400 million to engage in entertainment marketing new products Yili How to play the abacus?

The bundling of brand and hit art has been very hot in recent years and looks good. For example, "Super Girl" with the fire Mengniu sour milk, "China good Voice" achievements of the Gado, of course, the price is high advertising costs in this year, the protagonist changed to Yili. In 312 million to win the TV variety show "Where is Dad" second season exclusive title right, Yili again invested 88 million won the Tencent video "China good Voice" third-quarter network title, both refreshed the Chinese television Comprehensive Arts column title and online video industry naming sponsorship records. Does such a huge amount of money hit the value of variety show entertainment marketing? It is estimated that many people see astronomical version of the advertising amount will come out of the idea, Why "Dad 2": The main battlefield must strive for the first variety show on the taste of sweetness, Mengniu and Hunan TV. 2005, Mengniu Sour Milk Crown name a new variety show "Super Girl", the cost is 14 million yuan, but harvested a staggering 2.5 billion yuan sales, brand and variety show to achieve a win, no doubt this to the fast-elimination brand hand-hit top full art up a good head, Occupy the main battlefield of TV screen has also become the primary target of the brand merchants ' huge launch. CCTV Sofres statistics show that in 2013 the top three ratings were Hunan satellite TV, Zhejiang satellite TV and Jiangsu TV. Variety show ratings in the top 10, Hunan TV accounted for 5 seats, Zhejiang satellite TV 3 seats. Hunan Satellite TV, as a well-deserved king of the comprehensive arts, naturally become the major brands to rely on the "main battlefield." It's no surprise that "Dad 2" was taken off by Yili after a good performance last year, based on where "Papa went". As it turns out, the money is not white, and statistics show that the "Dad 2" premiere was up 120% from the first quarter. Outside of the ratings is the audience matching. According to the data published by Hunan TV, the core audience of the program is female, youth, Kochi, female audience rating 1.92, accounting for 2/3, 25-34-year-old core audience ratings up to 2.13, accounting for up to 36%, is the highest audience rating. Moreover, the Erie QQ star to pass out is "the attention child grows" the brand idea, and "where Daddy Goes" the column advocates the love and the growth brand idea also to be very match. At present, "Dad 2" is still on the hit, whether it is the ratings or the topic of high, comprehensive considerations, the 312 million return considerable. Why "Good voice": Newland has a surprise with the popularity of mobile internet, TV audiences from the "living room" away, transferred to the "Office" and "Street", the eyeball also from the "TV screen" spread to the "computer screen" and "mobile screen (mobile phone, pad and other mobile terminals)", and smart brands must be covered by multiple screens, To achieve communication with consumers, high-quality video platform and quality variety show combination for the brand has brought ample opportunities this is not difficult to understand, Yili in the "Father 2" TV main battlefield, at the same time, through hand Tencent video China good voice, marketing positions to expand to the mobile and PC media platform, the layout of their intentions worthy of "praise." The first "praise", the combination of the realization of the audience and brandThe high degree of match + user coverage to maximize. Mango Terrace and Tencent platform, docking of the audience groups are young people as the main body, their acceptance of the new brand higher. For the time being, it can be said that this combination is the only way that Yili can choose to achieve the "TV + Network" which is the most effective target market. The second "praise", compared to the traditional TV platform, the internet in the marketing model, product innovation and other aspects of the brand and the audience to establish a deeper emotional ties, and give more experience. Tencent company vice president and Tencent Online video department general manager Sun Zhonghui has said that Tencent full platform resources, including Tencent Network, micro-letter, video, micro-vision, QQ and game products, will participate in the entire Tencent video sound ecological Circle, to provide Yili brand marketing support. In other words, Yili brand platform is not Tencent video, but Tencent this large platform, and thus has the ability to reach all Internet users of course, like Yili can compete for the network of the total title of the ad owners is a minority, which is the brand of the cycle and the promotion of the needs of the relationship. Yili and Tencent video to achieve a total of more than 100 million yuan of funds for brand marketing cooperation, there are many around the sound development of innovative cooperation model. such as the good voice of Yili, the theme activity "Good voice good yogurt I Want you", "Amuchy-good Voice tour" and so on, the brand and program form have a good integration. Visible, Yili through the tie with these two popular variety shows, on the one hand will maximize the brand coverage, taking into account the line under the target audience market; On the other hand, through the network platform and its various forms of innovation and interaction, to find users at the same time, set up with their communication and continuous dialogue channels, Give the brand more experience and closeness. This for a new product brand, the promotion effect is indeed worth looking forward to. Why No "Papa 2": Archie's solo played a discount based on this understanding, according to the truth, "TV + Network" is a better choice, Yili can win the "Dad 2" TV and network naming rights, with the same hit program, take all mango Taiwan and network audience. But it is not so selective, which embodies the exquisite abacus of Yili. The first thing to be clarified is that the two programs are essentially different. "Dad 2" copyright party belongs to the Mango Taiwan, its broadcast strategy will naturally focus on the Taiwan TV viewing and benefits. Therefore, channel selection, still with the traditional television screen, that is, Mango Taiwan. There is its own, this year also played a "solo" strategy of Mango TV. Compared with this, although Archie is nominally "Dad 2" network platform, but in fact, its flow has been mango Taiwan's own power diluted a lot. For example, Mango TV for its own development, on the one hand with 360 film and television cooperation drainage, on the other hand, to the tidbits, fans and other factors, a large amount of aggregation network traffic. Official statistics show that, as of July 7, Mango TV, "Dad 2," the volume reached 177 million times. Moreover, Archie platform relative to Tencent video platform, does not have the latter's social proliferation and full media radiation base, the formation of influence is bound to be limited, its value is only one channel. It can be imagined that if Yili chose the "Dad 2" "Network + TV" combination, the audience coincidence degree is not said, user coverage is also difficult to achieve maximum effect. "The good voice of China" is a typical program for the separation of production and sowing. For can star, Zhejiang TV is also one of the landing platform of its program, essentially and Tencent video is no different, so there is no resource on the tilt and rely on. This is also the important prerequisite that Tencent video and Yili can have so much innovation space.