Qingyou 3, which was suspended for pouring milk, is the third consecutive iQIYI talent show [Youth with You] sponsored by Mengniu, and the "countless" talent show sponsored since 2004.
Under the highly controversial milk pouring video, some netizens left a message, "Let's go back to the SMS voting method."
is an "old driver" in the draft audience or fan group.
17 Former Mengniu Sour Yogurt launched a short message voting on the [Super Girl Voice] program. Is it a demonstration of new marketing, or the root cause of new marketing? The week after the
festival, I still have to vomit unpleasantly~
The "young marketing demonstration" behind the milking [My Type My Show] The two programs opened the Chinese draft variety show at almost the same time, which was later called the first year of the Chinese draft. It was also from this year that I voted for my favorite idols with text messages, and it became popular.
In 2005, the 2nd Super Girl became popular all over the country, and the news that "Super Girl will still determine the title of champion based on the support rate of SMS" was widely circulated in the fan group. Spending a lot of money on SMS voting, even if the price of 1 yuan per SMS was very expensive at the time, it did not affect the fanaticism of fans.
Even one afternoon, a "mysterious figure" appeared in a business hall of China Mobile in Changsha and took 500,000 yuan and 10,000 "Shenzhou Xing" cards to vote for Li Yuchun, one of the contestants. At the end of the
program, Li Yuchun was elected as the 2005 Super Girl Champion with the highest number of SMS votes of more than 3.5 million.
And the explosion of this Super Girl also caused the sponsor Mengniu Sour Yogurt to publish a high-profile tweet, "Mengniu Leverages the "Super Girl" Spectrum to Create a New Classic of Integrated Marketing." The milk sales in Guangzhou, Shanghai, Beijing and Chengdu exceeded 100 million liters, five times that of the same period last year. And the changes in the Guangzhou area were the most noticeable, with sales doubling before and after the start of [Super Girl].
At that time, the tweet also used "nuclear fusion" to describe the effect of Mengniu's sour yogurt sponsoring talent shows, and mentioned that Mengniu's active sponsorship of talent shows was because "the traditional dairy industry growth model is approaching the ceiling, and to maintain development in the future, pure Fresh milk and milk drinks are 'hard on both hands'."
However, in the new Super Girl Draft, Hunan Wei claimed that the SMS voting method has the possibility of malicious voting technically, so he "actively canceled" the method. It is said that the voting channel will be conducted by means of fixed-line, Monternet and QQ voting.
Has this kind of irrational voting activity of "show fans" planted hidden dangers in the domestic draft?
Hard to say no.
In February 2007, Beijing Guangguang Media announced on its official website that it would hold the "Seventh Mengniu Sour Yogurt Music Billboard Awards Ceremony" in mid-April.
is Mengniu again, and it is also a text message list... In the "familiar taste", some people are alert.
5 In May, after the show started, two fans questioned the voting procedure of the "Mengniu Music Billboard" and sued Beijing Guangguang Media Co., Ltd., the organizer of the list. This is also the first case in the country that a voter has been formally accepted by the court to challenge the voting procedure. The plaintiff of
said that Fiber Media previously released the "Award Selection Rules" and promised to announce the voting statistics on April 8.
On April 1, Guangguang Media announced the list of the top five most popular male and female candidates, and when the "Awards Awards Ceremony" was held on April 8, the final number of votes for the candidate singers was not announced.
Therefore, the two plaintiffs questioned the result and requested the Enlightenment to publish the final votes of all 20 candidate singers.
Its attorney also mentioned that at that time, the foreign idol SMS voting fee was the same as that of ordinary SMS, while the SMS voting for an idol in my country was one yuan, and the income from a single text message for a voting event could range from one million yuan to as many as ten million yuan. .
"Then who will supervise this economic activity in the entertainment process, how to ensure the fairness, impartiality and transparency of this activity, and how to ensure consumers' right to know, this is still a blank in our country's legislation."
Until 2021 In recent years, after the great changes of the mobile Internet, the SMS voting has long been replaced by all kinds of fancy rankings. Mengniu is still sponsoring various "cut show fans" programs continuously, and it has carried out many "reports on the results".
In February 2019, Mengniu Zhenguoli started to sponsor "Youth with You", a tweet (or soft article) of "Youth with You is a hit, Mengniu leads the new year of youth marketing", which was also published in different media. The same topic and content spread. The
tweet (soft article) stated that, as a recognized marketing and entertainment expert, Mengniu Zhenguo has made another "young marketing demonstration" for the industry. bridges of communication".
If there is a need for voting, there is a voting agency. Various channels for brushing tickets have also begun to advertise themselves.
Until April 29, 2021, the hidden danger was revealed: 3,000 pieces of Mengniu Real Fruit Drinks purchased by fans who made the list of Qingyou 3 idols arrived, totaling 270,000 bottles. After the bottle cap was opened, it was impossible to drink After it is finished, it cannot be sold again, so fans have come up with the "simplest and fastest" way to hire workers to dump all the dairy products. The scene of
's "crazy milk pouring" finally aroused the anger of the whole society.
However, iQIYI and Mengniu, which "opened up a bridge to communicate with young people", only thought of the fanatical spending power of young people, but did they not expect the end of the massive fruit milk without the lid?
Under the pressure of public opinion, Mengniu also publicly apologized along with iQiyi.
However, as netizens said, capital will never feel guilty.
's many years of mobile Internet voting methods behind the milking has already completely turned the draft into money. Can we say goodbye to such deformed activities as
?
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