Film marketing success story: "Food, Prayer and Love"

Film marketing cooperation is not simply the combination of film scenes and products, but the combination of mdash;— stories and products, which is the most important element of the film. Julia & bull; Roberts' new film "Food, Prayer and Love (Eat Pray Love)" has become a perfect marketing model for films.

< strong > topic & ldquo; Export & rdquo; < / strong >

this film, produced by Sony Pictures, tells the story of the heroine's travel experience in Italy, India, Bali and other places after her divorce. Its target audience is women in their 30s and 50s, which coincides with the main consumer group of Home Shopping Network, or HSN, so the two sides borrow from each other to launch in-depth film marketing around the film.

the film will be shown on Aug. 12, while HSN will broadcast "Food, Prayer and Love" in advance on August 6, 7 and 8, and has sent as many as 350000 direct mail ads to target customers in advance. This 72-hour luxury show, on the one hand, has done enough publicity work for Sony to promote the film, and on the other hand, it has used the name of the film to promote more than 400 products of more than 20 brands on its platform.

with implantation, how can HSN promote so many products? This leads to the first highlight of the cooperation between the two: theme & ldquo; export & rdquo;.

compared to the old practice of simply embedding a product into a movie picture and doing a single product & ldquo; implantation & rdquo;, HSN exports ldquo;, the theme of the movie story, to rdquo; to maximize marketing effect. HSN grabs a series of themes according to the storyline of the film, such as taking the heroine's country & mdash;—, Italy, India and so on as the theme, and then classifies the relevant products on his platform under a certain theme in turn, successfully ensuring the relevance between the product and the film, and pushing more products to consumers at the same time. As a result, although HSN has implanted only a few products in the movie, the implanted ldquo; halo effect-rdquo; has endowed more products on its platform.

theme & ldquo; Export & rdquo; shows that this marketing partnership is not just a combination of movie scenes and products, but a combination of mdash;— stories and products, which is the most important element of the film. On this point, Sony Pictures and HSN have done more exploration & mdash;— & ldquo; familiar with the situation & rdquo;.

< strong > & ldquo; is familiar with the situation & rdquo; < / strong >

in order to achieve the perfect combination of product promotion and movie stories, HSN allows all the relevant staff to enter the story situation of the film. In the call center, there are 1500 operators who answer orders from viewers, all of whom have received special training: first, Sony gave away 2500 copies of the original GLOBAL EXPRESS global scan to HSN for reading by operators and other HSN employees, while employees in California, Virginia and other states can also see the early premiere of the film. All this is to ensure that HSN employees are familiar with the plot of the film and know what customers need right away. & ldquo; if a customer calls and says & lsquo; I really want that scarf from Italy & rsquo; the operator in our call center knows what she means. Bill bull; Brand (Bill Brand), executive vice president of marketing at rdquo; HSN, said & ldquo; might not have been so successful if we had trained the team. We can interact with customers and generate dialogue and communication. & rdquo;

with this partnership, more than 100 of the more than 400 products on the HSN platform have been sold out, while the Sony film grossed $231 million at the box office this weekend. This successful cooperation shows how to make rational use of the story of the film in addition to implantation to create opportunities for the product to talk to the audience and resonate with the audience, which may become the future development direction of film marketing.