Sex and Violence in Marketing
by THE BERGSTROM GROUP on October 25, 2011
On October 6, news spread quickly about “a new 3D SNS to communicate your ‘other side'.” A promotional video, called “The Most Beautiful Devil Ever,” features an attractive young woman dressed in white coming home and transforming into a sexy devil. As she walks towards the screen in black lingerie, an eerie male voice whispers, “Are you human [Ren] or devil [Mo]? Let people know your other side.” The tagline used in the campaign employs a pun on “Renren,” the leading Chinese SNS, “When Renmo’s on, everybody [Renren] trembles.”
The campaign also advertised on the site for primary testers. Requirements included more than 5 years’ online game addiction, 2 years’ SNS experience (bonus points were given for those who also had Facebook and Google + accounts), and low-grade depression. Female applicants with experience attacking males with teeth, fists, and whips were given special consideration. Interestingly, those females whose partners had complained about frigidity were also encouraged to apply. Pay listed for these pent up digital vanguards was advertised to be 3000 RMB an hour.
A few weeks after the promotion launched, it was found to be a ruse for a new online game. Netizens were angered and felt duped. But also maybe a little disappointed by not getting the chance to let their "other side" loose.
Ah~~ the Internet played a joke on us. Renmo.com, I loved your idea and the especial sexy theme, but I am turning into an "angry bird" now!!
- Banqiuqiu (via Sina Weibo)
The promotion video:
Five features of Renmo.com:
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