Both liquor sellers and drones are animated, and the second dimension has become a new battlefield for brand implantation.

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In recent years, with the development of the secondary industry, its audience is expanding year by year, coupled with the entry and gradual attention of the major video platforms, animation will become a "battleground" for brand implantation. In recent years, with the development of the secondary industry, its audience is expanding year by year, coupled with the entry and gradual attention of the major video platforms, animation will become a "battleground" for brand implantation.

in recent years, with the development of the secondary industry, its audience is expanding year by year, coupled with the entry of major video platforms and gradual attention, animation will become a "battleground" for brand implantation.

original title: both liquor sellers and drones are animated, and the second dimension becomes a new position of brand marketing?

recently, an animation trailer named "I am Jiang Xiaobai" has appeared on the Internet. Yes, it is the liquor brand Jiang Xiaobai, the animated hero is "Jiang Xiaobai", and the image is the brand image of his glasses youth in the wine industry.

the feature film of this animation has not yet been broadcast, but it can be seen from the preview that this is a film about the youthful feelings of young men and women, and the plot is a common amnesia in film and TV dramas. However, what attracts the most attention is the way the wine brands break the wall this time.

at present, the preview of "I am Jiang Xiaobai", PV and OP have received 224000 views on bilibili, with 91000 followers.

in recent years, with the development of the secondary industry, its audience is expanding year by year. Coupled with the entry and gradual attention of the major video platforms, animation will become a "battleground" for brand implantation.

< strong > two-dimensional Video content and younger Brand Building < / strong >

there was a story about a person on an island who didn't wear shoes, and a team of shoe sellers saw it and said, "it's a pity we can't sell our shoes", while the second team saw it and said, "good, they don't have shoes. Our market is huge."

Jiang Xiaobai's liquor industry, which has sprung up in recent years, is the second team of "shoes sellers" in the liquor market. A few years ago, the majority of the audience of liquor was the middle-aged and elderly. In just a few years, Jiang Xiaobai opened up the liquor market for young people.

in order to firmly grasp the young people, it can be said that it has made great efforts in brand marketing.

Jiang Xiaobai wine industry mostly uses personalized bottle slogans and online and offline joint activities for marketing, making use of young people's dependence on the Internet and social needs to create a transmission point, which successfully broke through this market that once belonged to the middle-aged and elderly.

and in the past two years, they have targeted the two-dimensional field where young people gather and grow rapidly.

with the development of the secondary industry, the secondary audience is expanding year by year. In June this year, Weibo released the 2017 Weibo QR Development report, which said that the number of pan-QR users of Weibo alone reached 153 million, accounting for about 20.9% of the country's netizens.

and the first step in expanding the quadratic domain is animation. With the rapid development of the two-dimensional industry, brand implantation, which was once common in movies and TV dramas and variety shows, began to appear in animation slowly.

McDonald's brand was implanted in the popular animation "full-time Master" at the beginning of this year, while Pinta Studios, a more tech-conscious VR animation company, innovated the way VR animation made money by selling the location of billboards in the animation.

however, Jiang Xiaobai's wine industry asked not to include Jiang Xiaobai's wine in the animation, according to anime, which produced "I am Jiang Xiaobai" at 02:10. Although there is no product, this choice actually belongs to a kind of "profile description":

first, the personification image of one's own brand is directly made into an animated hero with excellent quality, which is already the biggest brand exposure.

second, the classic scenic spots of Chongqing appear many times in the animation, which is a major dissemination point.

Hongya Cave _ copy. PNG

the animation presentation of Chongqing's famous scenic spot Hongya Cave

< strong > Animation is the "battleground" of brand implantation in the future < / strong >

of course, brand personification for animation creation is nothing new. The childhood memory of the post-90s generation, "Haier Brothers", is that Haier builds its brand reputation through a children's animation that promotes good moral character.

however, it is rare to see animation for brand implantation in China after that.

Brand placement is actually common in Japanese animation. For example, the classic "Gunda" is actually an animation made to promote Gunda toys. In "rebellious Lu Lu Xiu", Pizza Hut also appeared. "your name," which was released on the mainland at the end of last year. "there are ZEBRA pens and mimi-PET pens implanted.

hand _ copy .png

" your name. The ZEBRA pen in

now there are more and more Chinese brands, realizing the value of animation implantation.

recently, in addition to Jiang Xiaobai's wine industry, there are also drone brands placed in animation. In order to promote a college robot competition called "RoboMasters", DJI has also launched an animation with the same name as the event, produced by the Japanese team, has been updated to the fourth episode, and the album has been played 3.996 million times.

in fact, the video platform was aware of the traffic that animation will bring earlier.

in 2012, Tencent launched its first pan-entertainment platform, the Tencent original animation distribution platform, which was renamed Tencent Animation and Comic in 2013. It is not only a video distribution platform, but also invests in animation.

like Tencent, iqiyi also has an animation investment department-the Animation Venture Business Department, which gave birth to animations such as "Sword Dynasty" and "Soul Domain". Recently, iqiyi also invited the famous coser Huang Jingxiang to serve as iqiyi's second-dimensional live broadcast spokesman, using two-dimensional stars as the platform guide.

although Youku has devoted most of its energy to online drama in recent years, it also has its own plans for the second dimension. It invested in ACG on-screen video site Acfun (Station A) in 2015, and announced at an animation strategy conference held last year that it will invest 500 million yuan a year in the future to support the animation industry to incubate domestic animation content.

not to mention Station An and bilibili, which started with two-dimensional on-screen comments, there are more two-dimensional video content in addition to animation. Bilibili has also invested in several animation companies, including the under-wing wind animation of "that Rabbit that year" and the coastline animation of "Nano Core".

in addition to video websites, film and television investment capital is also slowly favored in this field, of which the forerunner is Light. In 2015, Light set up the "Color Stripe House Film" animation group, which mainly invests and promotes animation, and has released 22 films, which have been shown or broadcast about half of them.

the support of capital and platform will strengthen the two-dimensional video that is already in rapid development, while the competition for brands is bound to be brought about by traffic, and Chinese animation is not far from large-scale brand implantation.

Edit: mary