Durex’s “Shoe Cover in Rainy Night” in 2011 is a typical viral marketing communication activity w... more Durex’s “Shoe Cover in Rainy Night” in 2011 is a typical viral marketing communication activity with three characteristics: by the aid of event with significant news value, to directly show product and its core practical function, obtaining benefit evidently from seemingly personal information source. These characteristics demonstrate the value of case study of this event. In the perspective of brand equity, by the way of content analysis of the comments of Sina microblog’s original post, the paper tries to find out the comments’ overall situation of reference to Durex brand. The result shows a brand deviation to a certain extent. Among the comments with explicit reference to Durex brand, three dimensions of brand equity are demonstrated obviously, that is, product association, perceived quality and organizational association. The analysis shows the uncontrollability to some degree inherent in viral marketing communication, and the viral message can distinctly guide the message reception.
Durex’s “Shoe Cover in Rainy Night” in 2011 is a typical viral marketing communication activity w... more Durex’s “Shoe Cover in Rainy Night” in 2011 is a typical viral marketing communication activity with three characteristics: by the aid of event with significant news value, to directly show product and its core practical function, obtaining benefit evidently from seemingly personal information source. These characteristics demonstrate the value of case study of this event. In the perspective of brand equity, by the way of content analysis of the comments of Sina microblog’s original post, the paper tries to find out the comments’ overall situation of reference to Durex brand. The result shows a brand deviation to a certain extent. Among the comments with explicit reference to Durex brand, three dimensions of brand equity are demonstrated obviously, that is, product association, perceived quality and organizational association. The analysis shows the uncontrollability to some degree inherent in viral marketing communication, and the viral message can distinctly guide the message reception.
Uploads