This is the best of times.
For movie and TV drama IP, capital touting, people "love", a moment of scenery, especially large, small and medium-sized various types of brands are scrambling to try to climb its relationship.
Star halo, traffic explosion, super entrance 。。。。。 Movie and TV drama IP is given great imagination.
TV drama IP is poisonous, marketing borrowing need to be cautious
Sorry, in the TV drama IP is a happy time, ringing the bell acted as the see "the emperor's new clothes" after the truth of the boy, those who are in the or is ready to tie the TV drama marketing Those who are or are preparing to bundle movie and TV drama to do marketing, movie and TV drama IP is not "a fresh move, eat all day". The first thing I'd like to say is that I'm not sure I'm going to be able to do that.
First, the meteoric rise of the IP themselves may not be convinced, do not expect to cure all diseases
Recently, Huang Lei starred in the Japanese manga adaptation of the TV series "Late Night Dining Hall" premiere encountered Waterloo, a media report said that its ratings in Beijing TV only 0.5, Zhejiang TV ratings were only 0.48, the video site playback The amount of just over 28 million; broadcast 2 days, the rating on Douban is only 2.3 points, 90.5% of the audience gave a one-star bad review. However, there are countless movies and TV dramas that encounter similar embarrassment, for example, Huang Lei's movie "Trouble Family", which is another Japanese IP, has a Douban rating of only 4.7 points and a box office of only 32.27 million. Also adapted from the Japanese IP, "The Proposal", although there is a flow of students Zhang Yixing support, but the premiere ratings are still only 0.5.
So, IP is not a miracle cure, there are often "not suited to the soil" and other "strange" phenomena, the brand needs to be extra careful when borrowing momentum.
This is the first time I've ever seen an IP address in my life.
However, analyzing the situation, the reason for the frequent occurrence of such cases is:
1, Today's film and television dramas are too much, too much IP, but really good film and television dramas IP is still very little, most of the film and television dramas are not obvious differences, the probability of success would have been low.
2. Most movie and TV drama IP subculture attributes, or achievements in a particular scene, the rigid set will only cause the "soil uncomfortable".
Late Night Dining, for example, is the grafting of the Japanese diner culture on the Chinese side, but there is almost no "localization" of the characteristics. The reason why "The Proposal" was a hit in Japan 10 years ago was because of the Japanese subculture at the time, but in China now, things have changed. In other words, the Chinese audience's viewing habits have changed a lot, and in the current cultural consumption environment, if the Chinese version of an overseas IP does not maintain the standard or innovative adaptation, the original strong overseas IP will also lose the IP effect. Even the domestic IP is the same, think of the Journey to the West this super IP, the successful adaptation of only a few.
3. Advertising and implantation of the marketing transition, so that the IP changed its flavor. Advertising has always been one of the original sins that destroys the color of the episode, and just after the audience called "Ode to Joy 2" directly "Ode to Advertising", "Late Night Dining" came to make up for it, intensive "in the ads inserted TV series", "The Proposal" is not much better.
And these celebrity IPs seem to have a lot of traffic, but actually become shooting stars.
These original version has many fans, with high popularity, the remake of the leading star of the star of the flow of traffic and topics, I thought this successful original version of the combination of traffic stars is the safest way to play, but this waterfall flow so that the audience has great expectations, and finally the greater the expectation, the greater the disappointment, the implantation of remake of the drama of the advertisers followed the disaster, ushered in the scolding a piece of.
Two, the IP "open road", but the brand in the "dark"
To put it bluntly , in the IP marketing of the film and television drama, the IP itself and the brand has different purposes and wants.
To put it bluntly, the IP itself and the brand have different purposes and meanings, and it is easy to deal with the wrong way out.
As former Marvel master artist Walter McDaniel pointed out, "Brands have a life cycle, and will die at a certain time, but IP will not."
The majority of companies or brand owners who capitalize on movie and TV drama IP are centered on their own brand, and the brand's design at the beginning is aimed at a certain form of presentation, and the main solution is how to make money in this form. So it is easy to understand the movie and TV drama IP as some character images and stories (content), and then put these cloaked in their own brand marketing.
However, this is more superficial than the essence of IP. A lot of facts have proven that this kind of IP-based approach is not working, and even a big hit like The Voice has failed miserably after being made into a movie, not to mention the brands that have kidnapped on top of it.
The biggest difference between an IP and a brand is that a true IP has its own values and philosophy. The reason why Captain America has endured and sold so many peripheral products is because it has constructed a complete system of values, culture and philosophy. And, the core of the IP industry is the user, is the fan economy, need to pay attention to is the psychological needs of the fans.
