For a company, it is not appropriate to only report good news and not bad news at the end of the year, after all, it is still necessary to dig some lessons to avoid making similar mistakes in the future.
In the field of cross talk, there will be a very cautionary incident in 2023, because the mistake is too obvious and the lesson is too profound, it is not only worth remembering by the parties but also worthy of being a negative case in the whole industry.
This is the "Peking Opera Old Man Orphan" incident that happened in April 2023, and the reason why this vigorous public relations marketing failed was mainly because the parties and the surrounding bloggers in the fan circle made five mistakes in a row.
1. Speak without checking.
Peking Opera Old Man Tuo Gu "was originally a trivial incident that happened in the backstage of the Qilin Opera Society, a young man came to Guo Degang with a letter from an old man Liu Furu, and the old man's seal and a set of Peking Opera scripts were sent along with the letter.
After Guo Degang accepted the thing, he directly posted the incident on the Internet, and also sent the seal, letter and script together, with a small essay of "Zhan Xin Da Mourning" that seemed sensational at the time and was often used to joke.
As a star with a certain degree of influence, Guo Degang's approach is actually problematic, simply put, he speaks publicly without investigation or inspection, which is a big taboo for public figures, once it goes wrong, it is a big mess, we often have some celebrities who delete their small essays in seconds after posting them, but netizens take screenshots immediately, and the embarrassment will come out.
There is another one, even if it is sent, it is best not to bring so much**, because**The more details, the easier it is to be found by the outside world, and later Guo Degang sent the "Global Cultural Ambassador"** Not only was netizens questioned that the so-called certificate was just a standard format thank you letter, but also took a group photo** also exposed Guo Degang's former elder brother Pi Jianxin, letting the outside world know that the original partner of Deyun Club's North American tour was Yang Zhigang's apprentice.
Second, hype without confirmation.
After Guo Degang posted the small essay "Peking Opera Old Man Trusts Gu", some netizens on the Internet soon questioned it, thinking that there was a problem with the cheap machine seal and the font that looked too much like a printer, and the content of the letter looked like it was written with Guo Degang's preferences, and there was an obvious sense of deliberateness.
However, the doubts of netizens did not attract the attention of Deyun Club, and some Gangsi posted overnight while the iron was hot, striving to make the "Peking Opera Old Man Tuogu" brush up on the hot search, and some active Gangsi bloggers were still "moved to tears" in the small composition at three o'clock in the morning, which was quite hard, reminiscent of some workers who stayed up late and worked overtime in the company.
With the help of a large number of Gangsi Zi**, "Peking Opera Old Man Tuogu" did appear on the hot search the next day, which really brought a wave of traffic, but also buried huge hidden dangers.
The reason why Gang Sizi is so anxious is estimated to be related to the fact that there are many opera commercial performances in the Qilin Opera Society, and it is not surprising that it is not surprising that it is not surprising to use "Peking Opera Old Man Tuogu" to create hot searches to pave the way for commercial performances.
However, before fully confirming the authenticity of the matter, they blindly brushed the hot search, and there are many cases of overturning, but it is a pity that Deyun Club and Gang Sizi have not learned the lessons of others.
3. You shouldn't attack everywhere.
Peking Opera Old Man Tuo Gu "As an online marketing, even if it is successful on the hot search, after all, the traffic and word-of-mouth have been earned, but the last thing that should have happened happened, and some self-**, especially Gangsi bloggers, began to attack everywhere through this hot search.
The first to be attacked was the Chinese Music Association and Jiang Kun, the then chairman of the Music Association, God knows when Peking Opera, which belongs to the Drama Association, was involved with the Music Association.
The second person who was attacked was Peking Opera actor Wang Peiyu, God knows how the "Peking Opera Old Man Tuogu" had something to do with her, and there was a self-** attack and abuse Wang Peiyu under the banner of the Peking Opera Old Man, which led to Wang Peiyu being subjected to cyberbullying.
Then there are also those bloggers and netizens who questioned the "Peking Opera Old Man Tuogu", all kinds of vicious abuse and curses abound, and of course, there are malicious reports from the reporting group, and no one is allowed to question them.
This kind of practice of making enemies on all sides is not only not smart, but will cause a strong **, for example, the author who has been publicly abused and cursed and reported is determined to dig deep into the truth of the so-called "Peking Opera old man to orphan".
Sure enough, the fake is the fake, and it is also fake at a glance, without spending too much time and energy, a friend of the author found that the so-called script of the old man of Peking Opera was actually purchased from the second-hand ** at a low price, which opened the prelude to the overturn of the "old man of Peking Opera".
If you only enjoy traffic and don't attack everywhere, it is estimated that not many people care about the truth of these online marketing, but unfortunately some people still shoot themselves in the foot.
Fourth, you should not wash the floor indiscriminately.
After the old man of Peking Opera Tuo Gu overturned and became a hot search, if the author is a blogger of Gangsi, he may say this: Although the matter is fake, I feel sorry, but this also represents Mr. Guo Degang's deep love for Peking Opera, if you are deceived, you will be deceived, who makes us love Peking Opera.
It's a pity that some of the Gang Si Zi ** began to scrub the floor indiscriminately when the square inch was in chaos, and even created rumors such as someone coming to intimidate the child who sent the letter, and all kinds of messy washing of the floor are not helpful to the marketing overturn, but will only help more and more, but create more jokes.
Marketing rollovers are not terrible, but what is even more terrible is that they will wash the floor indiscriminately, which will turn an ordinary rollover into a marketing disaster.
Fifth, you should not throw the pot indiscriminately.
When the "Peking Opera Old Man Tuo Gu" is completely hammered, at this time, if the author still uses the author's idea of "buying horse bones" as a full stop, it may turn the overturn into positive marketing again.
It is estimated that many people did not expect that the ending of this farce was a ridiculous dumping of the pot, and some Gang Si first framed Jiang Kun, saying that these things were arranged by Jiang Kun, but no one believed this ridiculous statement at all.
After that, part of the Gang Si changed his words again and said that "Peking Opera Old Man Tuo Gu" was directed and acted by the author from beginning to end, from arranging to send letters to children to arranging hot searches and then arranging overturning, all of which were planned by "code words".
I have to say that this kind of dumping has no value other than making bigger jokes, because netizens' eyes are bright, and you use lies to cover up lies, and what you get in the end is still lies.
To sum up, the "Peking Opera Old Man Orphan" incident is definitely a classic negative case of Internet marketing, almost all the mistakes that can be made have been made, and the mistakes are getting bigger and bigger, and the jokes are getting bigger and bigger.
In the end, "Peking Opera Old Man Tuo Gu" is not only the biggest joke in the cross talk industry in 2023, but it is estimated that it will be an unforgettable classic in the cross talk industry for many years to come.