In this era of popular models and traffic, Guo Youcai, an ordinary uncle from Heze, has become popular all over the Internet with a laptop and his own voice. This unexpected thing happened in a slightly ordinary live broadcast room.
At first, no one cared about the notebook with the huge word "Lenovo" printed in the live broadcast room. It wasn't until netizens heard Guo Youcai's ordinary but extremely magnetic singing voice that they were immediately attracted by this migrant worker uncle. Just when the audience was laughing and secretly marveling, Guo Youcai suddenly took out a roll of tape to cover the word "association".
"Wow, this guy is quite capable! Forget about giving free advertising to others, and even engage in code words! ”
"Haha, let's see who carried this black cauldron this time."
"I guess it must be Lenovo PR that is doing something, this kind of marketing is too creative!"
As soon as the voice fell, the entire live broadcast room was in an uproar. Some people think that Guo Youcai is afraid of being sued by the brand, and some people speculate that this is Lenovo doing dog blood marketing. No matter what everyone says, Guo Youcai and this notebook instantly became the focus. Immediately afterwards, one by one the anchors with goods followed suit, and continued to put mosaics on their notebooks.
Just when people were suspicious of the madness of this "black" industry, Lenovo finally broke the silence and released an unexpected "brand trend" advertisement:
"There is an ordinary computer, but an extraordinary life is born。。。。。。 Lenovo, discover new 'surges'".
Look, isn't this just telling the story of Guo Youcai and the notebook? Just one computer has triggered such a surging Internet craze, which can be regarded as bringing new creative ideas to Lenovo's brand communication. Immediately afterwards, netizens' brains were also completely opened:
"Wow, I understand, this is Lenovo wants to take advantage of Guo Youcai's popularity for marketing!"
"Hehe, I thought it was Guo Youcai who was playing creativity by himself, but it turned out that Lenovo was playing 'Yong' chess! Awesome my domestic product! ”
"Both sides are very witty, one is to take advantage of the hype, and the other is to use flowers to offer Buddha for promotion, what a mystery!"
In this way, a small word "Yong" instantly grabbed everyone's attention. Did Lenovo use the topic to do a sophisticated generalized marketing, or did Guo Youcai take advantage of this big brand, or did the two sides stage a tacit marketing drama that had been perfectly understood in advance? Unknown.
However, one thing is certain, in addition to the Lenovo computer that was coded, the role of Guo Youcai himself is also unforgettable. As a grassroots singer, his appearance has made every ordinary person see the hope of becoming famous. Even the most ordinary migrant workers, as long as they have real talent and hard work, they will also be seen and recognized.
Guo Youcai's experience confirms a truth: everyone should be seen fairly, and not only Internet celebrities and big Vs should have the right to be exposed. Some people are handsome, and some people have a greasy uncle; Some people have outstanding academic qualifications, while others have an average level of education. However, Guo Youcai used his own story to tell us that as long as you have real talent and learning, and you are not arrogant or rash, you will definitely be recognized by the world.
Therefore, when he reversed the pretentious style of Internet celebrity identity, but used the most simple way to cover the logo of Lenovo computer in real time, netizens even had more appreciation for him.
"I'll just say, looking at people and being kind, he must be a good person."
"Haha, people are not old, naughty enough, this uncle!"
"I really like this buddy, he has no vanity at all, and he is very simple in life and work!"
This contrasting personality charm coupled with his standard image of a farmer uncle has made Guo Youcai a new idol in the hearts of netizens. After all, in today's era of serious objectification, we yearn for those who are simple and straightforward.
When an Internet celebrity meets a big brand, what kind of marketing "surge" can be triggered by the two forces? Perhaps this Lenovo ad is the best answer. An ordinary laptop changed after meeting Guo Youcai, which sparked a national discussion; An ordinary migrant worker uncle can become the focus of the Internet with just one voice.
Life is often so wonderful: when small things meet the right person and time, they burst out with extraordinary energy; A mediocre person who does one thing right can also achieve something extraordinary. This is the essence of Lenovo's concept of "discovering new 'surges'".
Not only that, the story of Guo Youcai and the notebook also provides a new creative idea for brand communication. Nowadays, many brands do not hesitate to spend a lot of advertising money for the sake of exposure, but they don't know that sometimes some simple and unpretentious small concepts may be the most direct shortcut to people's hearts.
It can be seen that for advertisers, the most advanced marketing method is not expensive advertising, but to grasp those vivid and interesting stories at the right time, and use these heartwarming stories to dominate the discourse. A small piece of performance art can be turned into a seed for national marketing, quietly attracting attention and gradually spreading across the Internet, and finally achieving a strong brand effect that is far greater than the cost of delivery.
Therefore, "surging" marketing is to satisfy consumers' desire for warm stories with the help of some small concepts, and unconsciously make the brand's image and concept deeply rooted in the hearts of the people. Instead of spending a lot of money to buy advertising placements that force your throat down, it is better to carefully capture those vivid and interesting examples, and tell the connotation of the brand in the form of small stories, so that consumers can accept the brand concept imperceptibly.
This method is undoubtedly higher than the traditional advertising model, because it does not have rigid advertising placement, but allows consumers to be moved by the brand's warm attitude in a relaxed and comfortable way. As a brand owner, you can easily grasp the right to speak in the surging Internet era by exploring the appreciation and appeal of life with sincere stories, and actively establishing "surging" interaction with consumers.
This time, Guo Youcai and Lenovo undoubtedly grasped such a "surge" point, vividly interpreting the perfect integration of brand and Internet celebrity power. Perhaps, in the future, more and more people and things will burst out with unprecedented energy with the help of such "surge" points; There will be more and more brands learning to take advantage of this, see the big from the small, and grasp the initiative in a low-key manner.
If you have a similar "surge" story, how do you tell it? If you are a brand owner, how to use "surge" marketing to see the big from the small?
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