網紅就可以免費吃拿要？這個冰淇淋小販的迴應亮了
有些人自稱社交媒體粉絲過萬，拍照發個朋友圈，就想到處免費吃拿要。這種事在社交媒體時代屢見不鮮，甚至有人冒充網紅混吃混喝。
在美國洛杉磯，一位有個性的冰淇淋小販受夠了這些所謂的“網紅”們，他不但拒絕了“網紅”免費吃冰淇淋的要求，而且還公開表示，網紅吃冰淇淋要付雙倍的錢，結果他自己反而成了網紅。
Customers at Joe Nicchi’s ice-cream truck have increasingly had the same demand: give us your ice-cream for free.
喬·尼基的冰淇淋車近日遇到了越來越多想免費吃冰淇淋的顧客。
CVT Soft Serve, a popular truck in Los Angeles, has started to receive weekly requests from self-proclaimed Instagram “influencers” who promise to post a photo of Nicchi’s ice-cream – if they don’t have to pay. Nicchi has always said no, but this week he found an unusual way to profit off of the influencers: he publicly told them to go away.
洛杉磯的人氣冰淇淋車“CVT 軟冰淇淋”每週都會收到一羣自稱Ins網紅的人的請求，他們承諾把尼基的冰淇淋圖片發到網上，前提是讓他們免費吃。尼基一直以來都是拒絕的，但本週他發現了一個利用網紅賺錢的奇招：就是用公開的方式讓網紅們滾蛋。
Nicchi went viral after posting a sign that said “influencers pay double”, writing on Instagram that he would “never give you a free ice-cream in exchange for a post”. The image, tagged #InfluencersAreGross, spread around the globe, and now Nicchi says his business is booming, attracting fans across southern California who share his disdain of influencers.
尼基貼出告示，上面寫着“網紅付雙倍錢”，並在Instagram網站上寫道，他“永遠也不會用免費冰淇淋來交換一個帖子”，於是他就火了。這張標籤爲#網紅很討厭的圖片被全球轉發，尼基表示現在他的生意好極了，因爲吸引了南加州各地同樣厭惡網紅的粉絲們。
"We’re the anti-influencer influencers,” he told the Guardian on Wednesday. “It’s weird … but I think it’s really fun. I hope it inspires small businesses to hold their own and tell people to f**k off.”
他告訴《衛報》說：“我們是反網紅的網紅。有點怪……但我覺得還挺有趣。我希望這能激勵小企業堅持立場，讓混吃混喝的人滾蛋。”
Some brands and businesses now rely on Instagram “stars” to advertise their products and services, giving away free meals and hotel stays to people who post positively about the experience. The phenomenon has become so pervasive that some Instagrammers can easily scam companies. One Instagram influencer recently staged a “surprise” wedding engagement but had actually sent an itinerary to marketers months prior. It’s so trendy to be an influencer that some people have taken to pretending their content is sponsored when it’s not.
如今一些品牌和企業靠着網紅“明星”們推銷自己的產品和服務，他們爲發讚美帖的人提供免費餐食和酒店住宿。這一現象變得非常普遍，以至於某些Ins用戶可以輕易地對公司進行詐騙。一名Ins網紅近日組織了一場“驚喜”訂婚儀式，但實際上數月之前就已經把日程安排發給營銷商了。現在做網紅是一件很時髦的事，有些人甚至會假裝自己的內容是他人贊助的。
Nicchi understands the importance of promotion. He’s a working actor in LA, who started CVT Soft Serve in 2014 as a way to supplement his income.
尼基明白宣傳的重要性。他是洛杉磯的一名在職演員，2014年爲了補貼家用他創辦了CVT 軟冰淇淋店。
"This is a money-making thing. I can’t give away my ice-cream for free,” he said, noting that he had paid for his first truck with his salary from shooting a commercial.
他說道：“這是賺錢的生意。我不能免費贈送我的冰淇淋。”他指出自己是用拍商業廣告的收入買下第一輛卡車的。
The soft serve at CVT (which stands for his three flavor offerings: chocolate, vanilla, or twist) and his vintage-looking truck are very Instagrammable. Influencers quickly noticed. In his first year, he got a small handful of influencer offers, typically people emailing suggesting promotional deals in exchange for free ice-cream.
他賣CVT軟冰淇淋（CVT象徵着他提供的三種口味：巧克力、香草和雙旋）所用的復古風格卡車非常適合在Ins上傳播。網紅們很快就注意到了這一點。開業的第一年有幾位網紅提出想幫他宣傳，通常是發電子郵件請求用打廣告來交換免費冰淇淋。
"They love using the word ‘exposure’. It’s so ridiculous,” he said.
