From the very beginning, the Victoria’s Secret Fashion Show has adopted a marketing strategy of binding with Yahoo. During the live TV broadcast with more than 40 million viewers, Yahoo’s name will be mentioned between each theme of the Victoria’s Secret Fashion Show. There will also be Yahoo's trademark in the movie, and even in the tidbits, there is a plot of Victoria's Secret Angels canvassing votes for themselves on the Yahoo voting page. Under this kind of joint promotion that spares no effort, relying on the strong ratings and topicality of the Victoria's Secret Fashion Show, viewers who want to know more about this magnificent Neiyi fashion show during the broadcast process, as long as they have the Internet at home, all have Flocked to the Yahoo site.
Boston Yahoo Portal editorial department, Jeff Locke, who is on duty tonight, and Yahoo editor-in-chief Tina Brown, are very excited to see the real-time summary of user visits in the background of the website. After the live broadcast of the Victoria’s Secret Fashion Show , In just half an hour, the number of instant access users of the Yahoo portal increased by 50% compared to the normal level. Halfway through the live broadcast, Tina Brown pulled the main person in charge of Yahoo's editorial department into the meeting room and started Discuss how to further use the hot topics of the Victoria's Secret Fashion Show to expand the influence of Yahoo Portal.
However, less than ten minutes into the meeting, Jeff Locke broke in and said eagerly, "Tina, it's not good, the Yahoo Forum server is down."
Although she has been focusing on media content, since joining this industry, Tina Brown has been working hard to improve computer knowledge in the past six months. Hearing Jeff Locke's words, Tina Brown realized the seriousness of the matter and immediately stood up.
The last time Yahoo went down, it just launched the ycr instant chat software a few months ago. Because of the lack of sufficient estimation of the user expansion speed, the ycr server crashed. The controversy over the data center and the downtime of the ycr server have become the focus of ridicule by competitors. Unexpectedly, before half a year has passed, a similar situation has appeared in Yahoo again.
Tina Brown got up and followed Jeff Locke out of the conference room, asking, "Have you notified Ian and Steve?"
Jeff Locke took out his cell phone and dialed the number. At the same time, he explained: "I'm going to call now, but the technical department said that the problem is not big, just restart the server."
But Tina Brown knew that things would definitely not be as simple as Jeff Locke thought. She shook her head and said, "Even if the technical problem is not serious. We will definitely be in the headlines tomorrow."
Jeff Locke froze for a moment, and smiled wryly. The last time the YCR server crashed, Yahoo lost face. Tonight, there was another problem with the website at such a highly anticipated moment, and there will definitely be another wave of ridicule. The phone in his hand was connected, and Jeff Locke told Ian Grenier the matter in a few words, and soon hung up and dialed Steve Mitnick's number.
Because of the rapid expansion of the company's scale, Yahoo's editorial department and headquarters are scattered in two office buildings. Tina Brown and Jeff Locke have just left the Yahoo editorial department building and are about to walk to the nearby headquarters building. Na Brown's assistant hurriedly caught up with a mobile phone: "Ms. Brown, Mr. Williams' call."
After more than ten minutes, the Victoria's Secret discussion area on the Yahoo Forum has returned to normal after the server restarted, and the cause of the incident has also been found out. The Victoria's Secret forum is a sub-community of the fashion section of the Yahoo Forum. The maximum number of access users that the server is located on is about 1 million. For the current Internet environment, this user capacity was originally very sufficient, but because of another miscalculation and the strong diversion of direct links on the homepage of the Yahoo portal As a result, during the live broadcast of the Victoria's Secret show, the number of user visits in the discussion area skyrocketed, and eventually more than twice the server's capacity to handle user access requests formed a data flow like a flood that broke the embankment, and instantly destroyed the server.
After the Victoria’s Secret discussion area returned to normal, Yahoo had to remove the direct link of the Victoria’s Secret discussion area from the homepage in order to avoid this kind of thing from happening again before the server capacity was resolved. Fortunately, the server downtime lasted very short this time. After everything was restored, although some users were unavoidably dissatisfied and scolded, they were quickly occupied by normal discussion posts.
abc headquarters. The live broadcast of the Victoria's Secret show has entered the final stage, Eric hung up the phone, and curiously opened the Victoria's Secret discussion area that had returned to normal.
There are a variety of topics on the page, making people seem to be able to feel the noise.
“… Can someone tell me the name of the second-to-last Victoria’s Secret Angel who looks like Audrey Hepburn in the second scene?”
"... calling for votes for my family Cindy, the ycr fan tribe has opened, welcome to join."
"... I really like the second and third songs. Let's come in and play Lyric Solitaire together. I only remember a few lines. It's a pity."
"... Has no one noticed the "Leningrad Symphony", Eric Williams even used this Soviet war song as the soundtrack, does it mean something?"
"...Why are there so many stinky men here, friends in Baltimore, if you want to discuss Neiyi styles, come to my ycr tribe, tribe number 9527149."
"...Where is the Victoria's Secret store in Philadelphia, please tell me."
