Land Rover helps Tucki "advertise" for free. Who will win in the end?

2019165438+10/3, Audi and finidi, England launched an "own goal" marketing campaign. The cause of the incident was that the Q8 advertising video that Audi put on Tencent WeChat became English finidi QX50.

Once the advertisement was issued, it quickly fermented, and the people who ate melons began to spread fermentation on major social platforms. Then, an apology letter from Tencent and the absurd propaganda of major automobile brands once again pushed the incident to a climax and evolved into a big gathering of automobile brands. And it is said that Tencent suspended trading at 10: 30 that morning? Spread, with a total exposure of 3,959 times and a total cost of 202 yuan, but this oolong incident has reached tens of millions of advertising effects.

After the farce, the two protagonists also exchanged "rainbow farts" in the Weibo based on their business literacy of "maintaining each other's face", and the program "Farewell" drew a perfect full stop.

Recently, another similar incident happened. On a news APP, Land Rover China put an advertisement about the brand-new Land Rover Discovery Sports Edition, in which the pictures of Xpeng Motors were misplaced and became the talk of people who ate melons after dinner.

In response to this matter, Xpeng Auto has responded through social media such as official Weibo and official headline number. Jaguar Land Rover has not made a public response to this matter so far, and the third-party APP has not made relevant clarifications and explanations.

Lessons from the past abound, and people have to think that this is not an accident, but a planned and premeditated hype.

In fact, for brand advertising, the appearance of other brands is taboo, but after the events of Audi and finidi, everyone saw the benefits of marketing and wanted to rub a hot spot. It stands to reason that these low-level mistakes will not appear at all under the layer-by-layer review, and they will be extrapolated if they appear.

Hot events in the automobile circle abound. In order to attract people's attention, some automobile companies have also done various marketing, and there are many brain-burning copywriting wars, which are in line with the tonality of the brand and have successfully achieved homeopathic marketing. For example, Mercedes-Benz caused a wave of explosive traffic, which was well received by consumers. However, there are also inappropriate hot incidents of rollover, which is also suspected of plagiarism.

Compared with Audi and British finidi, it is reasonable to say that the whole advertisement is a human error event, but people who eat melons like to join in the fun, and it is only through "good things don't go out, bad things spread thousands of miles" that they get attention. There are not many people singing serious advertisements now, but this mistake has aroused great concern, but don't deliberately let people see the flaw.

Now the epidemic situation has eased slightly, the automobile industry has just recovered, and it is normal that there are few marketing events. After all, in the Internet age, it is not easy to create explosive hot events. People who eat melons are also eye-catching, and those conventional marketing methods can't attract their attention at all.

Mara auto market thinks that this kind of alternative marketing publicity mode may bring marketing effect for the first time, but the second time you play like this, everyone will only feel indifferent and even a little bored, and it is difficult for the brand to achieve the corresponding expected effect.

What do you think of the advertising events of Land Rover and Tucki?

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.