With the popularity of "There are trees in the South" and "Long time no see", the four major TV platforms have been "contracted" in one breath, and this wave of entertainment marketing can be described as huge. Leverage film and television to create explosions
In the past, brand publicity may mostly be to let guests read advertising words in the program with products.
However, in this era of all-people entertainment, all kinds of entertainment marketing patterns are constantly changing, and users' immunity to this has been improved again and again. The traditional marketing model can no longer meet today's mainstream user groups, so there are some brands that dare to change and break through, and Baicaowei is one of them.
In addition to the spirit of innovation, I have to say that Baicaowei is still very strategic in choosing the implanted dramas.
There are trees in the South, a TV series that combines science and technology, growth, emotion and many other elements, is undoubtedly a recent hot drama. The fan flow of William Chan, Bai Baihe and other leading actors also laid a solid foundation for the further transformation of the brand.
It is also worth mentioning that in this play, the implantation of herbal flavor is no longer just the implantation of the brand, but has become a single product in the brand, that is, "holding the fruit."
Hug Hug Fruit has already had a certain fan base because of the endorsement of idol Yang Yang and its own IP effect. This time, it appeared in "There are Trees in the South", conveying the emotional attributes of its healing system together with William Chan in the play, and making consumers feel the temperature of the product.
With the help of film and television dramas and traffic stars, Baicaowei has created its own explosive products and guided consumers to transform their love for products into brand recognition. This wave of entertainment marketing has gone very cleverly.
There are many ways to play entertainment marketing.
Brand naming and brand sponsorship marketing methods are not uncommon, so how can entertainment marketing that makes brands keen and consumers pay the bill be played?
1. oral implantation
Although this is already a well-known implantation method, it will have unexpected effects as long as you are willing to spend your time. The audience who like to watch "Qi Pa Shuo" must know that the oral broadcast of this program has become a highlight of the program.
The fancy-implanted oral advertisements such as "take it out to do things" and "get a little hungry and have a little fragrance" are presented in a humorous and interesting way, so that the audience not only does not reject the advertisements, but even has some expectations. It not only improves the brand awareness, but also creates a strong correlation between the program and the brand and benefits each other.
2. Scene implantation
Nowadays, many brands are not satisfied with the monotonous tradition and isolation from the program, but are keen to integrate into the program and customize the advertisement.
In "High-Energy Youth League", there was a special session of OPPO that impressed the brand Jun. In this program, the shooting place was directly moved to the OPPO headquarters, and it was implanted everywhere and quietly. The sense of existence is self-evident.
3. Prop implantation
Also in "High-Energy Youth League", OPPO, as a prop for hosts and guests to communicate, has appeared many times, which makes the brand products have practical value and has more stickiness with the program. I believe that there are still many viewers who are fascinated by the subtle advertisements.
The key to success is "matching"
Whether it is a number of film and television dramas implanted by Baicaowei, a variety show implanted by OPPO, or "Qi Yuan Shuo" and its sponsors. The entertainment marketing of these brands has achieved good response, and the basis of all this is the fit between brands.
For example, in the cooperation between Xiaomi and Qipa Shuo, the mainstream audience groups of Qipa Shuo are mostly young people born after 80s, 90s and even 00s who are unconventional and dare to break through. They are enthusiastic and brave in expressing, while Xiaomi's consumer groups are mostly young and fashionable groups. The super-high fit has deepened the stickiness of each other's fans and made the cooperation between brands successful.
Therefore, those brands who also want to shine on the road of entertainment marketing may wish to consider whether the fit between brands is high enough before choosing the implanted programs.