New year's day to the Festival is an enterprise product promotions, branding of a good time, but this time it is all kinds of new year, along with the opportunity of the film, thus enterprise cooperation with movie companies, products and the marriage of the movie is that time of marketing in a hotspot. From the famous Director Feng Xiaogang's "the world without thieves to Hong Kong artist Stephen Chow 's" Kung Fu "has many enterprises to participate in these, these films have achieved a good box office, but in the enterprise, the harvest is great, because these companies use the marketing of" Kung Fu movie, "there is a big difference.
Film marketing, the ability
An interesting phenomenon is that in the last year and this year's Feng Xiaogang's two new mobile phone is a product of hidden advertising, last year's new year of the mobile phone is the Motorola sponsor company, and this year's new year the world without thieves on one of the sponsors of the Nokia. In the last year of the new Feng Xiaogang's mobile phones, Motorola mobile phone has a wide range of exposure. As the mobile phone is full of props film actor and soul, it even goes beyond the simple props. All plots are built around the mobile phone, handset in the play's features as well as brand and feature presentations not intruding. Motorola's cellphone also therefore be a very high concern, in particular the hero gang is using the same phone and a ringtone is a blockbuster. By Feng Xiaogang's this year's new year the world without thieves, then use the Nokia mobile phone, also select movies hidden advertising, Nokia and the world without thieves "of cooperation is lame, actor Andy Lau has stolen a bag phone has all Nokia phones, the reasonable nature of the questioned; actress while also send text messages using a mobile phone, the phone also has short features, contact movie plot, the audience's focus is not easy to concentrate on your phone, because the cell phone in the whole film in addition to Andy Lau died in a train at the top of the lens, do not play any role in a matter of concern, if not very carefully to see, even it is difficult to make out the Nokia brand phones. Even if the last line, we are more concerned with the content of the SMS, and Andy Lau can lose out content but unable to press the send key deliberately sets a cellphone close-up of the plot is very stiff. Motorola-sponsored the handset on the 650 million was spent, Nokia sponsored the world without thieves "spend it announced yet, but from the world without thieves on Nokia phones deliberate propaganda, Nokia's investment should also be less. Entertainment marketing expert Mr. gang this reporter's interview, also in the famous film Director Feng Xiaogang's spread in the new mobile phone products hidden advertising, but because of the plot of the film varies considerably, the cell phone in two films a role very different, their communication effectiveness also vary greatly.
Choose what works best?
With Motorola and Nokia are different, the same select film as a vector of choice for mobile phone manufacturers, Sony Ericsson is a patch for the ads, choose movie is Stephen Chow's "Kung Fu", advertising appeared to be the work of two starring, creative has also taken from the movie's content. SMD advertising forms makes that the spread of mobile advertising has a mandatory binding, since it is produced by the advertising, brand and product communication clarity nature there is no problem, SMD advertisement mandatory though will make the audience a little disgusted, but at the same time, use the actress and drama creative both attractive elements, thus the audience's aversion to minimize. Sony Ericsson marketing communications and public relations director Ning shuyong on reporter said, because of the Sony Ericsson and the Kung Fu "movie production companies belong to the Sony Group of companies, and therefore Sony Ericsson's patch did not spend money on advertising, and this subsection as the Kung Fu" movie with launch of new products in sales of mobile phones on achieved very good results. Network game manufacturers is Chinshan company selection and the film "Kung Fu" joint promotions. In the product, the mountain, in its new game the fengshenbang "implantation" Kung Fu "movie part of the scene and movie characters, and in about 100 Internet cafes, affixed posters of cooperation between the two sides, and the time of return to the mountain is in the" Kung Fu "attach in the first DVD of the fengshenbang" game patch advertising, in addition to the Kung Fu "is also home to the national front line movies 120 out of" the work "on the" publicity "fengshenbang. Sony Ericsson marketing communications and public relations director Ning shuyong on reporter said, from the enterprise and movie cooperation, joint promotion, hidden advertising, SMD advertising, plot advertising are common, which way is the best fit, best and yet, the key is to look at enterprise product characteristics and the characteristics of the movie itself, and according to these characteristics for the deepening of the marketing mode. For example, the new Sony Ericsson mobile phones and the film "Kung Fu between just a chip advertising relationship, both sides of all marketing interactive relationship exists, and the Sony Ericsson phone also has a lot of the Kung Fu" movie classic lens, figures of the screensaver.
The potential risks of movie marketing
Enterprise and a guide, business cards, actor cooperation, if cooperation is smooth, natural results are a win-win situation, but if the parties choose the entry point is not very appropriate, whether it may be on the party or parties resulting in negative impacts? has the network going around about the film "the world without thieves" post, this post say BMW's image was the world without thieves "ruined the film. Because in the world without thieves, BMW owners is a lustful and stupid, and it was Andy Lau and Rene Liu play thief public zeipo easily cheated the car up, and deception to BMW actor Andy Lau and drive BMW lessons for community security "do not think that a car will certainly is a good man". Entertainment marketing expert Mr. gang believes that the network of post is a joke, but this claim is unfounded. The world without thieves on film while gave BMW and the BMW LOGO is clear lens, but combined with a movie plot and role, this kind of "exposure"
For the BMW brand communication is not necessarily will have a positive role, to the audience of Xenia is "some BMW owners quality isn't very good", "BMW of was not necessarily a good man". The same is the marriage of the automobile and film, Audi is selected United States science fiction movie "I, robot", in the film, Audi designed a concept sports car as a hero of transport. The plot of the movie, actor as a black American detective repeatedly experienced risk of future vehicle warfare, but the hero every adventure, Audi's image and performance also in the movie was fully display. Mr. gang, from the film itself, the world without thieves "and" I, robot "is a famous Director and famous actors making the very value of the movie at the box office, but these two films," vehicle "the props they play different roles. This shows that enterprise is selected on the shelf: participation and investment in the movie, but if you do not have a careful analysis on the script and the plot of the movie, it's all too easy in the movie into a negative "role", even if the movie can be very successful, cannot bring about a product or brand of forward propagation, but because of the tremendous influence in the movie, the negative effect of the brand is expanding indefinitely. This is also the pitfalls of entertainment marketing, enterprise risk in choosing carriers must carry out careful analysis and research, rather than the movie itself, you should carefully analyse the plot of the movie.
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