快餐PPT20100419.doc

PPT 1、标题
肯德基秒杀门缘由——经过——反应
反思总结
事件回放:标题——KFC refused to honor coupon,Chinese customers angry.
活动介绍:On April 6, KFC launched a digital campaign called Super Tuesday (“超值星期二”秒杀活动)on China’s top merce site Taobao. The rule of the campaign, called a “one-second act (秒杀),” was set for 10:00 am, 2:00 pm and 4:00 pm on the day and involved 100 e-coupons(电子优惠券) for each “act.”
Unexpectedly, all the three types of e-coupons had been available to download from several munities since late morning. They were soon spread out through various social media channels. One 50% off coupon for the 64RMB KFC family bucket meal was very much ed by consumers. It was supposed to be released on 4:00 pm and only the first hundred people who managed to grab them were supposed to be able to use them, as KFC originally planned. However, the coupon itself didn’t claim clearly on that. Instead, it was said the e-coupon could be used after it is printed and copies of coupons are also valid.
During the lunch time, consumers printed the coupon and brought it to local KFC restaurants. Most of them were rejected with the excuse that the coupon is supposed be release.
活动公开信:On 1:30 pm, KFC suddenly posted a statement on the campaign site, official brand site and official e-coupon site to shut down the campaign
izens:
Following KFC releasing the first round of promotion, it received a warm response from izen