“Neu biet nam bat co hoi, Running Man - Vu Xuan Tien co the thu duoc hang trieu USD tu mot cuoc chay "ngau hung" nhu vay- Blogger Truyen thong Xa hoi Nguyen Ngoc Long.

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Tran bong giao huu co the nhanh bi quen, hinh anh cac cau thu doi bong noi tieng Arsenal doi non la Viet Nam va hon the nua, cau be “fan cuong” dam chat Viet chay theo xe cua doi bong se kho co the quen duoc. Nhin tu goc do truyen thong thuong hieu day la mot dau an dac biet khien cho su kien nay con mai. Blogger Truyen thong Xa hoi Nguyen Ngoc Long gui den doc gia cai nhin rieng cua minh.

��Running Man�" Vu Xuan Tien co the kiem trieu USD?
Vu Xuan Tien tren The Sun

- Hom qua thoi, Arsenal da thi dau giao huu voi DT Viet Nam. An tuong cua anh ve su kien nay duoi goc do truyen thong nhu the nao?

Day la mot su kien tuyet voi vi no dat du 5 cap do trong qua trinh chuyen doi khach hang thong qua truyen thong la biet toi, quan tam, tham du, yeu thich va lan truyen cho nhieu nguoi xung quanh.

Neu chi thuan tuy viec Arsenal toi Viet Nam, thuc hien vai hoat dong truoc giao huu, mac mot bo ao dai, doi mot chiec non la, chup vai kieu anh, da mot tran dau roi... ve thi toi cho rang su kien nay chi la mot con sot goi gon trong cong dong nhung nguoi ham mo Arsenal, ham mo Doi tuyen Quoc gia Viet Nam, nhung nguoi thich bong da va mot so luong nhat dinh nhung nguoi yeu thich cac mon the thao khac.

The nhung cau chuyen Running Man da xuat hien mot cach "than ky" va day cam hung, bien su kien nay thoat ra khoi 4 nhom cong chung muc tieu mac dinh cua no nhu de cap phia tren de hoa minh vao cuoc song chung cua xa hoi va gia tang muc do lan toa ra khoi pham vi dat nuoc Viet Nam. Bong Da va Dam Me da lam nen dieu ki dieu.

��Running Man�" Vu Xuan Tien co the kiem trieu USD?
Hinh anh an tuong Arsenal den Viet Nam. (Anh: Quang Minh)

- Nhung cung co nhieu nguoi hoai nghi ve clip Running Man. Anh co hoai nghi khong?

Toi khong hoai nghi gi ca. Chung ta nen nhin vao ket qua thay vi nguyen nhan cua hien tuong Running Man. Bat ke clip co su dan dung toan phan hay mot phan di chang nua thi cuoi cung bong da Viet Nam va hinh anh Viet Nam van hien len day than thien, cuong nhiet, dam me va tre trung, khoe manh. Do chang phai la mot ket qua qua tot ngoai suc tuong tuong hay sao?

- Lieu co su dan dung tao thuong hieu doi voi Arsenal, nha to chuc hoac voi ca nhan CDV cuong nhiet?

Tat nhien, nhung nguoi lam truyen thong cho Arsenal hay Fly Emirates ho du nhanh nhay de phat hien ra rang Running Man la mot cau chuyen truyen cam hung. Va do la co hoi qua tuyet voi de mang toi cho ho mot lien tuong cam xuc tot dep tu nguoi ham mo toan the gioi. Khong phai ngau nhien ma hinh anh chiec ao co logo Emirates duoc giang ra mot cach "rat tho" khi cac cau thu chup hinh cho Running Man tren xe buyt.

Neu tinh y, cac ban se thay khi HLV Wenger vui mung om cham lay Running Man va dua ra loi moi qua Anh hay luc Running Man tu hao dung chao khan gia tren san My Dinh cung Arsenal thi chi co mot minh cau ay mac ao co logo Fly Emirates rat to truoc nguc con nhung nguoi lien quan thi khong (ngoai tru cau thu).

Running Man duoc mot so nguoi dung sau Emirates "tiep lua" tren truyen thong quoc te vi hinh anh cua cau ay phu hop voi ho. Do la mot hinh anh day suc tre, mau lua, nhiet huyet, khoe manh, dam me va cau chuyen chay nhanh, ben bi co lien tuong rat tot den cac dac diem can co cua mot hang hang khong. Hay thu tuong tuong thay vi chay ma Running Man cua chung ta dung gao khoc, hon ghe ngoi cua cac cau thu hay chup hinh tu suong trong toilet noi than tuong vua "ghe tham" thi theo ban, hinh anh do co duoc hoan nghenh?

