Michelle Ice City "killed" crazy.
Recently, when you open any short video platform, you will almost hear the brainwashing song of "you love me, I love you, Honey Snow Ice City Sweet Honey".
Mom, my DNA moved
Speaking of the last time such a popular song was said, it should be "What is a Happy Planet" in early April (why there is a feeling that five hundred years have passed).
According to the Baidu Search Index, the search peak and average of "Mi xue ice city" in the past 30 days are similar to the data of "Happy Planet" during its popularity in early April. It seems to have been verified that every once in a while, the Internet will appear a new screen stalker.
As a popular fried chicken on the Internet, the road to fame in Michelle Ice City began on June 3 with the first theme song mv released on Douyin, Kuaishou and B stations.
In the next 20 days, the theme song of Mi xue ice city has swept every corner of the Internet almost like a viral speed: some people have created short videos, some people have gone to the Michelle Ice City store to sing, and some people have paid attention to the commercial value of The Ice City...
To this day, the "sweet honey effect" of Honey Snow Ice City continues and has been repeatedly searched. In this article, we decided to review this event from the perspective of data, to see what explosive models continue to promote behind the magic brainwashing.
Honey Snow Ice City is afraid to buy a house in Weibo hot search
The world's martial arts, only fast is not broken.
One second before The Honey Snow Ice City released the theme song mv, the next second b station netizens on the basis of the content of the original video fancy adaptation.
Ancient style version, Peking opera version, Soviet version, Japanese version... Netizens not only want Toi Xue Ice City to circle fans in China, but also to go abroad and open branches around the world.
At present, all over the world are about to plant the flag of Honey Snow Ice City, b station netizens began to increase the difficulty coefficient, and the macho man dancing sweet dance is yyds.
On June 23, "Macho Dance Company Iconx" released a dance video of the theme song of Michelle Ice City on station B. The members of the dance troupe in the video uniformly dress up as the brand image of "Snow King" of Michelle Ice City, with music and props, showing their flexible dance posture.
As of now, the number of views of the video has reached 5.162 million, the highest ranking of the second most played in the station, the official account of the B station of Mi xue bingcheng came to leave a message: "Scared Ben Wang does not know what to say."
At the end of the college entrance examination, Chongqing University closely followed current events and released a major branch version of the Honey Snow Ice City admissions promotional song.
In the army of second creation and adaptation, there is also the figure of Wang Bingbing, the "wife" of the b station.
Combined with everyone's recent attention to the Shenzhou spacecraft and the space station, "cmg Observation" re-filled the lyrics and adapted on the basis of the original arrangement of Mixue Ice City, and invited Yu Hewei and Wang Bingbing to sing successively. "Red-eyed" netizens commented: "This wave of honey snow ice city earns crazy, ice ice gives him free publicity." ”
So how many B-station fans has this wave of "earning crazy" brought to Mi Xue Ice City?
According to the data of the new station under the new list, as of now, the "Honey Snow Ice City Official Station" account has reached 279,000 fans, compared with the release of the theme song mv on June 3, the number of fans increased by 263,000.
Unlike the B station netizen erchuang route, Douyin netizens have stepped out of an offline style of exploring stores.
When the theme song of Michelle Ice City brushed the screen short video platform, I did not know where a welfare message came from: as long as you go to the Honey Snow Ice City store to sing the theme song, you can get free of orders.
For the shakers who like to join in the fun, this good opportunity to take advantage of this cannot be missed.
Douyin user "Xiong Meimei" and friends came to a Mixue Ice City store, risked the embarrassment of social death, and sang "You love me, I love you, Honey Snow Ice City Sweet Honey" to the clerk over and over again, but only received a smiley expression from the clerk, and told her "Sorry, we don't have such an activity here." ”
Status of The Waiter in Michelle Ice City
Fortunately, the emperor did not pay off (cheeky), and the clerk eventually gave them two ice creams. As of now, the video Douyin has 1.106 million likes, and some netizens have commented that "although it is the scene of the social death, but I look good and happy", the Douyin topic of #Mixue Ice City Social Death Scene has been played 930 million times.
In addition to singing and dancing, Douyin user "Erbi Hula" tried to pull erhu at the gate of Mi xue ice city, but found that it was not easy.
