Tens of millions of yuan Test water Entertainment marketing lala for implant marketing rectification

China's first to reflect the work of white-collar women's struggle experience as the theme of the film "Lala Promotion", with a clear theme selling points and a strong cast, since April 15 in the country, immediately become the most popular white-collar popular film. and "Lala promotion" of the aggressively, bring not only is expected to suck gold over billion of the box office results, but also by some media given the "for the implantation of advertising" "Landmark significance."　　It is understood that the film in the placement of embedded advertising businesses, now most of the smile.　　In recent days, the reporter visited several stores in Chengdu, auto 4S Shop and so on found, many commodities are "Lala" as the theme of publicity, and even some irrelevant products also changed to play "Lala" banner, products from food, clothing, contact lenses to digital, home appliances, automobiles, readily available, pry moved a hundreds of millions of-yuan extension of the industrial chain.　　A entity shop investigation stores, billboards full of "Lala" release less than a week, "Lala promotion" has been hailed as "the successful example of the advertisement implanted in the film." It is reported that the film was implanted in more than 20 ads, including black tea, chocolate, cosmetics, clothing, mobile phones, computers, automobiles and so on, and even Thailand Tourism Bureau, are related to the concept of urban, white-collar and other products.　　Reporters noted that the film appeared in the advertising brand, recently began to revolve around the "Lala" propaganda campaign. Yesterday, the reporter found in several large stores in Chengdu, LEE, Lipton, Bobbi Brown and other films associated with the merchandise, have been playing the "Lala" Mark, some of the brand of clothing and even directly wrote the word "Lala recommended brand".　　In the Cowboy brand Lee's store, guide even said to a customer who was trying on a pair of slim straight jeans, "This pair of jeans is one of Xu's" Lala promotions, a career ... " The reporter also saw in wangfujing department store, shopping malls in a conspicuous position in particular set a similar "Lala clothing recommended Brand" guide, to promote the promotion of posters and stores to promote a combination of ways, focusing on recommending some suitable for the workplace white-collar apparel, shoes, bags and accessories brand.　　A certain brand of shopping guide Miss said, although shopping malls recommend the brand itself and "Lala" and no relationship, but because the style of clothing similar, so many brands are willing to catch the "Lala" this column "suction gold downwind car." RANFI, marketing manager of the store said, "Lala promotion in the April 15 release, just the mall 51 promotional activities from this day onwards, so the store was selected 20~30 and the workplace, fashion-related counters, made 200 Lala ' products recommended round card, hope to give consumers in the purchase of workplace style products for reference.　　According to Ranfi, this is also the first time wangfujing based on the theme of the film to make products recommended, mainly in the film's crowd structure and wangfujing customers are also close. In addition, "Lala Promotion" chief sponsor FAW Mazda in 4S stores across the country, the sales staff directly to the consumer introduction MX-5 and Rui Wing is the piece of people "Lala", "Wang Wei" of the ride.　　FAW Mazda also launched on the internet, "Ten job quotes collection, and can win the iphone 3G mobile phone, seconds to kill" Lala "movie ticket" and other award-winning activities ...　　B Shop Investigation "Lala" apparel online selling goods in addition to physical stores and shops, Taobao, "Lala" the "figure" is also everywhere. Reporter found that many of the online clothing sellers recently in the main "Ol wind."　　A net named "Slingshot person" Taobao Sellers said, recently, "Lala promotion" is very hot, led to the popular fashion of professional women, fashion and casual occupation of the road, "like small suits, bust skirts and other workplace apparel, the sellers are competing for the sale of hot goods." Another net named "Cat Stealing Fish," the shopkeeper revealed that from the April 15 film released to yesterday, just 4 days, his shop and "Lala" clothing style similar costumes, sales increased. Since most of the clothing sold by the store is mainly fashion-oriented, while the shopkeeper also purchases a large number of the use of the lotto costumes, "rough estimate, this period of average daily sales, than the film before the rise of nearly 30%." In particular, the old Xu through the costumes, but also sold off the goods. "The reporter also discovered, a name is" the old Xu's life hundred State "The shop also in Taobao Mall opens the welcome guest. Shop flagship Xu Kaila brand accessories, film "Lala" elements everywhere. Reporter log into the shop after the discovery, "lala" movie poster hung full of shops of the size of the corner, Xu Jing's Kaila brand accessories hung full of the shop.　　