"不装了，我确实是防御塔。" 一张张AI生成的梗图，让东方明珠成了攻打蜜雪冰城的"防御塔"。 借着网友调侃上海刻板印象的爆梗热潮，两个看似风马牛不相及的品牌竟在上周搭在了一起——蜜雪冰城拍片"宣战"，东方明珠用一支抽象短片接下"防 御塔"角色，幽默宣告："喝蜜雪冰城不会被攻击，但不文明行为会！" 东方明珠和蜜雪冰城的梗，图源 / 蜜雪冰城、东方明珠 从"互不相干"到"神仙搭子"，玩梗的神奇效力展露无遗。放眼社交平台，因玩梗结成的品牌"搭子"举目可见。 不过，玩梗，何以造就品牌梦寐以求的"搭子生态"？ 从"接梗"到"搭子"：情感的粘合逻辑和背后的生意经 玩梗何以成为品牌拉近用户距离，促成品牌间、品牌与IP的"搭子"关系的核心驱动力？ 关键在于其满足了用户的深层情感需求，成为了构建"搭子"关系的粘合剂： 解压快乐水：用幽默化解压力，提供轻松愉悦的情绪价值（如：将吃炸鸡的负罪感转化为"功德咸鱼蛋"的笑谈）。 圈层身份证：借助特定梗或IP，成为进入特定圈层的通行证，强化身份认同（如：借顶流游戏打入年轻群体）。 共创参与感：开放权限，让用户成为"二创导演"或决策参与者，赋予其主人翁感（如：将网友乐评印上包装）。 当品牌 ...

Core Viewpoint - The article discusses how traditional food brands like Shuanghui and TaTa Le are leveraging internet culture and user-generated content to engage with younger consumers through their IP characters, leading to increased brand interaction and marketing opportunities [1][41]. Group 1: Shuanghui's "Top Stream Pig" - Shuanghui's new IP character, referred to as "Top Stream Pig," gained popularity on social media without any prior media presence, solely based on its packaging design [3][7]. - The brand is actively engaging with consumers by inviting them to create derivative content, suggesting names, and developing merchandise like stickers and wallpapers [7][10]. - The character has become a frequent element in Shuanghui's marketing strategy, serving as a hook for interaction with consumers [12]. Group 2: TaTa Le's "Le Le Chicken" - TaTa Le's IP character "Le Le Chicken" has a similar trajectory, gaining traction through user-generated content and brand engagement [13][16]. - The brand has embraced the creativity of its audience, allowing for modifications and enhancements to the character, which has led to a more relatable and engaging persona [13][16]. - Both Shuanghui and TaTa Le are seen as adapting to the younger demographic's preferences, utilizing humor and relatability in their marketing strategies [19][41]. Group 3: Broader Industry Trends - The article highlights a trend among food and beverage brands to utilize IP characters for marketing, with examples including Wangzai and M&M's, which have successfully integrated their characters into social media and consumer interactions [19][28]. - Brands are increasingly using humor and relatability to connect with younger audiences, as seen in the campaigns of companies like Luckin Coffee and Mixue Ice Cream [32][37]. - The success of these strategies indicates a shift in marketing approaches, where brands are not just waiting for trends but actively participating in the cultural conversation [41].

Core Viewpoint - The "Su Super" event in Jiangsu has gained significant attention, showcasing local pride and community engagement through a semi-professional football tournament that allows only a limited number of professional players per team, emphasizing local representation and participation [1][3][19] Group 1: Event Overview - The "Su Super" features 516 players representing 13 cities in Jiangsu, with teams composed mainly of university students and local individuals, ensuring a strong local identity [1] - The event's popularity is attributed to its alignment with internet culture and the playful engagement of local communities, which resonates with younger audiences [2][3] Group 2: Cultural Impact - The tournament has sparked a wave of internet memes and cultural references, with cities being humorously labeled and compared, enhancing local camaraderie and competition [2][9] - The event's marketing strategy effectively utilizes humor and internet trends to engage a broader audience, making it a cultural phenomenon beyond just sports [3][12] Group 3: Economic and Market Response - The "Su Super" has positively influenced the stock market, with related stocks like Jinling Sports seeing a 20% increase shortly after the event's popularity surged, indicating strong investor interest [17][18] - The event reflects a broader trend in China's sports industry, which is currently experiencing favorable policies aimed at enhancing sports infrastructure and promoting grassroots participation [17][19] Group 4: Future Implications - The success of "Su Super" suggests a shift towards more participatory and community-driven sports events, which could redefine the landscape of sports entertainment in China [12][19] - As consumer preferences evolve towards healthier and more engaging activities, events like "Su Super" may become pivotal in promoting sports culture and community involvement [13][19]