Rebirth of the Wild Age

Shenghai, People's Square.

This place was just rebuilt last year. The north is the municipal building, the east is the urban planning museum, the northeast is the subway station entrance, the southeast is the underground shopping mall, the southwest is the largest underground parking lot in Shenghai, the south is the Shenghai Museum, and there is Shenghai next to it. Grand Theater and Urban Planning Pavilion.

Lively, very lively!

This year, People's Square was even rated as "Top Ten New Landscapes" and "Top Ten Tourist Attractions" by Shenghai.

Xifeng Company decided to carry out promotional activities here, not only was it not blocked, but the management unit was also very enthusiastic, provided that a large amount of activity funds were required.

From 9 o'clock in the morning, the melody of "Dream Chaser" was constantly coming out of the speakers, and there were banners erected by huge hydrogen balloons on both sides of the stage. One side reads "Very Coke, Chinese Dream, Chinese Heart", and the other side reads "Drink the Chinese's own Coke".

No celebrities were invited to appear, and the piles of prizes were enough to attract passers-by to watch.

Promotional price, 2 yuan a bottle.

If you purchase more than 12 bottles (1 dozen) at one time, you can participate in the on-site lucky draw. The special prize is a Songhuajiang van worth 36,000 yuan.

There will be a small game every 45 minutes on site, and you can sign up to participate without buying a Coke. For example, doing push-ups, spinning in circles, skipping rope, and the winners of each game will also have small gifts.

This promotional activity has been planned for a long time, and today it will be held in ten major cities across the country at the same time, and local media have been invited to report that the various expenses add up to nearly 2 million——in order to promote the brand of Super Coke, Xifeng Company decided to sell it in the second half of this year. 25 million went out, including endorsement fees, advertising fees, sponsorship fees and so on.

If you don’t have enough money, you need to find a bank loan. Anyway, if you have too much debt, you don’t have to worry about it.

"Master, this game is a competition to earn money. You are too old to participate!" The host couldn't laugh or cry, and stopped a skinny old man.

The old man was not happy: "Why can't I participate?"

"I'm afraid you won't be able to take it physically," the host explained patiently, "Well, you can wait to participate in the next program, whether it's a singing competition or a revolutionary model opera."

More than 30 passers-by signed up, and the stage was almost packed.

When the host gave an order, everyone immediately started to turn. After a few minutes, they fell down one by one.

All the participants will get a towel as a souvenir, and the towel is printed with "Xifeng·Very Cola" and other signs. And the winner who didn't fall down after 20 minutes of spinning got a chance to draw a free lottery. He grabbed it casually and laughed: "5 dozen (60 bottles) of Coke! I won 5 dozen of Coke!"

Calculated according to the promotional price of 2 yuan, this is also 120 yuan. You can get 120 yuan for free by playing games, which is like pie in the sky.

The host continued to shout: "In our lottery, the reward is 100%, at least you can get a bottle of Coke! Today is a promotional price, only today, you can buy a bottle of Coke for 2 yuan, and after today, you can buy a bottle of Coke." It costs 3 yuan. Did you see that the van next to me, if you get the special prize, you will take it away. What are you waiting for... Ah, another friend draws a lottery, let's see what he can win? , the lottery... well, bad luck, I only got a bottle of Coke."

This activity is cost-effective. Buy 12 bottles of Coke and draw a prize. When you buy it, you can take advantage of the promotional price, and you must win a bottle of Coke in the lottery to take advantage of it. If you can draw the big prize, you will get rich!

A lot of passers-by who love to take advantage of it but don't bring enough money, even take a car back to get the money, and call a bunch of friends and companions.

At about 10 o'clock, the host shouted in surprise: "I won, this friend won the second prize, a domestic Changhong color TV! Let us congratulate him!"

There was a sensation in the audience.

Those passers-by who were skeptical saw someone winning a big color TV, and immediately frantically spent money to buy Coke.

In a few years, the central government will issue a regulation that private individuals are not allowed to engage in gambling activities, and even if they develop into prize sales, the prize money should not exceed 5,000 yuan. However, in the 1990s, the folk lottery with on-site lottery was all the rage, and it often attracted passers-by to loot it. I don’t know how many people made a fortune from it—the big prizes were all fake, and they couldn’t win.

In this kind of activity organized by Coke, if you win a bottle of Coke with a minimum guarantee, even if you don’t win, you won’t lose money. How could it not cause a sensation?

I was planning to get the promotion in the evening, but due to too many participants, it ended at four o'clock in the afternoon. The Coke was sold out, and all the medals were distributed. The lucky winner of the van was so excited that he couldn't speak, and he trembled for a long time before saying, "I... I'm very happy, I... I will only buy very Coke in the future !"

All the prizes and souvenirs today are all labeled very Coke. After they go home, they must spontaneously promote and show off. At least one participant can spread the name of Very Coke to more than ten relatives and friends.

This kind of promotion is not clever, but it is the most effective, and Coca-Cola and Pepsi also do it from time to time.

Take Pepsi as an example. This year, they launched a point campaign in the United States. You can get points for buying Coke, 80 points for a T-shirt, 400 points for a denim jacket, and 7 million points for a Harrier fighter jet.

