Gasgoo.com (Shanghai July 3rd)– Recently, several hundred web celebrities appeared on a new car release conference held by a domestic independent brand for a live show. At most of the time on the conference, they were taking selfies from their faces or bosoms, repeating the products’names again and again. For such a “creative”conference, heated debates have been going on.
Why choose web celebrities for live show?
China’s new normal auto economy has put great pressure on auto companies. Creative marketing plans are an important way for models to stand out. Video broadcastingon the Internet will show more details of a release conference with a faster speed to customers, which may constitute the originalreason for auto companies to choose live show.
Data also shows that the above release conference attracts 20,000 netizens in less than one hour. It’s estimated that more than 2m netizens participated in the interactive activities in the whole 2 hours’period.
Bad effects to brand image
Two groups are divided for discussingwhether the conference is creative or vulgar. Result shows that about 60% of participants think the behavior is vulgar and will bring bad effects to the company’s brand image. Some analysts think that some auto companies are taking every method to attract customers’attention, but will finally receive spits from the society if they have no product strengths.
Hard to achieve deep processing of information
In fact, traditional media are lagging behind web celebrities live show in terms of broadcastingspeed and instant information. However, the deep processing of information cannot be obtained from broadcasting conferences. Besides, the web celebrities are mainly treating it as a business activity, lacking media’s justice and objectivity.