There is news that this shop is Xu Lei's Kaila brand in Taobao mall flagship store. On some popular websites, many and "Lala" have nothing to do with the goods, such as washing machines, microwave ovens and so on, have played a ball, to "workplace ' lala ' preferred xxx" as the basis, or "buy goods that send" lala promotions "movie ticket" and so on propaganda.　　[Page]　　C Sponsor investigation chief sponsor million Yuan Test water entertainment marketing "lala promotion" hot, so that more than 20 sponsors nothing to steal music, but also let many businesses have to use their brains, leveraging the film to launch marketing. FAW Mazda is the film's lead sponsor, is also the first time in the film placement of embedded ads, the actual effect of the combat? "At the moment, I think our advertising marketing strategy is very successful," said a reporter at the FAW Mazda Marketing department yesterday. When the time is right, we will also consider ad-implanted marketing in other videos. "It is reported that the sponsorship, FAW Mazda input" less than 10 million yuan, the two sides approached only half a month on the smooth signing. "I think the FAW Mazda customer base is mainly for white-collar and private entrepreneurs, as well as some young people who pay attention to fashion, which coincides with the white collar of the story of Lala's promotion." "The marketing department thinks," Lala"Become the FAW Mazda Test Water Entertainment Marketing" Vanguard ", mainly because the shadow of the people white-collar career struggle inspirational stories and lifestyle elements, and FAW Mazda's core brand concept coincides with. So, do such a big investment, whether to pull up the car sales? In this regard, the Marketing ministry believes that "the current film release less than a week, concrete pull effect is not conclusive." However, our original intention is to promote the brand of two cars, and let more people know the FAW Mazda's target consumer groups. For now, our goal has come true. "In fact, as early as last June, the Lala promotion, the official boot, Nokia has been identified as its business partner."　　Since then, the international brands such as Dove chocolate and Aston Black tea have joined the sponsors. D Film Party investigation of the actual input of the production party may be a day to recover the "lala promotion" in the implanted ads, the audience is actually mixed. An audience message on the internet said: "The founding of the Great Cause," the number of stars, "Lala" in the number of ads. "At the beginning of the movie, you plug in seven or eight ads: the chocolate that Lala in a rage, and the sports car that brushes the cards to buy, are all additions to the ad implant." Coupled with a very moving bank signs, the recruitment of intellectual Union, booking tickets and rooms to find 12580 ...　　Become a controversial part of the film. In this respect, director-and-actress Xu Jing said publicly: "If there is no advertising implant, will lose my face."　　"Industry insiders also believe that the film's biggest suspense is not only Xu Lei may become the first woman in the domestic box office, it is also possible to create another landmark case ——— for implantable advertising to justify, and let the film and television works become a real advertisers scramble for high-quality attention resources.　　"Lala Promotion" has not been turned on, it was targeted by a large number of advertisers, and finally reached a variety of more than 20 companies to promote cooperation with the film, a figure that set the highest level of commercial development for Chinese-language films, according to reporters. At the same time, the reporter learned that the "Lala promotion" total investment of about 30 million yuan, and the income of implantable advertising is about 2/3 of the total investment. In other words, conservative estimates, the film all advertising sponsorship fee of about 20 million yuan, digestion of a large number of production costs, the actual cost of the production party may be only about 10 million yuan.　　And in the film on the first day, the box-office breakthrough 8.5 million yuan, as of the weekend at the box office has reached 40 million yuan. "Lala," the producer Jiao Emin said, although the film added a lot of brand components, but not to brand open doors, but has its own adherence to the principle of advertising implantation. First, the product can be combined with the plot, such as Lipton Black tea, a scene is the hero of Wang Wei late night overtime, but also in the office of Lala poured a cup of black tea to him, customers want to express the love, warm appeal point has been reflected. The second principle is to find the role of the protagonist, character, occupation and product of the combination point。 The third principle is that the product plays a role as a go-between for the development of the plot. Many of the clever plot design, so that "lala promotion" has become the current domestic more successful insertion of the film ads.