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肯德基APP一夜之间杀入排行榜前50名背后的秘密

肯德基搞事了。

几乎是一夜之间,肯德基App就杀进了iOS热门App排行榜的前50名。

一夜之间排名猛增,一定是事出有因的。那这次的原因是什么?

BUG

肯德基App出现了一个大bug,用户将账号生日改为“20160828”,即可在五分钟内获赠一张六人全家桶半价券,有效期至8月31日。这样一个惠民的bug一经发现,自然是一传十、十传百,一堆人就去下载注册了肯德基App,硬生生把这样一个美食类App刷到了排行榜前50名。

该bug出现后,有人猜测这是肯德基在利用bug做营销活动,也有人猜测这就是一个bug。截止到发文,该bug已被修复,用户在注册时将生日设置为“2016年8月28日”是没问题的。

但注册后将不能修改生日信息。

肯德基搞事了。

几乎是一夜之间,肯德基App就杀进了iOS热门App排行榜的前50名。

 

一夜之间排名猛增,一定是事出有因的。那这次的原因是什么?

BUG

肯德基App出现了一个大bug,用户将账号生日改为“20160828”,即可在五分钟内获赠一张六人全家桶半价券,有效期至8月31日。这样一个惠民的bug一经发现,自然是一传十、十传百,一堆人就去下载注册了肯德基App,硬生生把这样一个美食类App刷到了排行榜前50名。

该bug出现后,有人猜测这是肯德基在利用bug做营销活动,也有人猜测这就是一个bug。截止到发文,该bug已被修复,用户在注册时将生日设置为“2016年8月28日”是没问题的。

 

但注册后将不能修改生日信息。

 

也就是说,这真的就是一个bug。

既然是个bug,那肯德基岂不是要赔死了?

一、赚了还是赔了?

其实不然。

虽说是个bug,但从结果来看,这个bug更多带来的是正面效果。

对于用户来说,拥有了一次半价获取六人全家桶的机会;
对于肯德基App来说,因自身的一个bug,一下子冲到了排行榜前50,占尽了风头。一款产品想要刷到这个位置,运营成本怎么着也得好几百万吧?
双赢。

从定价策略来看,肯德基能够做出六人全家桶半价券的活动,一定是有一个半价也不会亏本的前提在的,绝不会赔本卖。就像你去买的折扣衣服,你以为自己赚了,其实你只是对比了衣服原价和折扣后的价格之后,认为自己赚了,但于商家而言,只是少赚了一点而已,薄利多销。

还有一点,你知道了这个bug,于是你去下载了肯德基App,注册了“20160828”,领取了半价券。这个时候,你该决定要不要把这个半价券用出去,即,去买这份六人全家桶。不去买,意味着你至少贡献了下载量。去买,意味着你不仅贡献了下载量,你还贡献了销售量。一张半价券换一个App下载(+一次实体商品的售卖),还有附加价值,即品牌宣传等。

你说肯德基是赚了还是赔了?

毫无疑问,这次bug事件,肯德基是最大赢家。但是,肯德基的处理方式有点矫枉过正了,现在在肯德基的世界里,忽然多出来了很多2016年8月28日出生的宝宝,且生日日期不能修改455网赚博客

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