"... Woohoo, that baroque music is so sad, I cried, but I want to listen to it a hundred times again, what should I do?"
"... watch TV, 'Cinderella event' is coming, 'Cinderella event' is coming, Diane Kruger is about to drop her shoes."
"...I really want to lick it!"
"..."
"..."
Although a page can only display 20 posts, Eric looked at some familiar topics on the page, but couldn't help showing a smile on the corner of his mouth. Although the commercial operation prospects of Internet forums have always been poor, they are a powerful tool to gather the popularity of Internet users, and even become an important stronghold to guide Internet public opinion. This alone is beyond the comparison of pure commercial potential.
Eric was thinking about sorting out some memories about online forums and discussing with Yahoo's management. The Victoria's Secret show on the TV screen finally came to the curtain call. Soon, Nielsen will also send the final ratings data Passed over, the average viewership of the Victoria's Secret show reached 41.5 million. Because of the hype of the 'Cinderella Incident', the moment Diane Kruger dropped her shoes, the ratings reached the highest point in the audience. reached 46 million.
"Fashion's Super Bowl event!"
Early the next morning, the headline on the front page of the "New York Post" printed such a bolded headline. The cover image also uses the opening scene of Diane Kruger in a bright red British military wind angel outfit.
Since the first live TV broadcast, the Super Bowl has more than 100 million viewers each time, firmly occupying the throne of the Federation's annual ratings champion. Almost no program can shake the Super Bowl's status. In the past, whenever a TV show tried to link itself with the Super Bowl live broadcast. What is often obtained is only disdain and ridicule from the audience, but this time, the "New York Post" named the Victoria's Secret Fashion Show as the "Super Bowl event in the fashion industry", but few people opposed it.
Although "Survivor" reached 56 million viewers in the end, it was 10 million more viewers than at the peak of the Victoria's Secret show. However, the ratings of the Victoria's Secret show among the audience aged 18 to 49 exploded to 26.8, 6 percentage points higher than that of "Survivor". Concentrated, in the eyes of advertisers, the commercial value of Victoria's Secret Fashion Show is definitely far more than that of "Survivor".
When the ratings data came out, hundreds of TV stations at home and abroad approached Firefly to try to buy the TV broadcasting rights of the Victoria's Secret Fashion Show. Cable rights to the show in the United States.
While paying attention to the ratings of the Victoria's Secret show, the media did not let go of Yahoo, and another downtime occurred in the Yahoo forum that night. It is inevitable that it will once again become the focus of ridicule by several major IT companies. But these ridicules did not harm Yahoo at all, but once again enhanced Yahoo's public popularity.
Many media have also reflected the potential connection between Yahoo and Victoria's Secret in the brand building process that lasted for half a year. The commentator of "U.S. Weekly" spent a lot of time analyzing this "exquisite joint marketing" in detail. While Yahoo's traffic is steadily increasing, analysts from several major investment banks have raised their assessments of Yahoo's market value.
A month ago, after the Victoria's Secret Fashion Show was held in Manhattan, the sales of ltd's products and the company's stock price began to rise. After the TV broadcast, the nationwide influence caused a sharp increase in the sales of Victoria's Secret stores across the country. ltd's The stock price also soared by 22% in the following week, causing the market value of ltd to rush to 4.5 billion US dollars.
However, while the Victoria's Secret show has achieved great commercial success. It also attracted numerous criticisms. On the second day of the TV broadcast, a large number of media professionals and conservatives headed by "New York Times" commentator Thomas Peck criticized the Victoria's Secret Fashion Show, which is full of sexual hints. The show should not be aired on a national public television network like ABC, while being publicly criticized. The Federal Communications Commission (fcc) has also received hundreds of complaint letters and phone calls, asking fcc to ban abc from broadcasting the Victoria's secret show again, and at the same time impose penalties on abc.
The accusations and complaints made by conservative personnel and the media on the Victoria’s Secret Fashion Show have aroused echoes, but there are also many opponents, especially in online communities dominated by young people. The intention of the conservatives to block the Victoria’s Secret Fashion Show was almost met To one-sided spit. Some women's rights groups also disputed the conservatives' accusations, a dispute that lasted for more than a week and even sparked several public opinion battles.
Although there was no obvious violation of the Victoria's Secret Fashion Show, under the pressure of all parties, FCC had to interview the heads of ABC and Ltd to discuss how to solve this disturbance.
In a mature capitalist society, capitalists with 100% profit can commit all the evils in the world. This is actually an alternative manifestation of the power represented by capital. Therefore, it is impossible to block a TV program with more than 40 million viewers. Such arguing continued until before Christmas. FCC and the producer of the Victoria's Secret Fashion Show finally reached a compromise agreement. This year and the follow-up If the Victoria's Secret Fashion Show is broadcast on a public TV station, it must be played after 10 o'clock, and at the same time, it needs to be marked with the tv-14 logo reminding minors that it is not suitable to watch.
While these things were happening, another unexpected thing also surprised many people.
