Hundreds of female anchor campaign promotions, user: selling cars or sell? -Female anchor, Webcast-IT information
NET red hot, live is very hot. Beautiful self consistent stem cell phone, wearing, Yes, you read that right, this is red during a press conference the protagonist--network anchorwoman. Recently, in Boao, a car company when a new car is released, and nearly hundred women live Red picture, please max out your circle of friends. The discussion on this kind of marketing is it creative or vulgar, also caused extensive debate both inside and outside.
Hundreds of female anchor campaign promotions, user: selling cars or sell?
Reporters at the Caribbean, pepper, nuts, fish and other live broadcast platform, the anchorwoman found several people involved in this activity, their personal social networking account released ahead of a lot of advance information and the situation.
Looking back on a pepper female live "Alina-lion" upload videos, opened the press conference, the moderator said: "today, we also invited 10 network platform, red 100 network anchors came to the scene, which means that we will have 5 million viewers watched online. ”
The "Alina-lion" live most of the time is on your face or chest, and repeated product name, even though it does not jump out, the final 41 minutes and 55 seconds of this video has more than 7,000 people to watch, with more than 32,000 more praise, accumulated 240,000 pepper coins, and she was a fan of more than 2000 people.
And has more than 30,000 fans to host "构词成分。 host", claiming to be a television presenter. She was launched in choreographed live three times, watched in more than 5000 people, one watched 8761, harvested nearly 120,000 praise.
Reporters combed found, the woman claiming to be a model or the leader, student background, look at their past video in broadcast platform, some revealing, provocative behavior. It was also felt that "people do, only then could the audience numbers, popularity rises, the gift will. ”
Some netizens said in the forward, which in the end is selling cars or sell? Go RC again reticulocyte, so vulgar parodies are not afraid of moving a stone foot?
"Creative marketing" also is a reluctant choice?
Hotly against the outside world, the reporter through multiple channels to contact the companies and wish to get a response or explanation, but as of press time are still not answered.
However, the reporter noted, the brand's official Twitter 21st also made a number of "Super show" campaign, of which 19 o'clock Twitter says, "millions of people exclaimed, full attention, hot topic listed detonating network, unstoppable trend sweeping the major network platforms, powerful PA-screen! ”
Several declined to be nicknamed the anchorwoman told reporters, this activity by a culture media company responsible for the planned invitation, at a total cost of 1.5 million Yuan, and does not include travel expenses. And this is not the first time they participate in the Conference, but there are no network red anchor and participation.
One Hainan Sanya reflecting popular host of "fairies" gave journalists a required by the host Party "reticulocyte participant based code of conduct" photo, which provides products under the anchors must be inserted into the broadcast, at 11 o'clock in the morning after the end, dealers and the media to visit the auto show, reticulocyte must cooperate in the photo shoot and interaction.
Focus on analysis of automobile marketing insiders believe, for some car manufacturers, in case you are not concerned about them. Now car companies competitive, if we cannot rely on product strength to win, eventually had to walk the show floor style.
Experts: don't let this lively failed brand
Served as a creative power of Guangdong culture dissemination, publicity Director Shao Haowen told reporters that this surface is indeed a new way, but may cause some people feel discomfort and violation of industry rules and regulations, should be taken into account.
CEO xiaomingchao know MOE advisory body said that red can mean brand attribute of what network? At the launch event, how to control before the network broadcast of the Red content really meet the needs of manufacturers brand? Network red as a new way to promote live still has many problems to be solved.
Professor, Institute of China (car) Marketing Expert Committee Secretary-General's analysis of Xue Xu, from a marketing point of view, hundreds of Red beauty network together, may indeed lack cars, slightly boring new car releases enough eyeballs, but apart from the excitement may not be able to achieve marketing objectives. This promotion can corporate brand with potential consumers combined together, will have to make a question mark.
Some experts also said that made viewers eye launches is essentially the corporate hype with the other network red tacit. The fringes of acceptability in terms of people's traditional morality, also may be for brands in digging its own grave. If we blindly infatuated with such so-called "innovation marketing", also despised by society. As the industry increasingly sound system, this nasty market or will be strictly limited.
