The third venture of Jinshan: "Advertise in a playful way"

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Passing through the window of Xujiahui's No. 600 goods, customers were caught in a big interactive screen. The curious person turns forward, lets oneself "drill" into the screen, sets up the lion head, plays a lion dance.

This scene, it sounds more like the home, open Nintendo Wii (home game), immersive play.

In fact, this is an interactive advertisement of Coca-Cola Company. Provide splicing screen and video games in Shanghai easy to interact, is planning to bring this kind of gaming experience to more people-intensive business district, so that consumers take the initiative to participate in advertising, and then combined with micro-blog and other ways to carry out online two times spread.

The new commercial interactive media platform, "advertise in a playful way," was the second Chinese company to receive the award on March 5 at the IT and communications industry fair in Hanover (CeBIT), the European Excellence Electronics Award, Platinum Award.

"Fun" founder Jinshan, has been three degrees of entrepreneurship. For ten years, the project he handled was almost entirely related to the "moving" video.

The past of advertisers: talking about "transformation" with Jason

Ten years ago, the general manager of the Tian Kai branch of Jinshan Briefing folder, with "21st century" on the media initially reported. A "Jiangnan Spring commercial Building network new media monopoly" aroused his interest: the distribution of Sony audio and video products agents, that Jiangnan Spring building fixed advertising has improved space.

In the mega-world Trade Conference room, Jinshan to Jason suggested that building ads can be networked transformation, according to office space white-collar career distribution, in the form of television channels, with a background control playback content, in different periods for different groups of people playing differentiated advertising. And Heaven Chico can provide the whole set of technical support based on Sony Network player.

But in 2004, Sarft promulgated the "Internet and other information network to disseminate audio-visual program management measures", Jinshan contracting plan, the need to prepare the "information network to disseminate audio-visual program license" and many other permits to implement, Jiangnan Spring is not going to big trouble, the reform of the Public buildings advertising program eventually aborted.

At that time is to Jason launched the challenge of Shong took the proposal, the mass media more than 100 building network transformation right to Jinshan. However, with the distribution of the audience, gathering and merging, Shong no longer need to make progress in this matter, Jinshan relies on the industry's big guy's project to come to an end.

Temporary advertising industry, Jinshan will network video audio playback technology, back to other traditional industries and government agencies of the information transformation. For example, the "Electronic Science and Technology Court scheme", which began in 1998, at the end of 200, Tian Chico developed a set of "IPAV Digital trial Management System", which provides audio and video recording, same-screen proofreading and network transmission services for court hearings, and finally forms a multimedia electronic file to help the national court system carry out "digital court". Upgrades.

Similar to a series of services, invigorated the Jinshan business, but also let him in the network video field, completed a round of early technology and data accumulation.

Human fitting: An interesting business venture

After the Chico of heaven is on the right track at an annual growth rate of 30%, Jinshan begins to explore new opportunities. He wants to do something more interesting.

When a group of men sit together to communicate with their wives to go shopping experience, Jinshan found that the fitting almost let everyone feel trouble. Why not make some improvements?

Early ideas are very simple, Jinshan told reporters, according to statistics, about 25% of people will try to wear the same clothes after the decision to buy. His new company is easy to do, is to use the above mentioned a set of video technology, in the shop will be allowed to test the clothes of the process photographed, for the customer reference.

Men think this is still not convenient. Jinshan consider, can try to use a set of body induction technology, "standing in front of the screen waving flash, clothes automatically set on your body." In fact, not only the men in the mall, the Internet buyers sitting in front of the computer, also want to be able to visually see the effect of clothing upper body. Due to the size of the goods returned in the field of electricity is everywhere, only products will also find Jinshan, consulting solutions.

But the obvious market demand is hard to meet with technology. Kong Huawei, director of the Shanghai Institute of Computer Research, the Chinese Academy of Sciences, said, shaking his head, "You chose one of the hardest things to do, and we have so many experts who dare not touch it." A start-up company wants to use video and photos to complete the mass collection of human data, design a "fit" of the test system at any time, almost impossible.

Singing in the sound, full of interest Jinshan put the reality of the project to insist on clothing for more than a year, signed four brand customers. In October mummy Dozens of stores, the improved easy contact screen for pregnant women to remove the hard clothing.

But Jinshan finally chose the transformation. In business-to-business mode, Single-digit customers can pay a small amount of the annual service cost of Jinshan. The utility class is interesting and practical, and the commercial outlook is unclear.

Return to advertising: Reaffirming interaction

"But the inspiration of the fitting can be used to advertising", after a circle, Jinshan seems to have found a way to solve the problem of advertising one-way transmission of the key.

10 years of accumulated video technology and human data is assembled, used in the beginning of this article, the interactive splicing screen, people can try the way online, in the screen "inside" Play all kinds of games.

The number of screens for an interactive investment bank is limited. After all, the launch of the screen will constitute an expensive expense. Coupled with the disadvantage of the latter and the outdoor media is not to be optimistic about the investment sector, Jinshan can no longer like Jason the use of capital to quickly occupy buildings, can not imitate the tulip-type led large screen spread. In an interactive budget, a single screen produces nearly millions of dollars a year, and must select the most appropriate shopping area for accurate delivery.

Although the interactive big screen can carry on the broadcast of the brand advertisement, but the easy-trial interaction does not intend to take this as the revenue to dominate. For this technology and screen provider, other outdoor media outlets and agencies are its channels, and it is more responsible for the development and production of advertising, including the overall planning of advertising events.

Coca-Cola Advertising is an event marketing case. Easy to interact in the lion dance game built-in camera function, through two-dimensional code scanning, so that customers at the end of the game to get photos, and encourage the upload of Weibo. The process of interaction between advertising and consumers makes new video uploads Youku. According to statistics, within 12 days, a total of 790,000 people stopped to watch Coca-Cola ads, online has nearly 15,000 cool video playback and hundreds of thousands of micro-bo spread.

But marketing events cannot be born high-density, "if the event is made every day, it is no longer an ' event ', said Jinshan, interactive screen in the day-to-day operation, in addition to the game to attract customers attention, more is the use of the screen and its commercial space, to organize business marketing activities. The activity income will become another piece above the advertisement display main income.

Landing activities need to use the local advertising agency resources, which also for the easy to interact with the operation of the scale of the problem. Jinshan said that, in addition to the north, on, wide, deep and Hong Kong five cities Interactive advertising screen for direct, other cities are to join the chain of operation. The interactive headquarters will complete the monitoring of hundreds of screens through the background. Franchisee is mainly responsible for the development of local advertising customers and agents.

In a TV business competition, the six-year pilot interaction was estimated at about 100 million by the investment organization.

With the start of a round of financing, what will the capital market do to assess the company? Will the future be a new ad for a business center or an interesting game of marginalization?