So the only way for brands to capitalize on movie and TV drama IPs is to connect and agree on their brand concepts and the spiritual core of the IPs, and only then can the "water and milk blend".
But the reality is disgusting implantation of borrowing abounds, such as "Late Night Dining" in the raw drag plot and character, not grounded food, the actor's pompous and spicy acting, specific can see Wu Xin that exaggerated eating noodles:
And the first two episodes of the "united old altar of pickled vegetables noodles" fancy contracted. In the process, Pepsi, Jiang Xiaobai, Anjuke, goldfish cooking oil, Miaojie frequently appear in the picture, and the end of the list of thanks to Budweiser InBev, Si Nian, Jiuyang, permanent bicycle and a large number of partners.
Of course, this also scores the brand temperament and the type of movie and TV drama, some brands are not suitable to do the IP marketing of movie and TV drama, and some are born to be the kind of this kind of marketing, the implantation of the DR diamond ring (Darry Ring) in the "Marriage Proposal War" has always been the definition of the diamond ring "true love", and the brand has been in the "unique true love for a lifetime". The brand has also been shaping the core of "the only true love in a lifetime", so it has taken advantage of the emotional scenes in movies and TV dramas. For example, in the movie "So Married to Black Powder", the male lead, Hou Hou quasi-opa [Park Chan Yeol], proposes to the female lead, Fang Miaomiao (played by Yuan Shanshan), with a romantic DR ring, which aptly expresses the romance and love that needs to be expressed in the movie. The DR ring is a perfect expression of the romance and love that needs to be expressed in the movie, and the reveal of the DR ring is not too abrupt.
Similarly, in the cooperation with Sherlock, a high-end gum care toothpaste under Oral B, "Scaling Double Tube" marketing is also appropriate, "Sherlock" partner spirit and "Scaling Double Tube" toothpaste's major highlights --Strong correlation between "Sherlock" and "Double Tube" toothpaste. Oral B new product marketing team in the launch of "Sherlock" extra video, its "double tube", "long-lasting gum protection" and other product highlights, cleverly implanted into the plot, become the key to solving the case, but also to make the God Xia fans enjoyable.
So leverage movie and TV drama marketing, not to borrow its "corpse", but to recruit its "soul". The whole process does not lie in marketing but in production. The success or failure of the IP marketing of the movie and TV drama lies in the establishment of an emotional channel, the ultimate goal is to influence user loyalty.
Third, be wary of those who go against the grain of the IP
Of course, the most terrible or those who seem to have a huge flow, but the brand does not match the tone of the target user is not consistent with the IP. if the brand borrowed these IP, will only be fuzzy brand positioning, so that the consumer is not aware of and do not know what to do. The brand will only blur the brand's positioning, leaving consumers confused and overwhelmed. For example, in the Ghost Blowtorch's Ancient City, the advertisement for bingo-canceling music, when "Satipeng" suddenly took off his protective suit after landing on the moon and played bingo-canceling music, the design of such a plot is shocking, is the bingo-canceling music really want to proclaim that it is especially suitable for playing on the gravity-free moon? Another example is that the gods and goddesses in Zetianji are actually buying and selling second-hand goods on the rotary. This is as much nonsense as the anti-Japanese drama is hand-tearing ghosts, and isn't that insulting to the audience's intelligence?
So before leveraging the IP of a movie or TV show, you may want to weigh yourself and then look at the other side, in the end, "eight" is not right, in the end, it is not the right family. If a coal mine owner says he wants to shoot an animated film how to listen to feel in the playground, Shanghai Disneyland to find a partner, choose Pepsi, Kangshifu such FMCG brands, certainly more than electrical appliances, financial and other industry brands more appropriate. We are unlikely to face the square dance mom to market AKB48, and do not to the second element of the dead mansion to yell the anti-Japanese drama.
As far as possible Meanwhile, suitable movie and TV drama IP can always be found as long as the heart to explore, but most of the failure to leverage the marketing, most of the brand or the movie and TV drama IP in the death of their own.
The brand itself is the antidote, so you can save yourself
Well, we have to go back to reality, especially for the majority of PR dogs and advertisers.
In Ringer's opinion, choosing a movie or TV show IP to do cross-border marketing, in addition to matching the tone, there are a few simple criteria:
1, whether there is enough cognitive base. That is, you have to estimate the potential of this movie and TV drama IP in the end how big, whether the IP to make the brand, the product more widely recognized, rather than put the cart before the horse with the marketing to speculate on the IP; in addition to the need to pay attention to the story of each IP has a cultural kernel, "Captain America," "James Bond" are in the story of the "superhero" story, Japanese animation, and the story of the "superhero". "Captain America" and "James Bond" are all about "superheroes", and Japanese animation works have been a great success in China, but not as popular as the Marvel series around the world, because Japanese and Chinese culture have the same origin and the expression of this culture and values is only limited to China and Japan.
