On February 22, Samsung held the Samsung Galaxy S22 series China online conference at the Bloomage LIVE·528M space in Chengdu, launching a flagship mobile phone including the Samsung S22 series of flagship mobile phones and Tab S8 series tablets, as well as some accessories.
Seriously, the date chosen can be described as a careful machine full of machines - "there are '2' in the product, there are '2' in the conference date, so many '2' who does not boast a 'good meeting'!" ”
The harmonic terrier is very slippery!
However, just one day before this conference, Samsung's online publicity encountered some "accidents"!
On February 21, galaxy Galaxy official Weibo released a video to warm up for Samsung's new S22 series China online conference. The theme of the video is the actor interview, and the Internet celebrity Menier and the young child are invited to audition, which triggers netizens to complain.
In fact, brand interaction with Internet celebrities or inviting Internet celebrities to stir up heat should be one of the main ways to monetize the Internet celebrity economy in recent years, and there is no problem with the video itself, but this session of netizens just don't buy it. In the Samsung comment area, he blamed the brand and questioned why he would ask for "lepers, Menier".
It is estimated that it can not withstand the anger of netizens, before the press conference began, Samsung deleted this Weibo.
Such a development, everyone does not feel familiar.
Previously, Rolls-Royce China invited the Internet celebrity couple to create a test drive video in the evening, which also triggered many netizens to complain. Even Wang Sicong commented that he felt very low and would not buy it again.
In the follow-up development, Rolls-Royce posted that because the test drive video caused controversy, the company decided to take the video offline.
Judging from Samsung's move this time, I feel that I have not learned the bitter lessons of that time at all!
In addition to the spit of the day before the conference, the day of the conference is also "difficult to say".
Intentions?
Very attentive! A happy twist team was invited to string together the whole event in the form of a stage play. The outfield of the conference not only built a new product display area, but also many novel but close to life scenes, such as offices, camping, hot pot restaurants! Users can experience the feeling of using new mobile phones in different scenarios.
Awkward?
Very embarrassing! In addition to the actors' performances are not in place, interspersed with Samsung leaders on stage to advertise, after the end of the stage play, there is also a detailed explanation in the form of double-mouth comedy. This link may contribute to the most embarrassing performance in the whole scene - the whole process of two partners looking at the teleprompter, there is no fluctuation in language and emotion, the body movements are not rich enough, in the words of netizens, "There is time to talk about this sketch, it is better to carefully expand and talk about the mobile phone." ”
I understand the idea of the brand side being young and grounded, to be honest, Samsung's starting point this time is really close to the young grounding gas, but the key reason for the national complaint is that there are great problems in the publicity ambassador and the way the product is implanted.
The choice of brand promotion spokesperson should pay attention to the degree of fit, not on the Internet with a high degree of discussion, but also to see whether he matches the brand. The influencers full of black materials are obviously inconsistent with the tonality of the brand, and it is easier to reduce the value of the brand. Although there are voices with controversial topics, although there is traffic, it may attract a wave of attention, but it is only to attract the attention of the public, and it will not convert followers into users of the brand, and there is a risk of dissuading potential users.
As for the form of the conference, the form is not wrong with the novelty, but it is recommended that the localization study be further deepened, and since it is a product conference, it is necessary to explain the product clearly and clearly. Now the situation feels like four different, "like to watch comedy did not feel the core of comedy, the impression of the product is vague, "both sides are not enough, is not embarrassing?
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