Iqiyi film marketing forces "I film alliance" three people behind the "three people's walk"

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Behind the cross-border integrated marketing of "three people's trip" this time, there is another "three people's trip" of iqiyi film, the cooperative brand party and iqiyi platform. The charm of the film is the silence on the screen, and the thousands of troops behind it. In the face of multiple Hollywood blockbusters, "three people" broke the current in recent days.

behind the cross-border integrated marketing of "play Heaven" this time, there is another "threesome" of iqiyi Pictures, co-brand Fang and iqiyi platform.

the charm of the movie is the silence on the screen, and the thousands of troops behind

in the face of multiple Hollywood blockbusters, "three people" has gone against the tide recently. When deciding not to reschedule and confront the Hollywood blockbuster, "the threesome" with its gun-carrying posture allows us to witness the usual enthusiasm of du's films outside the film.

it is true that in the era when the box office is king, the standard of the industry is the box office, but for iqiyi Pictures, which is in charge of the investment promotion of the "three people's Bank", it is more important to think: "in the fierce box office competition, how can the film investment promotion industry chain achieve more sustainable development and development?" In the current competition and upgrading of the video website platform, how does the movie IP interact with the platform business to bring a stronger overall driving force? In the communication environment where hot spots emerge one after another and attention is extremely scarce, how our model can bring more marketing innovation possibilities for brand partners. "

I Film Alliance: ushering in the era of iqiyi Film Integrated Marketing 3.0

the film marketing of the Internet generation needs multi-dimensional integration and innovation, and the openness of the film industry and the powerful resources that iqiyi platform can link to make the film integrated marketing based on film and television IP have more innovative possibilities.

from the initial 1.0 integration of "gorgeous office workers" to "100 + Brand Alliance", to the 2.0 model of "extreme Challenge" upgrading "3X", to the "I Shadow Alliance" 3.0 upgrade of "three people", iqiyi Film's integrated marketing has been constantly trying to explore and surpass.

" I Film Alliance "is an integrated communication system designed by iqiyi Film Industry based on its film and television promotion experience and iqiyi's consistent thinking of" quality marketing ". Based on film and television IP, inward linkage iqiyi platform (marketing business, media business, technology products, IVS members, IDD, Qixiu, games, etc.), outward linkage cooperation platform resources (Baidu, e-commerce platform, intelligent terminal, etc.), 100 + brand channel resources (including top 500 well-known brands, innovative enterprises\ platform, commercial channel terminal, etc.), integrate film, brand channel side and iqiyi platform The establishment of a tripartite "content sharing", "platform sharing" and "resource sharing" mechanism not only pushes the film's coverage and popularity to a new dimension, but also creates opportunities for the three parties to interactively expand "social users". It effectively promotes the innovation of film user management and iqiyi's overall platform value-added business.

"threesome" creates all kinds of things: content sharing, platform sharing, resource sharing

this film "threesome" integrates more than 50 well-known brands in nearly 10 industries, including international fast consumer, e-commerce platform, smart hardware, popular mobile games, star concerts, coffee chain and other brands, bringing tens of millions of communication resources to the film. Behind the cross-border integrated marketing of the "trio" this time, there is another "threesome" of iqiyi Pictures, co-brands and iqiyi platform.

Media Business: IP+MEDIA+SNS "Joint Investment Mode

previously, the" Metro Creative launch-Jinyiwei Crossing incident "of the" extreme Challenge "project marketed by iqiyi Pictures triggered active media reports to occupy the important pages. In addition to the creative delivery of subway, bus, business district LED and cinema line stickers, iqiyi Pictures has also reached a "IP+MEDIA+SNS Advertising Joint Investment" strategic cooperation with Lenovo 17TV to carry out multi-level cooperation based on element authorization, media delivery, SNS promotion and platform alliance, so as to explore an innovative and replicable model and path for the deep cooperation between films and brands.

2. Event marketing: the campaign to focus on the full spread of content

under the premise of content focus, iqiyi Film also carries out customized promotion for film communication and brand marketing. Launch three full-communication integration campaigns in just one week: join hands with 200 million players to travel "national shootout" and 50 game platforms to create "three people must fight" online and offline promotion; join with well-known brands such as Coca-Cola, Haier, Xiaomi, Lenovo, Kukai and other well-known brands to create "surprises for three" Custom Coke bottles and helicopter premiere events such as marketing. Join forces with SUNING, China Merchants Bank, Luzhou laojiao, Pacific Coffee and other high-quality channels to create the national male god "Xiao Wo Zhong Hanliang to see the movie" ticket grabbing activities.

platform alliance: create cross-border interaction between platform resources and movie resources

as a unique advantage, relying on iqiyi platform, iqiyi Pictures external linkage Baidu, e-commerce platform, intelligent terminal and other platforms, internal linkage iqiyi marketing market, technical products, IVS members, IDD, OTT, Qixiu, games, bubble and other resources. On the one hand, through media association, brand association and channel association, the innovation of cross-border integration mode of film marketing is realized, and the communication effect of film marketing is effectively improved. On the other hand, through lifestyle, scene orientation, landing activities, derivative development and other load-bearing modes, the film IP and publicity links interact deeply with the business of each platform, effectively promoting the connection and transformation of "community users", and achieving a stronger overall driving force of the platform; at the same time, it also lays a solid foundation for the "I Film Alliance" of iqiyi Pictures' integrated marketing, and opens the 3.0 era of iqiyi Pictures' integrated marketing.

from physical reaction to chemical reaction, from sharing mode to innovation fission

as the first large-scale application of the "I Shadow Alliance" platform integration and communication pyramid system, the spread and promotion of "three people" has proved the power of its cooperation mechanism of "content sharing, resource sharing, user sharing". Of course, this model also faces many challenges. Uncertain factors such as film schedule, artists' cooperation, and processes of all parties will increase a lot of communication and operating costs; another challenge lies in the challenge of talents. it is a huge test for people's knowledge structure, logical thinking, learning ability, adaptability and teamwork.

as the initiator of "I Film Alliance", iqiyi Film will continue to explore in the process of moving forward to find a path and direction that is more standardized and in line with the market mechanism for film and television IP, corporate brand communication and video platform product promotion. Next, iqiyi Pictures and many other excellent film and television IP will continue to make efforts, bringing together more platforms, brands and channel terminals to build an innovative fission from physical reaction to chemical reaction, and upgrade the "I Film Alliance" from a sharing mechanism to an innovative fission platform for new content, new products and new models. With the continuous improvement and upgrading, I believe that the future "I Shadow Alliance" will also become the key force of the film industry distribution and promotion and enterprise integrated marketing communication!

Edit: yvonne