2. Whether it is a strong sense of sharing and connection, such as whether users are willing to participate; whether it is easy to drive the social chain.
3, whether the value of precipitation , such as precipitation in time, foreign Captain America was born in 1941; Iron Man was born in 1963, IP operation can not be fast food transient consumption. In the emotional precipitation, whether love, affection, justice, dignity and other elements that can promote the IP in-depth, "Batman" in the civil justice, "The Incredibles" in the proclamation of affection, these kernels can be across cultures, regions and eras, and can be precipitated to form a subcultural effect.
4 , whether it has a strong adhesion, whether it can attract each other, detonation of popularity . After all, human communication is limited in terms of channels and time, and successful IPs need to keep getting new traffic in the absence of a strong push.
But what happens when you step in the shit and get caught up in this kind of movie and TV show IP?
Of course, you have to help yourself.
Indeed, including those brands mentioned above, they are also looking for self-help after encountering the toxic IP, such as DR, in the "marriage proposal" drama ratings street, the film side in the publicity and all kinds of harsh restrictions, DR marketing team simply recorded a "spit shouting song" sent to the network, and then more than one Advertisement number forwarding, and triggered the enthusiasm of the secondary creation. This is the first time I've ever seen a woman in the world who has been in the same situation as me," he said.
Of course, in addition to this kind of sword to go off the edge of the self-black play, brands can also try these.
First, the brand does not end, can be held by the user
Simple translation, is that the brand to grounded.
All have stepped on the dog shit, but also hard to say that they stepped on the gold, that is to cover up, cover up the ears, deceive themselves and others.
The recent "Oddball" fire a mess, and the implantation of advertising is also doubly friendly, which had to praise the marketing team under the manipulation, think about the face of the "Oddball" this "weird" IP (Oddball is a set of no limit, all the comedy, all the malignant, sensitive topics are equal to all), the brand business if the end again would be What is the picture, "pull out to do things" has become "born for fever", "milk after spitting out the truth" has become "a drop of pure, milk this simple "Don't let your dandruff stay with me overnight" became "dandruff is gone, call me in a second", "I X (go), this can also be sold" was changed to "Easy to sell idle, rest assured that the second-hand", "play is not big enough, do not drink MENDA" also replaced by the original "natural health every day", "fresh listen to me" and so on. Fresh listen to me" and so on. These brands have already been with the funny man in the strange, then just follow the funny together, so that the "smell", completely inherited and continue the original IP to give the flavor.
Let's think, if the DR team, in the face of the "marriage proposal" this salty fish, if again end, and then go to the respectful, dignified proclamation of their own only love and eternity, or continue to go around sprinkling silver throwing diamonds, saying that their own this is a successful brand implantation, it will be more embarrassing, but this is this kind of self-hacking type of marketing, seems to be "broken cans," but marketing
We look at the PS poster of the previous movie version of "Will Love", the spoof version of the lyrics of the animated film "The Smurfs", and the spoof video produced by Zhejiang TV for the TV series "The King of Lanling", etc., all of which put themselves down to a body, and only then managed to make close contact with the audience.
When we say "viral marketing", we first have to recognize that we are "sick", and then use this "sickness" to put ourselves down before we can become a real "pathogen". The first thing you need to do is to recognize that you have a disease and then take advantage of it by putting yourself down, so that you can become a real pathogen and accelerate the spread of the disease.
In fact, those who hold the trumpet to advocate their own how righteous, how noble, how serious brand often no one look down on; those who use material or monetary rewards to induce the sharing of the dominant screen type of communication, or directly sell the type of shouting, are often very low-class taste. Nowadays, people forward and favorite in most cases is not because you are serious, not because of money, but can cause emotional **** song, appreciate from the bottom of the heart, but the brand and the audience as well, not end, grounded.
Two, the brand got rid of the self-hei, it is possible to realize the crowd hi
Simply put, the brand to give up the self-centered set, do the decentralized communication.
And in these "toxic" movie and TV show IPs, brands can only attract the audience's disdain.
This is the right way to play is to do "contextualized marketing", that is, based on the consumer's situation, targeted marketing penetration, so that the viewer produces a **** Ming, and then trigger the "heartbeat" of consumer behavior.
Specific methods include at least 3 kinds:
1, according to the movie and TV drama plot needs to be implanted, rather than a rigid set.
