how can Mars Intelligence get the naming company Qingyang to give up its traditional sponsorship rights? The answer was revealed today. The first season of Mars Intelligence, as a new network ensemble, not only gained 900 million hits of the whole network, but also set a record for attracting investment in online variety shows with a total investment volume of 150 million yuan. the joint efforts of content and marketing made this phenomenal network ensemble IP.
original title: the new network ensemble of Youku's Mars Intelligence Agency: how do brands and programs achieve "soul fit"?
how can the Martian Intelligence Agency make the naming company Qingyang give up its traditional sponsorship rights? The answer was revealed a few days ago. The first season of Mars Intelligence, as a new network ensemble, not only gained 900 million hits of the whole network, but also set a record for attracting investment in online variety shows with a total investment volume of 150 million yuan. the joint efforts of content and marketing made this phenomenal network ensemble IP. Tang Jie, deputy director of Unilever Qingyang Brand, said at the Golden Award "Oneness Show" held in Shanghai on the 19th that this cooperation with Mars we only focus 20% on traditional advertising marketing, but 80% of our energy is on content, so that the brand and the program reach a deep fit in the soul. This natural form of content marketing is the result of mutual friction, tearing, mutual influence and enlightenment between the financial brand and the program group. compared with the traditional variety arts, the network ensemble has the natural advantage of doing content marketing, which has also become a hot topic of this year's gold investment. Song Binghua, general manager of Youku Tudou Entertainment Center, said at the meeting that content marketing has gone through three stages, from soft planting more than 20 years ago to "fancy oral broadcasting." the third step is to create a memory point for customers' products and brands by using variety arts initiated by the Mars Intelligence Agency, not only blatantly telling the audience that "this is an advertisement", but also ensuring that "this advertisement is very good-looking." Qingyang achieved his marketing goal in the third stage. When it comes to "Mars Intelligence", he thinks of Qingyang shampoo that smells like cherry blossoms, and Qingyang shampoo is also associated with "Mars Intelligence". less than four months before the end of the first season of Mars Intelligence, Mars Intelligence 2 will be broadcast exclusively on Youku Tudou on November 4. The popularity of the first season has not subsided, and there is another round of strong bombing. "Mars Intelligence 2" investment promotion film also made its debut, we can see that the second season of "Mars Intelligence" in the content and marketing there are many new ways to play. strong > 1 nominee Qingyang: give up traditional sponsorship rights and focus 80% on content / strong > prior to the first season of "Mars Intelligence", the first season of the homemade web ensemble set a record for the highest number of titles in the first season, with the number of titles exceeding 150 million. Qingyang, a big financier in the first season of Mars Intelligence, still sponsors Mars Intelligence 2, so what made Qingyang so popular? Tang Jie, deputy director of Unilever Qingyang Brand, said, reviewing the cooperation between the two sides, "I was a little nervous when I decided to cooperate with Mars Intelligence, because no one dared to guarantee that the program would be a success." However, Qingyang is determined to cooperate with the program because it is now a blowout period for content marketing, and those who get the content will win the world. Tang Jie added that Youku Tudou, as the leader of Chinese video websites, carries a lot of rich and fresh content. however, Qingyang and Mars Intelligence are born to fall in love at first sight. Qingyang has always advocated that "nothing to attack, no need to hide", to encourage consumers to live a more self-confident life. "Mars Intelligence Agency" as a pioneer, from the content to the form is very novel, unique network ensemble, the two ideas are very similar, in the spiritual level is highly consistent. Qingyang hopes to further communicate closely with young people through the attention and influence of the program. At the same time, "Mars Intelligence" and Qingyang's audience are relatively the same, are young consumers with Internet characteristics. Qingyang knows clearly that in order to achieve the effect of brand promotion, it is necessary to accept the program group's innovation in content marketing. Tang Jie points out that from the whole team