Beingmate spends tens of millions on "Mars" corporate promotion and entertainment

product placement is in vogue. From & ldquo; Meters & middot; Bonway & rdquo; implanted the movie "Transformers 2" to Xixi Wetland through "if you are the one" hype, and then this time & ldquo; Beinmei & rdquo; successfully boarded "Mars is nothing".

on November 1, Liu Yiwei's family comedy "Mars is all right" came to Hangzhou. In this movie, a Martian boy named & ldquo; & rdquo; comes to Earth with a can of milk powder. Surprisingly, the trademark of Hangzhou & ldquo; Beinmei & rdquo; was printed on the milk powder can.

the way of product marketing is being renovated day by day. Among them, & ldquo; Entertainment Marketing & rdquo; has gradually become a new breakthrough in brand promotion of Zhejiang enterprises.

strong > spend ten million yuan before and after / strong >

in the film, & ldquo; is fine & rdquo; is a boy who came to Earth from Mars, and his energy jar is a can of milk powder from Beinmei in Hangzhou. In the film, in addition to the close-up of Beinmei milk powder, the brand also appears many times in the film's 8-minute super-long film.

according to Liu Yiwei, the director of this film, Beinmei is the sponsor of the film. In return, the & ldquo; Beinmei & rdquo; brand will clearly appear in the film and will also involve the Beinmei Group in the promotion of the film, thus raising its awareness.

although Liu Yiwei said that Beinmei Group did not spend much, the company in charge of the media planning revealed that, coupled with the later film marketing, Beinmei invested at least 10 million yuan in this round. For this whole process of planning and production, the film producer said that the implantation of the ldquo; Beinmei & rdquo; brand was handled very naturally and would not make people feel like ldquo; Advertising & rdquo;.

strong > A win-win situation can be achieved with proper marketing / strong >

in fact, with the decrease of the arrival rate of TV advertising and outdoor advertising, more and more Zhejiang enterprises begin to look for new advertising marketing methods.

film promotion has also sprung up, so the previous film "Transformers 2" was implanted with the Meter & middot; Bonway brand, while "if you are the one" successfully promoted Xixi Wetland.

not only that, at present, some advertising companies have also begun to set up & ldquo; Entertainment Marketing Department & rdquo;, to introduce the entertainment industry cases to cooperative enterprises, in order to realize the in-depth marketing of brands and products by joining film production, cultural activities and other ways.

& the product image of ldquo; merchants should still meet the needs of the film itself. & Mr. Yang Bohong, Managing Director of rdquo; Beinmei Group, believes that entertainment marketing is one of the means of marketing. Without affecting the quality of the film and successfully promoting the product, it can be successfully realized & ldquo; win-win & rdquo;.

strong > whether it is most important to properly implant / strong >

however, there is also a misunderstanding of & ldquo; seconds & rdquo; in product marketing with the help of entertainment.

& the audience of ldquo; TV commercials can change the channel, but the moviegoers must finish it. & rdquo; Liu Yiwei told reporters that the placement of advertisements is compulsive, so the effect is better. This has also led to constant requests from producers to increase the frequency of products or brands.

Liu Bangbang, head of mdash;— Beijing Dingwen Brothers Film and Television Culture Development Co., Ltd., which is responsible for media planning for "nothing to Mars", said that when merchants talk about cooperation with producers, they will certainly be in terms of the length and frequency of product appearance & ldquo; serious & rdquo;.

he believes that only the brand implantation that is appropriate, appropriate and comfortable for the audience is the most successful implantation, while the illogical and inappropriate implantation will even arouse the resentment of the audience. In this regard, Yang Bohong also believes that in order to publicize well, it is impossible to turn a film into an advertising film.