欢场春梦

A |     七夕本是巧克力品牌最重要的营销节点，但德芙今年却因一条带货短视频把自己送上了热搜——只不过是以翻车的方式。    TikTok is now facing multiple lawsuits after at least seven children under the age of 15 died while attempting the “blackout challenge”, alleges a suit filed against TikTok in June. The challenge encourages social media users to choke themselves with belts, purse strings, or similar items until they pass out.,The parents of Arriani Jaileen Arroyo gave their daughter a smartphone at the age of 7, she then downloaded TikTok and became “addicted” to the platform, her parents said. She started trying internet challenges but because those challenges involved foods and beverages Arriani’s parents thought little of them.,Then on February 26, 2021 Arriani was found with a leash tied around her neck, inspired by the TikTok choking challenge; she died that same day.,Other children across the globe—not just in America—have died from trying the “blackout challenge”: a 10 year-old in Italy, a 14 year-old in Australia, as well as a 12 year-old in Colorado, a 12 year-old in Oklahoma, and a 10 year-old in Pennsylvania. Lalani Erika Renee Walton, 8, also died while attempting the blackout challenge.,Family members of Lalani and Arriani are now suing TikTok. They are being represented by the Social Media Victims Law Center, a law firm that “works to hold social media companies legally accountable for the harm they inflict on vulnerable users”, according to their website. This is the second lawsuit the social media app has faced following a fatal incident involving the blackout challenge.,“TikTok has specifically curated and determined that these Blackout Challenge videos — videos featuring users who purposefully strangulate themselves until losing consciousness — are appropriate and fitting for small children,” the lawsuit reads.,The company argues that the “blackout challenge” has been around for years. Between 1995 and 2007 CDC discovered 82 deaths caused by “the choking game” which saw kids aged six to 19 die.,"This disturbing ‘challenge,’ which people seem to learn about from sources other than TikTok, long predates our platform and has never been a TikTok trend,” TikTok said in a statement. “We remain vigilant in our commitment to user safety and would immediately remove related content if found. Our deepest sympathies go out to the family for their tragic loss.”,In 2019 TikTok had to pay $5.7 million in settlement charges after violating a children’s privacy law, said the Federal Trade Commission who filed the charges. The app “illegally collected personal information from children” after it failed to require parents’ permission before signing up for the app. The Children’s Online Privacy Protection Act (COPPA) requires websites to ask children under the age of 13 to get their parents’ permission before sharing personal information online.。

B | 8月23日起，多名网友在社交平台发帖吐槽德芙官方旗舰店发布的一条七夕短视频文案。视频配文写道：“跟男朋友要了很久的德芙七彩礼盒也没给我买，今天趁男朋友不在跟暧昧对象分享了抖音，驾车2小时送了过来，很甜。”标题还配上了“我看谁还没有收到男朋友送的德芙七彩礼盒”的引流话术。剧情将“男友不送礼、暧昧对象驱车送礼”包装成甜蜜桥段，迅速点燃了网友的不满情绪。

C | 有网友犀利吐槽：“吃德芙享受绿帽人生”；还有人调侃“德芙搁这自杀呢”“现在的商战都很有意思，玩着玩着突然给自己来一刀”。不少消费者认为，德芙主打浪漫情感定位，此番营销捆绑暧昧越界剧情，严重拉低了品牌好感度。争议发酵后，有消费者私信客服反馈问题。客服初期回应称视频内容为“个人创作，不代表品牌立场”“只是剧情演绎，不喜欢可以划走”。这一回应非但未能平息争议，反而被网友批评态度敷衍，进一步激化了舆论矛盾。8月24日，有媒体就此向德芙官方旗舰店求证，客服并未正面回应，仅表示：“我们会记录您的问题，及时反馈。”截至8月25日，争议视频已悄然下架，但德芙官方仍未发布正式道歉声明。从“下雨天巧克力不会融化”的浪漫广告到如今“趁男友不在跟暧昧对象要巧克力”的翻车文案，德芙这波操作堪称自毁招牌。一场七夕营销，不仅没让消费者感受到甜蜜，反倒让人品出了尴尬的味道。你对此怎么看？欢迎在评论区聊聊你的看法。