Source: Copywriting free shipping
When the brand copywriter of Xiaomi Auto was still wearing shoes
The paragraph copywriting of Xiaomi Auto has run all over the city
Xiaomi car is a hot mess, but do you know what the Slogan copywriting of Xiaomi car is? You don't know, you only care about yourself.
When Xiaomi Auto's Slogan copywriting "People and cars are one, my heart is surging" was still on ppt, Xiaomi Auto's jokes had spread all over the Internet, and new jokes were constantly being created.
Jokes are one of the fastest-spreading things in the current Internet era, and the only thing that can match them may be "eating melons", but "big melons" are not common, but jokes can be created at any time.
As a result, we see that whenever there is a hot event, the fastest circulating is often the joke related to it (hot topics such as natural and man-made disasters are not within the scope of this discussion), and this so-called "joke" can be a funny or unique text, or a meme or a video.
For example, on the night of the official release of Xiaomi cars, the first thing to swipe the screen was the stalk of "Wei Xiaoli", and at the press conference, Xiaomi invited Weilai, Xiaopeng, Ideal and other friends, and the three bosses of "Wei Xiaoli" sat together, at the beginning, it was like this:
When the final price of the Xiaomi car was announced, their expression was like this, and then they quickly swiped the screen.
Ordinary jokes, everyone is just trying to have a good time, but if this joke has a brand or proposition, then it may become a copywriter with advertising appeals, and when the advertising appeals take the express train of the jokes, the communication effect achieved will be very considerable.
Looking at the explosion of Xiaomi cars this time, although the press conference was very exciting, and the car itself was also very good, but it was precisely these paragraphs that really detonated this topic on the whole network.
For example, on the night of the Xiaomi car press conference, I actually didn't watch it, but many people in our copywriting group are posting all kinds of Xiaomi car jokes, a word, a picture of the light volume, enough to let them penetrate into every pore of the Internet, so that in the circle of friends, WeChat group, Weibo, Xiaohongshu, Douyin These social platforms and comment areas are widely spread, so that those who don't pay attention to it and don't understand are all involved.
The release of Xiaomi cars was originally just a major event in the automobile circle and technology circle, but in this way, it has become a carnival of national participation, and this communication effect is immeasurable for the brand's benefits.
This not only helped Xiaomi Auto complete a very bright sales receipt, but also planted a seed in the hearts of many young people, and their first car in the future is likely to be Xiaomi Auto.
And this effect is exactly what Porsches and BBAs expect to achieve by spending hundreds of millions of dollars on advertising, sowing seeds and reaping the future.
What means did Xiaomi use to get the jokers of the whole network to help it write copywriting?
To sum up, there are three main steps: 1. Make things bigger, 2. Lower your posture, and 3. Provide a steady stream of creative materials.
1. Make things bigger
In the era of traditional advertising materials in the past, such as an advertising film, a set of planes, and an event, if you want to maximize the probability of advertising swiping, you must do enough to put the first wave of advertising, all kinds of official media, self-media to a wave, all kinds of social media to take care of, as well as a variety of screen advertising, outdoor advertising, elevator advertising, etc., all full, commonly known as "saturated delivery" In this way, coupled with the excellence of the advertising content itself, there is a chance to achieve screen swiping, but whether it can be achieved depends on other luck components, such as whether there are celebrities collapsing at the same time and so on.
In reality, talents will flow to the most developed cities, and talents on the Internet will flow to the hottest topics, which is the reason.
And Xiaomi itself has a huge fan base, and its innate Internet genes also make it more handy in "making things bigger".
Looking back at the momentum of Xiaomi cars, it can be said that since 3 years ago, Xiaomi announced that it started to build a car, Lei Jun said that this was the last time he started a business in his life, many people were very moved at that time, and various news were constantly released during this period, and the topic of Xiaomi car manufacturing was on the last hot search at two ends in three days, and a bunch of automotive technology gods began to express their views on Xiaomi's car manufacturing or good or bad.
That's what a widely circulated joke at the time said.
There's also a funny comment that goes something like this:
"My bottom line is that my godmother makes cars"
During this period, the news of Xiaomi cars continued, but the product has been under development, and some people used Lei Jun's words to ridicule Huawei at the time: "You take it out and sell it", in short, the popularity of various topics has not stopped.
Then in November last year, the makeup photos of Xiaomi cars were exposed, because the body lines resembled Porsche, and then the topic "Why should the first Porsche for young people be Porsche" became popular.
Then, in December, there was a full Apple Xiaomi car technology conference, which filled people's expectations for Xiaomi cars, and all kinds of conjectures about the price were endless.
During this period, Xiaomi cars continued to move, such as Lei Jun wearing work clothes to show everyone the Xiaomi car super factory, and then this work clothes priced at 299 were sold out of stock......
