The year of haste and Su Ning

Spring Festival blockbuster "hurried that year" is hot, 10 days 450 million of the box office, no doubt make people excited.

However, after the shadow, Lao Hu still feel that this film is not perfect, the film describes all the Bai Fumi, Gaofu, the protagonist are handsome girl, the lack of ordinary people's figure, appears not to pick up the atmosphere, is not particularly true, if you add some people who have not been in love with the adolescent picture, So that each audience can find their own shadow in the film, triggering resonance. Of course, perhaps a little bit picky, in general, "hurried that year" is a film worth watching.

The following intervention, as an Internet practitioner, through the "hurried that year," the film itself, I also saw the film implanted in the presence of suning, and this time, although the Su ning implantation seems to appear some blunt, but simple rough instead played an unexpected effect.

Take stock of "hurried that year" in the implantation of commercial elements, including the mouth of the millet, where guests, the heroine of the love of Yili milk, suning easy to buy electric commodity cards, but the old Hu after watching, only remember the suning easy to buy this brand implant.

Who do you remember if you had so many corporate brands implanted in the movie "hurried that year"? I believe that many viewers will have the same feeling, will choose to remember Suning easy to buy.

In the movie "hurried that year" plot, in Zhao Ye's wedding scene, Lin Jia mo through the mobile phone's suning easy to buy the app to order for the Zhao Ye wedding gift. After the order, the wedding has not started, suning easy to buy time delivery box wrapped milk is sent to the scene. In the film, the parcel on the big Suning easy to buy brand exposed, appears a bit blunt, but very conspicuous.

When watching the movie at the cinema, the audience laughed when they saw the big sign of Suning's easy purchase. Indeed, because it's so obvious, it's a bit stiff, but everyone remembers the ad.

In fact, it has been a common practice to implant corporate brands in a film and television drama, from last year's comedy King "Ted" to the most topic of the TV series "Let's Get Married" and then to summer aggressively Hollywood masterpiece "Transformers 4" and so on have been advertising implants. And many enterprises have chosen through the film and television drama advertising implant marketing, to obtain the effect of brand publicity. Similarly, Su Ning, which is transforming from traditional retailing to electronic business Internet, is also keen on this kind of marketing method.

After all, compared with the kind of naked and exploding advertising, the arrival rate and audience acceptance of the film's placement are higher and more effective. According to a group of data, this year the global film and television drama implantation market size will reach 45. 800 million dollars.

Su Ning, this is slightly blunt advertisement, but will achieve good results. Sometimes, the vulgar is a great, simple and rough but more effective. From Suning easy to buy this implantation "hurried that year" to see, at least the user has remembered this brand, is the user remembers this is the biggest effect, ask, other numerous implantation, the user does not have the impression at all, implanted again ingenious has a yarn to use!

This and a lot of mobile games, the more silly love to play. This reminds me of a once vulgar, simple and brutal brain platinum advertising marketing, seems to people very disgusted, very blunt, but the effect is very good.

In addition, as the film "hurried that year" hot, the movie's classic lines "Drink What to fill" on the internet. There are even a lot of consumers who imitate movie plots to send milk. This is also indirectly spread from another dimension suning easy to buy brand.

We look at a group of data, in the film "in a hurry that year" after the release of the week, Suning easy to buy milk sales reached 1 million cases, the chain growth over 500%,40% orders for others to order, 45% orders from the campus. This also shows the effect. Of course, the specific Su Ning spent a lot of the cost of implantation, temporarily unknown, but at least from the user's reflection, the impact of the brand is at least the perception of a wide range of spread out.

The general film implant brand has come to a successful conclusion. However, this is just the beginning of the marketing of Suning. After that, Su Ning has successively played a set of measures to form an effective complement and continuity.

First, the movie "hurried that year" in the Suning easy time express box evolved into a "time box" in Suning double 12 "time Festival" period of limited sales, from December 11 to December 15, a daily limit of 2000, a total of 10,000, all box prices are 24 yuan, and the box inside the total value of goods loaded in more than 70 yuan, there may be received IPhone6, Ipadair, 55°c water cups, "hurried that year," the World Limited edition album and other gifts.

Second, Su Ning also will be the movie "in a hurry that year" appeared in the Time Express box randomly placed in the major theater screening Hall chair under the card and milk in the film formed Echoes.

With the help of the film's Dongfeng, in a week, on Sina Weibo, # Time Festival # The forwarding volume and discussion amount of the area have been more than 30 million times. Some media published comments that Su Ning in the 12 period of the launch of the time is the internet retail industry and film and television fusion, holding hands "hurried that year" big play nostalgia card, also makes the original commercial flavor of the promotional activities become sentimental and full of literary and artistic sense.

It is worth mentioning that this year, in the marketing level, the original traditional Su Ning played a series of internet licensing, including the film implantation, which also highlights the transformation of its marketing ideas.

This year, from the World Cup, the introduction of free film, free herbal tea, free juice, free Tesla test drive, Googleglass free experience, 3D printer free, such as a series of free cards, to the help of the Nanjing Green Olympic and public welfare rainbow run occasion marketing, and to the recent use of variety show popularity Wang "run Find Chao endorsement and this year double one of the Ali face advertising confrontation, this undoubtedly highlights the transformation of suning marketing ideas.

In short, borrow "hurried that year" movie This Dongfeng, now, Suning's flagship nostalgic brand marketing has achieved a certain effect. And the film's audience concentration in 80-90, this crowd and suning easy to buy the main crowd, this part of the population's consumption potential is larger, the future of suning overall power to pull will be very helpful.

However, the electricity quotient finally still compete the product quality, the logistics and so on user experience, also hoped that Suning is gradually playing well the marketing card, can in this aspect again deep plough.