Big Name Field BIG (Author Luo Xiaotong)
Volvo invited Lang Lang, Xu Zhiyuan and many other well-known people to do brand endorsements, and Luo Xiang, who was jokingly called "Zhang San Terminator" by netizens, was also among them, and with a lot of fun terriers, he successfully went out of the circle in this endorsement.
Car companies ask celebrities to endorse, it is a very risky thing to say, today the big brand field BIG observers came to pick up a bit about the Internet celebrities for car companies to endorse.
Luo Xiang successfully endorsed Volvo
On August 29, Volvo invited Gao Yuanyuan, Lang Lang, Xu Zhiyuan, Yuan Xiaolin and many other well-known personalities to endorse the brand, including Luo Xiang, the great V of Pufa.
In this endorsement, Luo Xiang successfully went out of the circle with a lot of fun terriers. As a senior lawyer, Luo Xiang has many fans on multiple media platforms, with nearly 4 million Douyin account fans alone, of which the "Zhang San's Tragic Life" collection, which takes everyone to understand legal knowledge through the protagonist "Zhang San", has been played as many as 8.767 million times, and Luo Xiang has also been jokingly called "extralegal fanatic" and "Zhang San terminator" by netizens.
| Luo Xiang endorses Volvo. Volvo Weibo screenshot |
As soon as the news of Luo Xiang becoming a Spokesperson for Volvo was officially announced, many netizens on various online platforms played Luo Xiang's terrier under Volvo's advertisements, such as "the last time I went to the Volvo 4S store, the left foot advanced door, and stepped on the sewing machine for three years". There are also many netizens who see Luo Xiang endorsing Volvo and said that they want to "buy, buy, buy".
The suitability of Luo Xiang and Volvo was evaluated by netizens as "the best car spokesperson in history", congratulating Volvo, who "even wears a seat belt with a car logo", and finally found a spokesperson who is highly compatible with the word "safety".
Wuling official Xuan Zhou Xun endorsement was well received
On September 6, Wuling Automobile officially announced Zhou Xun as the global spokesperson of the brand, and launched a video style qingqi advertising film, not showing the body, not talking about brand culture, soft implantation to talk about Zhou Xun's own riding experience and understanding of the Wuling brand.
As soon as the news came out, some netizens questioned the suitability of Zhou Xun and the Wuling brand, but from the comments below the Weibo of the official announcement that Zhou Xun was the spokesperson, positive comments such as "supporting Wuling, liking Zhou Xun" and "giving a reason to enter the mini" accounted for the vast majority.
| Screenshot of Wuling Automobile Weibo |
Low-key, pragmatic, frank and constantly innovating and changing, this is the fit point between Zhou Xun and Wuling brand, and Wuling's successful cooperation with Zhou Xun has also become a springboard for Wuling brand to establish a new international image.
It is worth mentioning that at present, Wuling Automobile's model Wuling Hongguang MINIEV has become a fashion item in the market, 90% of the owners of the model are post-90s, and female owners account for more than 60%, and the degree of endorsement of Zhou Xun is also very high.
Rolls-Royce and the "Internet celebrity couple" cooperated to roll over
Compared with Volvo asking Luo Xiang to endorse and Wuling asking Zhou Xun to endorse, Rolls-Royce's luck does not seem to be very good.
On September 24, the rolls-royce auto official blog shared a video about its top SUV Cullinan, the two protagonists Lin Han and Late Evening (Lei Wanying) husband and wife, who are also the founders of Mumu Art Museum, are quite popular on the Internet. However, after the video was launched, it caused some Rolls-Royce owners to question, believing that it was too cheap to ask Internet celebrities to endorse, and the two had previously fallen into some negative events, and the reputation was quite controversial. On October 11, Wang Sicong even left a message below the video: "Suddenly I feel that RR is very low, and I will not buy it in the future."
| Rolls-Royce Auto Weibo screenshot |
Things continue to ferment, although Rolls-Royce Motors has said in an interview with the media that The evening Lin Han and his wife are not brand spokespeople, and this event is just an invitation to test drive, but with the continuous attention and discussion of netizens, on October 14, Rolls-Royce Motors issued an apology statement, "As a responsible brand, Rolls-Royce Motors Greater China takes this incident seriously, sincerely listens to everyone's feedback, and decides to take the video offline." ”
Mercedes-Benz modified the viewing rights of the video of Yang Kasa controversy
On October 14, a promotional video reprinted by Mercedes-Benz official blog caused a lot of public opinion on the Internet. It is understood that the video is a promotional video of the V0GE new chapter night, only 18 seconds long, without any lines, the picture content is That Yang Kasa walked into the car from the red carpet, and then the camera pulled out of the window and finally played the promotional theme "Comfort New Chapter". Previously, Yang Kasa used "Why is he so ordinary, but he can be so confident?" in the talk show? This golden sentence that spits on men's blind confidence burst into flames and successfully gained a lot of heat and traffic. However, once the video was sent, many netizens left a message under the official account of Mercedes-Benz, saying, "Because of Yang Kasa, I will not consider buying Mercedes-Benz in the future."
| a screenshot of Mercedes-Benz Weibo |
The two parties of Mercedes-Benz and Yang Kasa also immediately stated after the fermentation of public opinion that Yang Kasa did not endorse Mercedes-Benz, and this video was actually a promotional material filmed at the event.
The observers of the big name field noted that the Mercedes-Benz official blog on the same day reprinted a total of 9 promotional videos related to the V0GE new chapter night, in addition to Yang Kasa, there are zhang Yixing, Cuckoo, Jin Dachuan and other stars, but only Yang Kasa This video was modified to watch the permission, the content was set to "only fans visible", and opened the comment selection function.
Big-name views:
Please "traffic spokesperson" useful but also high risk
"Traditional car companies looking for Internet celebrities to endorse and other ways is actually a new way of retailing." Zhang Xiang, a researcher at the Automobile Industry Innovation Research Center of North China University of Technology, said in an interview with the observer of the big brand field that the new generation of consumers are now post-80s and post-90s, and their understanding of traditional car companies such as Volvo and Rolls-Royce is not as profound as that of the old generation, and the value of traditional car brands has been greatly reduced in the minds of consumers. Under such a market system, traditional car companies have to change their marketing strategies and use internet celebrities to find network traffic by means of internet celebrities with goods.
However, Zhang Xiang believes that asking for a "traffic spokesperson" is useful for traditional car companies, but it also bears a lot of risks, because it is not sure whether the star Internet celebrity who is looking for will "overturn" because of something in the future.