Viral marketing: More like a potential threat than a new trend
First of all, viral marketing is a strategy to stimulate the public or customers to share the new idea of brands, such as a new trend on social media. Hence, the effectiveness and the coverage usually be enhanced with the presence of influencers. Source: vtv During the UEFA EURO 2020 championship, Cristiano Ronaldo has removed two Coca-Cola bottles far away from him publicly in the meeting press before the match between Hungary and Portugal. The action taken is unprecedented and has shocked reporters and everyone who was at the meeting because Coca-Cola was one of the twelve main sponsors for the league for 32 years continuously (UEFA 2019). Can Ronaldo’s reputation challenge the huge enterprise in the food and beverage industry? Influencers can betray the brand any time they want, so is there a regulation from preventing that scenario from happening? In 2008, Ronaldo advertised for Coca-Cola and the clip went viral on YouTube a...