"A network news event marketing copycat drift king" -- Changan car?

   The night watch TV, is all some boring soap opera, quickly before going to sleep to the Guizhou satellite TV, playing is a special life column "copycat drift king" this program, at the moment, feel quite interesting to look down.

   His fame in the network "copycat drift king" Li Tao, 18 years old, in Guizhou Kaiyang Shuang Niu Zhen San He Cun, just come on computer car game is very crazy, because often driving with father together milk, it learned to drive a car, and has a crush on the feeling of driving. Because the more assured of my father to Li Tao's driving, then let him alone to open the car spent 2980 yuan to buy the Changan small truck to deliver milk, because milk to go through is a rugged mountain road, so in the course of contacts Li Tao also gives a good driving skills. After reading the "initial D" in Li Tao is on the open sea drift think constantly of 06 years, not a rainy day near misses the accident, so he insight drift. Then a get out of hand, at the beginning of the home is very opposed, because this is very dangerous, but Li Tao's obsession with the family to support him, appeared on the Internet that small trucks drive old Changan was slightly modified, became a drift "Bao driving". Li Tao is usually on the China Rally Championship (CRC), World Rally Championship (WRC) is concerned, the biggest goal is to get a drivers license, and become a real racer.

   October 22nd in Jiyuan car park, Li Tao driving his car revamped old Changan drive truck and was hailed as the Guizhou Guizhou car rally "future star" professional racing driver Wang Langtao "Duke it out". After around pile, drift, drift into point, finally is a professional driver Wang Langtao with a narrow lead, but Li Tao's performance is also King waves, Guizhou TV station, Guiyang evening news and the presence of fans greatly. "Savvy, talented, potential strong" this is Ji source car park general manager package evaluation of "new copycat drift king" Li Tao.

    "Copycat drift king"Li Tao in the home of the rugged mountain road on Changan small cargo Drift Show video had been major video website reprinted, video content is Li Tao driving his old Changan mini truck, staged drift, 180 degrees turn parking difficult trick cycling in the narrow road. Input "Changan small truck Drift" in Baidu, can see more than 4000 links, only youku.com "Van drift" click rate is more than 1000000 times.

   This year is unusually active network events -- "70 women" flaunt wealth ", Lenovo red this female", "ban Wang Laoji", "eat pizza hut," cross "with cool library bear naked love bear girl" and so on. plus the "copycat drift king", so for a popular network the news event, I will calm down, to analysis to explore its causes, the real hot behind the events from the professional background of the communication point of view. The Internet is huge, and is also a large number of sites. Each web surfing habits, the use of network tools are also different, such a large network, so the vast ocean of information, so complex a netizen, still can not regularly formed on the network hot topic -- can make the most Internet users know, attention or ginseng and topic. Such a high degree of concern of another event to let businesses see the brand promotion opportunity, also let the marketing people see the commercial value. So the "event marketing", "marketing" has become the recent hot words -- all netizens to become the media resources, a topic like CCTV1's prime time -- enough to allow all people to contemplate the excited brand promotion. So "copycat drift king" Is it right? Is a network news event marketing? What is behind his background?

   So we see, "Li Tao copycat drift king" by the legendary story, the thrills of the video, and the perfect game has become the new generation network. His car 2980 yuan worth of modified Changan small goods also became a hot object netizens are much sought after. The decision of the majority of users are focused on two aspects. A man, also known as the "drift king" Li Tao. Two is the car, also is the battered modified Changan small goods. Just imagine, if not from the niche in the countryside and started are not touched Li Taolai senior car drove Changan small goods, but a professional Racer open, then people will say: "you good you should be ah", nor how to attract the eye. If there is no old refitting Changan small goods, Li Tao drove a car open sea that AE86 drift, play and stimulation also most is someone shouted twice, won't have so high attention. These two conditions are interdependent, lack of a can not cause the news stir of interest.

   Since identified two high points of concern of this event, then you have to ask, are the driving force behind the Changan car is not the event? This is the first network news event marketing Changan automobile do?

   If we make an assumption, determine the Changan car is the whole event operator, then we have a look at it (Changan) behind the work needed to do? We do a Changan car for the whole event promotion planning conjecture:

Extension subject:Changan automobile brand or Changan car a to be listed on the new models (currently not clear, just a guess)

The purpose of promotion:Up on the web, attract more people to Changan auto focus. Refresh consumers original cognitive of Changan automobile, get them to Changan automobile quality and performance of the trust.

Promotion means:Create a topic character, take people as the core, the car is auxiliary, spread the virus used in network video and forums and other network tools.

The first step:According to the movie "initial D" inside Jay Chou plays Takumi as model, to create a grass-roots origin, but also gifted skill first-class legend boy.

The second step:Make a lot of Li Tao's Changan small goods play drift video posted to the gifted cool, potatoes, such as the six video website; make a lot of pictures posted, issued to each big BBS community -- complete diffusion information the most primitive.

The third step:Through each big BBS website exposure Li Tao legend driving experience, (through its own ordinary growth experience and has a height of overtaking. A strong contrast, and drove the old Changan small cargo Hyun driving out behavior, eventually lead to users of large area of concern. And for its irrigation "copycat drift king"

The fourth step:By the mainstream media (Guizhou TV) invited, Jiyuan car park hosted by the bright younger generation, "copycat drift king" Li Tao driving a modified old Changan drive van and professional racers Duke it out, for driving large PK. The final two people driving be roughly the same. Professional riders and professional personnel to be profuse in praise of Li Tao. National attention reached a climax. Li Tao and his car spring into fame.

The fifth step:

1, from Changan to Changan car, sponsored by Li Tao small goods play drift a national tour and challenge.

2, by the Changan automobile refitting for Li Tao giving real professional racing. Funding and Li Tao joined the professional racing team

3, Li Tao Changan small goods has become a grass-roots culture symbol of Changan auto, on behalf of Changan automobile self realization, personality, quality excellent, the new brand personality.

4, Li Tao officially became the Changan automobile a new models of the grassroots campaign.

   The above is the planning and execution of the event I thought, maybe there are omissions, may be wrong, especially in the fifth step, completely is my personal guess and fiction, or planning a more perfect ending and outcome. But in any case, if this event is really a business planning, so I guess this is a really one of the most perfect most clever scheme.

   Firstly it out of a vicious circle, the network marketing into a beauty, a big chest, sexual violence has hit -- yes, get hit, but did not help the brand to make what contribution.

   Secondly, the network is a grassroots it, but this time the "copycat drift king" really caught netizens worship grassroots hero complex. Have no training, no senior sports car, dilapidated small goods can still play drift, is such a huge contrast, that most people remember the name of Li Tao also remember the car 2980 yuan of old Changan.

   Compared with the earlier red burst network "pornographic", "tiger photo gate" incident, it showed a sense, if a simple naming, for an event of network events and is named for the network language, may make it easier to be discussed and spread, and helping to form a network events have a greater influence. But this time the"Copycat drift king"More is to seize the popular network "copycat" this word, into a copycat version of the "initial D", fully meet the characteristics and rules of network communication. Like red hard.

   This article is in fact I borrow"Copycat drift king"As a model, analyses and discusses a network news event marketing. I believe that, if the communication value of taking good use of network events marketing can give the brand more and more, will be brought to the brand more and more help.