Talking about the authenticity of trans-boundary marketing from Intel TV drama Love Apartment

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This moment Intel (Intel), like Cupid, has a few defensive pairs, and uses a "cross-border trick" to volley around the defender ... The ball's in, the ball's in!

Intel is also crossing the border. The latest news that Intel and SNS social networking site Love apartment has reached 2010 strategic partners, and will work with them to launch the network TV drama "Love Apartment." It is not the case that the makers of computer chips are involved in the Internet social networking site and have a TV series, which is not a trans-border marketing. Cross-border Marketing of cars and garments, such as Mercedes-Benz and the famous Italian fashion Armani, the Cross-border marketing of sports cars and mobile phones, laptops, such as Lamborghini handsets and Asus notebooks; cross-border marketing of beer and clothing, cross-border marketing of computers and films, etc.

But some of them were really straddling, and the wool-selling Englishman found the Italian who sold the clothes, the combination of the two products, in the consumer there has been recognized, this is true cross-border; BMW and Armani are luxury goods, both in the brand and user groups have crossed, this is true cross-border; True cross-border at least 3 aspects: brand, The integration, superposition and multiplier effects of user groups and ideas.

For Intel and Love apartments, the first is a marriage, technology companies and the Internet is born in-laws; second, the audience groups are mainly internet users, with a certain similarity, and their brand and user group integration and superposition of specific performance: through the "Love Apartment" TV play, Increased Internet users ' awareness of Intel's brand and increased the adherence of Intel's customers to social networking sites love apartments. Then through a series of offline activities, such as Intel in Shanghai, Wuxi, Chengdu, Guangzhou and other locations of the "love Apartment" performance artists store sales activities, interactive activities and promotional activities, will be the promotion of the sale of the product, and love apartment site to bring more users. After all, sales and user groups are the "real money" of two companies.

There is also a fake cross-border, BMW's logo in the Mercedes Benz's car, Li Ning's sports shoes with an elegant suit, this is not the foot in the foot? Cross-border marketing failure of the case is not listed, but should avoid some of the following considerations: The resources do not match, inconsistent user groups or even conflict, product is not complementary ... ... In short, this thing is like love, love but personality is not suitable, no material security, some are in vain.

During the World Cup, the men and women watching the ball are spare in the game, and may also pay attention to the Intel Promotions (http://play7.pconline.com.cn/pconline100517/) and the TV series with Love apartments. From three o'clock in the afternoon June 7, the TV series will be officially aired on the Love apartment SNS social networking site, Youku, cool 6, Sina video and it portals. Finally, two stills are given to you.