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APP内打开

多邻国宣布小绿鸟去世,品牌们集体坟头蹦迪,网友笑疯了……

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梁玟玟 自由撰稿人 关注
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就在昨天,多邻国的吉祥物小绿鸟Duo突然被官宣“死亡”。


死因疑似“等用户上课等到心碎而亡”。



结果公告一出,迎来的不是哭坟,而是品牌们连夜开吃“鸟血馒头”,纷纷在评论区P图整活:


法国肯德基



王者荣耀


光环



刺客信条



幻兽帕鲁



魔兽世界



黎明杀机



这场看似荒诞的“去世声明”,实则是多邻国蓄谋已久的话题营销。


因为就在4小时前,多邻国上线了“多儿复活计划”:



这波炒作互动、调动日活、促进拉新,环环相扣,大写的“服”!


能把用户对打卡的恨意转化为集体玩梗,还能让友商排队蹭热度的品牌,除了这只“邪恶绿毛鸡”,恐怕找不到第二个。 


早在2024年,多邻国就凭“花粉过敏”事件一战封神。


当时,用户发现APP图标上的小绿鸟突然满脸皱纹、眼神哀怨,活像一位被KPI榨干的打工人。



正当网友以为这是“不打卡就变丑”的惩罚时,官方一本正经解释:“它只是花粉过敏了。”


随后推出哭丧脸互动推文,配文“当你推迟上课5分钟,事实上已经过了84年了”。 



多邻国是如何“骂声”变“钞声”的?


1、与其讨好用户,不如“PUA用户”  


多邻国最懂“恨比爱长久”的真理。


它把催学行为设计成一场“猫鼠游戏”:


用户越拖延,小绿鸟越疯癫——从卑微哀求到黑化追杀,甚至“以死相逼”。


这种相爱相杀的互动反而让用户欲罢不能:“虽然烦它,但没了它还真不习惯”。



2、抽象不是乱象,而是精准的情绪狙击


当代年轻人对硬广免疫,却对“抽象文学”毫无抵抗力。


多邻国图标会因用户拖延变成骷髅、烂泥甚至“追杀模式”,连发通知都自带阴阳怪气表情包:“你完全不学是吗”。



吉祥物多儿追星Dua Lipa追到“癔症发作”,在死亡声明里还特意标注了:


“感谢您,此时请尊重(我的妻子)Dua Lipa的隐私。”


这波抽象发疯,也终于换来了多年爱而不得的啪姐的回应:直到死亡将我们分开。



3、联动不是拼盘,而是“梗的二次发酵”


多邻国的联动从不是简单Logo叠加。


与原神合作时,它让语言学霸角色艾尔海森化身“多邻国大使”,精准戳中玩家“学20种语言才能毕业”的梗。



多邻国的营销哲学,或许可以总结为一句暴言:


最好的品牌人设,是永远在作死,但永远死不透。


毕竟,此刻的“花粉过敏”是为下一季的“整容回归”铺垫,今天的“去世”是为了明天的“复活”做准备。



当其他品牌还在纠结“如何让用户记住我”时,多邻国早已参透终极奥义:


与其被用户记住,不如让他们一边骂你,一边帮你写段子。


关联公司: 暂无
标签: 多邻国
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