必胜客:如何利用话题营销成功推广?

作者:三部曲网络 分类: 推广技巧 发布于:2014-1-18 15:43 ė5896次浏览 6230条评论

一个是借助热点话题,这个需要企业定期关注热点新闻或事件。然后找好与之的结合点,捆绑热点来吸引眼球,并把握时机巧妙地营销自己;

第二个就是把结合点放大为一种附着在热点新闻或事件之上的衍生话题,强化这个话题对公众的吸引力,并施加引导,在话题推进过程中凸显品牌或产品的核心诉求。

下面,我通过一个具体的案例向读者展示如何做好话题营销,如何把握这两个关键点。

去年美国总统选举,这是一个不折不扣的热点,吸引了全球的目光。必胜客自然不会放过这个热点,他们要借楼登高,借名生辉,把公众对总统选举的关注转移到对必胜客的关注上来。

他们针对总统选举这个热点,选择了“口味选举”这个结合点,即总统选举是奥巴马和罗姆尼的事,但是吃披萨选择辣畅还是香肠那就是全美国人的事。

于是,必胜客针对这个热点抛出一个话题,奥巴马和罗姆尼的第二场辩论中,如果现场观众或者能够打进电话提问的观众,如果能问问两位“吃披萨是选意大利辣肠还是香肠?”,就能获得终身免费的必胜客披萨。

必胜客不仅发表声明,还制作了视频短片,以便于话题进行扩散。这个话题一经抛出,顿时成为多家媒体版面报道的热点。它成为新闻性有两个要点:第一,向总统候选人提如此无聊的话题;第二,对行为的奖励,终身免费吃披萨。

媒体针对这两个新闻点均进行了扩音器的宣传,殊不知,必胜客所谓的终身免费,其实只是30年每周白吃一个披萨。这就是必胜客的精明之处,他们也害怕把必胜客吃亏了。

最终,必胜客这个话题产生了广泛的波及效应。很多人怪模怪样的模拟演练:二位,请问披萨选辣肠还是香肠?还有民众议论,总统到底喜欢什么口味的。

很多民众觉得必胜客开了一场玩笑,给这场选举添加了趣味。必胜客一直强调自己是欢乐餐厅,这种略带调侃的话题营销无疑是增强这种欢乐餐厅的正向感知力。

当然,这个点子也招致无数批评,有美国民众认为,这是嘲笑美国的选举制度,玩笑开得有点过。

最终必胜客决定放弃。尽管骂声一片,但必胜客这单免费广告的效应已经显现。必胜客已经成为网络热词,美国多个脱口秀把它的营销当成段子。要知道,这些脱口秀的贴片广告花了多少钱,而必胜客没花钱却能让观众笑着说,请问披萨选辣肠还是香肠?

必胜客用几乎零成本的方式捆绑了热点新闻或事件,成为附着在其之上的一个热点话题。这个话题其实只是一种假设,假设有人做了,他将得到终身免费吃披萨的机会。

但这种假设往往是虚晃一枪。未必一定有人这么做。这里面,必胜客已经预料到会遭遇批评和骂名,但是这种批评和骂名是丝毫不牵扯必胜客食品和菜品品质的。如果遭遇太多人反对,那就取消这次活动。

事实上,确实有很多美国民众反对,于是必胜客顺水推舟就取消了这次活动,自己一方面不用兑现让那些不要命的吃货获得免费吃披萨的机会,又省了一笔费用,同时也体现了对美国民众的尊重。

但是,不可忽略的是,必胜客已经释放了一种病毒,这种病毒就是当民众看两位总统竞选时,除了关注他们的表演,脑子也在盘算着中午该吃什么口味的披萨。

如同,我一个美国朋友告诉我,“尽管我也反对必胜客这种营销方式,但那段时间,他和很多朋友都喜欢用这个段子开玩笑。”

可见,必胜客的话题营销犹如在平静的水面投入一颗石头,产生了无数个自动波,让顾客本身产生了营销的自驱力。

从上述案例中,我们可以看到,必胜首先是选热点并找准结合点。在美国,必胜客的主要消费群体是30岁至49岁之间,他们都很关注总统大选,必胜客也希望更多的人在看辩论时订个披萨。于是,这个结合点就呼之欲出,谁能够向总统提问口味选择,谁就可以免费披萨。这个话题一旦抛出,自然就会建立一个趣味等号,看着辩论想披萨。

其次,把结合点放大为热点话题,必胜客有模有样的发表声明,又通过视频做推广。美国民众一正一反,各种玩笑、各种批评不绝于耳。此时,必胜客已经变成了附着于总统候选热点背后的热点,它营销目的已经达到。

不管怎样,必胜客轻而易举地把披萨润物细无声地植入到美国总统辩论节目中。尽管电视中的两个人只字未提披萨,但是,看到他们,很多人还是想到了披萨,想到了必胜客欢乐餐厅。

通过这个案例我们可以看到,话题营销重要的是三个点两个步骤,热点、结合点和诉求点。本案例中,热点:总统辩论;结合点:选举中提问,披萨选什么口味;诉求点:欢乐餐厅,赢取终身免费吃披萨的快乐。

本文出自 三部曲网络 - 新闻中心,转载时请注明出处及相应链接。

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