Hinh dung theo mot cach de hieu nhung hoi tho thien la neu khong co mot cau be sinh vien mai me chay theo xe buyt, thay vao do la mot ky su co khi che ra mot chiec tau luon gan dong co va "bay theo" xe buyt thi cang duoc Fly Emirates thich thu. Tuy nhien, cau chuyen nhu the phu hop ve mat hinh anh nhung lai thieu di yeu to cam xuc (nhu toi co phan tich o cau duoi) thi lai khong lan truyen di duoc. Co the them that yeu to nguoi ky su co khi do phai ban dat ban nha de gom tien che tao tau luon thi cung tam duoc, vi them vao cau chuyen concept "Gay tranh cai".

- Ly thuyet truyen thong xa hoi goi day la hien tuong gi?

Day la mot dang viral - tuc la truyen thong lan truyen. Chieu theo 16 concept truyen thong bat bien do Truyen thong Trang Den nghien cuu va cong bo thi truong hop cu the cua Running Man duoc ket hop boi cac concept Nguoi noi tieng (la doi bong Arsenal), Phi thuong (chay theo xe buyt 5 km) va Cam dong (tinh than ham mo cuong nhiet cua mot sinh vien tre tuoi).

Khi cang ket hop duoc nhieu concept truyen thong vao mot cau chuyen thi muc do lan toa cang tang theo cap so nhan.

- Running Man se co nhung thuan loi gi khi xay dung thuong hieu ca nhan trong cong dong?

Khi xay dung thuong hieu ca nhan, chung ta can xac dinh duoc chung ta la ai, chung ta co dac diem gi noi troi, chung ta co tai nang gi trong mot cong dong nhat dinh va cong dong do la cong dong the nao? Chung ta can co mot hinh anh thong nhat va mot danh xung, roi cuoi cung se dung truyen thong, bao gom ca truyen thong dai chung va truyen thong xa hoi de bien cai dac diem noi troi do tro nen khac biet, duoc nhin nhan (nhan ra de dang), cong nhan (thich thu) boi cong dong ma chung ta dinh "tan cong" thong qua danh xung va hinh anh.

Trong truong hop nay, cau be sinh vien cua chung ta da may man khi co duoc "danh xung" la Running Man, co duoc hinh anh tre trung, khoe manh (chay nhanh, ben bi, co bung 6 mui). Hinh anh cua Running Man lai ngay lap tuc duoc truyen thong toi toan bo cong dong nhung nguoi Viet tre, va nguoi yeu thich bong da noi rieng, the thao noi chung tren toan the gioi. Tuc la giup Running Man dinh hinh duoc luon cong dong ma cau can phat trien thuong hieu ca nhan la cong dong yeu thich the thao.

��Running Man�" Vu Xuan Tien co the kiem trieu USD?
Hinh anh tren clip Running Man

Running Man dong thoi co mot cau chuyen thuong hieu (brand story) day hap dan va duoc cong nhan boi hang chuc trieu nguoi. An tuong dau tien (First Impact) cua Running Man da qua tot roi, van de la se tiep tuc phat trien the nao cho hieu qua nhat. Toi se lien he voi cau be nay de tang em mot suat hoc bong cho khoa hoc Xay dung thuong hieu ca nhan do Truyen thong Trang Den to chuc vao thang 10 toi day. Neu biet nam bat co hoi, Running Man co the thu duoc hang trieu USD tu mot cuoc chay "ngau hung" nhu vay.

- Anh co nghi: Gioi tre cang ngay cang nhieu "tro la" (co nguoi cho rang do la: dien ro) lai tro thanh noi tieng va hai ra tien?

Nhu da tra loi phong van ve truong hop cua Ba Tung, toi cho rang ai cung muon noi tieng nhung van de la khong nhieu nguoi dam noi tieng. Ca nhan toi la mot nguoi hoat dong trong linh vuc truyen thong thi toi luon luon va se mai mai ung ho, khich le cac ban tre dam tro nen noi tieng. Ban dam noi tieng tuc la ban dung cam va mong muon tro nen khac biet. Chung ta khong co nghia vu phai lam dep long so dong. Chung ta phai song cho ban than truoc da, sau do moi toi gia dinh va sau cung la xa hoi.

Hay thoa suc the hien ban than va tai nang cua minh, mien khong vi pham phap luat. Dam noi tieng la buoc dau tien de co the noi tieng va duong nhien khi da noi tieng, ban se hai ra tien tu viec khai thac thuong hieu ca nhan. Do la mot viec lam chan chinh va cao quy, khong co gi phai xau ho hay so hai.

Hong Chuyen (Infonet.vn)