Mei Bang: New Trend Of Brand Marketing

If the cooperation between the company and Transformers 2 is just to test the water, then the strategic agreement with DreamWorks will open a window for the brand marketing of Smith Barney.

In March 8th, Metersbonwe announced the signing of a 3 year strategic agreement with DreamWorks Animation Studios, the first Chinese enterprise to collaborate with Hollywood in brand marketing cooperation.

After finally achieving the goal of "Transformers 2" project, "investing 1 yuan, earning 1 yuan", this time, the United States no longer satisfies only one film, but obtains exclusive cooperation of all the films of DreamWorks, and it will produce more interaction and resources cooperation with the film company.

Signing strategic cooperation with DreamWorks is only the first step in the United States.

According to reports, the company also signed a 5 year strategic cooperation agreement with the Shanghai art film studio and obtained the authorization of the Japanese Sanrio Co "HelloKitty" for a period of 3 years.

"We hope to inject more cultural connotations and highlights into the brand, differentiated marketing."

Behind the scenes marriage

One day in mid November last year, Shanghai was chill.

Joe, the president of the Asia Pacific region of the American dream factory animation film company, first came to China, and this is the first time in history that DreamWorks film company sent people to China for the first time.

Joe the purpose of this trip is to

Before the dream factory movie Kung Fu Panda was released, the Joe, "never heard of" Chinese enterprise, offered to discuss copyright cooperation. However, it was only 3 months after the opening of the movie, and it was impossible to complete the follow-up development and promotion.

Later, the United States was awarded the copyright holder of Transformers 2, the brand implantation of American Paramount Pictures and Hasbro Inc, and the development and operation of Chinese copyright.

DreamWorks inspected in detail.

"After the Transformers case, we talked much easier with DreamWorks, and based on the Chinese elements of Kung Fu Panda, the cooperation process appeared to be very successful," said Zhou Long, senior manager of the brand marketing center.

Therefore, the negotiation with DreamWorks does not need to introduce itself for half a year, as it did last time. It also no longer involves "cross licensing". Even when signing initial cooperation intentions, neither side has met. It is entirely about mail, about 1 months before and after.

Joe inspected the size of the mebang company, the super flagship store on the Nanjing road in Shanghai, and the "China clothing Museum" created by the United States, which greatly changed the previous recognition of Chinese brands.

More than half a month later, SheilaClarke, director of global operations of DreamWorks, further discussed the details of cooperation with Smith Barney in Hongkong.

Unlike the authorization to win Transformers 2, this time, the United States no longer meets the cooperation of a film. It hopes to make strategic cooperation with DreamWorks.

DreamWorks has many popular cartoons, such as monster Shrek, Madagascar and Kung Fu Panda.

"In the past, authorized signatures were signed annually, and we volunteered to sign" 3 years for 4 years ", Zhou Long said. That is to say, within 3 years, DreamWorks is expected to produce 8-10 animated films, which we can all use for 4 years.

The advantage is that the business value of the following years is still there after the company's first series.

Moreover, cooperation between the two sides is exclusive.