Le visual network to help Red Bull "do not Plug the Concert" Outstanding Performance of Tigers Gold Award

Hong Kong Hung Hom Sports Centre, 12,500 seats, Taipei Small Dome Stadium, 15,000 seats, Beijing work body, 62,000 seats ... How many people can be covered by a star-studded concert? What extraordinary influence would it inspire if it could break the limits of time and space? Perhaps, the music network for the Red Bull tailored concert video live case, this won the fourth session of the Chinese classical Dissemination Tigers Award gold works, can open a new entertainment marketing ideas for us. The Chinese classic Communication Tigers award, created by the magazine "Advertising Grand", is designed to recognize the most representative and innovative marketing cases in the field of commercial communications each year, and has considerable influence in the industry. Including Pepsi, General Motors and other brands have received this award. The video network and Red Bull cooperation in the "no Power Concert" live case, how to get the judges favor? Red Bull "do not plug in the concert" music video webcast, virtual power amplification influence Red Bull, 1995 carrying "functional drink" this new concept of drinks into the Chinese market, "Sleepy tired drink Red Bull" became a common memory of generations of Chinese. Over the years, the functional beverage market Red Bull a single show of the situation, has been pulsating, treasure mine Lishuite, Wahaha Qili and other brands to break. What should Big Brother Red Bull do? 2007, the Red Bull and MTV cooperation does not plug the concert, invited Plume, Wolf, Ye Be, Chen and other singers to join, in the north-south and even the crowd spread the charm of original music. Original music contains passion, positive, upward, vitality, and Red Bull brand spirit. But Red Bull has not satisfied with the impact of the simple offline concerts, it chose to cooperate with the video network, not to plug the full line of the concert, with virtual power to break the limits of time and space, the spread of the brand unlimited scale to millions of network audiences. In order to be able to spread the limited influence of offline activities to the extreme, beat Entertainment integrated marketing strategy, the overall image of the activities of the packaging and system, comprehensive, multi-level presentation and record. Tan Jingying, vice president of video marketing, said that in this marketing case, the video network through IMC Entertainment integrated marketing model-sunflower Sun flower, integrated online promotion, social communication and user interaction and other marketing tools and all kinds of high-quality communication resources, through the spread of the Internet platform, Enhance Red Bull brand exposure, accurately convey the spirit of Red Bull brand, to achieve in-depth impact on the target audience, with a typical Internet video marketing features. Multi-dimensional dissemination of momentum, real-time interactive sharing content video network of Red Bull not to plug the Live music concerts, joined the rich network creative elements. With the new energy of Red Bull does not plug the concert, music production "Red Bull New Energy Music Program" zone, through the real MV and "growth age" and other materials, as well as the old Wolf and other five instructors produced 10 new 10 song MV overall packaging and transmission, the Internet to create a new wave of voice and attention, successfully molded yellowXi Times and other young singers image, gradually to the concert warm-up momentum. At the same time, video network home, music channels and entertainment channels to mobilize high-quality advertising resources and focus on the content of the match to promote. The interactive effect of the network is also the traditional offline concert activities can not be compared. Users will gain a greater sense of participation, satisfaction, and identity in real-time interaction with their friends or strangers, resulting in a sense of social pleasure and excitement, thus showing great activity. In the process of music video live concert, the user can pass the button of the live page, directly points to the live address to Sina Weibo, happy, everyone, such as the 8 SNS platform, participate in interactive topic discussion, truly realize the network pan relationship chain transmission effect. Four-screen integration, covering fragmentation time to break the time and space constraints, the key point is to let anyone at any time and anywhere can appreciate the content of the synchronization. Under the whole industrial chain layout of the le-view ecology, the contents of the Red Bull's concert can be synchronized to the PC side, mobile end, music network TV version of the large screen terminals, such as multiple carriers, the realization of a multiple-screen linkage of the brand communication effect, the interaction, precision, full time, visual impact and brand communication of the continuity of natural integration. Excellent dissemination of creative, in place of the implementation of the effect and a new combination of the marketing techniques, and finally let Red Bull and music video net. As the Red Bull brand leader said, in the multi-screen era, advertisers and the media must consider how to effectively cover the user's fragmentation time, this, the music network did. What the Red Bull really value is not the advertising itself, but how to translate its brand value into content, through effective media integration and communication to influence more people. Le video network is willing to invest time and energy in quality content manufacturing, which is ultimately the key to promoting cooperation between the two sides.