Hot summer, sitting in the air-conditioned room Li Jinsong still can not be calm. He started out as a ready-made garment. As the saying goes, clothing and footwear, regardless of home. See Xtep, Anta Jinjiang from this small place to the country, almost the good momentum toward the world, it touched the mind. Li Jinsong fancy sports shoes business. This stuff, but also high-end people can see, to see how you operate.
But now consumers are raised Diao appetite, recognize the brand, see the visibility, wear face. Of course, the propaganda routine of celebrity + advertising is good, but it is holding the market with money. It is not the case of Li Jinsong, who has just completed the primitive accumulation of small business owners.
Li Jinsong, like many of his peers, hit the ball and scratched his sports shoes brand "Adidas." Adidas from the slogan to the slogan "everything is changeable" are pulled alive and adidas climbed the relationship - all "cottage" come chant. With his self-deprecating words: "Anyhow, mixed with a familiar, maybe it took a fancy."
This little trick, soon exposed. There's a good person to post on the web. "Today I saw a sign called" Adidas, "" wrote: "Today I saw a sneakers brand called Adidas, the slogan is 'everything is variable.' There are people in the world, what brand, what slogan also has, and all learn from others ... ... "Of course there is a picture of the truth, the netizen also posted a special Adidas store pictures. The following users also shouted "ridiculous", who follow the audience, saying "Ray ah mine get used to it", "Rayleigh is more healthy" ... ... Anyone can see that there are sarcasm and ridicule.
The red burst of the post Li Jinsong also saw, but also with complex psychology from time to time concerned about the movement of this post. Perhaps quietly waiting to see this stock when the bitter wind can pass, perhaps want to find a good idea pointing maneuver. Adidas because of the low cost of investment, not to mention the loss, but to make money, but do not know to wait until the monkey year of the month.
Li Jinsong really see the name. Adidas's red card did not submerge in the vast amount of information on the Internet, because a "Everyone has a pair of Adidas" replies to this event has a new bright spot, inspired by the users have begun to change the replies: Today I am wearing Adidas new straw shoes learned two non-mainstream in the supermarket, "" I finally bought Adidas mortgage ... "These articles not only unconventional title, but also rich in subject matter, genre changeable, if their own hands Copywriting has this level just fine!
When these posts on the headlines of several famous forums, Li Jinsong's eyes shiny, but this is free advertising ah!
The birth of a "peak universe brand."
Li Jinsong immediately called people, the direction is very clear: everyone on the map Well fun, as long as friends laughed, Adidas brand will also be remembered. Well, then we do not go the unusual way, "cottage" in the end good.
First of all, the product's visual recognition system to do a more systematic "imitation." With Chinese slogans have to add English version: Anything is possible. In command of the United States to adidas original LOGO elongated, discoloration, widening, deformation of the various attempts, Li Jinsong inspired from the mirror, direct the Adidas LOGO reversed 90 degrees, and then the adidas in the letter i earlier became aiddas . After Adidas and Adidas is a twin brother, put two LOGO together, and in the mirror the effect is similar.
Spokesman is also needed. Yes, Li Jinsong can not afford the NBA biggest names, no chance to design which unknown stars holding their shoes grin. However, in line with the runway also have a professional attitude, he really signed a black basketball player, supporting the ads are all right:
Athletes roar, dunk. That posture is Jordan's signature action. Not in place? It does not matter, focusing on similarities. As for what the roar of the athlete is, of course, is the classic phrase: "I am coming." Someone asked if this is an overdone attempt. Li Jinsong had a solid idea about how he would advertise the ads: Ai Gemou. People call this name!
Repackaged products listed, so netizens amused. Netizens like more like mad adidas advertising. A netizen summed up well, shameless to a certain realm will rise to behavior art, go to the "does not make sense" category.
Li Jinsong strike while the iron is hot, opened up the zone, to engage in a "I and Adidas, have to say the story" essay, remuneration Well, of course, is quite generous.
This move came out, should be numerous. Looked at the man who sent finishing the essence of good text, Li Jinsong not only shoot the case, the master really in the civil ah.
There are celebrity amateurs: children wearing Adidas, just as with a pair of invisible wings; "celebrities said Adidas": York - Bush or not to buy my limited edition of Adidas, Election I will not lose! Edison - Genius requires only 1% inspiration and sweat, the other 99% lies in whether or not to wear Adidas. Bill Gates - Money does not fail to achieve anything. It can not be far from universal when its face value supports a limited edition of Adidas! Newton - If I say farther than Descartes That's because I'm standing on the shoulders of a giant wearing Adidas ...
There are fantasy fans: We sat on the top of the mound, listening to my mother talk about Adidas things. I was born in a less ordinary family, and my mother predicted that when I was young, my mother often said to me: "In the future world, something called Adidas becomes more important than oil and gold ... "At that moment, I listened journeyingly, and when I heard it in the middle of the night, I was fascinated and let my nose run into my mouth. When I grow up, I finally know what Adidas is. It is a sacred object that is more important to the lives of millions of people ...
Li Jinsong thought, these things are used directly to do a good job of copywriting.
There are experts began to Adidas new shoes design. He reverses the brand names of all major brands by 90 degrees and piles them upside down on Adidas. "It shows Adidas sweeping the world famous brand and despising the high attitude." Li Jinsong excitedly released Unofficial sources, Adidas to push the new paragraph, this series is called "upstream."
Men who love to wear Puma's compilation of this inspired under the spoof of a Puma. He put the poor Panthers of Puma, Panthera pardus, or pregnant pregnant leopard, or bow on the tail of their people, or put a pair of leopard spell kissing, and then piled these pictures to Adidas shoes .