Seeing more and more netizens go to the store to sing, the official response of Michelle Ice City said: "We did not release this activity, and for the first time in our lives, we were forced by fans to do activities for the brand... So we had an event overnight, shooting a honey snow theme song for my father with a surprise. ”
However, compared with the #Honey Snow Ice City Society Death Scene # topic that netizens independently joined, the official #Sing Honey Snow Theme Song to Father # played only 4.321 million times. However, as the main position of communication, this wave of topic interaction in Michelle Ice City still brings many Douyin fans to itself.
According to the new data of the new list, as of now, the fans of the "Honey Snow Ice City" Douyin account have reached 2.027 million, an increase of 749,000 compared with June 3.
Unlike short videos that like to create two and play terriers, public accounts prefer to study the popular path of Honey Snow Ice City.
According to the data of millions of public accounts that are continuously monitored daily by the new list, from June 3 to 25, there were at least 958 WeChat articles mentioning "Mi Xue Ice City", including 12 articles with 100,000+ explosive models.
"Dr. X" starts from the perspective of the song, posting that it is an adaptation of the 19th century American folk song "Oh! susanna", there is a tortuous and complicated history behind it. It not only witnessed the history of the liberation of black slaves in the United States, but also experienced setbacks and take-offs from the War of Resistance Against Japanese Aggression to reform and opening up after its introduction to China.
In addition, the success of Michelle Ice City has attracted the attention of the advertising and marketing circles.
"Uncle Almighty" posted "2 Billion Views!" #Honey Snow Ice City Theme Song #Brush Screen Beginning and End", mainly discusses 3 issues: how hot it is, why can it be brushed, and what can be learned. The article mentioned the planning company behind The Ice City of Mi Xue, "Hua and Hua", which has operated classic advertising slogans such as Small Sunflower and Foot Strength.
Hua Shan, one of the founders of Hua & Hua
The financial public accounts discussed the commercial value behind The Honey Snow Ice City.
"Open Pineapple Finance" takes the performance of Honey Snow Ice City as the entry point and analyzes what kind of money honey snow ice city that seems to be "cutting the door" makes. "Box Lunch Finance" paid attention to the franchise business of Mi xue ice city, and after an official exchange group showing that mi xue ice city did not leave contact information, it attracted the attention of half of the "true and false franchisees" in the milk tea industry.
Even if many media have repeatedly analyzed the beginning and end of the popularity of Mi Xue Ice City, some netizens are still puzzled by the fire of Mi Xue Ice City.
The latest question from a colleague in the newsroom
In 36Kr's view, "how the Honey Snow Ice City is hot, just like what is a happy planet, can be called the biggest Internet unsolved mystery in 2021", Hua Shan, one of the traders behind the marketing of Honey Snow Ice City, does not dare to recruit workers, saying that "the work is done by people, and the effect is given by heaven".
Previously, we also discussed the Happy Planet, which changes every three days, "Most of the Divine Comedy has not yet had time to study, it has become the past, and everyone lives like a sea king who likes the new and hates the old in the world of the Divine Comedy." ”
The success of Michelle Ice City seems to be a comeback of happy planets.
But unlike Happy Planet, Michelle Ice City is essentially a consumer brand that exists physically, and when he is concerned by Internet traffic, it largely means that it will be purchased, which is a greater success for consumer brands.
It is worth mentioning that according to Michelle Ice City's answer on Zhihu, this theme song mv has been played synchronously on the TV set of 10,000 offline stores across the country as early as last July. The online release time was selected on June 3 this year, which caused national concern.
After a year, Michelle Ice City released the theme song mv on the whole network, and the reason behind it is not known to us for the time being.
Only from the perspective of content dissemination, after the release of the theme song, the Douyin and b station accounts of Mi xue bingcheng added up to 1.012 million fans, and the official short video playback volume other than the theme song was often lower than that of some erchuang short videos, and it seemed that it was not ready to face this "accidental popularity". But these do not seem to matter to netizens who are having fun on the Internet, what is important is to enjoy the joy of surfing.
As "Vista Looks at the World" mentioned: "It is not so much the popularity of milk tea itself, but rather the pursuit of the 'whole work' of Michelle Ice City, which has become a kind of performance art in itself." ”
So in this national carnival, have you followed the trend and lit up a cup of Honey Snow Ice City?