For example, during the broadcast of "The Strongest Brain", for those who are concerned about the development of intelligence, the audience who love intellectual competition, if there is a related product, the memory will naturally deepen, and the six walnuts will just take advantage of the opportunity to enter. Another example is during the World Cup, even if it has come to the middle of the night, hard-core fans will be in front of the TV to watch the live broadcast, at this time if there are ads for beer, soccer, etc., in addition to catering to the consumer's feverish mentality, but also inspire the consumer motivation.
2, according to the brand's own temperament and product characteristics, especially consumer use of the scene implantation.
For example, as mentioned before, in the film and television drama of the emotional drama bridge or for the star's love story, the audience is looking forward to the lovers of the pairing, romantic marriage proposal ceremony, unswerving declaration of love and so on. So those diamond brand, can create exciting novelty technology products can take the opportunity to play. Such as in Wu Minxia Zhang effect, Wu Jing Xie Nan, Qiwei Li Chenghyun, Chen Yibing couple, Qi Xi Song Ning and other proposal site, we can see the figure of DR diamond ring, when Wang Feng took DJI drone proposal Zhang Ziyi also directly on the headlines. These marketing not only meets the needs of the stars to propose differently, expresses the personal value proposition of the stars (DR diamond ring to the creative source of a man's life only to send a man, DJI drone future omnipotent brand concept is also in line with the values of the stars), enhances the topic of conversation, but also allows the DR diamond ring, DJI drone their own brand exposure is natural and no sense of incongruity.
Another example is that in "Small Era 4: The End of the Soul", for the strongest CP of Small Era 4, Lin Xiao Lu burned the marriage proposal screen, Guo Jingming pointed out a Darry Ring rare pink diamonds as a token of true love, when Lu burned the marriage proposal for Lin Xiao, and for Lin Xiao to wear a wedding ring the moment, not only is the picture moving, Darry Ring is also "take advantage of all the cheap". "
They're not the only ones who can't get it right.
3. Create a specific context to make the brand itself consistent with the movie and TV show IP.
For example, in the cooperation with "Kung Fu Panda 3", Yili every Yitian launched the "Tim the Cat" series of products, after contracting the Beijing subway line 1 advertisement, Yili every Yitian yogurt directly to the subway "Tim the cat" After contracting the advertisement of Beijing Subway Line 1, Yili Every Yieldtim yogurt directly replicated the subway "Tim the Cat" carriage 1:1 into Beijing Jinyuan Lufthansa Shopping Center, and at the same time, it was equipped with the smart bracelet that had triggered the social circle and the original star of Oriental Dream Factory, Bao, to create a specific scenario of "Kungfu Gangwu" in the shopping mall. Consumers can have the same sense of immediacy as the subway in the shopping mall, take photos with the cute star Po, and test the health index and play H5 games through the smart bracelet. This is a great way for consumers, especially Po fans, to refresh their memories of the first two Kung Fu Panda movies and subconsciously integrate Kung Fu Panda with Everyday Life's low-sugar philosophy during the experience.
All of this contextual marketing is based on the user experience, not the brand.
Three, brands are willing to do less to get more
Directly, that is, brands do not want more.
For example, in "Zetianji", "Han束一叶面膜" implantation borrowing reached the point of heartlessness ......
First, the cans:
Then the physical:
Finally, the signboards are used!
"Late Night Diner" is criticized is also greedy, not only advertising implantation brand reached 19, in addition to pots and pans, even a garbage bag to implant advertising, and a single brand exposure many times, such as Budweiser (including Snow Jin beer, JA cider) *** appear 14 times, including 3 times oral, and Pepsi also appeared 12 times, unified also appeared 10 times, and there are 6 times oral. In the end, these brand names didn't get the IP effect, but instead got into trouble and were pulled out by netizens to hang themselves.
This tells us not to push on the popular IP, in the movie and TV drama implantation of too much momentum, we can choose to implant less IP cooperation; and teach us not to seek more, many times risky exposure is not as good as a just right exposure.
For example, in "The Court of Words and Leaves", the exposure of the beverage brand Suntory is small and clever. In the scene where the male and female protagonists meet for the first time, the female protagonist is drinking Suntory's Golden Wheat Beer, and after feeling the male protagonist's line of sight, she naturally rotates the can of beer in her hand, revealing the two kanji characters for Golden Wheat.
In the proposal scene, the diamond branding also follows the principle of "less is more". Even though wearing a branded diamond ring is just a small gesture between the fingers in the proposal scene, the whole scene is focused on the second, and it strengthens the plot and brings the audience into the storyline.
In short, all of the above are sets, the decisive or people. Regardless of whether the movie and TV drama IP is poison, we should always prepare the antidote for ourselves, and always remind ourselves not to be confused by the surface.