"Crazy Thursday" may become KFC's most successful and forward-looking marketing.
I believe that as long as the friends who have recently rushed the waves on the Internet will definitely receive a lot of sand sculpture news on Thursday, of which "KFC Crazy Thursday" must account for the majority. And these sand sculpture messages may be the beginning of the suspenseful reasoning story, or it may be the beginning of the love story entangled in dog blood, or it may be the beginning of emphasizing that today is a special day, but the final ending will definitely return to the magic line that has been seen countless times: "Today is KFC Crazy Thursday, who invited me to eat?" ”。
How crazy is Crazy Thursday?
First of all, it should be emphasized that although the recent "KFC Crazy Thursday" terrier is very hot, the "Crazy Thursday" activity is not recent, as early as 2018, KFC launched this activity, but it was not well received by users.
The magic repetitive elevator advertisement was the "Crazy Thursday" label at that time, relying only on the line "Crazy Thursday, X block 9 block 9", which was repeated like a prayer in a video advertisement, while making the public have an impression of the KFC activity, but also annoyed many people at that time.
In the following three years, KFC has let "Crazy Thursday" come out from time to time to brush up on the sense of existence, but the most successful one must be the "Reverse Literature" soft advertisement that began in the second half of this year. "Crazy" has become a carnival creation day for "Crazy Thursday" every Thursday.
Full symmetry of the day from cold knowledge:
To the single loop "Did Anyone Please Eat KFC Crazy Thursday":
Then use "KFC Crazy Thursday" to answer the classic "fill the room with XX" question:
And a variety of gossip reversals and sand sculpture pictures:
There is even an important manifestation of the unspeakable "Crazy Thursday" that catches up with the Cthulhu trend and the "Crazy Thursday" in the weekly schedule of social animals:
These magic and comedic copywriting, in fact, the same as the nature of the reversal jokes popular on the Internet in recent years, are baking fascinating opening copy to arouse user interest, and then through unexpected reverse insertion, so that the user's emotions are greatly mobilized, thus impressing.
Coupled with the fact that KFC's "Crazy Thursday" activities are indeed not small, netizens continue to play with the terrier to create content, while allowing sand sculpture netizens to get joy, but also let the "Crazy Thursday" activities radiate to a wider range of people, giving KFC the most powerful marketing.
Every Thursday can be a "Crazy Thursday."
Many people think that the wave of marketing of KFC's "Crazy Thursday" this year is very in place, and it has fissioned an unexpected miracle, and more importantly, this group of crazy users has handed KFC a date labeling opportunity that every brand can't ask for.
For example, before 2009, the impression on November 11 in the minds of most people was not Tmall, JD.com and various shopping discount days, but the birthdays of themselves or their relatives and friends, and the existence of "Singles' Day".
However, with Tmall's turnover far exceeding expectations after the first Double 11 shopping carnival, tmall has begun to hold a shopping carnival on November 11 every year, and has caused other shopping websites and Apps to join, becoming a national shopping carnival, and even affecting the international e-commerce industry to a certain extent. Now, when it comes to November 11, the first thing that comes to mind of netizens is no longer "Singles' Day", but "Shopping Carnival".
In the game industry, the more typical cases of festival making are "Glory of the King" since 2017", "Five-Five" from its 5V5 battle method, but also refers to the day of May 5, "Open Black" is the main way of activity of this day, during the May 5th Open Black Festival, the game direct sale heroes are all free to play for free for a limited time, players can also get rich game welfare rewards by playing games with new and old friends during this time, At the same time, there will be corresponding skin launches and free skins for players to obtain during this period.
With the regular holding of the May 5th Black Festival and the increasingly rich activities in recent years, this festival has become a cultural symbol of "Glory of Kings", on the one hand, it has helped "Glory of Kings" enhance its influence, increase the way to generate income, improve player activity, on the other hand, it has also sent benefits to players, broadened its social methods, and achieved a win-win situation. Therefore, in the past two years, the practice of "opening black festival" has radiated to many other games, and many games have begun to formulate their own games with their own unique "open black festival".
At present, the marketing of KFC's "Crazy Thursday" has begun to be close to such a festival labeling effect, but it is much more difficult to label "KFC" on the date of "Thursday".
In terms of festival making, in fact, KFC has a similar experience, in the BBC previous reports, every Christmas, KFC is one of the preferred foods for Japanese families to celebrate the festival, an average of 3.6 million Japanese families will eat KFC at Christmas, and in the days around Christmas, KFC's turnover will reach 10 times the usual.
It can be said that in Japan, KFC has become a Christmas companion food in many people's hearts. As for how KFC has made itself inextricably linked to Christmas, it has to start more than forty years ago.
At that time, Christmas was already popular in Japan, KFC also had a number of stores in Japan, then the Japanese KFC manager Takeshi Ogawara heard that foreigners in the store said that they missed Christmas turkey during the Christmas period, but it was difficult to find roast turkey in Japan. So Takeshi Ogawara saw a business opportunity and came up with the idea of replacing turkey with fried chicken. At the same time, he also hit users with packages such as cakes and fried chicken party buckets and marketing slogans such as "Christmas is to eat KFC".
It is also since KFC began to launch Christmas-themed packages in Japan in 1974, and the Christmas marketing strategy year after year has allowed it to label Christmas day as "KFC" in Japan. Today, eating fried chicken and cake at Christmas has become a japanese tradition, although there are many fried chicken and cake shops in Japan, most of which also carry out activities on Christmas Day, but the hottest existence is still KFC's Christmas-themed package.
Today's "Crazy Thursday" is not only the practice of labeling a certain time of the week, but also the fast food brand Dicos and McDonald's, which also have weekly membership days, and many dessert shops and even banks also have weekly discounted consumption days. But at present, the most successful marketing, and really reaching the circle-breaking and close to the trend of labeling, is KFC's "Crazy Thursday" in the past six months.
It can be said that it is difficult to let everyone eat KFC on Thursday, a day that will be available every week, but if you can leave a label impression on the public through the sand sculpture marketing of co-creation, let KFC rise from the list of alternative food for Thursday's discount day, let the crowd eat or not, but mention Thursday may think of KFC, then it has become the biggest winner.
For example, when I just finished writing this article on Wednesday night, I was slightly hungry, and when I was thinking about tomorrow's lunch preparations, the line automatically popped up in my mind: "KFC Crazy Thursday, who invited me to eat?" ”