How far can "Michelle Ice City" go viral and brainwashed advertising and marketing across the Internet?
In the past month, when it comes to Michelle Ice City, the hottest thing is not "You Love Me, I Love You", but the 2.0 version of Brainwashing Divine Comedy.
The little snowman shook the cone in his hand and shouted passionately in front of the green screen: "There are sundaes, milkshakes, and the price of Michelle Ice City is low. Ice cream melts quickly, so it’s better to come to a big sundae." With the huge traffic coming, Michelle Ice City frequently sells out of circles, triggering heated discussions online and offline.
The well-known economist Song Qinghui believes that in this era of information explosion, it is still an unbreakable truth for traffickers to win the world, but brainwashing advertising may be difficult to achieve stability.
Yangtze Evening News/Ziniu News reporter Xu Jing
How is Michelle Ice City popular across the network?
The matter goes back to June 3, the official account of Michelle Ice City uploaded the theme song MV "You Love Me, I Love You, Michelle Ice City Sweet" on station B, and then uploaded the bilingual version in both Chinese and English. With magical melody and simple lyrics, this theme song MV has received more than 12.82 million views and 650,000 likes.
On Douyin, the Michelle Ice City theme song has received 1.58 billion views.
The UP owners of station B have carried out second creations one after another, which has brought a wave of traffic to Michelle Ice City.
For a while, this theme song appeared in English, Russian, Japanese, Thai and other languages, and even Sichuanese, Cantonese, Guangxi, Northeastern dialects and other dialects. It was published on Weibo, Douyin, and Kuaishou. And other social media platforms spread widely.
According to the company's investigation, Michelle Ice City is a beverage chain brand under Zhengzhou Cross-Strait Enterprise Management Co., Ltd. It is established in 2008 with a registered capital of 360 million.
Adhering to the principle of "high quality and parity", focusing on sinking the market, the target users are young consumer groups represented by college students.
After the theme song became popular, there was news that Michelle Ice City offline stores can sing the theme song free of charge. Many netizens went to Michelle Ice City stores to "check in and sing".
Taking this opportunity, Michelle Bingcheng earned a lot of popularity and gained a number of hot searches such as #No wonder 蜜雪冰城歌此耳熟#, with more than 1 billion views on related Weibo topics.
The melody of this magic upper brain theme song comes from the folk song "oh, Susanna", which is a country folk song written by Stephen Foster in 1847. The Michelle Ice City theme song selects one of the paragraphs, which is simple Adaptation and repetition.
Afterwards, the Divine Comedy continued to ferment, and gradually became outrageous under the interpretation of netizens.
For example, the water recommended by Ronaldo at the European Cup was turned into Michelle Ice City-after pushing away a well-known beverage brand product in front of him, he lifted a glass of Yangzhi nectar with a little snowman printed on it.
In "The Legend of Zhen Huan," Shiro, who worked for the harem every day, also mastered the true meaning of love in the brainwashing lyrics. He held Huanhuan with one hand, and Su Peisheng with the other hand sang: "You love him, I love you, we Three sweet ones."
Although in the eyes of some people, this song, especially the lyrics, is too straightforward, but this style happens to fit in with the brand tune of Michelle Ice City.
The main feature of Michelle Ice City is that it is low-priced and friendly to the people. When opening stores in first- and second-tier cities, try to avoid commercial centers with high rents.
The characteristics of small profits but quick turnover have allowed it to expand all the way. In June last year, it exceeded 10,000 stores.
Inventory of brainwashing advertising routines over the years
In fact, Michelle Ice City’s brainwashing marketing strategy is not the first.
Speaking of the originator of brainwashing advertising, the melatonin of many years ago impressed netizens deeply, "No gifts will be accepted for the New Year this year, and only melatonin will be accepted." Back then, the melatonin advertisements actually disgusted many viewers, but It may be that this format was still new at the time, so the promotion of melatonin sales by advertising was also considered good.
"Heng Yuanxiang, Yang Yang Yang..." Remember this magical advertisement?
The advertisement was repeated 12 times in 1 minute. Due to the repetition and boring of the content, the audience was completely overwhelmed and was rated as the "most tormenting advertisement" by netizens.
Internet surveys show that 80% of netizens are disgusted with this advertisement.
However, some consumers say that advertising will not affect their choice to buy Hengyuanxiang products.
However, the company responded that according to Baidu's statistics, Hengyuanxiang had low media awareness before the launch of the 12 Chinese Zodiac Lunar New Year advertisement in 2008, and the media awareness jumped to second place after the broadcast.
The most successful recent brainwashing commercials may come from Pinduoduo.
"Put a lot, fight a lot, fight a lot, save a lot..." This magical advertising song, many netizens will casually hum.
The brainwashing result of this song is that even if you haven't used this App, you must have helped others to cut the price.
The Divine Comedy brings traffic and users. As of June 23, Pinduoduo's latest share price was $121.18 per share, with a total market value of $152.4 billion.
There are also cases of "smashed up".
A wedding photo shoot brand puts a very brainwashed "shoot wherever you want" rap in the elevator.
Netizens believe that the atmosphere of wedding photos should be romantic and beautiful. Let's not talk about the actual level of the brand's wedding photos, just say that this rap is very disruptive, not only not conducive to attracting traffic and increasing customer stickiness, but even more Easily arouse the resentment of target users and passersby.
On the other hand, the brainwashing of Michelle Bingcheng has actually achieved the feeling of "changing often".
Netizens believe that “the official has done a good job in brainwashing and playing stalks. It not only maintains the enthusiasm to attract more young netizens to participate, but also knows to leave room for everyone so that the brainwashing marketing will not be counterproductive. So the popularity of Michelle Ice City In a cheerful and friendly atmosphere online and offline to this day."
Brainwashing advertising may be difficult to achieve stability and far-reaching
From melatonin to Michelle Ice City, how far can brainwashing advertising go?
In an interview with the Yangtze Evening News/Ziniu News reporter, the famous economist Song Qinghui said that Michelle Ice City recently went out of the circle, which is of great economic significance, that is, under the current economic model, a brand wants to gain fast Growth and expansion of the huge sinking market is the only way. "Low price and close to the people" is the best strategy to seize the market and the secret to winning the sinking market.
Song Qinghui pointed out that in this era of information explosion, it is still an unbreakable truth that traffickers win the world. Brainwashing or brainwashing advertising is the last resort of the business, and may also be the only choice.
However, "after all, we are all living in this era of information explosion. Consumers' attention is also easily distracted and replaced by other similar brainwashing or brainwashing advertisements." In short, Song Qinghui believes that this kind of brainwashing magic comedy advertising marketing method In the future, it is difficult to achieve stability and far-reaching, and it is likely to be counterproductive in the end. If the quality of follow-up products cannot keep up, high traffic will make netizens and consumers resist the brand, and even arouse strong resentment, which will accelerate the decline of the corporate brand.