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总有大佬加持的滴滴广告曾经是不少企业学习的模板,但是河边走多了,老手也难免湿鞋。
上个月,滴滴上线了一支全新广告MV。MV中杨洋、孙红雷、黄渤、罗志祥和王祖蓝身着西装边唱边跳,而滴滴对于安全的举措被融入到了rap词中。
歌词是这样的:旅途出发前,滴滴司机必须经过验证,扫描身份证,为你提供保护,还有驾照,审核通过才能上路。
长达3分多钟的MV,没有押韵的歌词,配上明星在你眼前晃来晃去的叨叨,弥漫着一种蜜汁尴尬。很多网友都表示,如果不是为了看明星(看杨洋),早就提前关掉视频。
现在品牌都越来越热衷内容营销,比起单纯做个卖吆喝的广告,他们更倾向于请名人拍MV、演微电影、做主题海报,总之,要有优质的故事从信息爆炸的环境中脱颖而出,来满足越来越挑剔的观众。
但也很容易像滴滴这两次一样用力过猛,一不小心滑向另一个始料未及的舆论漩涡。百雀羚的广告火了,人们开始围绕它的疑似侵权和转化率打口水仗,地球另一边,触碰到政治界限的百事可乐广告被大众一通猛批,百事最后撤了广告还要发道歉声明。做出一个大致满意的内容营销有多少坑要躲?还有,到底是要传播还是要口碑?
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