The use of product placement in film achievement advertising entertainment marketing

in recent years, product placement has become very popular in China's film market. Feng Xiaogang's films that are famous for product placement include "No Thieves in the World", "Mobile phone" and "non-honesty without disturbance". In addition to Nokia, BMW and other foreign brands, China Mobile, China Merchants Bank, Taobao, Qumei Furniture, Great Wall Lubricants and so on, have become his advertisers. The head of a company in Shandong who declined to disclose the name of the company said that compared with other forms of advertising, film placement has its unique advantages, and if there is a suitable film, they do not rule out working with film makers to promote product brands.

product placement is favored by advertisers and recognized by the majority of audiences because of its unique charm. A survey shows that 44% of Chinese consumers have noticed the product brand of product placement, and the proportion is even higher among people aged 35 to 40, up to 53%. The comprehensive survey results show that product placement is a generally accepted way of communication by consumers and has a positive impact on the brand.

< strong > Integrated entertainment marketing is the direction of market development < / strong >

In recent years, product placement has gradually penetrated from movies to TV dramas, online games and other fields, and has been concerned by more and more audiences and advertisers. The emergence of product placement has not only enhanced the confidence of film investors to expand the film market, but also opened up a new way for advertisers to promote brands and has been tried and tested abroad. Therefore, people in the industry are generally optimistic about the prospect of this form of advertising, and they believe that the Chinese film advertising market, including placement advertising, has great potential.

Xu Xilin, a famous brand expert, said that under certain circumstances, product placement is more effective than hard advertising in promoting product brands. The most obvious performance is that the audience has a certain resistance to hard advertising more or less. Product placement integrates the product brand into the film plot and naturally appears in the storyline. Let the audience unwittingly accept the hidden advertising information. In addition, a good product placement can complement the characters and plots in the film, and maximize the product information to be promoted by the advertisement. For example, the Omega watch worn by 007 in Casino Royale and the BMW Mini Cooper in Casino Royale.

in fact, the product placement with good effect is not only the pursuit of a series of forward-looking, continuous and continuous communication of ldquo; & rdquo;, in the film, so that it can give play to the best effect. As early as the winter of 2002 before the release of "steal the Day", BMW launched Mini Cooper all over the world & ldquo;Mission Mini&rdquo. Marketing campaign: detective novelist was asked to create an open-ended novel "Mission Mini" for MiniCooper, describing the sudden disappearance of six collage works of art deposited by a famous contemporary New York artist in Barcelona, and the local police were at a loss about the case, while the famous detective Sam Cooper and his best partner MiniCooper walked through the streets of Barcelona, looking for clues to solve the case. BMW selected 90 contestants from around the world and came to Barcelona to work with SamCooper to solve the Mini Cooper case and write the ending of the novel. After the release of "steal the Day" in 2003, BMW also showed this implantable advertising film with the same theme of treasure hunt around the world, which finally made the ldquo;Mission Mini” marketing campaign win the high attention of the global audience.

< strong > movies and advertisements complement each other to achieve a win-win situation < / strong >

but product placement is a ldquo; double-edged sword & rdquo;, is not used properly, it will also have negative effects. In the film "there are no thieves", BMW is one of the placement ads. That sentence & ldquo; do you think that driving a good car is a good person? rdquo; 's lines have been popular for a long time and become a kind of ridicule to BMW, causing harm to its brand to a certain extent. & ldquo; this is also a problem that advertisers and film makers should pay attention to when carrying out advertising placement. While improving product brand awareness, we must pay attention to the reputation of product brands. & rdquo; Xu Xilin said.

Film is an art, and so is advertising. How to achieve the perfect unity of the two, so as to achieve the best effect of audience aesthetics and advertisers promoting product brands? In recent years, with the increase of product placement in domestic films, companies and teams specializing in product placement have emerged, such as Hairun Ogilvy, Herun Media, interpretation of Spring and Autumn, and so on. All parties also gradually explore a set of operation process in line with the market operation, to put it simply: determine the film topic; analyze the products that may be involved in the film plot, determine the range of sponsors; contact the target customers and sign sponsors; make the film and product placement perfect combination according to the plot.

Zuo Di, brand director of TCL Group Co., Ltd., also said that generally speaking, product placement is only a supplementary means among many marketing methods, and its advantage lies in the embodiment and display of high-level elements of brand connotation. At the same time, he stressed that only by combining product placement with ordinary advertising and public relations can effective integrated marketing be formed.

at present, in order to seek financial support, the film adopts a simple and blunt way of advertising, which still exists in a large number of films. This kind of advertising placement has also been criticized by the broad audience. Fortunately, in order to ensure the artistic effect of the film, publicity effect and the effectiveness of product placement, some filmmakers with strong economic strength now consider more than economic factors when choosing partners. It is understood that at Huayi Brothers, how much publicity resources the advertiser of product placement can provide for the film is one of the key projects agreed upon in the contract. In this way, it not only ensures the publicity path of the film, but also ensures the artistry of the film to a certain extent, rather than & ldquo; mercenary & rdquo;. Every film made by Feng Xiaogang, who is famous for product placement, has received a lot of advertising support from advertisers, making the film and advertising coverage to television, plane, outdoor and other channels, to some extent, the success of Feng's film.

Because, after all, only the success of the film, can bring the success of product placement; both win-win, can everyone be happy.