Looking at Shanghai MG's brand marketing from "Let's Watch Meteor Shower"

on August 8, the large-scale youth campus inspirational idol drama "Let's see the Meteor shower" produced by Hunan Satellite TV met with the national audience in prime time. The plot tells the story of the joys and sorrows of the children of the four powerful families, mdash;— Chu Yuli, Yunhai, Duanmu Lei, Simon Ruiqian and Ye Shuo, who were born in the grassroots and excellent in senior high school. The participation of many handsome men and women, the participation of powerful directors and the film scene made up of the scenic Xiamen University have made the film the most worthwhile TV to watch in the summer of 2009. In addition to watching handsome men and beautiful women and beautiful scenery, the 8-minute implantable soft advertisement of Shanghai Auto Mingjue brand in the plot is also quite iconic, which naturally turns the attention of viewers to the important role of the play-ldquo; supporting role-rdquo;—— car.

car and film and television have always been inextricably linked. In many movies and TV dramas, the car is not only the traffic work, it may be the carrier to push the plot to the best part, it may also be the token of the love between the hero and heroine, and even it can be the protagonist of the show. It is precisely because of the affection of the car-ldquo; guest star-rdquo;, that makes the film and television works become more colorful. It is no exaggeration to say that the car is the third role in a film besides the leading actor and heroine. In the plot of "Meteor shower", the relationship between the car and the plot is particularly close. The 8-minute SAIC Mingjue brand implantable soft advertisement and the ups and downs of the car technology plot, no matter in the implantation time or in the implanted model, can be called the domestic leader, which can be described as a new benchmark of automobile implantation marketing, causing a lot of attention in the industry.

Automobile implant marketing has been recognized by the industry as a win-win combination mode for both merchants and producers. As far as businesses are concerned, through such a platform as movies and TV dramas, on the one hand, they can imperceptibly implant the product image into the hearts of consumers and quickly improve the popularity of the products. On the other hand, while promoting the brand, we can also get an excellent opportunity to show the performance of the product, and further consolidate and improve the image of the product that has been achieved. For film and television producers, through advertising implantation, on the one hand, we can quickly recover the production cost and reduce the pre-investment. On the other hand, it can make the film and television works get more stable and rich profit returns. In the implanted marketing model of Meteor shower, mdash;—, the show's biggest sponsor, has also reaped huge returns. Only in the first four episodes, the broad masses of TV viewers have been acquainted with the four famous cars, such as MG3SW and MGTF, especially through the racing scene of nearly 8 minutes in the second episode, which not only made the audience familiar with the ldquo; city off-road vehicle MG3SW, but also showed the audience the excellent performance of MG3SW and the style of the city cross-country vehicle. It can be said that the popularity of "Meteor shower" brings more attention to MG3SW than traditional advertising can bring.

the most critical and even the only indicator of implantable marketing is the number of viewers and ratings. Compared with the attention, the fit between the plot and the product has not been ranked at all. The placement of advertising is well done, and it can be loved and renewed for a long time, resulting in a win-win situation for films and sponsors. & ldquo; must not only meet the commercial needs of sponsors, but also adapt to the development of the plot, so that the audience will remember the brand or product naturally & rdquo;, Fudan University marketing experts said that the highest state of ldquo; implantation should be & lsquo; moistens everything quietly & rsquo;. & rdquo; as an implantable marketing, its main purpose is to integrate the company brand or specific products into movies, television and even games, novels, through the plot and scene, let the audience unconsciously leave an impression on the product and brand, and then achieve the purpose of marketing. The symbol of the success of the implanted advertisement is that the audience can not see the trace of the advertisement and accept the demands of the enterprise.

SAIC has always clearly conveyed the brand connotation of MG in the most fashionable way, showing the brand DNA of MG & ldquo; passion, personality, fun & rdquo;. Most of MG's car buyers are 75-85 young people who are fashionable, thoughtful, entertaining and easily influenced and guided by the outside world, which is in line with the age of the audience group of "watching Meteor shower". In addition, according to the deliberation before and after the plot of "looking at the Meteor shower", the 8-minute implantable soft advertisement of the Mingjue model is in line with the needs of the plot development, and its brand connotation is consistent with the personality proposition to be expressed in the TV series. The product highlights and details of the model are cleverly integrated into them, rather than mechanically cobbled together. As a result, the & ldquo; 8-minute introduction & the rdquo; event does not destroy the quality of the series, but increases the viewability of the plot. Roewe, another brand owned by SAIC, is also implanted in this play to attract the attention of the audience through the fit with the relevant plot.

however, for the current implantable marketing in China, whether you want to participate in the play or not depends on the degree of ldquo; popularity & rdquo;. The reason is that objectively, ldquo;, we have no way to measure how much the brand value has increased and how much sales have been directly driven after an implantable promotion, said an insider from rdquo;, who has participated in the implantable marketing operation on behalf of the company many times. & ldquo Not only can we not solve this, but there is no way for the whole industry to solve it, so we can only measure the effectiveness of an implantable marketing simply by the number of viewers and the box office value. & the success of rdquo; SAIC celebrities is mainly due to the high ratings of Meteor shower. On the opening day, the audience rating reached 1.9%, and the audience share was as high as 7.73%. According to the statistics of the TV series search list of an authoritative search engine, & ldquo; Meteor shower & rdquo; ranked second with more than 120000 hits on the day it was broadcast. In the next two days, the "meteor shower" jumped to the top with nearly 400000 hits.

in this era of entertainment death, the automobile marketing industry has tried its best, and automobile cultural entertainment marketing has also been widely used. From the endorsement of car brands by stars everywhere, to the popular "Transformers" and "Crazy Racing", automobile cultural entertainment marketing relies on the influence of star programs and star figures, in the way of a combination of the strong and the strong, tends to be a soft way of propaganda, pushing relevant car manufacturers or models into the market craze. SAIC has also made outstanding achievements in partnering with the entertainment industry. For example, the Roewe brand of Shanghai Automobile has won unanimous praise for the implantation of the play du Lala's Promotion. On the cooperation of this "meteor shower", SAIC has demonstrated its great efforts in implant marketing, becoming the first car manufacturer in China to implant all-line models. Experiential implantation for a long time, suitable model plot display, high ratings publicity, while achieving success, set a new benchmark for automobile marketing.

< strong > & ldquo; thriller & ldquo; hot discussion: is Shanghai Automobile Marketing worth it? < / strong >

< strong > < / strong > & ldquo; I love Adi Wang, my father said, we are to support national enterprises, so,8 minutes, so what?? This is urban cross-country, cross-border life.

because of the appearance of these Thunder lines and Lei shapes, it suddenly made the "meteor shower" popular, and at the same time, it also led to the Roewe and Mingjue of Shanghai Automobile.

& Lord of ldquo; & rdquo; argues that this phenomenon may go beyond SAIC's original imagination. From the director level alone, Meteor shower may not be a successful TV series, but for middle and high-end brands whose sales are still in the middle level, it is precisely because of these abrupt content plots that they really attract attention. Can it be discussed on such a large scale to let more people know about the famous Lord and Roewe, and how can it be said that the marketing money of the enterprise is not worth it? Perhaps, & ldquo; shocking 8 minutes & the heated discussion caused by rdquo; is a windfall for SAIC.

of course, for automobile marketing, we can not rely on these & ldquo; windfall & rdquo; to improve their brand awareness, the standard to measure implantable marketing must & ldquo; nourish everything quietly & rdquo;. It is expected that China's implantable marketing will have more Feng Xiaogang-style characters.