Before the press conference,Xiaomi wrapped a large screen in several cities,Salute to various domestic new energy vehicle brands,And jointly release the poster of "forward" with various car company brands,At the press conference, the founders and bosses of a group of car companies were called,It can be said that it is a deep understanding of the essence of the momentum is"There are many people",When the car was officially delivered,Lei Jun personally opened the door for the first batch of delivery users The photo is another wave of swipe......
In short, from the boss to the enterprise, Xiaomi Auto does not miss any opportunity to create a topic, as long as I make things bigger, the rest of the screen swiping will be left to all netizens.
2. Lower your posture
At the press conference of Xiaomi Automobile,Lei Jun came up and bowed to everyone first,This actually shows the posture of Xiaomi itself,Lower yourself,User first,No matter whether your evaluation is good or bad,We all hold a humble posture。
To be honest, today's Internet public opinion environment is not friendly, which has also led to a lot of Yan theory control, deletion of comments, bans, lawyers' letters, and kidnapping of various speeches, making people dare not let go of ridicule on some occasions.
The open attitude expressed by Xiaomi Auto has made more people willing to participate in the meme together, rather than watching the excitement from afar.
For example, when the appearance of Xiaomi cars was announced, one of the points that many people complained about was that the layout of the tail logo was ugly, but I didn't expect Xiaomi to really modify it according to everyone's opinions, and the topic of "Xiaomi listening to persuasion" became popular again.
Everyone said that it was much more pleasing to the eye after the revision,The reason is actually very simple,The modified is the typesetting method on the original Xiaomi mobile phone,Sure enough, the ultimate meaning of the revised draft is to use the first draft。
Before:
Modified:
Then, the logo made by netizens for Xiaomi is also widely circulated on the Internet.
The most classic is this "Redmi" logo.
Someone commented on Zhang Songwen's Weibo, "Mr. Lei didn't prepare one for the teacher?", and then Lei Jun really gave Zhang Songwen a Xiaomi SU7.
Someone commented:
3. Provide a steady stream of creative materials
The topic is there,It's also a let people let go,The next thing to do is to continue to throw out all kinds of materials that can be created by netizens,In this regard, the material of Xiaomi cars can be called "daily throwing",As long as the material is enough,There is no stalk that can't be played。
For example, the appearance of Xiaomi cars, the line design of the car itself resembles Porsche, and Xiaomi does not shy away from this point, Lei Jun paid tribute to Porsche at the press conference, all kinds of benchmarking Porsche, and then the appearance of this Porsche was broken.
For example, this:
There is a Porsche owner who directly pasted a Xiaomi car logo on the back of his car, a reverse copycat, which belongs to raising his value hard.
The next comment, 5 words received 30,000 likes
There's one more hilarious:
On the contrary, Tiangang belongs to:
At the press conference, Lei Jun gave a detailed explanation of the various parameters of SU7, and then these configuration parameters were made into the "pair of intestines" joke of "Tang Bohu Dots Autumn Fragrance", and the video became popular at station B.
[Video Copy]
For piercing intestines: There are three masters in one township and two miles, and they don't know the four books, five classics and six meanings, and they dare to teach seven, eight or nine sons, which is very bold.
Lei Jun: Ten years of flat plates, nine colors, eight rental air ducts, seven meters of focus, 600 kilowatts, five-frequency linkage, four-wheel drive, three-layer silver plating, second-generation Snapdragon, people and vehicles in one.
To pierce the intestines: In the picture, the dragon does not groan, the tiger does not roar, and the little scholar is ridiculous.
Lei Jun: Wei Xiaoli, Wei Jianjun, Zhang Jianyong, thank you for your help on the spot.
Pair of intestines: warblers, warblers, swallows, swallows, emeralds, red, and red everywhere harmonious.
Lei Jun: Work hard and work hard to build a good car.
To pierce the intestines: ten thoughts, Sijun Siguo Sisheji.
Lei Jun: The dream car is so good to look good and drive smart.
To pierce the intestines: I am superior and majestic, showing a tiger courage.
Lei Jun: You can open it with one click and enjoy the viewing experience.
To pierce the intestines: plant trees at the head of your grave.
Lei Jun: But success must be cool.
Pair of sausages: Fish fly over the nest into my belly
Lei Jun: NOA will be delivered as soon as it is listed.
To a sausage: Poof......
And the topic of the inability to refund the 5,000 deposit after the Xiaomi car is locked has also become the material for netizens to write jokes.
Regarding the material of Lei Jun bowing and opening the door for the user when he picked up the car, all kinds of jokes have not fallen.
It's a bit of a pun.
With the popularity of Xiaomi Automobile, Lei Jun's personal resume was constantly exposed, and then a wave of "Shuangwen male protagonist literature" jokes were created.
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After achieving the above three points, Xiaomi's copywriting does not need to be written by Xiaomi itself, and its own small clever ghosts on the whole network contribute their talents to it.
But this kind of talent is also a double-edged sword, when you convey a kind of goodwill and upward attitude, that is, the flow and wealth of the sky, if it is the opposite, it may be a basin that splashes the sky, telling you what is called a quenched poisonous mouth in minutes.