Brand Marketing: Sponsorship Of Corporate Reality Show

Last week, the big star reality show "running brothers" was broadcast, though only one issue, but it has attracted much attention. The attraction of the show is not only the outstanding performance of stars, but also the quality of clothes. In the last session, the guests were ripped off the clothes for 2 times in 5 minutes, so that the clothing sponsor Hai Lan's home was soon known to the audience. The netizen could not help asking: "which quality is the clothing quality"? Although the advertisement has caused the quality of the sponsors' clothing to be questioned, it also makes people wonder if it is. brand marketing Another way of propaganda?

　 Variety reality show stars dress as a look.

　　 Where is daddy going to lead the fashion brand sponsorship boom?

In fact, clothing brand promotion often appeared in films and TV dramas until the launch of the large parent-child interaction reality show "Daddy where to go", which opened the wide range of clothing brands in variety shows. Because it is a parent-child program, so the dress of father and children is easy to be concerned about. With the popularity of the program, clothing sponsorship is coming. From the original "father Meng baby" parent-child dress, and then the children's fashion trend of children's clothing, not only for the clothing industry to expand the new development area, but also provide a new marketing opportunity for the clothing brand.

　　 "Good voice" becomes "fashion show".

In addition to the competition, the most interesting thing about the good voice is Na Ying's dress modeling every season. Reporters learned that in the third quarter, Na Ying changed at least a dozen sets of clothes, all from the brand sponsorship. From the stunning appearance of a Givenchy 2014 spring summer series of embroidered blankets on the shoulder shoulder, to Thakoon fall2014 autumn winter Look white shirts and middle skirts, and then to Givenchy by Riccardo Tisci 2015 early spring series Look, each scene has not disappointed the audience. It's not too bad to call "good voice" Na Ying's personal fashion show. But it has to be said that clothing brand sponsorship has become a new aspect that has nothing to do with the program but brings a lot of fun.

　　 Brand promotion, don't look at advertisement, see "curative effect"

Any brand chooses sponsorship, hoping that its investment programs can rise up, so as to promote brand awareness and reputation recognition. However, among the many variety shows in the country, it is necessary to choose a suitable brand, widely concerned and good. Word of mouth The program is not easy.

In the first half of this year, Dad came back from the beginning of the premiere to the end, which has maintained good ratings. The click through rate of the network is almost over ten million. This has also won the reputation and reputation for the children's clothing brand sponsored by them. It is also a parent-child variety reality show, because the nature of the program is in line with the concept of the brand, and it is the flagship "parent-child, warm" brand, so it soon impressed the consumers. Sponsorship marketing is like a bet. It always applies to the law of King loser.

Reporters believe that sponsorship Reality show Variety show is a new publicity and marketing mode of clothing brand trying to show products or brands to consumers with the help of program content and real performance of stars. But this is also a systematic project. It is necessary to grasp the propaganda scale, neither blindly follow the trend, nor be too rigid or overexert. Otherwise, it is difficult to be accepted and will backfire.