Founded in 2000, Hongxing Erke is a domestic sportswear brand with more than 7,000 stores around the world. Previously, because Henan donated 50 million yuan, it was supported by more consumers.
"Glory of Kings" is a hero competitive mobile game launched by Tencent Tianmei Studio. Not the king of one man, but the glory of a group of people. Back in 2020, the game had an average of 100 million daily active users. It is not an exaggeration to say that it is a national game.
What happens if these two seemingly unrelated IPs, but sparkle in their respective fields, collide together?
Hongxing Erke × the glory of the king
It all starts on January 10th.
On January 10th, Hongxing Erke joyfully announced the cooperation with King Glory through its own Weibo, saying: Thank you for matchmaking netizens, we are co-branded with @King Glory! Work together to create #Hongyao Chinese Year#, create a Chinese stream, inherit the national style, and work together to engrave the oriental imprint!
At this time, the attitude of netizens is still in a one-sided state of "expectation".
On January 11, Hongxing Erke continued to warm up for the joint series with the glory of the king: Hongxing Erke × the glory of the king, and the 2022 year of the tiger limited series products are pre-sold today! Comments: What kind of outfit is the most new year ritual?
At this time, the attitude of netizens began to change subtly, some netizens were still happily looking forward to it, and another part of the netizens began to wonder, why is it that it is obvious that the two sides are jointly signed, but only the Hongxing Erke side is trying to publicize, and where has the glory of the other protagonist of the joint name gone?
On January 13, with the hongxing erke's weibo "Xiao Daji did not reply to the third day of Keke, think of her ~" issued, netizens questioned the joint activities, or rather, the doubts about the glory side of the king reached a peak, and the situation was suddenly embarrassing.
At present, the weibo has been deleted.
On January 14, I don't know whether it was because the time for publicity was up, or Whether I saw the continuous fermentation of public opinion on the Internet, the glory of the king and Hongxing Erke finally joined hands to speak out.
The glory of the king said: Previously, it has agreed with Hongxing Erke on the official breaking time and publicity plan, and brought surprises to everyone when the product was ready, and Xiao Daji was also preparing posters, activities and so on in accordance with the agreement. Without Xiao Daji's knowledge, Hongxing Erke Weibo released a Weibo related to Xiao Daji last night, which made players misunderstand this.
To put it simply, the meaning of the King Glory Fang is that it does not attach importance to this cooperation, it is going according to the agreed publicity rhythm, and it is not aware of Hongxing Erke's behavior in advance, so it did not respond in time.
Hongxing Erke also responded: At present, the cooperation has not yet reached the official announcement time agreed by both sides, but the Weibo operation students are very excited and can't help but send Weibo themselves first.
At this point, the "farce" is basically over.
However, there are still many netizens who are noisy, some say that Hongxing Erke does not do "green tea" according to time, and some say that the glory of the king "sees the brand dish" does not pay enough attention to this cooperation.
All in all hilarious.
Can it still sell well?
To tell the truth, the brand Jun feels that unless both sides want to use the "mistake" to stir up a wave of heat, otherwise with the brand magnitude of Hongxing Erke and the glory of the king, such a publicity mistake should not be made.
If it is really according to what he said, it is the Hongxing Erke Weibo operators who are "excited" so they did not officially announce the cooperation with the glory of the king in advance according to the rhythm of the announcement, then we can understand it like this:
1. What content hongxing erke official blog posting, the operation personnel "individually" can decide and operate.
2. From January 10 to January 13, the operation staff was "excited" for three days, and no one on the brand side found out and dissuaded them.
Weibo is an important position for brand publicity, and if the content and process of publishing are not standardized, it can be described as endless troubles for brands.
As for the glory of kings over there.
In the case that Hongxing Erke has warmed up and consumer feedback is positive, even if there is a difference with the agreed publicity time, can it be adjusted according to the actual situation?
Even if you just forward the relevant Microblog and respond to an "expectation", I think the scene will not be embarrassed to this point.
Do you think that after a series of Oolong events, the king's glory × the Hongxing Erke Tiger Year joint name can still be sold?