The Marketing Award Of The "Natural Sports Maniac" Wins The Unique Marketing Of Expensive Birds

July 28th, July 22, 2010, AI fifth

Early stage: accurate market research

The 2010 is the world sports year, and the brand of sports also ushered in the brand.

However, the media, advertising and sponsorship have not been able to satisfy the appetite of many brands in recent years. Therefore, the fat of the Internet has become a battleground for everyone. In the 2010, more and more brands began to pay attention to Internet marketing. Most brands had invested a lot of money, and they had invested heavily in all major portals, SNS and even micro-blog.

Metaphase: a Gorgeous Adventure

In the view of most professional marketers, hard wide and large network interaction activities are enough to earn enough attention for brands. But one brand, apart from producing excellent creative advertising and dedicated to network marketing, has also chosen a road that nobody cares about: cross industry production network drama "inborn sports maniac", and signed the four big video platforms of Youku, potatoes, Sohu and thunder to carry out diffusion promotion in one fell swoop! This is the famous concept of "sports happiness" put forward in 2010, which is a very popular sports fun expert in the young group.

The first sports series "natural movement maniac" tells a group of Beijing white-collar workers in order to "sports happy" and all kinds of funny stories, the play added a lot of popular elements of the network, make the plot, lines more network.

The whole network drama interprets the joyful essence of sports from the perspective of young people's work, life and sports mode, which coincide with the brand attribute of the happy bird movement. This is also the original intention of the investment of the bird.

In this play, many young actors, such as "drama queen" Ma Li, power actor Li Ren, "miss the girl" Gao Mei Yi, are directed by young director Mao Xiaorui.

The 8 episode has different characteristics of the "bird sports mix" wind clothing, plus comic + movement + original + video "four in one" means, launched the first domestic sports theme comedy youth network drama "natural movement crazy", with short and exquisite network drama to the consumer to convey relaxed and happy sports and life concept.

Later: small net drama tells Dali Nian.

During the broadcast of "natural sports maniac", the total amount of play in Youku network was over 84 million times, and the user concern rate increased by 16241% in the first quarter.

In the first month of broadcasting, the Google search of "natural sports maniac" has more than 800 thousand comprehensive reloads. Google search forms the key word: "natural sports maniac".

Having felt the sun's positive brand concept of "Happy Sports", consumers have deeply remembered the sports products of "noble birds", deeply understood the fine characteristics of their products, and actively carried out video pmission to enhance brand exposure.

Although the happiness brought by net play is short, but the concept of "sports happiness" has been extended till now, many netizens say that only 8 episodes do not satisfy the love of "natural movement maniac". Most netizens express that the idea of "sport happiness" has changed their attitude towards work and life, especially their attitude towards sports: sports are no longer burdens, sports are no longer empty talk, sports are no longer competition, and sports bring happiness.

As of today, the total hits of Youji's 8 episode in Youku are over ten million, creating the record of Youku drama. These achievements fully prove the unique value of network drama marketing.

"I can't jump high, but I have to jump happily. I can't run fast, but I have to run happily. I decided to take pleasure in sports as my primary belief, forget hard work, rules and success and defeat. Every movement needs to break the record and be happier than last time."

The concept of sports happiness has gradually become popular among the people.

With the great success of the net drama, it also inspires the miracle of the brand.

In order to thank the netizens, a few days ago, the famous bird brand was working with Youku network production group to create the second season of the network drama. It is expected to meet with the majority of netizens this fall and winter.

The brand of hope bird is hoping that a joyful whirlwind will start again on the Internet. At the same time, we hope that netizens can actively move towards outdoor, happy sports and happy life.