Austrian air conditioning skillfully borrow "change 4" marketing effect Super implanted ads

June, the hottest topic on the Internet in addition to the World Cup, is Hollywood blockbuster "Transformers 4" aggressively and pervasive advertising implanted. Since the first day of the box office breakthrough 219 million, this major Chinese market commercial blockbuster all the way to create box-office records, and at the same time, the large number of domestic advertising has caused many users to spit slot. For many enterprises, how to play the game of entertainment marketing is again a topic worth pondering. In fact, for the "Transformers" such a classic blockbuster, has long been in the world with countless fans, the high level of film production can be achieved at the height of the box office, the huge audience base and their own commercial value of the world's major brands of the competition to implant advertising. Unfortunately, in this part, "Transformers 4" in the implantation of too many ads, these ads are referred to as "too dazzling", attracted the audience's disgust, for the major brands want to occasion marketing intentions, quite self-defeating flavor. But the Ox air conditioner carries "The Transformers 4" The marketing pattern then appears the ingenuity, is worth to draw lessons from. (Figure: Ox air Conditioner, "Change 4" cinema chang activity) film into occasion marketing important carrier most brand choice implantation in recent years, with the rise of the domestic film market, film resources become an important carrier of advertising. From the investor's point of view, in the case of high cost films, the placement of advertising in the film can increase revenue and reduce the risk of investors; on the other hand, the good effect of film advertising has won the close attention of various corporate brands, especially a good film will attract many manufacturers to seek cooperation. Therefore, in recent years, the domestic film advertising market has been growing rapidly. According to incomplete statistics, in the "Transformers 4" embedded advertising industry involved in banking, beverages, wine, dairy products, health products, food and automotive industry, even in the film in Hong Kong and Wulong Scenic Area also because of the Transformers fire. However, the enterprise occasion marketing ability But there are obvious differences between the two. Some netizens commented that money was taken from an ATM in a Chinese bank operating in Chinese in the vast desert of California, and that scientists who were running for their lives took bottles of milk from the rooftop fridge when they fled the country ... These blunt implants, while allowing viewers to remember advertisers, did not win acclaim from viewers. (Fig: Transformers 4 Stills) Word-of-mouth Marketing Double Harvest the depth of marketing effect significantly compared to the ordinary advertising implantation, the Austrian air conditioning game is obviously ingenuity. Two weeks before the release of the film, the Austrian air conditioner to online interaction with netizens, send out the "Change 4" premiere tickets and the National Chang Shadow tickets, attract the participation of numerous fans and appreciation, so as to establish the brand in the eyes of fans; before the film, and in the micro-Bo platform play "recall" to "those years we have been chasing the Transformers" The topic aroused the sympathy of the netizens, not only set off a round of discussion of the upsurge, but also closer to the distance with consumers; During the film release, the Chang activities of the major cinemas throughout the country really let the ox air-conditioning and "change 4" firmly tied together, even the scene of interactive activities of the props to make fans happy unceasingly. However, the test of enterprise in a marketing isNo success, not only through the dissemination of brand awareness and reputation increased, but also to the ability to turn Word-of-mouth into sales. Through interactive activities on the online platform, Otis Air conditioning to fans and consumers to send a value of tens of millions of dollars in air-conditioning purchase cash coupons, since June 13 activities to the end of June, according to the terminal statistics, coupons to buy air-conditioning consumers up to nearly million people, resulting in the air conditioning shipments are also up to tens of thousands of units, This has contributed greatly to the company's sales performance throughout the June. (Figure: Ox air Conditioner "Change 4" interactive activities prize) related industry Personage says, enterprises in the occasion film marketing should be good preparation, "embellish fine and silent" type of marketing can highlight the high-end image of the enterprise, too blunt implantable marketing sometimes not only not good results, but also may let the enterprise spend money. In this case, the Austrian air conditioning occasion marketing is obviously more flattering, as the air conditioning industry, the First Army of the Austrian, won the Word-of-mouth and sales of double harvest.