In a new advertising era, clothing brands fall in love with online games and implant advertising

An online game has more than 1 million people online at the same time, an RPG map of Warcraft has more than 1 million downloads in a single week, and a game's battle platform has more than 60 million registered users alone. These huge numbers make it impossible for us to ignore such a group game group.

Clothing brands are trying to embed virtual versions of their products into popular games to attract players to buy in real life.

Placement ads attract players to buy

Men who love to play games are usually regarded as a group of people who don't care about dressing and lack fashion opinions. Now, they are gradually getting a sense of fashion in games. In order to become a virtual wrestling star, rap singer, skateboard champion or gangster hero, they spend a lot of time matching costumes for their characters from the beginning. In those games, whether the characters dress in a fashionable manner often determines victory or defeat. Clothing brands are also trying to embed virtual versions of their products into popular games to attract players to buy in real life.

In the domestic fashion field, Metersbonwe has targeted a young fashion group of hard-working dancers. ldquo; This online game has hundreds of thousands of people online at the same time, and most of the players are born in the 1990s, which is very consistent with Metersbonwe's young and fashionable positioning. Because the clothes worn by the girls dancing during the dance are three-dimensional costumes, which are more realistic than QQ shows, and consumers can easily imagine the effect after wearing them. In actual market operations, Metersbonwe has even carried out marketing online and offline. Consumers only need to purchase Metersbonwe clothing and receive complimentary dance costumes. Metersbonwe then gives rebates to the game company to which the dance belongs. This is a win-win cooperation that will benefit both parties.

In order to cater to the advertising needs of brand owners, the fashion vertical portal has developed many game plug-ins such as fashion matching for fashionable women. Some are functional games that offer high-end brand new products for players to try. Players choose the product they like to apply for, and if they are lucky enough, they can get it for free. At the same time, points can be accumulated during each application process, and points can be exchanged for corresponding gifts.

Designer's virtual attempt

In September last year, virtual dressing site Roiworld.com launched a game called Designer Closet that introduced designer Norma Kamali and her virtual designs to 3 million users. Players can choose a double and dress up the double with Kamali's Spring/Summer 2010 collection. Players can also use the forum to make comments and connect directly to Kamali himself. Kamali said: Online games are useful for designers because they create interactions between consumers and brands and bring the relationship closer. rdquo;

Recently, American designer Zac Posen attended the launch ceremony of Next Island, and the virtual world version was also launched. As part of the Swedish gaming platform Entropia, it is an online multi-player virtual universe. Posen promotes real-life and virtual designs online. Designer Ralph Lauren also expressed interest. As more designers join, players on Next Island can not only buy clothes from their favorite designers, but also visit the islands of different designers.

Who is the coolest clothing brand?

According to statistics, online game players spend an average of 2 hours online every day, and this period of time is completely within the effective range of advertising. Therefore, in fact, the spread time of game advertising is much longer than that of traditional media. For a large number of online users, the influence of online games as a communication medium has surpassed traditional powerful media such as television and newspapers.

If children choose clothes from games since childhood, their consumption habits will also be affected in the future. Clothing brands that appear in the coolest games will be winners.& rdquo; Fashion marketing experts analyzed.

So, what kind of company is suitable for advertising on this game platform? And how to express advertising? These two issues are two issues that companies must consider before engaging in game marketing.

At present, domestic online game players are generally concentrated over the age of 18 and under the age of 30. The vast majority of people in this broad group have had experience of online shopping, and the most typical one is buying and selling point cards through the Internet. Online shopping is a very mature market for this group of people.

Marketing person Pan Xiaochun believes that considering the characteristics of the game platform itself, the best industries to carry out marketing activities on the game platform at this stage include: clothing, food, jewelry, etc.

In terms of clothing, in a game, when the protagonist wears different clothes and equipment, he will have different abilities. Clothing brands can fully cooperate with game developers to launch the same equipment as the brand's products, such as Nike suits, including Nike shoes, Nike pants, Nike capes, Nike hats, etc. Anyone who buys Nike shoes can collect a pair of Nike shoes online, and users who buy Nike pants can collect a pair of Nike pants online, etc. Of course, in order to ensure the fairness of the game, such equipment can only be mid-to-top equipment. In the game, players can play green Nike equipment as top-quality equipment. Game operators can place promotional advertisements for games in Nike stores. Neither party needs to pay advertising fees to the other party. This is a win-win cooperation method.