Ten million yuan to test the water, entertainment marketing, Du Lala, to correct the name of implant marketing

My country's first film "Du Lala's Promotion", with the theme of reflecting the struggling experiences of white-collar women in the workplace, has immediately become the most popular popular movie among white-collar people in recent times since its release nationwide on April 15.

The popularity of "Du Lala's Promotion" has not only brought impressive box office results that are expected to attract more than 100 million yuan, but has also been given a milestone significance by some media to name product placement advertising. It is understood that most of the merchants that put product placement ads in this movie are now smiling.

In recent days, after visiting a number of stores and automobile 4S stores in Chengdu, reporters found that many products have Du Lala as their promotion theme, and even some irrelevant products have been labeled with Du Lala's banner in a different way. Products range from food, clothing, contact lenses to digital, home appliances, and automobiles, they are everything, leveraging an extended industrial chain of hundreds of millions of yuan.

A Physical store survey

Shopping malls and billboards are full of Du Lala”

Less than a week after its release,"Du Lala's Promotion" has been hailed as a successful example of embedding advertisements into movies.

It is reported that there are more than 20 advertisements implanted in this movie, including black tea, chocolate, cosmetics, clothing, mobile phones, computers, cars, etc., and even the Tourism Board of Thailand. They are all products closely related to concepts such as cities and white-collar workers. The reporter noticed that these advertising brands that appeared in movies have recently begun to carry out publicity campaigns around Du Lala.

Yesterday, reporters found in many large stores in Chengdu that products related to the film such as LEE, Lipton, and Bobbi Brown were all marked with Du Lala. The slogans of some clothing brands even directly wrote Du Lala's recommended brand. In the store of the denim brand LEE, the shopping guide even introduced to a customer who was trying on a pair of slim-fitting straight jeans that this pair of jeans was one of the jeans Xu Jinglei wore in "Du Lala's Promotion" and was very professional.……”

The reporter also saw in Wangfujing Department Store that the mall had set up a shopping guide similar to Du Lala's recommended clothing brands in a conspicuous location. It used a combination of promotional posters and store promotion to focus on recommending some clothing, shoes, bags and accessory brands suitable for white-collar workers in the workplace. The shopping guide of a certain brand said that although the brands recommended by the mall have nothing to do with Du Lala, many brands are willing to ride Du Lala because of their similar clothing styles.

You Fei, the marketing manager of the store, said that "Du Lala's Promotion" will be released on April 15, which coincides with the beginning of the store's May Day promotion, so the store has selected 20 to 30 counters related to the workplace and fashion, and created 200 Du Lala product recommendation cards, hoping to provide consumers with reference when purchasing workplace-style products. rdquo; According to You Fei, this is also the first time that Wangfujing has recommended products based on the theme of the movie. The main reason is that the crowd structure in the movie is also close to Wangfujing's customers.

In addition, in 4S stores across the country, FAW Mazda, the chief sponsor of "Du Lala's Promotion," sales staff directly introduced to consumers that the MX-5 and Ruiyi were the cars of Du Lala and Wang Wei, the film's characters. FAW Mazda has also launched a collection of top ten workplace quotes online, and can win iPhone 3G mobile phones and kill ticket tickets for "Du Lala's Promotion" and other prize-winning activities……

B online store survey

Du Lala clothing is out of stock online

In addition to physical stores and shops, Du Lala's figure is also blooming everywhere on Taobao.

The reporter found that many clothing sellers on the Internet have recently been focusing on OL trends. A Taobao seller with the online name Slingshot Man said that recently "Du Lala's Promotion" has become very popular, driving the fashion of professional women. Fashionable and casual professional wear has become popular, such as small suits, skirts and other workplace clothing, which has become a hot item that sellers are vying to sell.

Another shop owner with the online name of the Fish Stealing Cat revealed that in just four days from the film's release on April 15 to yesterday, sales of clothes similar to Du Lala's dressing style in his store increased significantly. Since most of the clothing sold by the store is mainly fashionable and professional wear, and the shop owner also purchases lotto clothing, which is widely used in the film, it is roughly estimated that the average single-day sales during this period have increased by nearly 30% compared with before the film was released. Especially the clothes that Lao Xu wore were sold out. rdquo;

The reporter also found that a store named Lao Xu, a lifestyle store also opened in Taobao Mall to welcome customers. The store focuses on Xu Jinglei's KAiLA brand accessories, and elements of the movie Du Lala can be seen everywhere. After logging into the online store, the reporter found that Du Lala's movie posters were hung all over the corners of the store, and Xu Jinglei's KAiLA brand accessories were hung all over the store. It is reported that this store is the flagship store of Xu Jinglei's KAiLA brand in Taobao Mall.

