KFC Victorious Wings &Nbsp; A Flower Marketing.

From the day when Beijing was designated as the venue for the twenty-ninth Olympic Games, big manufacturers around the world set China as their advertising home in 2008, including Olympic sponsorship, partners, suppliers, and Olympic Games.

Activity content

KFC's Sina W operation in China is spreading across the country.

W is win (Win), W is the two V (Victory), W represents solidarity together to cheer for Sichuan compatriots and cheer for Chinese athletes.

In June 2008 and July, if you visit Sina and enter "victory" or "refueling", you will see the letter "W" that represents victory.

Since the start of the campaign, since July 3rd, the W action in China has brought together 34 patriotic volunteers from all over the city. All the volunteers have lined up the adult walls shoulder to shoulder, showing the most successful W of their own city characteristics.

In the end, after the debut of the 34 most dazzling W models, there are twinkling red stars, Pentium dragons, and anchor boats that are about to set off.

Subsequently, in view of these W models, a voting audition mechanism was introduced.

Communication channels

KFC chose Sina.

Sina blogs are the main battleground in advertising. The starting point may be the dominant position of sina blogs in young white collar groups, as well as the active atmosphere and huge browsing volume in the whole blog.

At the same time, the "victory China" layout was opened in Sina forum, and the post has been accumulated to 14 pages.

At the same time, KFC has launched a special official website for the event, and has done a good job in digital marketing in terms of mechanism, website design and function.

Market feedback

Since its launch in June 2nd, "W action in victory China" has been widely distributed in 34 cities across the country.

According to public information, in less than a month, nearly 12000 volunteers were recruited.

At the same time, in Sina's victory China Forum, tens of thousands of netizens discussed the victory of W in the ranks of "winning the W", excavating the meaning of victory of W, designing W shaped victory gesture, looking for W moments in city, life and sports events, and offering suggestions for the W modeling of their cities.

On the whole, the "wings of victory" is undoubtedly very creative in the promotion and planning, but the market feedback of its products is not good. There are many critical comments on the Internet. There are some criticisms about KFC's new products in terms of quality control and taste.

This is not what the marketing manipulator would like to see.

In view of the creativity of advertising itself, some of the forums also think that the "wings of victory" are very pale, but there are not many advertisements that can cause a certain range of discussions like this.

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The victory of China's W action has been embedded in victory and success, but also by the Olympic Games. At the same time, it seems to imply "eating competitors". From the point of view of creative strategy, it is not easy to do some optimization and improvement.

Well known brands have always been the creators, designers and practitioners of new marketing tools, tools and strategies, and are often the focus of advertising creativity and marketing ideas. On the one hand, the "successful China's W action" integration line has opened up a comprehensive official website, with the help of blogs and forums, and other interactive network tools and channels to spread the Internet. On the other hand, new products have been spread in stores across the country, and have been promoted. At the same time, the traditional media have not been abandoned, forming a new combination of new and old fusion.

This way of promotion, originally a trend, is now in sight.

However, Deng Chaoming believes that in any case, the quality of the product itself is still very important.

Otherwise, in the Internet age, the product's flaws can easily be magnified, devouring huge advertising investment and brainstorming strategy creativity.

Advertising creativity of other multinational companies

McDonald's - "I like China win."

As the global partner of the Olympic Games, McDonald's is counting the countdown 100 days before the opening of the Olympic Games, calling on the whole Chinese people to mobilize to cheer up the Chinese Olympic athletes and shout the slogan of "I like China win".

Pizza Hut

With the help of the Olympic opportunity, Pizza Hut launched a new competitive pizza, integrating the Olympic spirit into food.

Coca-Cola -- Unity is strength.