Obviously, righteousness and courage depend on a person's personality and character, but now it makes people feel like they have been "kidnapped" by marketing.
Text |Morning sun
Unexpectedly, in the past two days, an online hot search of "BYD rewards 200,000 for righteousness and courage for car owners" has let everyone see BYD's ability to use online hot events for marketing.
On February 22, there was an incident in Hangzhou where a Bentley driver injured people on the highway, which quickly went viral on the Internet. At the critical moment, a car owner dressed in black decisively got out of the car and persuaded the Bentley driver to avoid further escalation of the situation. His brave deeds have been widely praised by netizens.
The vast number of netizens found that the car driven by the brave car owner was a BYD, and at the same time, the identity of the car owner was also revealed, and it was a lawyer surnamed Sun.
On February 25, Li Yunfei, general manager of BYD's brand and public relations, posted on Weibo that if he found the owner, he would not only repair and maintain the vehicle for free for life, but also reward the owner with 200,000 yuan, and BYD will also set up the "BYD Owner's Positive Energy and Righteousness and Courage Award", which will give 50,000 yuan to 200,000 yuan to the owner of positive energy and righteousness.
Li Yunfei Weibo screenshot.
Immediately, the news of "BYD rewarded 200,000 for righteous and brave car owners" rushed to the hot search. Netizens "suddenly": it turns out that BYD is "don't fight".
When the Bentley beating incident was first exposed, it was just a complete social incident, two cousins staged a full martial arts on the Hangzhou elevated highway due to a business dispute, and a passing driver stopped to persuade the fight. Whether it is from the previous **report or **announcement, it is defined as a social event.
Screenshot of the network ** of the "Bentley car owner hitting people at high speed" incident.
However, under BYD's operation, this incident has actually turned into an online marketing incident.
BYD's response to Mr. Sun's courageous behavior was swift and powerful, providing Mr. Sun with a lifetime free maintenance service and a reward of 200,000 yuan, and plans to set up a long-term award. Objectively speaking, such measures encourage and promote the positive energy of the society and are a positive guide to the values of the whole society.
From the perspective of network communication, BYD's public relations publicity is very timely, and this wave of network traffic is far from being bought for 200,000 yuan.
Reminiscent of the previous use of the "Hainan Mercedes-Benz car queue plugging" network incident to do a wave of marketing, standing in line with a certain Internet celebrity lady who seemed to have been wronged, the event was reversed, and this wave of marketing also overturned. It can be seen that it is also a matter of rubbing network traffic, and it also pays attention to a skill.
However, BYD's reward of 200,000 yuan to persuade the owner of the rack also caused some controversy, and it was criticized for using this incident to rub traffic for hype, which made people feel particularly abrupt.
When you think about it, this statement is not unreasonable.
If the owner of the car who was brave enough to persuade him at that time was not driving a BYD car, would BYD announce that it would reward the owner with cash, or reward the owner with a car? Will there be a "BYD Car Owner Positive Energy and Righteousness and Courage Award"? After all, this has nothing to do with the BYD brand.
The positive energy of righteousness and courage needs to be carried forward by the whole society, and it is also the social responsibility that every enterprise should fulfill to actively guide the values upward. This kind of fulfillment of responsibility is not a momentary event, but more about perennial accumulation and persistence.
What we hope to see more is that BYD uses its own practical actions to empower the positive energy of the society for a long time and continuously, which is the consciousness and height that a brand should have that is constantly improving.
What's more noteworthy is that the BYD owner is actually a professional lawyer, who is very respectful of the law, and is very righteous and brave, which is the fundamental motivation for him to dare to fight on the street and avoid the escalation of the conflict between the parties. It has nothing to do with what kind of car he drives. The author believes that even if he was driving a Bentley at the time, he would have made the same choice in this case.
Obviously, righteousness and courage depend on a person's personality and character, but now it makes people feel like they have been "kidnapped" by marketing.
Of course, in the end, for other car companies, BYD's "marketing template" has been placed in front of it, is this homework copied or not?