So again spoiled frenzy began. Adidas topped Baidu Encyclopedia. Later, netizens even human search out the identity of Ai gentian, the person really in the NBA low-level league effectiveness, users joked that he is "Jordan, Bryant, another basket star." Adidas signed the "unlimited future star", was also naturally crowned as "the peak universe brand."
We have the power of friends
The girl pulled out with a body temperature of 100 yuan to buy two pairs of Adidas, just out of the shop, the waiter shouted to her: "Your Adidas!" The girl smiled and smiled: "Your love Adidas. "The male waiter blushed at the time. After the girl left, the waitress put all Adidas out of the counter with a single number: "She will come tomorrow and she will not come tomorrow ..."
Replacing the Yida gum advertisement, which was recently broadcast on television, with Adidas, Li Jinsong really could not help laughing after seeing such a video advertisement. The follow-up adaptation of the video ads rushing into mass production, sales managers also sort out a lot of classic pieces. Find proxy ago to discuss business first two, but the effect is quite good.
Of course, Adidas fame through this unconventional path fame was also questioned is malicious speculation. Do not know why, Adidas Baidu Dictionary notes were mysteriously deleted several times.
Unexpectedly, Li Jinsong not speak, users do not quit. Anyhow, this "universe peak brand" is what we won, you delete once I added, delete twice I add a pair, hey, no one above us, but we have some people. Netizen called everyone "to defend this by the Solomon Islands Adidas Sports Development Group Co., Ltd. registered in China's sole proprietorship production, and even more than Adidas and even ultra-even more than the luxury brands."
"Delete posts" incident let Li Jinsong mixed. If according to the conventional wisdom, to organize such a massive propaganda offensive, the management cost is certainly high. Only in the magical place of the Internet, netizens spontaneously form groups because of their interest, and the synergistic forces produced by this unorganized organization spread in a geometrically scale. It is with this strength Adidas has gathered a group of hardcore fans, but also with the lowest cost to complete the publicity.
But let Li Jinsong worry that such a spoof of marketing is actually tricky, one day we will spoof aesthetic fatigue. In fact, their own product quality is not bad, why the sales growth is not normal? How to turn our attention to the purchase of action have to add a fire.
"Hop shoes" legend
This time, the Beijing Olympic Games began, Li Jinsong can not afford the high sponsorship fee, but the same can borrow this Dongfeng.
Own advantage in the network, we must link the Olympic spirit with their own products, plus some time ago spoofed Adidas video activities because of the lack of a trumpet gimmick, has been in the grass-roots stage, maybe when this is The wave of shares passed. Now, Li Jinsong decided to award millions of Olympic creative video collection, of course, the selection method is interactive platform by the Internet users to watch and vote, and finally selected according to popular winning. In addition to winning the winners will receive Adidas limited edition sneakers. This series of shoes has a fully reflect the name of the spoof fun - "shoes", but also coincides with the main theme of the requirements: "Green Olympics, science and technology Olympics, humanistic Olympics," Ultimately it is the theme of harmonious Olympics.
Sure enough, netizens expressed their satisfaction with this "harmonious" idea. Forrest version, hacker version, jailbreak version, cat and mouse version, chick run version, big dunk version of creative video after another. Also legend, "a steamed bun-triggered bloodshed," the creator of spoof gardener Hu Ge also dressed in vest battle "Hop shoes."
On this day, Li Jinsong while searching for video online, while waiting to see Liu Xiang's game, but it is due to Liu Xiang retirement news.
Soon there was a video on the official website of the Adidas Video Contest: The dream of a little boy is to beat the Martians at the Games of All Universe. In order to achieve this dream, he paid a lot. In the end, he still failed. Such as the boy in order to maintain their physical fitness, endure not to eat meat, after winning a game, the reporter asked him, what is the biggest wish, the boy's blurred eyes full of fascination: "a bowl of braised pork." After the failure of the lens continuously Play back the former boys winning pictures, training scenes, coupled with sensational background music, when the atmosphere reached its climax, the picture of a turn, with an unstoppable momentum down seven words: not success or failure of the hero.
Spoof coat coupled with the content of warmth, the video click-through rate, high response rate. Although not enough hilarious, but everyone thinks this video best embodies the "harmonious" spirit.
Soon, Liu Xiang original endorsement of the sports brand in the online withdrawal of Liu Xiang's ads, support Liu Xiang netizens opened a petition quote: "Liu Xiang, the expiration of the contract went to the endorsement" Hop shoes ". It is said that Adidas in order to support Liu Xiang, to be particularly customized for him a pair of "shoes." "Hop shoes" worth once again improved, and some people have begun to speculation in the Taobao speculation, of course, and "Hop Shoes" This is the same root Adidas other styles, also began selling.
Someone later asked Li Jinsong, originally called "I saw today a brand called" Adidas, "" post, and below those gather together to play popularity, reversing the universe more suspicious of the thread, will not be your intentional It Li Jinsong pretended to smile mysteriously, but do not answer.
Through this series of crunches, Adidas's annual sales exceeded the historic ten million mark. Right now the economic downturn, Li Jinsong busy planning "the latest news, Adidas out of 3000 trillion U.S. dollars to rescue the market," the spoof of the news, and then fueled a favor it.
In the Adidas store, those who come here are no longer fans of "a certain forum tours", although the time to buy or forget not to cricket: "ah, you also come to buy Adidas what!"
"Yeah, what do you think?"
"Just kidding, Milky Way Mian you products, it is worth having!"
"That is, we are not bad money."