The frequent interaction with Gillette's official blog across the fire line has also caused quite a stir among game fans. It has been rumored that Blade, a popular game character in CF mobile games, will become Gillette's first virtual "spokesperson". This time, the image of the offline clock blade holding the Gillette razor seems to have always been the "spokesperson". It is reported that in addition to the cooperation of game characters, CF Mobile Games and Gillette will also cooperate closely in game events.
This is not the first time that CF mobile games have conducted cross-border cooperation with world-renowned brands, but every time they cross-border cooperation, CF mobile games can always play new tricks. This time, in collaboration with Gillette, CF mobile games have brought the commercial marketing means in the field of game IP to a new dimension, and also made many people in the industry guess: Is CF mobile games, which have been committed to breaking the dimensional wall and constantly introducing new marketing means, ambitious?
Confirm your eyes, CF Mobile Games and Gillette are the right people for each other.
In late April, with the long-awaited new version of CF mobile game "Special Training Blasting" officially launched, the traffic of mobile games reached a new climax. CF mobile games, which never take the usual path, will certainly not miss such an excellent opportunity to "do things".
The cross-border cooperation between CF mobile games and Gillette is both unexpected and reasonable. From the perspective of brand positioning, CF mobile game is the well-deserved overlord in FPS mobile game category, while Gillette is a famous shaving brand with a history of 100 years. Both of them are well-deserved chief IP in their respective fields. The cooperation between them is the mutual transformation of top traffic. From the analysis of the mainstream audiences of both sides, it is not difficult to find the similarities: CF mobile game is a bloody gun battle game, and male hormones are bursting, while Gillette, who "masters the global men's beard", is also dominated by male audiences. On the other hand, Beckham, Messi, Ning Zetao ... Gillette's former spokesmen are all powerful superstars of competitive sports, and Blade, as the most popular game character in CF mobile games, not only echoes the razor perfectly, but also has a masculine and handsome image, which is highly consistent with the tonality of Gillette brand.
In addition, although CF Mobile Games and Gillette exist in completely different fields, their brand operation concepts and marketing ideas coincide: on the one hand, CF Mobile Games and Gillette are both top brands in their respective fields, but they have always been committed to pioneering and innovating, constantly optimizing the user experience, retaining old users and constantly absorbing fresh blood in iterative product upgrading. On the other hand, Gillette, like CF mobile games, is a good hand in cross-border marketing. From Justice League, Star Wars and Assassin's Creed to crossing the line of fire now ... there is no big IP that Gillette can't catch.
However, in the past, most of Gillette's cooperation with other IP was mainly to launch peripheral products, but this time the cooperation with CF mobile games was obviously much deeper than before. In addition to enabling the CF mobile game to act as a virtual "spokesperson", Gillette also hosted and named the CF mobile game "Survival Special Training City Competition". Slogan, a phrase "lucky strike, Extraordinary Blade", not only conforms to the current hot spot, but also perfectly combines the names of Blade and Gillette. At present, the activity has been carried out all over the country. In addition to the on-site activation of 4D devices and the use of VR technology to bring players a more immersive gaming experience, Gillette has also played a high-tech role in product sales channels. Users who have recently purchased Gillette products can quickly cross the battlefield through AR technology by scanning Gillette logo or Gillette razor products. Connecting offline retail with online games not only brings consumers a novel shopping impression, but also enhances the offline interactive experience of gamers. Such cooperation has also broken the thinking mode inherent in the commercialization of game IP and brought the marketing layout of CF mobile games into a new latitude.
There are tens of millions of games, why do brands favor a CF mobile game?
The cross-border cooperation between CF Mobile Games and Gillette can also be said to be the first cooperation between tencent games and Procter & Gamble, a daily consumer giant, which naturally attracted a lot of attention. However, before Gillette, CF mobile games had close cross-border cooperation with many big brands and made diversified attempts in the form of cooperation. In CF mobile games, you can often see the "soft planting" of major brands: customizing rare game equipment for honor, making mobike an artifact of game assistance, implanting Buick elements in the game map, and SF's classic express box can also become the most eye-catching prop in the game ... The cross-border of CF mobile games has also continued offline: playing a CF mobile game will give you the opportunity to buy KFC fried chicken barrels at half price, jointly hold an offline test drive with Buick, authorize zippo to release customized lighters, and launch a limited edition with CITIC Bank. From catering to logistics to communication, automobile to finance to FMCG brands, CF mobile games are based on many industries, and through strong cooperation with top brands, it has created a "CF mobile game ecosystem" with games as the core and radiating all aspects of daily life.
Through extensive cross-border marketing network, the brand exposure of CF mobile games has penetrated into all aspects of people's daily necessities. Even if you are not a gamer, you may not be interested in real-life shooting competitive games, but the brand awareness of CF mobile games has been unconsciously formed.
On the other hand, Crossing the Firewire IP has 500 million active game users around the world, and the daily active users of its mobile game Crossing the Firewire: The King of Gunfights have already exceeded 20 million. This huge user traffic is also the fundamental reason why top brands frequently throw olive branches to CF mobile games. In addition, CF mobile games have been tested by the market for a long time, and a large number of substantial users have been precipitated. Among similar game products, the brand effect of CF mobile game is second to none. The close cooperation between CF mobile games and traffic stars not only enhances its brand value, but also incites the fan economy and cultivates a group of "peripheral users" for CF mobile games. CF mobile games themselves are constantly exploring how to maximize online traffic to various fields and create greater benefits for partners. The biggest commercial value of CF mobile games is also reflected in this point: deeply cultivating users, imperceptibly cultivating users' consumption habits, and finally reaching a harmonious business ecology with major brands.
Taking this cooperation with Gillette as an example, CF mobile games give full play to the influence of online marketing, arouse the suspense of cooperation through the previous topic hype, and use the game image to strengthen the impression and positioning of Gillette products in the eyes of specific audiences. On the other hand, Gillette also directly drains CF mobile games through offline sales channels. Cross-border cooperation between CF mobile games and major brands is to achieve cross-diversion of users by giving full play to the advantages of all parties, and finally meet the demands of both parties and achieve a win-win situation.
Dimension upgrade, CF mobile games to cross-border marketing.
As early as 65438+February last year, Zhu, general manager of Tencent's interactive entertainment cooperation marketing department, once said: "CF mobile games have made brilliant achievements in cross-border cooperation with many brands in the past. With the advent of the competitive version of survival, the characteristics of its gameplay have also made the brand cross-border have greater potential ... We will open up online and offline with major brands to create a variety of experiences for users, bringing music experience, chicken experience, express experience and cycling experience to players respectively. " In less than half a year, his words became a reality-CF mobile games started with games and gradually built a complete business ecosystem, and with the influence of FireWire IP, it deeply influenced hundreds of millions of gamers and other young audiences.
The CF mobile game uses cross-border means to extend the IP influence from online to offline. The brand is no longer satisfied with the simple game image authorization or competition cooperation, but hopes to have a deeper binding with the IP that crosses the firewire. Before Gillette, many well-known brands have implanted CF mobile games, so many players are also speculating that they may soon see Gillette-related game skins or game equipment in the game. Although the next cooperation plan between CF Mobile Games and Gillette has not been made public, it is certain that these two super IPS with good image and temperament will not stick to the previous cooperation mode. Whether their cooperation will continue to evolve and upgrade will bring us unexpected surprises, which is worth our expectation.