Secrets behind “Jia Junpeng” Incident


2 weeks ago I posted “China Internet Phenomenon, ‘Jia Junpeng (贾君鹏), your mom tells you to go home to eat’” Is here such person named “Jia Junpeng” or is there someone behind this created this internet Phenomenon? The answers are revealed today. Huang Lianghua (黄亮华) CEO of a Beijing media company, internet marketing expert, serviced many major brands in his blog revealed himself as “Jia Junpeng’s father”.

“In fact early on we had 2 plans, for example what if no one cared about this post? What if it gets hot? But right now it is so hot, is a bit unexpected.” Huang Lianghua 27 years old, his company has 10 employees, every year takes 3 to 5 of this kind of “marketing hype” (“炒作”) business. “Usually more conventional marketing, marketing hype has specific customer requirements.”

Huang Lianghua said they brooded the process and design of “Jia Junpeng” incident for two month. They used four execution media groups taking turns to monitor the progress, and report back every two hours via a telephone call. “Total of more than 800 online marketing members, registered 20,000 IDs replied to the post 100,000 times.” And most of the work was done by the netizens. After the initial sensation was created planning team pulled out, their reply messages only was 3% of the real relies.

When interviewed by the reporter, Huang Lianghua did not disclose who hired him to crate this “hype”, but he acknowledged that it was game related. “We all know World of Warcraft (WoW) service was stopped for a while in China, all the WoW players have nothing to do, therefore we targeted WoW payers on the WoW forum, created this hype, let them not feel bored. Also hope to attract other people who do not play WoW.”

What was the income of this “hype”? Huang said he made a “6 digits” reward, he believes that it is not very high. “In comparison, this incident has higher visibility even United States reported and commented.”

The name “Jia Junpeng” is based on Huang Lianghua named his friend’s child “Li Junpeng”. Because the last name “Li” was too common, to prevent having the same name as a real person, they changed the last name to “Jia”. “We consider that to be easy to remember, also ‘Jia’ (贾) has the same pronunciation as ‘fake’ (假) in Chinese. This gives a hint which the person is made up.”

As for the phrase “Your mom tells you to go home to eat”, he said “In fact it is an easy phrase, has no difficult text in it. This creation was inspired by the childhood memory. People at our age, as an adult, it is rare to hear mother calling us to go home for dinner. But when we were young playing dirt on the lawn outside, mother would call us from far away. Therefore when hear this sentence, all kinds of feelings comes out. Now days mother at most make a phone call, and kids rarely have time to play. There is a ‘going back to childhood’ theme trend online, we understood it and somewhat borrowed it.”

8/5/2009 update:

According Netease, the real Jia Junpeng  was discovered by the media in Nanjing, which proves this incident was not “hyped” by internet marketing company, but it is a middle school student.  The article did not give any more details on this.

At this point, there are many other theories, claimers claims to be responsible for this incident. Netizens are skeptical, internet marketing company who claims to be responsible could just be using this incident to hype up themselves.

What do you believe?  Could this simple sentence just happen to capture millions of people’s heart and become a hit without any artificial hypes?

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  2. shucks,
    so actually when I read this stuff and peoples’ reactions and react myself,
    sometimes I am only reading the work of a poor chap who’s paid to write on forums?
    I guess I’ll resort to more IRL in the future!
    I think this is the best anti-lushe propaganda ever!

    1. Well, this one you can tell it is a hox from the begining, it has no stories, not content, but only one sentence ” your mom wants you to go home to eat”… or is it?
      “At this point, there are many other theories, claimers claims to be responsible for this incident. Netizens are skeptical, internet marketing company who claims to be responsible could just be using this incident to hype up themselves.”

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