National Entertainment: Online video opens an interactive entertainment marketing model

Super girl, fast man, online talent show, mobile phone draft, entertainment factor is evolving from the characteristics of acting stars to the voice of the whole era. From self-entertainment to collective entertainment, from one-way entertainment to interactive entertainment, we are in an era of national entertainment. The derived-ldquo; brand implanted into the entertainment platform, created the entertainment platform, and then involved consumers in entertainment activities-rdquo; thinking, has become a new marketing strategy of enterprises, which has been successful in practice. Recently, at the recently concluded ldquo;2009 Tudou Video Marketing Award ceremony & rdquo;, Pepsi & ldquo; Group Voice & rdquo; series of promotional activities won the entertainment talent show category award by virtue of its innovative marketing model and good social repercussion. through this successful case, the manufacturer's representatives and experts discussed the entertainment interactive marketing mode opened in the network video.

with the trend of group music, Pepsi launched a nationwide draft of Pepsi-ldquo; Voice & rdquo; in 2009 to encourage the creative enthusiasm of young people with a new form of band. Through the fans' attention and pursuit of the event, the event imperceptibly cultivated the Pepsi brand awareness of the audience, accumulated brand popularity, and then changed consumers' beverage buying habits. In the promotion channel, Pepsi joined hands with Zhejiang TV station and Tudou to create a vigorous Pepsi band contest through the mutual cooperation of traditional TV media and new network media.

in order to make up for the time limit of the traditional media Zhejiang TV station to broadcast the event, Tudou has opened up a special event channel to track the event in all directions, providing a powerful media platform for Pepsi-ldquo; Group Voice & rdquo;. In addition, Tudou launched an orchestra fan recruitment campaign with the theme of Pepsi & ldquo; & rdquo;. Tudou gathered more than 2000 die-hard fans. Through community interaction, netizens' comments, Pepsi & ldquo; & rdquo; covered Pepsi brand information for rapid interpersonal dissemination and viral spread.

it is worth mentioning that the super popular guitar system tailor-made by Tudou for the competition has become the most unique focus in improving the publicity power of the competition. If fans want to apply for Pepsi group voice limited edition pendant, as long as they keep the fire guitar displayed on the fans' Tudou personal home page during the event, they can get 300 fire guitars, which undoubtedly increases the fan concentration; for your favorite band screaming, it also improves the enthusiasm of user interaction. Daily access to Tudou Pepsi & ldquo; Worldwide Group Voice & rdquo; area also has fire guitar gift, which increases user viscosity, and daily order Pepsi group audio and video, lock in tomorrow Tian Tuan, you can also get fire guitar, which has a good effect to improve the popularity of the audience.

& ldquo; Tudou has been uploaded passively from consumers to actively participate in creation. They are the creators themselves, and they also welcome netizens to participate and create together. & Dong Benhong, Vice President of Marketing Department of rdquo; Pepsi Greater China, fully affirmed Tudou's entertainment interactive marketing model, and he thought & ldquo Tudou solicited fire guitar, solicited the band to spread like a virus, collected more fire guitar points, and finally had to point out that the most netizens could come to the scene of our concert to see a grand concert. There was a very good band at the scene, and we all got together to really make the entertainment interactive. & rdquo;

in fact, the fire guitar did make Pepsi & ldquo; 's universal voice & rdquo; completely popular. According to statistics from Tudou, the competition for fire guitar is closely related to user ratings and interactive behavior. Users are locked in for 13 weeks, 210000 netizens continue to follow, and the audience of the program continues to climb. More than 8 million users visit the activity area frequently, setting a record of 16.87 million viewers.

the successful promotion of Pepsi & ldquo; Worldwide Voice & rdquo; draft has further enhanced Pepsi's popularity of video marketing. Dong Benhong said, & ldquo; in the network media, for Pepsi, video media is a top priority, we attach great importance to the strategic partnership with Tudou. & rdquo;

in addition to the event area and fan recruitment activities, Tudou also integrates various resources in the site, such as seed videos, Tudou promotion, channel banners, background posters, and pausing the loading bit to continue to play Pepsi & ldquo; & rdquo. The online advertising of the event covers all aspects of Tudou fans, strong recommendation of music and entertainment channels in the station, and omni-directional publicity with Pepsi activities, implanting Pepsi brand information into the hearts of music-loving media audiences.

it is on the basis of this cooperation that Pepsi breaks the practice of the premiere of Chinese New year advertising TV and will first broadcast the 2010 New year advertising film on Tudou, showing more New year wishes to the majority of netizens.