百名女主播造势促销，网友：卖车还是卖人？ - 女主播,网络直播 - IT资讯
网红很火、直播很热。浓妆艳抹、自拍杆加手机、穿着风格一致，是的，你没有看错，这是在一场发布会上的主角——网红女主播。近日，在海南博鳌，某汽车公司旗下的一款新车发布时，一口气请来近百位女网红直播的照片刷爆朋友圈。关于此种营销是创意还是恶俗的讨论，也引发业内外广泛热议。
百名女主播造势促销，网友：卖车还是卖人？
记者在映客、花椒、来疯、斗鱼等直播平台上，找到了几位参与了此次活动的女主播，她们通过个人社交账号提前发布了不少预告信息以及现场情况。
其中，回看一位花椒女直播“Alina-小狮子”上传的视频，发布会一开场，主持人就说：“今天我们还特别邀请了10家网络平台，100位网红主播来到现场，这就意味着我们将有500万观众在线观看。”
这位“Alina-小狮子”直播多半时间都是对着自己的脸蛋或胸部，而且不断地重复汽车产品的名字，尽管说的并不利索，最终这段41分55秒的视频有七千多人观看，获得3万2千多个赞，积攒了24万花椒币，而她原本的粉丝才2000多人。
而拥有30000多粉丝的主播“书菡主持人”，自称是电视台主持人。在这场发布会上她发起了三次直播，观看人数都在5000人以上，其中一次观看人数8761人，收获将近12万个赞。
记者梳理发现，这些女主播有的自称是模特或者主持人、学生出身，翻看她们在直播平台上的过往视频，有的还有衣着暴露、动作挑逗的行为。还有人认为“大家都这么做，只有这样观众数量、人气才能涨，礼物才会多。”
一些网友在转发时纷纷表示，这到底是卖车还是卖人？走了车模，又来了网红，如此低俗恶搞不怕搬石头砸脚？
“创意营销”还是无奈选择？
针对外界的热烈议论，记者通过多个渠道联系该车企，希望得到回应或者解释，但截至发稿是仍未获答复。
不过，记者注意到，该汽车品牌官方微博在21日还发了多条“超级直播秀”的推广文，其中19时发的微博称，“万众惊呼、全民关注，上市的火爆话题引爆网络圈，以不可阻挡之势席卷各大网络平台，强势霸屏！”
几位不愿透露昵称的女主播向记者透露，这场活动由一家文化传媒公司负责策划邀请，总费用为150万元，不包含差旅费。而且这也不是她们第一次参加企业发布会，只是以前没有这么多网红主播同时参与。
一名海南三亚的映客热门主播“小仙女”给记者提供了一张主办方规定的“网红参会基础行为规范”照片，其中规定主播必须在直播中插入规定的产品信息，在上午11点结束后，会有经销商和媒体到车展参观，网红必须配合进行合影拍摄及互动。
有专注汽车营销分析的业内人士认为，对于一些汽车厂家来说，他们就怕你不关注。如今车企的竞争激烈，如果不能靠产品实力取胜，最终都得走这种秀下限的路数。
专家：别让如此热闹砸了品牌
曾担任广东原创动力文化传播有限公司宣传总监的邵浩文告诉记者，这种形式表面看确实是一种新的传播方式，但可能引起一些人观感上的不适，而且是否违反行业规则或者法律法规，都应予以考虑。
知萌咨询机构CEO肖明超表示，选择什么样的网红才能代表品牌属性？在发布会现场如何控场，才能让网红们直播的内容真正符合厂家品牌的需要？网红直播作为一种新兴推广方式仍有诸多问题亟待解决。
北京大学教授、中国市场学会(汽车)营销专家委员会秘书长薛旭分析，从营销策略角度来看，将百名美女网红集中在一起，可能确实让缺少了车模、略显枯燥的新车发布赚足眼球，但热闹之余却未必真能达到促销的目的。这种宣传能否能将企业的品牌与潜在目标消费者有机地结合在一起，还得打个问号。
一些专家还表示，赚足观众眼球的发布会，本质上就是一场企业与网红心照不宣的互相炒作。这种擦边球，与人们的传统道德观念有相违之处，也可能是给品牌在自掘坟墓。如果一味迷恋这类所谓的“创新营销”，也会被社会所鄙弃。随着行业制度的日益健全，这种恶俗营销或将受到严格的限制。