What negative teaching materials have you encountered in the marketing field?

The most unsuccessful marketing cases should belong to those you have never heard of and spent a lot of money on marketing without knowing it. Who will fail if you don't fail? But the topic is negative teaching material, so I intend to quote some controversial marketing cases. The reasons for the failure of these cases are different, but they are all enlightening to us.

First, the materialization of a group leads to condemnation.

Audi's official used car platform launched a video advertisement on 20 17, which was criticized by netizens after being forwarded by Weibo. Audi named this advertisement "Audi used car advertising facelift". This advertisement was launched on the video website in May, and then landed in the cinema as a pre-screening advertisement. Later, due to the strong condemnation of netizens, Weibo of FAW Audi used car once closed the comment function. ?

The slogan of this advertisement is "Important decisions must be cautious". Audi used car online 4S shop, official certification will be assured. Then, in order to embody this slogan, the scene is set at a wedding. Should my mother-in-law check if her future daughter-in-law has passed by? Plastic surgery, while holding your nose while watching a dental examination, this advertisement successfully aroused the anger of netizens, thinking that this advertisement is objectifying women, and even some netizens commented that "this bridge is reminiscent of examining animals or slaves."

After the exposure of this advertisement, the reading volume and forwarding volume reached are very large, but they are all bad reviews, and the negative impact is immeasurable.

Second, there are too many results in hitting the ball.

20 17 should be an eventful year for Meituan.com, but now it is revealed by the media that he is actually from the northeast. Later, because of the halal takeaway incident, netizens launched the activity of uninstalling Meituan APP. I thought the management of Meituan could have a snack. Unexpectedly, it didn't take long for the US Mission to be exposed with vulgar school recruitment posters.

Although the US Mission got a lot of exposure, it was all negative. Such exposure is undoubtedly a fatal blow to the US Mission. The failure of meituan lies in that it didn't grasp the ball well, which was a bit too much and made people feel vulgar. Therefore, not every enterprise can learn from Durex. If it learns well, it may become an instant hit. If it doesn't learn well, it will have some effect.

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