On some popular websites, many products that have nothing to do with Du Lala, such as washing machines, microwave ovens, etc., have also been promoted by using XXX, Du Lala's preferred choice in the workplace, as an excuse, or by giving "Du Lala's Promotion" movie tickets immediately after purchasing the product

C Sponsor Survey

Chief sponsor tens of millions of yuan to test the water entertainment marketing

The hit release of "Du Lala's Promotion" made more than 20 sponsors secretly happy, and also made many merchants use their brains to use the film to launch marketing.

FAW Mazda is the chief sponsor of this film, and it is also the first time that it has launched product placement advertisements in the film. What is the actual combat effect? Yesterday, a person from the marketing department of FAW Mazda told reporters: At present, I think our advertising marketing strategy is very successful. When the time is right, we will also consider placement marketing in other videos.& rdquo;

According to reports, FAW Mazda invested less than 10 million yuan in this sponsorship, and the two parties successfully signed the contract after only half a month of contact." ldquo; I think FAW Mazda's customer base is mainly positioned as white-collar workers and private business owners, as well as some young people who are concerned about fashion, which coincides with the white-collar class who is the protagonist of the story of "Du Lala's Promotion". rdquo; This marketing person believes that Du Lala has become the vanguard of FAW Mazda's testing of entertainment marketing mainly because the inspirational stories and fashionable life elements of white-collar workers in the film coincide with FAW Mazda's core brand philosophy.

So, has such a large investment boosted car sales? In this regard, the marketing department person believes that the film has been released for less than a week, and the specific promotion effect is still inconclusive. However, our original intention is to brand the two cars and let more people understand what FAW Mazda's target consumer groups are. So far, our goal has been achieved.& rdquo;

In fact, as early as June last year, before "Du Lala's Promotion" was officially launched, Nokia had already confirmed to become its business partner. Since then, major international brands such as Dove Chocolate and Lipton Black Tea have also joined the sponsors 'camp.

D film survey

The actual investment of the producer may be recouped within one day

Regarding the product placement advertisements in "Du Lala's Promotion", the audience's opinions are actually mixed. An audience member left a message online saying: "The Founding of a People's Republic" counts stars, and "Du Lala" counts advertisements." rdquo;

At the beginning of the movie, seven or eight advertisements were crammed in: Du Lala ate the chocolate she ate in a fit of anger, and the sports car she bought after running out of her cards, all of which were added plots to the advertisement placement. Coupled with the ever-changing bank signs, recruiting Zhaopin.com, booking air tickets and rooms to find 12580 have become quite controversial parts of the film.

In response, director and starring Xu Jinglei publicly stated: If there were no advertisements, it would embarrass me." rdquo; Industry insiders also believe that the biggest suspense of the film is not only that Xu Jinglei may become the first female director in China to earn more than 100 million yuan, but it may also create another landmark case to justify product placement advertising and make film and television works truly become another high-quality attention resource that advertisers compete for.

A relevant person from the producer revealed in an interview with reporters yesterday that "Du Lala's Promotion" was targeted by a large number of advertisers before it even started production. In the end, more than 20 companies reached various promotion cooperation with the film. This number has set a record. It is the most commercial development of Chinese films.

At the same time, the reporter learned that the total investment of "Du Lala's Promotion" is about 30 million yuan, and the revenue from product placement advertising is about 2/3 of the total investment. In other words, it is conservatively estimated that the entire advertising sponsorship fee for this film is about 20 million yuan. After absorbing a large amount of production costs, the actual investment cost of the producer may only be about 10 million yuan. On the first day of release, the box office exceeded 8.5 million yuan, and as of last weekend, the box office had reached 40 million yuan.

Jiao Aimin, producer of "Du Lala's Promotion", said that although the film adds many brand elements, it does not open the door to brands, but has its own principles of advertising placement. The first is that the product can be integrated with the plot, such as Lipton Black Tea. There is a scene in the play where the male protagonist Wang Wei works overtime late at night. Du Lala, who is also in the office, pours him a cup of black tea. The care and warmth that the customer wants to express is reflected. The second principle is to find the combination of the protagonist's role, character, profession and product. The third principle is that the product plays a role in threading the development of the plot. Many clever plot designs have made "Du Lala's Promotion" one of the most successful films in China that has incorporated product placement advertising.