国外有哪些营销极为成功的案例？

我印象比较深的一个国外经典事件营销案例是多年前的Chiquinho Scarpa葬车事件。Chiquinho Scarpa亲身示范了一次成功的事件营销。他决定将价值150万巴西雷亚尔的宾利埋在自家后院，作为陪葬品，引发轩然大波，但就在车葬当天，他叫停了仪式，并称这只是一出闹剧，想呼吁大家加入捐献器官的队伍。

巴西Chiquinho Scarpa是个有名的富家子弟、花花公子，在62岁的时候他就开始盘算自己死后的生活。2013年9月，他突然宣布自己受到埃及法老殉葬品的相关记录和文章的影响，将在9月20日把价值150万巴西雷亚尔的宾利埋在自家的后院。Chiquinho Scarpa在社交网站facebook上直播了自己在圣保罗豪宅的后院中为爱车挖“墓穴”的过程，图文并茂，视频为证。全国上下一片哗然，各大媒体跟进打算看笑话。“车葬”当天，有媒体、明星和艺人等来到现场看热闹。这时，Chiquinho Scarpa向大家致歉，坦白说这是他演的一出闹剧只为了吸引所有人的注意并且呼吁对他恶语相向、嘲笑他的那些人，成为器官捐献者。要捐献器官不用写进遗嘱什么的，只需要告诉他们的家人，自己是一名器官捐献者，他们就可以拯救无数生命。随后，在场的明星和艺人也加入了器官捐献者的行列。据悉，这场活动的背后策划是全球知名的广告公司李奥贝纳（LeoBurnett），成功运用了媒体想炒新闻、民众爱批判时事的心态，造势成功。

网络营销案例英文名是InterMarketing Case，我们在营销过程中可能会碰到可供参考、有讨论价值的例子，那么，我们就可以从中提炼出精华为自己的工作做参考，也可以让更多人通过案例来了解网络营销，网络营销注重的是理论和实际相结合，要具有较强的实用性与前瞻性，案例是实践中带有普遍和代表性，反映了一个问题或一件工作，事件的发生，发展，演变过程，网络营销案例的分享目的在于过对这些典型事例的分析，提出解决问题的办法和思路。我们今天给大家分享一些网络营销成功案例，说不定可以为大家提供思路和方法呢？

1.可口可乐

可口可乐在2013年夏天仿照在澳大利亚的营销动作推出可口可乐昵称瓶，在每瓶可乐瓶上都写着“分享这瓶可乐，与你的.___”,有“白富美，高富帅，文艺青年，天然呆”等，我们大多都没有注意到前面的字，焦点都在称号上面，因为，这些词都是网络和电视上非常火热的名词，它更贴近我们的喜好，也是人们津津乐道的话题，由于产品的新颖性和稀缺性，引发了第二次讨论，引发公众对于产品的渴望，最终促进了整个产品的销量，并以此获得艾菲奖，可口可乐的成功显示了线上先下整合营销的成功，并证明了在品牌传播中，社交媒体不只是Campaign的配合者，也可以成为Campaign的核心。

2.爸爸去哪儿

2013年除了可口可乐的整合营销，还有《爸爸去哪儿》成功的口碑营销，《爸爸去哪儿》在开播前几乎很少有人知道，但是在开播第一集，《爸爸去哪儿》社交网络的讨论突然火爆起来，并不断有观众主动搜索和介绍，这便是口碑营销的典型表现，当然，也少不了明星效应的影响，这些因素同时成为热点，不火，都说不过去了。

3.五谷道场

方便面作为一种快速消费品，五谷道场从油炸到煮的出现是一个质的变化，主要倡导“非油炸，更健康”的理念方式，以独特的卖点赢得了市场的青睐。

其实，社会在不断的发展和变化，网络营销的手段和方法也在不断创新，我们需要的是打破和颠覆行业规则，当然，同质化的竞争环境下，需要的则是动态调整与时俱进，迎合广大消费者口味。

In accordance with the standards of the United States, Brazil, in the breakfast cereal breakfast foods and other foods tremendous business opportunities. Brazil, about 150 million population, age distribution, showing that breakfast cereal consumption has enormous potential because of the population 20 years of age accounted for 48 percent of the total population. In addition, Brazil's per capita income enough so that people can enjoy the convenience of eating breakfast cereal foods. In assessing the market, Kellogg Company (Kellogg) also noted a remarkable advantage: little or no direct competitors.

Unfortunately, the lack of competition is due to the Brazilians are not accustomed to American-style breakfast. Therefore, the Kellogg Company and its advertising agency J. Walter Thompson Company (J. Walter

Thompson) faced by marketing the most important task is to how to change the breakfast habits of Brazilians.

Kellogg decided in Brazil is very popular TV series "Novelas" in spots. Advertising picture is a little boy eating with relish to back out from the packaging bag of cereal. Shows excellent taste in products at the same time, the advertisement will be located in a food product rather than as part of breakfast. As a result of market response, the ad film was quickly removed them.

Analysis of the Brazilian culture, show that Brazilians strong family values and deep-rooted concept of male chauvinism. Therefore, in the subsequent design of the ad program will focus on the performance of his cereal bowl and add milk into the family breakfast scene. Compared with the first advertisement, the more successful advertising programs, an increase of cereal sales, Kellogg had 99.5 percent share of the market share. However, it is still not satisfactory in terms of sales volume, the per capita use of breakfast cereals less than an ounce.

Kellogg has been accustomed to these challenges. It has spent 20 years in Mexico to cultivate a substantial breakfast market size, (in Japan and France have spent 6 years). Kellogg is now also targeting the Indian market has great potential. Although sales in India but was a mere two million U.S. dollars, but very optimistic about its prospects. In addition to the traditional breakfast of corn flakes, it also likes to eat rice in accordance with Indian features, developed a new piece of rice.

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