The "capture of the big head" in the northern dialect is the same as the "stubborn" in Cantonese. It is the meaning of finding a stupid person to cheat.

Today, "you are being marketed" is not a compliment.

April 1st of each year is April Fool's Day in the West, also known as Wanyu Festival. April Fool's Day originated in France. France first adopted the new reform of the Gregorian calendar (the current universal calendar), with January 1 as the beginning of the new year. However, some conservatives opposed the new calendar and still stubbornly celebrated the New Year on April 1st according to the old calendar. Those who advocate reform have ridiculed the practice of these old-fashioned people. Smart and funny people gave them fake gifts on April 1 and invited them to a fake reception. And called the deceived conservatives "April fool." Since then, people have fooled each other on April 1 and become a popular custom in France. At the beginning of the 18th century, the April Fool's Day custom was passed to the United Kingdom, and then brought to the United States by British immigrants.

The contemporary Chinese people’s previous intimate contact with April Fool’s Day began with an April Fool’s Day plan by China Youth Daily in the last century.

16 years ago, the "China Youth Daily", which has an excellent reputation, hopes to spread the knowledge of the Fool's Day in the West to the Chinese people. By the way, it has made a bigger move in the field of newspapers, so we planned a full-page April Fool's Day special issue. A total of 19 sensational fake news.

These include:

The Beijing Municipal Government decided to sell the front door building;

The National Family Planning Commission said that doctoral students can have two births;

Tsingtao Brewery plans to set up beer pipelines throughout the city, and when you unscrew the tap at home, you can drink fresh beer.

The formula of “Jie Slim Cream” was found at the construction site of Beijing West Railway Station;

The State Council decided to implement daylight saving time this summer.

The more gimmick is the news of the Century Baby: All the babies born at 0:00 in 2000 will be awarded the title of "Century Lucky Baby", issued by the United Nations to the "World Citizen Passport", and can go anywhere in the world at any time. , tourism, business, and settlement. Baby mothers can also travel with them. In addition, the baby receives a $20,000 grant from the United Nations each year from the date of birth until his death. And enjoy free products from 26 famous manufacturers in the world for life. The sponsors of the event include 26 famous companies such as Ford Motor Company of the United States, Nestlé of Switzerland and Adidas of Germany.

Of course, in order to remind everyone that this version of the news is a fake news of fools, the editors also play a funny headline on the banner: "Say it is true."

On the day of the publication, the team that planned the editors smugly went out in a smug manner, and did not realize that the Chinese readers who were unprepared would explode.

As soon as the newspapers came out of the street, there was a lot of discussion in the streets and lanes, and social critics were tempted to prepare for a slap in the face;

The United Nations World Health Organization’s chief representative in China also made a statement in the previous time, saying that the World Health Organization has never published any news about “century baby”.

A more dramatic scene took place in the office of the China Youth Daily, and the uncle of the guards severely cut off the fake news that had the "daylight saving time" in the morning and pressed it under the glass plate of the table. Remind the relevant departments to adjust the clock.

The influence of these fake news even led many government officials to call the China Youth Daily to verify the situation.

The weird "message" has been widely disseminated as a serious news, and it can still be heard from a remote village.

Although Beijing really rented the Qianmen Louzi to a company for tourism development,

Although some scholars are now calling for the relaxation of birth restrictions for highly educated people,

But the story ending sixteen years ago must be like this:

At that time, the editors of the Social Edition of Zhongqing Daily were subject to the punishment of the administrative record and the dismissal of the editorial position;

In a few days, the Zhongqing Daily made an apology statement on the front page;

China’s April Fool’s Day marketing has just stopped...

In the post-China marketing industry, the marketing masters who pursued “there must be no festivals and no festivals” rarely dared to touch the nerves of April Fool’s Day. In 2007, the head of the mall resolutely said: “April Fool’s Day Mainly deceiving, how can I do marketing activities?"

But Google still did it this year, and the Chinese who seem to be unable to make jokes before have all accepted the spoof of Google.

Perhaps the IT industry is more suitable for entertainment: newspapers have always been serious in China and are read as the Bible, and the network itself is entertaining and a platform for mass revelry;

Perhaps the Westerners have already practiced a fool's day marketing on their own soil:

In 1997, BMW in Germany planned the April Fool's Day marketing with the theme "Cars to Drive Animals". They announced that the company has developed a new type of car that emits an ultrasonic wave to drive away animals on the road. In order to reduce and avoid traffic accidents; on April Fool's Day, the famous Irish beer company Guinness Beer announced that the company has reached an agreement with the Greenwich Observatory, which will become a sponsor of the Observatory's Millennium Campaign. In exchange, from 1998 to the end of 1999, "Guinness Time" will replace "Greenwich Mean Time"... These have become popular in the classic jokes, and ultimately bring a rich return to the enterprise.

Since 2000, Google has tasted the forbidden fruit of April Fool's Day marketing in China. By 2004, April Fool's Day jokes have been fixed into Google's annual tradition, and this year's "Gu Dove Birds" Fool's Plan is comprehensive and explodes Chinese entertainment spirit. The explosion of the participants also triggered a wave of cybersquatting with the domain name associated with the name. Asking for the stone, step by step, Google's April Fool's Day marketing is rooted in China, showing the miraculous effect, and the results have smashed countless marketing figures in China.

Think of Berkeley's famous assertion that "existence is perceived", which is criticized by philosophers as idealism, but in the commodity society, this is undoubtedly the supreme truth.

How to stimulate the excitement of consumers and let them perceive our existence is the fundamental issue of marketing. In other words, "marketing is perceived."

In foreign journalism theory, there is a saying that "bad news is good news", because bad news can attract consumers' attention. The marketing value of April Fool's Day is precisely that marketers are allowed to stimulate consumers' nerves with new and unique means in a larger scope, thus gaining consumers' wide-ranging attention. Google has succeeded.

Of course, we must see that April Fool’s Day marketing is a double-edged sword.

Sixteen years ago, the China Youth Daily injured itself. After 16 years, Google made a good harvest.

I remembered that in the "Zeng Guofan" written by Tang Haoming, the descendants of Chuanshan gave a sword on a sword:

Lightly use its awns, it is an injury, it is a weapon;

If you hide it, it will be a weapon.

Jianghu also saw the April Fool's Day marketing, and the reason for the strange results is probably just that.

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