of Qingyang brand itself, it has always been a very bold team. as early as a few years ago, when satellite TV was still in power and a few stars came on stage, it had already done the Qingyang shameless attack trilogy, which was an exclusive customized drama at that time. Although brand awareness, brand reputation, brand penetration, including the final sales increase, is always an immutable topic, always an immutable KPI in front of us. But cooperation with Mars cannot be calculated in the traditional way. Tang Jie said, "in the past, we usually spent 80% of our energy on pre-program patches, corner labels, oral broadcasts, including what kind of products were placed on the table for a few seconds." This is a very traditional approach, and this cooperation with Mars is to focus 20% on tradition, but where do we put the remaining 80%? Put it on the content and reach the agreement in the depths of the soul. Many of the advertising ideas in the program are not only the result of the program group's own ideas, but also the result of mutual friction, tearing, mutual influence and inspiration between the financier brand and the program group. " compared with traditional variety shows, net ensemble has the natural advantage of doing content marketing. Song Binghua, general manager of Youku Tudou Entertainment Center, said that content marketing has gone through three stages. The first step is the path that Chinese television has been following for more than 20 years. It is impossible to insert advertisements into programs quietly and softly at this stage. The second step is "fancy oral broadcasting" initiated by Ma Dong, but it is consumed very fast on the Internet. The third step is that Mars Intelligence pioneered the use of variety techniques to create memory points for customers' products and brands, not only blatantly telling the audience that "this is an advertisement", but also ensuring that "this advertisement is very good-looking." Qingyang achieved his marketing goal in the third stage. When it comes to "Mars Intelligence", he thinks of Qingyang shampoo that smells like cherry blossoms, and Qingyang shampoo is also associated with "Mars Intelligence". Song Binghua said, "We will not do similar proposed advertising placement this year. Because we are sure enough to provide deeper memory points to our partners and provide a higher quality and more popular way to insert content. From this perspective, I think we are getting better and better. The more you do, the better you do, instead of being pressed by customers to do better and better. The means of Mars presentation include song and dance, proposal, and we even suddenly insert a video of a hacker hacking into the Martian Intelligence system during the normal course of the program to create a deep memory point for the brand's products in this way. " strong > 2 platform and advertisers achieve each other, how to refine the popular style network ensemble? / strong > in the first season of Mars Intelligence, Wang Han served as "director" and program chief, with stars such as Xue Zhiqian, Ning Jing, Zhang Yu, Zhou Jie, Ma Ke, Liu Wei, Qian Feng, Tian Yuan, Shen Mengchen, Guo Xuefu, Wang Cong and Wang Yilun as guests. The director and Martian agents all have their own tags, which meet the diversified and differentiated star pursuit needs of young netizens, including Xue Zhiqian, "Duan Zi hand", Liu Wei, "RIO die-hard fan", Zhang Yu, "dirty demon king", Guo Xuefu, "vase", and Zhou Jie, "walking meme". Li Wei, founder and CEO of Galaxy Cool Entertainment, one of the co-producers behind Mars Intelligence, said that as a veteran TV man with 12 years of experience in TV production, they had made preparations for a very long time. Hu Ming, general director of the Mars Intelligence Agency, and the team had a subject understanding from the very beginning, which was summed up as "novelty." We hope to be a brand-new program model, and we must adhere to the original and refuse to buy copyright. The second is "strange", we hope this is a fantastic idea, suitable for the Internet, suitable for young people, two-dimensional program. The third one is "Special". The program must be special and different, so the name I thought of at that time was "Mars Intelligence." it is reported that Mars Intelligence 2 is also in the process of planning and filming, and will carry out a comprehensive upgrade in terms of dance beauty, topics, and advertising and marketing methods, with more and more exquisite, more and more extreme, which is the goal of the second season. It is reported that there will be many new ways to play in Mars Intelligence 2, starting a new way of content marketing, such as dance shows, choirs, event shows and so on.
Edit: yvette