From hit movies and dramas to national variety shows, from game e-sports to Guoman chasing stars, more and more brands are entering entertainment marketing, actively seeking the transformation of brand rejuvenation, and Luyuan is regarded as a benchmark. How to attract the attention of target users in an environment where attention is scarce? How to break the traditional entertainment marketing's self-congratulatory exposure that focuses on publicity and neglects value recognition? With a series of creative marketing and efficient conversion paths, Luyuan realizes the fit of brand value and marketing content, and provides new ideas for entertainment marketing in the industry.
On June 13, Luyuan broke the news again: the official announcement became the exclusive electric vehicle partner of the national style action masterpiece "Under the Inhuman", which caused a large number of fans to carnival. It is understood that "Under the Alien" is adapted from the national comic "Under One Man", and the total number of hits of the original work has exceeded 30 billion in eight years, and it is well deserved as the "peak of Guoman". One is the mysterious and brilliant national style ability, and the other is the liquid cooling technology with quality responsibility, what kind of sparks will be created when the two work together?
From the exclusive title to the integration of the plot
Green Source and the audience go to the world of strange abilities
As a comic film with high national attention, "Under the Alien" has a luxurious cast, gathering Hu Xianxu, Li Wanda, Feng Shaofeng and other popular actors, which will show the audience a mysterious world rich in oriental philosophy, and ignite this summer with gorgeous national style abilities.
As a national brand, Luyuan, working together with this popular IP, has undoubtedly achieved a high degree of compatibility in the audience group. Luyuan intervenes in the film planning stage, and implants the plot and uses it in the filming stage, which not only makes the Luyuan electric vehicle an exclusive travel tool for "aliens", but also deeply binds the movie plot and delivers the brand value and product selling points to the audience's mind.
In addition, in the early stage of the movie's release, Luyuan will allow the audience to experience the plot about electric vehicles in the cinema; Before the movie is played, you can see interesting pre-screening mixed clips; During the release of the movie, Luyuan will also launch a special ticket delivery activity for fans, and even create an IP theme store, initiate intimate interaction with the virtual image of the Luyuan brand and other related activities.
Throughout the entire film cycle, Luyuan put aside the way of simply talking about the selling points of the product, highly integrated into the plot, "interesting visualization" of the advertisement, rhythmically released more communication content enough to attract the audience, and created a perfect set of marketing closed loop, which is truly naturally implanted and loved by users.
It is worth mentioning that Zhang Chulan, the protagonist of the original work "Under One Man", has the miracle of "Qi Body Flow", and the digital battery maintenance system launched by Luyuan at the beginning of this year has fundamentally cured the chronic disease of electric vehicle endurance attenuation in winter and high temperature in summer that is easy to bulge and explode, as if it also makes electric vehicles have "Qi Yuan Body" and electric travel has "special energy".
As an important achievement of Luyuan to break through the bottleneck of the industry again, Luyuan's digital battery maintenance system fundamentally solves many problems in users' daily travel, and brings users a more reliable and efficient travel experience. With the continuous fermentation of a number of interesting contents of Luyuan and the movie "Under One Man", combined with the spontaneous participation and interaction of users, it will provide an excellent sample for its circle-breaking communication. After the release of the movie, it was boldly predicted that a wave: "Luyuan digital battery maintenance system makes electric vehicles have 'special abilities'" will become a hot "stalk" passed on by users.
Luyuan proves with its strength: the form of film and television implantation is far more than high-frequency product exposure, but also to find the best fit between the plot content and the brand, do creative scene implantation, and walk out of a path to penetrate the circle to achieve marketing transformation with the full depth of accompanying content marketing.
Leverage film and television dramas to bind brand content
Luyuan's benchmark-level marketing thinking is surprisingly successful
In fact, on the entertainment marketing track, Luyuan has not only embarked on a quantifiable and efficient transformation path, but also presented a correct attitude of brand and user communication for the involuted two-wheeled electric vehicle industry.
For example, in the national variety show "Longing for Life 7", Luyuan relied on scenario-based and drama-based content marketing to break the traditional marketing method of cramming and implanting hard breadth, and created an immersive entertainment marketing sample for the industry.
Another example is Luyuan's deep binding to "Let's Farm the Land", creating the industry's first variety show live broadcast factory exploration activity, which has received a total exposure of more than 50 million on the whole platform, bringing a refreshing new variety show experience to young users.
In the TV series "Hou Lang", the scene of the heroine driving the Luyuan liquid-cooled electric vehicle in the play brought a deep impression to the audience, helping the national voice of the Luyuan liquid-cooled electric vehicle to rise rapidly, forming a complete closed loop of "integration of quality and efficiency", and strongly empowering the terminal to sell well.
This year, Luyuan once again joined hands with "Let's Farm 2", from fans sponsoring the hot search to gathering various hot stalks during the broadcast of the program, such as "Farming Bar Whole Life Competition", "The whole network 'catches little green'" and other activities, Luyuan not only successfully stimulated the enthusiasm of young users for the second creation, but also made variety show marketing no longer passive advertising placement, but made the brand an immersive and in-depth experiencer, and built an efficient mechanism for the dialogue between the brand and users in a way that young people like to see, creating a model for the younger upgrading of electric vehicle brands.
Whether it is hand in hand with national variety shows or popular film and television dramas, what has changed is the continuous transformation of Luyuan's ideas, the way of implantation and the posture of dialogue with young people, what remains unchanged is that Luyuan makes the audience associate and empathize with various ideas, brings high exposure and high conversion rate through marketing, and achieves implantation to fit the plot and maximize the release of product selling points, so as to gain user goodwill and recognition.
Write at the end
Under the tide of continuous innovation in entertainment marketing, only by constantly innovating and making breakthroughs like Luyuan can we maximize the value of marketing! I look forward to the box office success of "Under the Alien" on July 26, and also look forward to Luyuan bringing more new possibilities for entertainment marketing to the industry.