A college student majoring in economics, after careful calculation, found that it is very cost-effective to exchange 7 million points for Harrier fighter jets. But you have to drink more than 40,000 bottles of Coke every day, and you have to drink for a year to get the points. It is impossible for anyone to reach the standard, and Pepsi is just for fun. Unfortunately, there is a bug in this activity. Consumers with 15 points can buy 1 missing point for every 10 cents spent to exchange for prizes.

So, the college student hired a lawyer, invited five investors to gather enough funds, and took the money to Pepsi to exchange for a Harrier fighter jet—equivalent to more than 700,000 U.S. dollars in exchange for a 33.8 million U.S. dollar fighter jet.

PepsiCo was so confused, it refunded 700,000 US dollars to the college student, and gave the college student a shopping voucher (which can buy 3 boxes of Coke), telling the college student to get out of here.

Then they filed a lawsuit, and Pepsi actually won... Stinky rascal!

...

The advertising time of CCTV is limited, and Coca-Cola only got one ad at 8 o'clock, which was given up by Xifeng Ice Tea. But the provincial TV station is much easier to do. It only selects TV dramas to be broadcast before and after, and the advertising costs are thrown into it.

In the ad, a young man is wearing a white T-shirt of "I? China", running wildly on the Great Wall facing the rising sun, switching scenes of the Three Heroes singing from time to time, and the background music is: Run Forward! With the pride of a child, how can you see the brilliance of life if you don’t persist in the end. Instead of lingering on your last breath, let’s burn with all your heart. For the beauty in your heart, don’t compromise until you grow old!

Ascending to the highest point of the Great Wall, the young man was already sweating profusely. He took a sip of Coke and said to the camera: "Very Coke, Chinese Dream, Chinese Heart!"

At the same time, Song Weiyang's once-used song-ordering tactics have been carried forward again. All major radio stations and TV stations have ordered songs. The content is nothing more than: Xifeng Company brings very Coke, I wish all students a smooth college entrance examination and a gold list! Drink Coca-Cola and become the top scorer in the college entrance examination!

Well, this slogan is festive, and there are really many parents who buy Coke for their children to take the exam.

Soft articles about Very Coke also spewed out in newspapers and magazines, and even appeared in "Readers" and "Story Club". Chicken soup text: Two Cokes flooded the seven armies, and the Chinese cola market was completely sacked. Therefore, Xifeng launched the Chinese people's own cola. The main color of Very Cola's trademark is "white plus red". White represents the fallen cola market, which is cruel and cold, and red represents the hope that belongs to China.

Make up the details at will, anyway, all kinds of chicken soup stories. Song Weiyang determined to serve the country at the age of eight, so I ask you believe it or not!

Song Weiyang also personally wrote the headlines for some soft articles: Shocked, the red and blue camps broke into the white army, and the Chinese cola market will usher in the era of the Three Kingdoms!

Due to the very cola activities, those medals and souvenirs are all domestic brands. What's more, Very Coke and Xifeng Iced Tea also learned from Pepsi's points activity in the United States, and all the prizes that will be redeemed in the future will be domestic brands. These brands have reached preliminary cooperation with Xifeng Company.

The boss of Changhong was also in the "war of resistance" at this time. He said in an interview with reporters: "The enemy is very powerful, but the Chinese must persevere to the end. Changhong will stand on the same front as Xifeng. Changhong is the pride of domestic color TVs. Very Coke is The pride of domestic Coke."

The owner of Songhuajiang Automobile said: "Do not give up domestic products. Domestic products are no worse than foreign ones. I am so happy to hold an event, so I chose Songhuajiang van as a prize. What does that mean? It means that Songhuajiang Automobile represents a Chinese automobile brand!" (Song Weiyang said: Your van is the cheapest.)

The CEO of Lenovo said: "The Chinese will never admit defeat, the victory belongs to us."

This year is a critical year for domestic brands to counterattack. These bosses will jump out and shout slogans every now and then. Now that Very Coke is spending money to build momentum, they quickly jumped out to gain popularity, while boasting about Very Coke, they also praised their own products by the way—anyway, they are not in the same industry, and they sell different products.

This patriotic atmosphere was not created by Song Weiyang, he was not capable of it.

The fact that the invasion of foreign capital is too terrifying has aroused the rebellious psychology of the whole society. The mainstream voice of the media this year is: patriotism, patriotism, patriotism! Resist, resist, resist!

Very Coke is just a strong player in the patriotic army.

After spending money on full-page advertisements and soft articles, Xifeng Company did not pay the newspaper any more. But the major newspapers reported spontaneously, just like they reported Changhong, TCL, Haier, Lenovo, Rongsheng, Wahaha and other brands. As long as the domestic products can be named, they are the objects of media enthusiasm.

Even those selling health care products shouted patriotism, one can imagine the atmosphere of public opinion.

In particular, the enemies of Very Coke are Coca-Cola and Pepsi, the two giants that are rampant all over the world! The main color of the very cola trademark has become an eye-catching gimmick, white, mourning, and a tragic atmosphere, and a touch of red in it is the infinite hope of the Chinese people.

Patriotic brand, never out of date.

In history, Wahaha's very cola once had a development opportunity. That was when the US bombed our embassy. On the day of the incident, only two bottles of Coca-Cola were sold in colleges and universities in the entire capital. Coca-Cola urgently appointed a new China president for public relations, and the sales of Coca-Cola in big cities soared.

It's a pity that Wahaha still killed Coca-Cola.