The only way for brand influence is to become the norm for automobile marketing

implantable marketing means that the product or brand and its representative visual symbols and even service content are strategically integrated into the content of movies, TV dramas or TV programs, through the reproduction of the scene, let the audience leave an impression on the product and brand, and then achieve the purpose of marketing.

perhaps many people do not know that product placement was born in the United States as early as the late 1940s. In Steven Spielberg's 1982 film E.T, the little boy Elliot attracted aliens with Reese's Pieces chocolates as a milestone in product placement. With the help of successful advertising placement, Reese chocolate boosted sales by 65% and became the most popular chocolate in the United States at the time.

as the most developed countries in the automobile industry, such as Europe, America and Japan, the automobile consumer market is more mature and the social consumer stratum structure is more stable, which determines the inevitability of fierce competition in automobile advertising. In the Minority report directed by Spielberg in 2002, the revenue of product placement reached 25 million US dollars, accounting for almost 1 / 4 of the film's cost. With the release of the American sci-fi masterpiece Transformers 2, people talk about not only familiar Autobots such as Optimus Prime and bumblebee and dazzling battle scenes, but also car brands and various models that appear in the movie, even if the Decepticons & ldquo are cut in half in 1 or 2 minutes. Rdquo; Audi R8, a roadblock, is still a toy launched by Hasbro and bought by many players. It can be said that Transformers is a model of the combination of modern car marketing and film product placement.

and if you turn your attention to China, there are many cases of the combination of the film and television industry and the automobile industry. From Audi's implantation of "struggle" to Skoda's "Crazy Racing", and the recent SAIC implantation of "Let's watch the meteor shower", which has aroused heated discussion online. For the choice of TV series implantation, SAIC staff said that most of Mingjue's car buyers are young people born in 1975-1985, who are fashionable, thoughtful, entertaining and easily influenced and guided by the outside world. this is consistent with the age of the audience group who "watch the meteor shower together". In addition, according to the deliberation before and after the plot of "watching Meteor shower", the whole Mingjue model is up to & ldquo;8 minute product placement & rdquo; is in line with the needs of the plot development, the product highlights and details of the model are cleverly integrated into them, rather than mechanically cobbled together. At the same time, Roewe, another brand owned by SAIC, also has related implants in the play to attract the audience's attention through the fit with the relevant plot. Regardless of the plot of the TV itself, the popularity of rdquo;, which makes ldquo; offline online and offline, shows that this implant marketing is a win-win cooperation. Previously, the implantation of Shanghai Automobile Roewe brand into the play du Lala's Promotion has also been well received. In today's era of implantable entertainment marketing is in vogue, the automobile industry has also been swept open by this heat wave. As the first domestic car manufacturer with all-line models implanted into TV series, SAIC's move is also original.

under the background of this brand economy, with the symbolic trend of mass consumption, the implantation of products has gradually evolved into the implantation of brands. Some marketing experts have pointed out that no matter what the media carrier is in the future, implantable soft advertising will be very popular and become the only way for automobile brands to expand sales and brand influence.