Since the beginning of this year, there has been an increasingly hot topic on overseas social media: the traveler Javier from 2027. Now this account has 3.6 million followers on TikTok, and it continues to be mentioned and reported in the media of various countries.
On February 13, an account named @unicosobreviviente on TikTok posted a short video. The content was roughly that he woke up in Valencia, Spain, lost his memory and only remembered his TikTok password. He knows that he is in 2027 through the display of electronic devices, but the strange thing is that everything around him still stops in 2021, and there is no one in his world.
This crossing incident has been going on for more than 4 months. The blogger is still posting videos. Although there are constant doubts, many users commented in the video: “Hands are different”, “You have the ability to go to the police station to try” “Special effects” “Done too well” to challenge the authenticity of its content, but the owner of the video account, Javier, is also quite comfortable , often taking videos to respond to user comments, or directly ending the scene and communicating with users in the comments. The interest of the media in various countries is also growing, including now on domestic social media, users are also discussing it.
Such a strong enthusiasm has also aroused my interest. Today, let’s talk about the inspiration we can get from this incident from the perspective of product marketing.
First of all, how did Javier get hot?
1. Starting from the first video on February 13, the account has been using titles and music to highlight key points, create a sense of suspense, and create empty scenes, attracting users to watch the broadcast and want to continue to find out .
2. High-frequency video updates. The account has updated 141 videos so far. Generally, there will be updates within 1-3 days, and even more videos a day, to maintain the popularity of the account, and the fans continue to grow.
3. Continuous high interaction. Javier’s account not only responds to user comments, but also takes videos to respond to comments. And we can see that many of the topics in the comments are designed by the video owner. For example, the hand used to shoot the video will always change, causing users to comment and discuss “the hand is a bug, and the hand looks different.” Hide some items in the video so that users can go online to find them; and animals (seabirds) have begun to appear in recent videos, mobilizing users to question the argument that there are no animals in the previous videos. Earn enough eyeballs from the topic.
Is the Havel incident real?
Frankly speaking, I am neither a detective nor a skilled person, so I cannot judge the true or false of the incident here. I think most people already have their own judgments. My point is that this event must be a well-designed man-made filming, depending on the purpose of planning the event. Through such a large production with many loopholes but well-designed, it brings attention and enthusiasm to achieve the purpose of publicity.
And this is exactly what I want to share today: what kind of marketing inspiration can we get from the Havel incident.
Event marketing, don’t be so short-sighted
The Havel incident has lasted for more than 4 months, the video is still being updated, and the purpose of the incident planning has not yet surfaced. When I paid attention to this incident two months ago, I was curious, when will the protagonist’s true identity or the true purpose of the incident be announced? Urgent mood, because I always feel that the effect is good, and the cost can be recovered.
Of course, maybe I will be slapped in the face in the future. I discovered that the Havel incident had no propaganda purpose. It was a real crossing. This probability still exists, even if it is extremely unlikely. But at present, the real inspiration for me is that we have a long-term vision in product marketing and event marketing.
Expecting a marketing idea to explode in one day is a common problem for many teams. In my courses on market planning, I often emphasize that marketing and market behavior should focus on brand positioning and long-term management. The same is true for event marketing. You can learn from the creation of the Havel event and operate with more patience. The so-called “let the bullets fly for a while”, the formation of network effects also requires the use of flywheels to promote time.
Out of circle creativity, a good idea may not be unprecedented, but it can be out of circle thinking
In overseas markets, one thing that is sometimes undeniable is that the creativity of Europeans and Americans always amazes me.
I am a person who has always received a disciplined education and a step-by-step plan. I have always defined my lack of creativity as a weakness. The big attribution is shaped by this disciplined and step-by-step growth. But creativity, in fact, in many cases, the reasons that make people shine are not necessarily unprecedented. “Out of the circle” is a good way.
For example, the Havel incident, no matter what the purpose of the propaganda behind it is, the idea itself has reached the element of “out of the circle”. Crossing stems is not new, and it is very common in domestic and foreign film and television works and books. But moving to the short video platform and integrating into the timeline of your and my life is very attractive.
Create interactive, eternal theme
The core reason why the Havel incident has grown so rapidly and has such a high degree of popularity lies in the fact that there are constant topics for viewers to analyze whether it is true or false. Yes, there are true and false topicality, which is a good way to create interaction.
After watching Havel’s historical video, you will find that some of the bugs that everyone talks about are actually very obvious, such as the hand problem we mentioned at the beginning:
Picture quoted from media reports
Such a questioning point, or a loophole, is it impossible for the photographer to discover it himself? Every time I change people to shoot, I clap my hands to leave a bug? You know, the content is too rigorous, but it will make the audience feel distanced, and there will be no interaction if there is no slot.
In the same way, we know that when film and television dramas or variety shows are announced, the official will release some contradictions and even quarrel fragments, creating gimmicks, which is to further expand the influence by letting the audience’s emotions rise to increase the impulse of interaction such as comments. Yang Mi also said in an interview, “Everyone who wants to scold you is an arrow borrowed by your straw boat.” I agree with this statement very much. You know, whether it is praise or criticism, in the world of the Internet, as long as you speak and comment, it is an interactive data, which will increase the possibility of your content on the road to greater exposure. Sex.
Hot spot tracking, good content must have good gimmicks
Good content requires the right time. If you can take advantage of the hot search, then the exposure will develop rapidly.
How did the Havel incident become popular in China? First of all, is the introduction of this Douyin video as follows.
The video owner’s Javier crossing incident introduced that the video’s likes were 50 times its average, and the popularity of Javier’s entries has also shown explosive growth since then.
Baidu Index of Havel Terms
Havel related questions in knowing
Marketing thinking is based on communication, and the core formula of Internet communication is: communication content + communication channel, which determines the scale of communication.
After good content is ready, it’s the key to find the “East Wind”. The greater the wind, the wider the channel to be disseminated, and the larger the scale will be. The hot topic supplements the user’s willingness to actively search and watch, and is a valuable “natural wind”.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/what-marketing-inspiration-does-the-javier-2027-traveler-which-is-being-discussed-around-the-world-give-us/
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