One week after the Victoria’s Secret show, 1 million videotapes of the Victoria’s Secret show were officially launched. Emily and others were worried that no one would spend $30 to buy such a videotape that only lasted more than 40 minutes. Eric It even made a plan in advance to treat the unsalable video tapes as gifts, but on the day of release, 1 million video tapes were sold out. The distribution department of Firefly had to urgently allocate resources to quickly produce another 1 million boxes and put them on the market, which were also sold out.
Perhaps the repeated out-of-stocks formed a potential hunger marketing effect, and some media followed suit and reported it several times. In less than a month, the sales of videotapes of the Victoria's Secret Fashion Show have approached the 7 million mark. Firefly's distribution department, which had finally reacted, took the time to do a questionnaire survey and found that 75% of buyers bought the video tape because of the six songs in it, that is to say. These people basically treat this Victoria's Secret fashion show video as a music album.
After a detailed evaluation, the distribution department of Firefly predicts that the sales volume of the videotapes of the Victoria’s Secret Fashion Show may eventually exceed 20 million boxes. 20 million videotape sales will bring in $600 million in sales. Because the Victoria’s Secret show is only about 40 minutes long, the production cost of a video tape is only half of that of an ordinary movie. Discarding the distribution cost and the profit reserved by the channel dealer, each video tape will bring the distributor a gross profit of about 15 US dollars. . That's half of videotape sales, $300 million!
The media that had been entangled in Eric's loss of hundreds of millions of dollars in income by giving up filming were stunned to find that Eric had earned back the 'loss' before he knew it.
The "Victoria's Secret Fashion Show Music Album" that was released out of nowhere embarrassed music magazines such as "Billboard" and "Rolling Stone". These well-known music magazines all have their own weekly music list, but in recent weeks The weekly singles charts and other charts released by these magazines have received a lot of booing, because none of the songs on these lists are from the bgm of the Victoria's Secret Show, and in the hearts of music fans, the Victoria's Secret Show Any song on the 1980s is strong enough to crack the top of these charts. Amid such one-sided boos, well-known musicians who originally wanted to release new singles at the end of the year have postponed their single release plans.
actually. "Billboard" and other music media are also suffering, because Firefly doesn't follow the usual path at all. Ordinary singers release singles, which one doesn't work hard to hit the charts through radio and TV stations. But Firefly did not have any charting behavior at all. Even so far, although the names of the six songs have been circulated, people still don’t know which band and which singer sang these songs. However, the specific information of these people has never been disclosed.
This has resulted in the fact that although the six songs of the Victoria's Secret show have been passed on by music fans in private, they are miraculous. The videotapes of the Victoria's Secret show were sold out again and again, but apart from a few public broadcasts by abc TV station and some cable TV stations that later bought the rebroadcast rights, neither the TV station nor the radio station had any shadow of these six songs. You don’t make rankings, you don’t do public relations, you don’t promote, and you don’t have any intention of showing your presence. How can I rank you? Is it just based on the sales of Victoria’s Secret fashion show videos
After the Victoria's Secret show, Eric hid in Southampton to accompany the women and children, while a pre-Christmas party was being held in the manor.
In the living room, Emily was hugging little Kevin in her hands, but she excitedly told Eric and others about the recent events: "Jane Wenner from "Rolling Stone" can't be contacted. You, you can only call me all the time, you don’t know, his tone on the phone two days ago was a bit pitiful, hehe, he said that we will not list those songs anymore, these music magazines You are about to lose your credibility, Eric, you might as well let Firefly Records release those singers in advance, now is a good time, anyway, Victoria’s Secret has got everything that should be obtained, even if those singers snatch some The limelight is nothing."
Eric leaned casually on the sofa, closed a magazine in his hand, shook his head to Emily and said, "In addition to the considerations of Victoria's Secret, this situation is actually good for those newcomers, starting now Publicity, the media can easily disperse the topics gathered on these newcomers to other places, and delay until after Easter next year to let them gradually release singles. By then, the topic of Victoria’s Secret should have fallen, and the media will pay more attention Focus on these newcomers."
Emily said: "I think you must be worried about affecting the sales of Victoria's Secret video tapes, but this result is really surprising. The sales of 20 million boxes may eventually bring in a net profit of 300 million U.S. dollars. , 300 million U.S. dollars, tsk tsk, although the annual sales of ltd have increased a lot, but this year's annual profit is only about 400 million U.S. dollars."
Eric smiled and said: "Wipe your mouth, the saliva is about to flow out, and it's useless to be envious. It was you who willingly sold me the copyright of the Victoria's Secret Fashion Show, so the money But it's all mine."
Amidst the laughter of Chris, Virginia and the others, Emily just curled her lips and said, "This was not my decision in the first place. The ones who regret the most should be those on the board of directors. At the last regular meeting, Those guys want me to take back the rights to the Victoria's Secret Fashion Show."
Although Emily's tone was very casual, after saying this, she still looked at Eric with some hope in her eyes. (To be continued.)