Cross-border marketing: Ox air conditioner and transformers How to rub sparks?

June 27, 2014, "Transformers" series of the latest episode of "Transformers 4: Extinct Rebirth" will be in China and North America synchronized landing, as the world's first use of Imax3d digital camera film, "Change 4" has been expected by netizens. Following last year's blockbuster "The God of the Gods" starring Jet Li, one of the leading brands of air conditioning industry in the Austrian air conditioner this time and the United "4", opened the cross-border entertainment marketing, and followed the "Change 4" of the propaganda rhythm staged a theme for "4" to attack Yue Hao ceremony "marketing feast, In the fierce competition in the product June pilot air-conditioning sales market. One of the leading domestic air-conditioning industry brands, the side is the international Hot film, the Austrian air conditioning and transformers How to rub out the sparks? In fact, from the "Change 4" This shot in Hong Kong, China, Chongqing and other fields, and invited Chinese movie star Li Bing, Han Geng and so on to join can be seen, the Chinese film market to director Michael's attraction is huge, "change 4" propaganda also pay more attention to localization marketing in China, the Austrian air conditioner as the 20 old brand, All over the country has a market channel for the "Change 4" value, and "Transformers" around the world's billions of fans, but also the international demand for the Austrian air conditioner. From this perspective, this collision is bound to achieve a total win situation. Micro-letter large turntable to send tens of thousands of Hao Li Bo lift the Transformers memories of the boom June 13, Austrian air conditioning official micro-letter was the first to launch the theme of "Change 4" to hit the Hyatt enjoy the ceremony of the award-winning quiz, through the large turntable lottery, send tickets to the opening ceremony, the national scope of Chang and the highest value of 500 yuan purchase cash coupons; On the same day, The official microblog has also launched a prize-winning event. Only 3rd, the number of participants in the event to break through 150,000, send a shadow ticket nearly million, the Austrian air conditioning spending tens of millions of hands with the "Change 4" officially set off this year's Midsummer carnival activities. June 20, a vigorous remembrance of the tide, accompanied by the Austrian air conditioning official Weibo launched the "Those years we have been chasing the Transformers" activities spread. More than millions of "fans" or about their childhood and transformers precious memories, or show the year's Transformers toys, a time when the Austrian air conditioning fans and childhood memories of the link button, and its virus comics are fans of admiration and widespread dissemination. Keep up with the spread of the rhythm of the fans emotional demand according to the film industry, the co-operation of the choice of Cross-border films and the overall occasion of the rhythm of transmission, the Austrian air conditioning is undoubtedly accurate. "Change 4" series of movies in China, there are hundreds of millions of fans, there is a huge audience base, and the new film is clearly integrated into the many Chinese elements of the intention, but also the organizers of the Chinese consumer market attention. The consumer group of the Austrian air conditioner is very consistent with the fan of "4", which will be a huge potential consumer market for the air conditioner. When the film began to release the trailers and other publicity stunt, to arouse the fans ' intense attention, the air conditioner determined to seize the opportunity and launch the interactive activities of the new media platform, not onlyAt the beginning of the maximum exposure, but also limited to the premiere tickets and film tickets to attract fans, have participated in the event. And the second day of the world premiere, the film before the release of the highest user attention, that is, quickly lead the microblogging platform of the recall tide, to "those years we have chased the Transformers" quickly occupy the user's mind, to meet the emotional needs of everyone, further narrowing the distance between the brand and fans. I have to say, the Trans-boundary marketing of the air conditioner is very beautiful. In fact, this is not the first trans-border film marketing of the Austrian air conditioner. As early as last year, in support of its brand spokesperson Jet Li, the Austrian air conditioner to help the film "No God", in addition to feedback fans and consumers, but also gradually to fans to promote the Austrian air conditioning "once to dawn" energy conservation and environmental protection concept. With international cooperation, the Austrian air conditioning is intended to use more creative, more entertainment spirit of the marketing approach, closer to the distance with consumers, and gradually establish and consumer communication and interactive entertainment marketing new ecology. It is understood that this summer carnival activities, in addition to fans to give the premiere tickets, Chang Shadow tickets and purchase cash coupons, but also in the nationwide patch 20多万场, new advertising film continued exposure will be "Change 4" hot field momentum. Consumers can also through the national more than 50 cities on the Bai Jiawan to the cinema led screen, to watch and experience the air-conditioning industry leading brand ox unique charm.