Big play entertainment integrated marketing knitting music vision Hippocampus car "happy life"

In early 2007, Bill Gates predicted that internet video would subvert traditional television media in five years, a day that seems to be slowly becoming a reality. But this subversion more significance, is not to perish as the final result, but is a quite oriental philosophy charm process: absorbing type Subversion. At this stage, video sites and television stations are looking for a way to get along with each other, and their relationship is more like a fusion than a problem of who disintegrates. As a result, we saw the network linkage, saw in this marketing model has been created a number of brand communication model. Once won the 2012 China Network Audiovisual Industry Forum "2012 Network platform linkage best hit drama marketing Case" and the fourth session of the Chinese classical Dissemination Tigers award works, Hippocampus car and video network cooperation "Golden too Wolf's happy life" case, for the advertisers of the network platform Linkage brand marketing lively lesson. In the Red Sea of the family economy car market, how to kill a way out? Topic marketing? Tactics？ Low price promotions? Or are you trying to hit the dead man's outdoor ads? Hippocampus car, this has been positioning the younger car brand, in 2012 joined the Chinese first long video web site music, for its Cupid A0-class family car new brand spread. In the face of fierce competition, the hippocampus car hopes to spread from the angle and spread the form of a creative, really will Cupid's brand concept and spirit implanted into the target audience's thinking. At the same time, the integration of multiple resources to break through a single product promotion model to achieve the desired transmission effect. Seahorse Car initially tried the industry more popular film and television drama Implantation practice, sponsored hit drama "Golden Wolf's Happy Life", and in the play as the protagonist of private car with deep brand exposed. The play by Xiaolu, song, Lei, and so on, about the north of the economic application of male and only miss charming marriage love story, mixed with the mother-in-law and the man wits of the funny link. Considering that the traditional TV series implantation has long production cycle, high risk rate of broadcast, low ROI and so on, the hippocampus car use the opportunity of implantation, and the play of the network video unicast platform for cooperation, with the help of the network to circumvent the traditional implantation risk. The video network uses IMC Entertainment to integrate the marketing model-sunflower The Sun flower, the fusion various marketing means and the dissemination resources, the focus target audience, enlarges the single drama The dissemination effect, provides the one-stop deep entertainment marketing service to The Advertiser. The theme of the big play and the perfect fit of brand, direct hit target audience "Golden Wolf's Happy Life" brings together Xiaolu, song, Ming and other famous actors, to urban love comedy as the theme, the performance of urban young men and women love the family, chasing fashion, advocating individuality, yearning for freedom, full of vitality characteristics. This coincides with the life attitude and brand tone advocated by the hippocampus cupid. This tone, which is particularly attractive to 25-35-year-old urban white-collar workers, is in line with the target user requirements of the hippocampus cupid. Cupid in the play Xiaolu seat driving this important role, but also won the high mirror rate, the audience impressed. The ingenious combination of the plot, you can better show the product characteristics to consumers. Top-level network linkage, the realization of the audience coverage to maximize the current user's multiple-screen behavior trend is increasingly obvious, resulting in television and network video coverage of the user's age, region and the frequency of brand display There is a good complementarity. On the basis of similar media properties, they are also relatively low in the overlap of the coverage crowd, which enables advertisers to achieve a wider audience coverage under the premise of controlling the budget. At the same time, network video can extend the brand cycle. "Golden Too Wolf" premiere CCTV set, Anhui satellite TV, Oriental TV, Jiangsu satellite TV and Henan TV, and in the video network premiere. The quality of the broadcast platform through the same hit big play string up, give full play to the media complementarity, obviously more conducive to the spread of brand awareness. Music and video IMC Entertainment integrated marketing model-sunflower, deep excavation media value Video network creatively proposed IMC Entertainment integrated marketing model Sunflower matrix transmission, around the big play marketing core, will be online online promotion, outdoor outdoor hard wide, event line activities, PR, EPR social communication and interactive user interaction six major communications forum seamless docking, for advertisers to provide one-stop deep entertainment marketing program. Specific means including the setting up of video official website, music as a self-made variety show interview "Gold" creative team with hype, promote Xiaolu, song, such as star Weibo forwarding recommended to guide the fan polymerization, the network ratings broken billion celebration will be the momentum, as well as public transport, such as public transport, advertising and other outdoor media In the current video site generally face the pressure of revenue, advertising as a major source of revenue for video sites, how to attract and retain advertisers also face a lot of challenges. The natural complementarity of the network video and TV media in the audience group, the content of the communication, the coverage level of advertisement and the frequency of the advertisement display makes the marketing value of the network platform linkage more exploring space.