Brand customization drama: can the upgraded version of implantation improve marketing effect

long hair is an element that has been used repeatedly during prime time in TV dramas this summer. Behind it are Procter & Gamble and Unilever, two major consumer goods companies. They unanimously chose the way of customized drama to implant the brand.

strong > previous lives and present lives of customized dramas / strong >

the title and plot of the two TV dramas "Silk Heart" and "unassailable" actually imply two brands of shampoo from the two companies.

the implantation of brands and advertisements in movies and TV dramas is no stranger to most consumers. Whether it is New year's movies such as "Mobile phone" and "there are no thieves", or Hollywood blockbusters in the United States, or even in the Spring Festival Gala, audiences can find many hidden traces of ldquo; brand advertising & rdquo;.

different from general product placement marketing, Cui Lin, planning director of Beijing Kevin Medi Advertising Media Co., Ltd., told reporters that the recently popular brand-ldquo; customized play-rdquo; marketing method is that brand merchants and production units are involved in the creation of TV dramas from the beginning of the topic or script and invest in production together. Generally speaking, & ldquo; customized drama & rdquo; is exclusive, in addition to the brand, will not allow other similar competitive brands to intervene.

from multi-brand product placement to single-brand custom TV series, the road of marketing with product placement seems to be getting wider and wider. Xie Xinzhou, a professor at the Center for Market and Media Research at Peking University, told reporters that due to the strict restrictions on the time for TV dramas to be inserted into advertisements, and the irreplaceable influence of prime-time films and TV dramas in the eyes of the public, more and more brand manufacturers realize that they can use the power of film and television to promote their brands to replace hard advertising.

in fact, this kind of brand customized TV series has appeared at home and abroad. The earliest example should be the 1929 American animated film Popeye, which was invested by a manufacturer of canned spinach under the Popeye brand. Whenever in crisis, Popeye named Popeye would take out canned spinach and say & ldquo; I am strong, I love spinach & rdquo;, increased sales of canned Popeye spinach by 30%.

the animation of Haier Brothers, which was released in China in 1996, was created by Haier Group in conjunction with an animation company in Beijing with an investment of more than 6000 million yuan. The cartoon is based on two cartoon characters of Haier Group. Since then, there are Weili Group funded filming of the "Power Boy" and so on.

& ldquo; this is the embryonic stage of Chinese brand customized dramas & rdquo;, Cui Lin believes that at this time companies bluntly directly put the logo of their products on the TV screen, but for children, as long as they like cartoons very much, they have no discrimination and will not resent them, so in the early stage enterprises are all in the form of cartoons.

in foreign countries, brand customized TV dramas have developed relatively mature. P & G's first bespoke series in China is actually a copy of its marketing experience in the United States. In the 1930s, Procter & Gamble's practice of inserting soap advertisements in radio dramas led to the birth of the word ldquo; soap opera & rdquo;.

Huang Heshui, deputy dean of the School of Journalism and Communication at Xiamen University, told reporters that there are also many brand-customized skits, ranging from three to five minutes to half an hour, which also appear on the Internet, and some brands deeply implant them into the game, even in the form of mobile phone skits.

the marketing investment of this kind of customized skits will be much less than that of customized TV dramas. According to people engaged in implant marketing companies, the prices of such skits range from 20,000 to hundreds of thousands, while the investment of brand customized TV dramas may cost tens of millions of yuan, which is difficult for ordinary companies to bear. In addition to the length of time is the basis for customized drama pricing, the quality of shooting (HD means or not), broadcasting platform and so on are also factors to consider the price. # p# subtitle # e# strong > is a trend and a double-edged sword / strong >

& ldquo; some beautiful or funny storylines will stay in the audience's mind for longer than the average hard advertisement. & rdquo; Huang Heshui believes that because people will remember the storyline, it is also possible to recommend a fun or good-looking one to a friend, but hard advertising is impossible to achieve this effect.

however, whether this kind of brand-customized TV series can enable brand enterprises to establish a good image and marketing effect depends on whether the audience can accept it, and this acceptance can not be the subjective feelings of the brand and the producer.

for pure TV dramas, ratings can evaluate their quality. Can the marketing effect of customized dramas implanted by brands be considered in the same way? Huang Heshui believes that ratings can be used as one of the criteria for consideration. In fact, brand hard advertising already has a more mature evaluation means, and the effect evaluation of customized dramas can be similar. For example, from the early stage, hard advertising is mainly considered in terms of exposure and calculated in time seconds, while customized dramas can also discuss with the producers how often and how the brand appears. During the broadcast, we can also look at it from the later stage, and we can also evaluate whether the sales index of the brand has changed before and after the launch of the TV series like the hard advertisement.

& ldquo; product placement is a development trend, and customized dramas will be adopted more and more. & rdquo; Cui Lin believes that this more imperceptible form makes consumers undefensively adopt the lifestyle of the stars in the play, such as consumer goods, clothes, cars, and so on.

however, he also believes that customized dramas are also a double-edged sword for corporate marketing. For enterprises, whether to choose the marketing method of customized drama depends on whether the product can be delivered directly to its consumer group. If enterprises blindly follow the trend, regardless of their own product characteristics, the product implantation process is blunt and straightforward, which will not only arouse the disgust of the audience, but also cause price confusion in the market.

In addition, bespoke dramas pay more attention to the deep integration of corporate brands and works of art. In order to nourish everything quietly, the requirements for scripts are very high, and it is often difficult to find ready-made scripts to use. And if the early implantation process can not continue, the enterprise will spend more cost in the continuous implantation marketing in the future.

on the other hand, whether to adopt the way of customized drama should also consider the strength of the enterprise. when enterprises plant advertisements into TV dramas and short films, and when using TV, network, and mobile phone platforms, they also need to consider repeatedly and carefully evaluate whether the work has a promoting effect on the brand promotion of the enterprise. if we blindly pursue publicity and rigidly put the brand into the work, we may not be able to achieve the desired results.

in the face of the explosive growth of product placement, Huang Heshui also said that there are deficiencies in the legislation and supervision of product placement in China. Enterprises should be rational when choosing this way of marketing. If the TV screen is flooded with inferior implantable customized dramas, the relevant industry associations should supervise and guide them in a timely manner. It has been stipulated in foreign countries that this kind of customized drama can not be broadcast in a specific period of time.