Luxury Brands Play The Game, Louis Vuitton Is The First To Eat Crabs.

The heroic League 2019 global finals, which collide with the "double eleven", remain undiminished. The joint name with the luxury brand Louis Vuitton has attracted attention among young consumers.

Paris, France -- Electric racing is no longer the exclusive possession of otaku, and even luxury brands are eyeing its potential. Just this Monday, luxury goods giant Louis Vuitton officially released the first capsule series jointly with the League of Legends. After one hour, these collections were sold out in Europe, and even some orders were cancelled due to insufficient stock. On Tuesday, Louis Vuitton and gogoboi, a famous blogger, once again linked up. The latter took over the brand WeChat, and plotted the illustration style "how to persuade your boyfriend to buy you LV X heroes alliance series", triggering the screen in an instant. Louis Vuitton has made great efforts in this field. Previously, BoF has reported that in addition to customizing the trophy box for the 2019 heroes League finals, its brand creative director, Nicolas Ghesqui re, has also designed a new style for the Qiyana and Senna characters of the game. On the online platform such as Instagram and beep, the brand has also launched a character filter with the "hero League".

If this cooperation is linked to Louis Vuitton's brand younger strategy, we can find its ambition.

Since its release in 2009, the League of heroes has become the largest number of computer games in the world, and its number of independent viewers in 2018 has reached a record 99 million 600 thousand of S8. According to Nelson's "2019 competition marketing brand research report", more than half of the players age between 18 and 34 years old.

The audience base is large and young, which is undoubtedly attractive to Louis Vuitton, which is in urgent need of young market force. In addition to the sponsorship of Champion, Adidas, Lining and other sports brands to the competition or contestants, few luxury brands have become partners in the competition. The Louis Vuitton, in the form of "skin plus filter", plus a high exposure at the time of the finals, made the brand win a lot of discussion and excitement in the competition audience.

Actually, as a simple player, I don't feel much about these big cards that I can't consume at ordinary times, but I think they are very novel. Most players will also be willing to laugh at themselves. The first Louis Vuitton is a hero's skin. But I think for some players with relatively good economic strength, there are also some players. "Responsible for helping Tencent games," Heroes alliance "and other projects to do marketing planning, but also the" hero League "7 years senior player Grace Liu told BoF:" on the other hand, as fans of electric games are actually very pleased to see their success, see their favorite game more and more prosperous, the event is more and more developed. "

For the "League of heroes", cooperation with Louis Vuitton can not only boost the sales of heroic skin, but also add more interesting and playable points to the game. Riot Games, the developer of the League of heroes and the American game company, has spent a lot of time in the heroic skin, such as launching the Japanese wind design and making animated Promo films, composing the heroes into virtual orchestras, etc. last year, the K/DA virtual women's group also released the first song in the Billboard global digital music sales list. The two members of the "True Damage" Orchestra this year, Qiyana and Senna, have changed to the heroic skin designed by Louis Vuitton.

Guine, who is engaged in advertising creative business at Huayi's letter, said that cross-border brands of different industries "are very eye catching and have broken their original single pattern".

Especially with the increasing number of female players, the crossover with fashion can also increase the attractiveness of games to female users. "The League of heroes has also begun to make some beautiful and lovely skin to please female players in recent years, and I think women players are more generous in their consumption of skin and other props, which can be said to like to buy," Grace said. Interestingly, this year's world finals of the League of heroes is exactly the evening of November 10th. A lot of female users on micro-blog say they want to watch the game on the side of the computer, and use the mobile phone to calculate the double eleven reduction.

According to Aurora statistics from the Internet consulting firm, more than half of the world's highest paid mobile game kings are registered with up to 200 million of the registered users, while nearly three of the audience who watched the Royal glory professional league last year on micro-blog were women.

Whether in terms of the total number of radiation or age distribution, or from the sex ratio, the competition industry has the consumer market that luxury brands aspire to, and fashion elements can attract more young gamers to the game side.

But while studying new ways of playing, luxury brands should also pay attention to the fact that choosing the right cooperation partners and respecting each other's industry culture is the way to really keep the audience interested while maintaining their brand tonality.