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大多数品牌在发生危机事件时,往往选择大事化小、小事化了的危机公关手法。然而,全球知名品牌——汉堡王却反其道而行之,不仅不想办法削弱危机事件的声量,反而利用几次危机事件做起了广告。此广告不仅反响极好,还收获了戛纳创意节金奖。用广告让危机变成了特色,这是汉堡王的独到之处。
Most of the brands in the event of a crisis, they often choose small, small crisis of the public relations practices. However, the world-famous brand Burger King did the opposite, not only did not want to reduce the volume of crisis, but use several crisis events to start an advertisement. This ad is not only very good response, also won the Cannes Creative Festival Gold Award. With advertising to make the crisis a feature, this is the unique Burger King.