从微电影《把乐带回家》看企业的责任营销

从第一部真正意义上的微电影《一触即发》开始,微电影已逐渐成为企业新的广告载体。百事公司2012年拍摄的《把乐带回家》微电影讲述了一个独自在家的"老爸",期盼着子女回家过年,但却只盼来子女的一句"很忙,不能回家过年"的托词,最后在"乐天使"的帮助下实现了全家团聚的故事。通过这样一个煽情的故事和明星的吸引力,百事公司不仅很好地宣传了可乐、纯果乐、乐事薯片三大产品,而且把常回家看看和多陪陪父母的亲情理念进行了宣传,体现了一个企业应有的社会责任。

Thinking Over Responsibility Marketing of Enterprises According to Micro-film Bring Home the Joy

After the first micro-film in its true sense Bring Home the Joy,micro-film has been becoming a new carrier of advertisement,Bring Home the Joy produced by PepsiCo in 2012 tells that an alone dad expects his children to come home for the Spring Festival,but is only told "I’m very busy and I’ can not go home for the Spring Festival",at last the family reunion comes true with the help of a happy angel.Through the attraction of such a sensational story and stars,PepsiCo not only promotes well its products of cola,pure fruit and lay’s potato chips,but publicizes the family concept of coming back home more often and spending more time with parents,and reflects the social responsibility of an enterprise.