span>，三星都<span style="color: black;">爱好</span>来凑热闹，由此来为自己的品牌赢得噱头和<span style="color: black;">专题</span>来助攻。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在苹果的新<span style="color: black;">宣传</span>中，一个男人从画面左侧的慢动作到右面的飞奔，苹果用这种方式告诉人们iPhone 的运行速度有多快。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboUoDvYib4PjdNkBib5X2OX7iaAqAy56espyXNqHQCCadiaF8gCbBbs3aZoQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而三星<span style="color: black;">亦</span>直接用了苹果的<span style="color: black;">宣传</span>创意来讽刺苹果，在<span style="color: black;">宣传</span>中说：“你在浴缸里戏水，我在泳池里畅游。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/fWpM1Oks9KsmTRD2FJhT8mVpO2Srapbo4esqoCXHwzzxRMVjicMt0rBRvSsV54AHGudAh9e3DdzibamTQ7hhTKlg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有像汉堡王，<span style="color: black;">亦</span>是一个<span style="color: black;">非常</span><span style="color: black;">喜欢</span>挑衅竞争对手来作<span style="color: black;">宣传</span>营销的品牌。汉堡王竟然在圣诞节当天给麦当劳送了“一把火”，这礼物够吓人的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了送出这份<span style="color: black;">尤其</span>的“礼物”，汉堡王出动了直升机吊挂，还有一列车队的护送。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboCSabmgMsWIWWZXibKwu8uW32ATt0opcf0FMmq5GtRoibjkfTzaE6JBNQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如此的兴师动众，只为了在麦当劳门前放一把火，宣扬自己的汉堡用真火烧的好处。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboIAImQfiaq90VSxCqRjtushObLOsLZLaP9zOI5IOv9DYPicBbhQOCxYrw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">跨界：实力诠释1+1大于2</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在跨界营销中，<span style="color: black;">咱们</span>最<span style="color: black;">平常</span>的是品牌和IP之间的文化和理念跨界。品牌之间的相互渗透和融合,<span style="color: black;">不仅</span>为品牌<span style="color: black;">自己</span><span style="color: black;">提高</span>知名度,拓展市场<span style="color: black;">供给</span>了另一种可能。例如：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">ofo与小黄人、皮卡丘<span style="color: black;">构成</span>的最黄cp</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了将“黄色”这个视觉元素发挥得淋漓尽致，ofo小黄车似乎是要找尽天下之“黄”来合作，助攻品牌宣传势力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">先是有新晋IP小黄人</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboyVAIp7xpd7wicJns1fEEcE6pevr2PlqgY3P6tUg3NyMJPwLBrUr4ibZA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">后来又有童年回忆杀皮卡丘</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboibGtevZkz0a04nEF3PAJnHhic67gUwW4DmicrM4iaT6zWY1eX3AnicJalvg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这，不仅实现了<span style="color: black;">制品</span>的炫酷迭代，<span style="color: black;">提高</span>了用户的情感体验，还带动两大粉丝群体的深度互动，<span style="color: black;">增多</span>了品牌的亲近感和用户黏性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">联盟打<span style="color: black;">宣传</span>：人多力量大</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌联合起来<span style="color: black;">一块</span>打<span style="color: black;">宣传</span>，<span style="color: black;">这般</span><span style="color: black;">不仅</span>能充分利用各大品牌<span style="color: black;">累积</span>的流量，还能有机会营造热会热点，扩大营销事件的宣传力度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">钉钉邀请<span style="color: black;">大众</span><span style="color: black;">一块</span>来当“戏精”</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一<span style="color: black;">起始</span>，钉钉自己先用删除线的形式，表达了职场人在工作上的内心戏。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboMUicWMGjJIe5jQk6OdEcmiab61qKkvUWJqn6BTj2ibHgTYBRqzDWPfn4g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboKSZbiczliauLlQOquicB6SXA1ZEibrzQHxKCFjB34sXksozhdB8OyicE6rg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">之后，便邀请了UC、高德、优酷等品牌<span style="color: black;">一块</span>来彪戏，这内心戏可热闹了！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2Srapbog746XRwZPoXv2IBXlDUOZPT7zpkEiaRXSeIB9Aa1CE07MPic0HWFlONg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboWIicKOySV2DDwJ8tLw25OhbwibDiaw5ibHYGbNHnNnsVa63NiboLRNMy1icw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapboEeuLcGicym8aus7V71AcYLZkK8Lh4LgJ2iaJGLWicVYjsSfiatmEwb6ohg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">淘宝鼓动<span style="color: black;">大众</span>花式请假！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去年淘宝造物节<span style="color: black;">时期</span>，淘宝联合滴滴出行、海尔家电、方太等品牌开展赠造物节门票活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，<span style="color: black;">她们</span>是怎么做的呢？原来是联合起来，请假去淘宝造物节，众多奇思妙想的请假理由<span style="color: black;">更加是</span>激起了受众的笑点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了让她碰到<span style="color: black;">将来</span>男<span style="color: black;">伴侣</span>，让她出来走走吧！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2SrapbowTZJSncCr8Qf4O8iabZVibZuv9D0sXiaNgY4hniazcgX5xo6jlokYQr4cw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我觉得我工作到了瓶颈期，需要请假出去找找灵感，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不要问我灵感是谁。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fWpM1Oks9KsmTRD2FJhT8mVpO2Srapbop27HHX6XrfWG66bq5tGJ1q5DmBTOYuBdzW3b9EJo3UNodJwujEpTcw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">老板，我的狗拦着我不让我出门。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在今天这个多<span style="color: black;">媒介</span>的时代，自顾自打<span style="color: black;">宣传</span>的“闭关锁国”式品牌营销<span style="color: black;">已然</span>难以满足市场的发展。而越来越多的品牌倾向于与其他品牌<span style="color: black;">创立</span>互动来传播品牌<span style="color: black;">制品</span>，一来<span style="color: black;">能够</span>资源共享，二来<span style="color: black;">亦</span><span style="color: black;">能够</span>营造噱头。</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
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你的话语如春风拂面，温暖了我的心房，真的很感谢。 论坛是一个舞台，让我们在这里尽情的释放自己。 期待与你深入交流，共探知识的无穷魅力。
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