7 = 350 000 000 ?!

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——摘自《口碑：引爆网络狂欢效应的锦囊妙计 》

假设你是一家主题公园的营销部主管，目前你的主要任务是推广一个能吸引游客的新景点。你该怎么做？

若是按照旧的营销规则，那么这意味着你要花大钱了。要想引起人们的注意，你很可能要将数百万资金花费在电视广告和高速公路旁的广告牌上，还要使出那些麦迪逊大街的广告公司所惯用的“创造性”的广告技巧。接着，你还会聘请一家大型的公关代理公司，他们的公关代表会想方设法让你的新景点在媒体上曝光。除此之外，你还要策划一场充满自我吹捧意味的新闻发布会，出席发布会的公司重量级人物声称新景点将会拉近家人之间的距离，从而促进世界和平。

然而，辛迪 · 戈登（ Cindy Gordon ）并没有这么做。作为奥兰多环球影城度假村负责新媒体营销的副总裁，在推广新项目“哈利 · 波特魔法世界”时，她并没有像其他大型娱乐公司那样采用旧的营销方式，花费几百万美元来“骚扰”全国民众：超级碗 [1] 直播期间的电视广告、飞艇广告、直邮广告和杂志广告，等等。相反，戈登只是将新景点即将开放的消息告诉了 7 个人。

而就是这屈指可数的 7 个人，将这个消息传递给了成千上万的人。

上万民众的关注，使得报纸、杂志、电视、电台等主流媒体争先恐后地报道这一消息，博主们也纷纷以此为主题发表博文。戈登估计，全球大约有 3.5 亿人听说了奥兰多环球影城度假村将要建设“哈利 · 波特魔法世界”主题公园的消息。而实际上，她只告诉了 7 个人。

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[1] Super Bowl ，美国橄榄球联盟的年度冠军赛，伴随比赛还会举行盛大的庆祝活动。

——译者注