See interactive marketing under the grassroots culture

Introduction: 1. Soon, on the food packaging of more than 30,000 restaurants in McDonald's around the world, there will be a Chinese girl dressed in Beijing opera costumes. The native-born Shanghai girl Bao Zhan accidentally strolled to the McDonald's website and uploaded a photo of her own Beijing Opera costume. It was originally intended to show the photos. I did not expect that after a few screenings, she ended up wearing a costume. Yang Guoji promoted to the top 25 in the world, and 24 other ordinary consumers around the world became the protagonist of McDonald's 2007 global packaging. This is also McDonald's to help its global public relations by enabling the image of ordinary consumers.

2. Whether the civilians of McDonald's appear on food packaging or Pepsi's “I want to go to the can” activity can reflect the problems of the two different fields, that is, the grassroots culture of society and the interactive form of marketing. Grassroots culture is not a Chinese patent. Activities such as large and small drafts in the western countries have been carried out for a long time. However, after coming to China, we have seen the "super girl" represented by the past few years. A variety of drafts, including the grassroots self-hype, and so on, are on the list.

The emergence of new social and cultural phenomena must have its own roots and significance. The current society, originally an ordinary public who is passively exposed, seems to suddenly become extremely intense in its desire to actively express its desires. In various media, it wants to try one. The network is rather embarrassed by them. Now some The activities of civilian endorsements such as McDonald's and Pepsi provide a novel platform for self-shows for narcissists, using their own packaging as a medium. This is no longer an alternative.

In fact, as early as more than a year ago, when I was in Zhengzhou Yipintang, we had already done this for the new forces of Unicom. It was an exciting creative process. After many comparisons, we used the "civilian endorsement". The program has achieved the promotion of Unicom's new forces in the province of Henan. The core of the creativity and the current Pepsi can are very similar. Unfortunately, it was originally a gorgeous performance. It was very likely to be Unicom. A great battle for the new forces to resist the turbulent zone, aborted under the hesitation and investment of customers. From the early planning to the later implementation plan, I am the main participant, and I can't help but think about the details!

The benefits of civilian endorsements are obvious. They are not high-ranking stars, but they can become stars in the surrounding population. This is a wonderful process. Think about it. If McDonald’s packaging uses your photos, when you go to McDonald’s. You can imagine how people around you look at you. And you are a medium, because you become a "star", of course you will feel proud, will talk or talk to people you know, and among those you know, if anyone is interested, and enough Fortunately, he became a "star", and he mobilized the people he knows to talk about. It is such a virus-like verbal spread that the hosted brand is already very useful, and the brand reputation and sales volume will definitely rise sharply, not to mention. It is said that it is an international big brand. Under the all-round integrated marketing communication, the sensation effect is even more remarkable. Pepsi can do better in this respect, and it is still different from McDonald's. Pepsi is more like a self-show of cans, while McDonald's is a bit of a star. Of course, personally, this is already the choice they are more suitable for. Pepsi is originally a brand of young people, fashion, dynamic, publicity, youth, these are the brand impressions of Pepsi, and then hold such interactive activities, it is Rich in a lot.

There have been many variations in the development of interactive marketing. In the past, we all thought that the Internet is a very good platform. So far, it has been the case. For example, there is now a “call advertisement”, which is on the advertising page of some websites. After that, you will be prompted to enter the mobile phone or landline number. After entering, the advertiser will contact you directly. The advertiser will provide consulting services to complete the transaction, and you do not need to pay a penny for this call. Such an increasingly personalized advertisement will inevitably become the mainstream of advertising development in the future. Just like the interactive marketing such as grassroots endorsement, the essence is the same, that is, the direct communication between advertisers and consumers, and even the way of entertainment together. The form may change like these, the use of the media will also change somewhat, and more marketing and advertising experts are needed to dig.

Humans have long believed the eye symbol to be an amulet that wards off evil spirits. History references the use of "evil eye" beads in the ancient Orient and Sumeria from 3000 B.C. This belief is still prevalent in Turkey and areas of the Middle East, where many believe that when someone sees your good fortune and is envious, some type of bad luck will befall you. In fact, it is thought that any type of praise, even well meaning, has some form of greed and jealousy attached, and can cause harm. In that part of the world people with colored eyes are believed to be especially harmful with their unusual and enchanting gazes.

To protect against the negative energy of envious looks, people of Middle Eastern societies often use an evil eye bead, or talisman, to redirect the bad spirits back onto the world and keep the bearer safe. Turkish people call the bead "Nazar Boncuk" and versions of it are seen everywhere in their culture. Whether it is displayed at the entrance to a home or office, attached to a baby's clothing, or hung from a car mirror, the intent is the same, to disperse the bad luck away from the owner.

Evil Eye Beads are a single eye image typically set in a blue background color. Usually they are made of glass but other materials include agate, common stone, and Lucite. Blue is symbolic of water and prosperity in the Middle East, where it is a precious resource. Red is also a common color, as Jewish lore associates red with luck and good fortune.

There are many different colored evil eye beads used in jewelry, and they are worn as a fashion accessory as well as a good luck charm. A brief search on the internet reveals evil eye beads sold as charm bracelets, pendants, rings, and anklets. Thanks to on-line websites one can find antique and newly manufactured beads alike, in an assortment of styles and sizes to coordinate with any wardrobe. As a result they are becoming more visible in Western cultures. Look for them to become collectible items, especially in jewelry as their popularity grows.

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