他說：“他們喜歡用‘曝光’這個詞。真可笑。”
But the frequency of the requests began to escalate – and became more uncomfortable as they started happening in person, said Nicchi: “The most painful thing for me is when they approach me at the truck.”
但是這種請求變得越來越頻繁，而且開始有人當面提出來，這就讓人感到不舒服了。尼基說：“最煩這種人走向我的卡車。”
escalate['ɛskəlet]: v. 使……加劇，加劇；升級，（使）惡化
It never made sense to him: “Are you out of your mind? This is four dollars. But obviously they wouldn’t be asking if people weren’t saying yes.”
他一直都不能理解這種做法：“你們的腦子壞掉了嗎？這是4美元（約合27.5元人民幣）的東西。但顯然如果不是有人答應了他們的請求，他們也不會來問我。”
At times, the requests were particularly offensive. He said an assistant to a famous actor – a woman on a television show who he declined to name – recently asked if he would donate ice-cream to the cast and crew. In exchange, the actor offered to take a photo at his truck.
有時候，網紅的請求特別氣人。尼基說，有一個著名演員的助理（該女子參加了一個電視節目，不過他拒絕公開她的名字）最近問他是否願意向劇組捐贈冰淇淋。作爲交換條件，這位演員可以在冰淇淋車前拍張照片。
His response: “As much as I’d love to do that, I don’t think my kid’s school accepts celebrity photos as a form of tuition payment.”
他的回答是：“雖然我很樂意這麼做，但我不認爲我孩子的學校會收名人照片當學費。”
The assistant responded with a nasty and vaguely threatening message, he said, along the lines of: “I should be careful with my words … This is a very small town.”
尼基說，那位助理的反應不但很粗魯，而且還有威脅暗示，大概意思是讓我說話小心點，“這個地方很小”。
Nicchi eventually became so tired of influencers that he put up his anti-influencer sign at the truck, making clear that people who requested a free cone would get the opposite – they’d have to pay $8 instead of $4. A customer took a photo and posted it to Reddit, which then went viral.
最後尼基受夠了這些網紅們，於是在卡車上貼出了這張反網紅告示，明確表示要求免費吃冰淇淋的人將事與願違——他們必須付8美元才能買一個冰淇淋，而不是常規的4美元。一名顧客拍下了這張告示併發到了紅迪網上，然後這張圖就被傳瘋了。
He said he had since gotten interview requests and news coverage from across the world, and he is loving it. The number of customers doubled overnight, and he has earned thousands of new followers on Instagram.
尼基說，自那以後全球各地的採訪請求和新聞報道就紛至沓來，這讓他很高興。冰淇淋顧客數量一夜之間翻番，他在Ins上也獲得了成千上萬的新粉絲。
"There’s something so redeeming about outing influencers,” he said, adding that many small businesses have written to him thanking him for speaking up. “I hope that more people do not allow likes and comments and followers to hold weight in the business. I want people to go to a restaurant because the food and service is fantastic.”
“趕走網紅還是很有回報的，”他補充道，許多小企業都寫信來感謝他敢於直言。“我希望更多的人不要允許點贊、評論和粉絲影響自己的生意。我想讓人們因爲美味食物和優質服務而選擇一家飯店。”
Brittany Hennessy, an author who has written about influencers, said companies with marketing budgets can benefit from working with social media personalities, and that a giveaway can pay off. But a small food truck may not be a good fit, she said: “People will try and get anything for free … No real influencer would ask for a four-dollar ice-cream.”
曾報道過網紅的布列塔尼·漢奈西說，有營銷預算的公司可以通過和社交網紅合作來受益，贈送的東西也能獲得回報。但一個小小的美食車可能就不適合這麼做。她說：“人們會試着得到任何免費的東西……但真正的網紅不會開口要一個4美元的冰淇淋。”
While Nicchi is happy to promote his own business on social media, he said he didn’t want to depend on the platform. “If Instagram went away tomorrow, our truck would still survive. I don’t know that your ‘influencer’ business would.”
雖然尼基很願意在社交媒體上推銷自己的冰淇淋，但他說自己不想依賴這個平臺。“如果明天Instagram沒有了，我們的冰淇淋車依然會經營下去。我不知道你們這些網紅的生意還能不能做下去。”
