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Chinese Brand Marketing Skills In Transformers 3

2011/7/28 16:00:00 68

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For Transformers 3, viewers should have two feelings.

First, the film continues to be popular around the world after Transformers 1 and 2.

According to statistics, so far, the box office results of the film have attracted $882 million 400 thousand in the world (5 billion 689 million yuan), of which nearly 100 million yuan has been released on the first day of China's box office, not only becoming the most popular one in the series, but even the best record of "Afanda" on the first day.

The second is those implanted in "change 3".

Chinese brand

Advertisements attract people's attention.

The characters are wearing Chinese brand T-shirts, drinking Chinese milk and using Chinese brand computers.

Many Chinese audiences regard this blockbuster as a "number of Chinese brand Games".

Some fans said they'd sit in the cinema and look for these ads.

The immigrant Chinese brands include Lenovo, Yili Shu Hua milk, Mertes Bonwe and TCL.

Not only is China's brand, but Chevrolet's Camaro, Mercedes Benz SLSAMG, Ferrari 458Italia, Pepsi Cola, Ebay, NOKIA, Canon and so on are 68 placement ads, bringing more than 40 million dollars to the director Michael Bay team.

"Change 3" tells us how to do embedded advertising.

Previously, product placement has become a street mouse in China.

Even during the Spring Festival Gala in the year of the rabbit, CCTV expressed its determination to "never insert advertisements".

Feng Yang Yang believes that people do not want to see the reason why the Spring Festival evening is "implanted ads", because the Chinese people attach importance to the most traditional festival - the Spring Festival.

The reason why Feng Xiaogang's "Tangshan earthquake" is controversial is probably because fans believe that you can spend money on the side of the "tragic tragedy card" while putting money behind the ads. On the other hand, people do not like the movie commercials, mainly due to the sudden interruption of the continuity of the mood.

The commercials cut off the audience's attention to the wonderful TV.

So what should we do in advertising?

Why change 3?

Advertising implants

The audience did not dislike this? Actually, Feng Yang believed that the implantation of change 3 was not because the director was very clever.

But these blatant "implanted" advertisements have not only made the fans lose their appetite, but become fashionable topics. What is the mystery? On the one hand, change 3 is a completely entertaining movie. On the other hand, the directors and actors of the international blockbusters are almost harsh on the quality of the movie.

Erie had offered to let the Bumblebee drink the Yili Shu milk, which was rejected by director Michael Bei. The director's principle was that Transformers could not be related to milk because it violated the logic of the movie role itself.

Michael 3, director of Transformers, cunningly claims that life is full of commodities, and you will encounter different products. This is not advertising. They mainly bear comedy elements and inspire the inspiration of performance.

Popularly speaking, the highest level of advertising is completely natural integration into the movie without any trace.

The reason why director Feng Xiaogang implanted ads in his recent films is controversial.

On the one hand, either the war drama "assembly" or the sad documentary "Tangshan earthquake" is not a completely entertainment movie.

The story and plot in the movie are true in modern China, affecting millions of people's nerves.

It is precisely because of the fact that it is too real and sensational that the space for implantation is limited.

The subject matter of Transformers decides that it needs no restriction at all.

Because this is a purely entertaining sci-fi movie.

In an unknown and imaginative world, any creativity can be tried.

Investment and return in advertising

The placement ads are divided into background, LOGO, props, movie plot, and emotional relevance.

Generally along with

brand

The deeper the cooperation with the film director, the higher the charge.

For the initial cooperation brand, it is easy to impress the brand in the movie, but it has no knowledge of brand performance.

For example, relative to the effect of implantation, Lenovo left people with only a few simple signs, and compared to the earliest "Bumblebee" Chevrolet, compared to the effect, the effect is far away.

On the one hand, the American film has adapted to the brand of Da Huang Feng's brand, so his "yardstick" can be bigger, and the audience will not have too many opinions.

On the other hand, the automobile brand has strong relevance with Transformers itself, so it is easy to implant.

Chinese brands appear in American blockbusters. Since the opening of "China brand elements" in Transformers 2, the Chinese companies such as Ely, TCL, Lenovo and so on have begun to follow suit.

It is understood that after the premiere of "change 3", Metersbonwe has changed over 100 million products to the 3 series.

In Transformers 3, Metersbonwe's nine quarter LOGO shirt has a total duration of about 5 minutes.

Insiders estimate that the advertising cost of the movie "change 3" will be around $1 million.

When "change 3" was preached in the world, it took Metersbonwe cooperation as a case to publicize that the image and propaganda of the company can not be measured by money.

For many Chinese viewers, the logo of TCL has not been found in the whole "change three".

In the movie, the heroine was imprisoned and the hero went to rescue him. He didn't want a big TV nearby to become a robot laser bird.

The lens appeared for about 5 seconds, and the LOGO of brand TCL was also displayed.

The way of TCL's input is to use the "change 3" element in TCL3D TV marketing, and charge the license fee within 5% within the market price. At present, the retail price of 3D TV is about 10000 yuan, and each authorized price is about 500 yuan.

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The trend of entertainment brand marketing

Entertainment marketing is to require the brand to blend naturally without any trace, and conform to the successful implantation of the movie plot.

In other words, Feng Yang's saying is to let the audience know you, but do not dislike the way you appear.

This is undoubtedly a popular way of brand promotion now, but not all enterprises can get the best interests of entertaining marketing.

Like the movie 007, the placement of watches and cars is very successful.

On the contrary, if there is no BMW car in "007", the audience will not adapt to it. On the one hand, it is the result of long-term cooperation and cooperation between the two sides.

On the other hand, because of such a character, cars and watches are all necessities in life. Movies can better deduce brand personality and enhance brand.

So sometimes the director of the film decides the final implant effect. On this point, director of "change 3" is undoubtedly the representative of successful implantation.

For example, the way in which Erie is implanted in the movie is "I 'm not talking to you until I finish my Shuhua Shuhua."

Let me finish the Shuhua milk first, and I'll tell you later.

When the queer Asian actor played "Wang Shen" to say this line, the audience laughed.

It is said that in the North American market, the comedy effect of this line is even more laughter.

Illyse milk is undoubtedly the most popular advertisement.

It is said that when the show was shown in the United States, Americans could not stop laughing.

The director regarded it as a tool for making comedy.

He thought he was not advertising the milk. I was making a movie called Transformers.

In wind Yang Yang, the biggest attraction of film advertising is the large number of audience.

Entertainment marketing is more pervasive.

It allows you to remember a product while you are watching the movie happy and happy, quietly changing your buying proposition, or enhancing your loyalty to your own brand.

And the life of a classic movie can last for decades or even hundreds of years, that is to say, during this period, people have been watching movies repeatedly and influenced by the brand of those implanted.

On the other hand, "Transformers" is undoubtedly a rare opportunity to push Chinese brands to the international market.

Because the international blockbuster allows people from all over the world to walk into the cinema without exception, and television advertisements can not do this by the influence of the state and regional culture.