LeTV Super TV White Paper released and formulated large-screen marketing rules

On April 3, 2015, LeEco, the pioneer of the concept of Internet ecology in China, officially released the industry's first "LeEco Super TV White Paper", which systematically proposed for the first time the six key links of "production, release, sales, experience, distribution, and use" Super TV large-screen marketing have formulated clear and clear large-screen marketing rules for brand partners and industry latecomers.

2016年目标销量800万台，这是乐视超级电视的野心。Behind this number is the battle in the living rooms of 8 million families, and it is also the hope of countless brands to break through the shackles of traditional marketing models. On April 3, 2015, LeEco, the pioneer of the concept of Internet ecology in China, officially released the industry's first "LeEco Super TV White Paper", which systematically proposed for the first time the six key links of "production, release, sales, experience, distribution, and use" Super TV large-screen marketing have formulated clear and clear large-screen marketing rules for brand partners and industry latecomers.

Brand customization, product is advertising:

Customizing a product is not only a symbol of identity and style, but also the same voice of the two brands in terms of style. It is the brand's most sincere desire and respect for the consumers hidden behind the product. Just imagine that when a customized version of a certain brand of Super TV appears in front of consumers, this product full of brand branding has become the most vivid advertisement.

No one can ignore the presence of LeTV Super TV in the family. Whether in the living room or bedroom, it has the most intimate zero-distance contact with consumers. The attributes of major appliances are destined to ensure that consumers will not easily replace them for at least three to five years. This means that brands only need to invest in customization and achieve long-term, stable, accurate and efficient communication goals without any effort.

The exposure of Super TV on LeEco Mall, Jingdong, Tmall and even all its own advertising channels naturally provides the brand with exposure opportunities to hundreds of millions of audiences.

The high ROI is self-evident.

Cross-border press conference, event is advertising:

People who pay attention to Super TV should still remember the 2014 cross-border press conference between Mercedes-Benz CLA and Super TV X50 Air. Two maverick brands have come together under the name of Super TV. The Super TV cross-border cooperation conference has always been the focus of media and public attention, and the attention that advertising brands have gained from it is no less than a specially held new car launch event.

Cross-border cooperation press conferences are the main form to achieve strong alliances among brands, thereby locking users 'attention and seizing the focus of news. In this link, LeEco supports a series of marketing cooperation such as "on-site product implantation at the press conference + brand-exclusive experience area + LeEco full-screen live broadcast + simultaneous reporting by thousands of media + live broadcast by 500 offline experience stores", bringing to the brand The exposure effect can be seen.

Co-brand pre-sales, e-commerce platforms are advertising:

Pre-sales are a very popular practice on e-commerce platforms in recent years, and their effect can basically be regarded as a warm-up of public relations communication. Hunger marketing methods such as early exposure and suspense settings are used to satisfy consumers 'appetites and allow their hidden desire to buy to continue to ferment. Until the day of the sale, it reached its climax instantly.

In this process, consumers have always focused on brands and e-commerce platforms, providing an excellent hotbed for creating more promotional gimmicks and marketing events. On the specific Tuesday rush day for LeEco Mall, there have been many successful cases with many FMCG brands such as Jaduobao. Relying on the continuous traffic on e-commerce platforms brought by the scarcity and popularity of super TVs, it has brought a new marketing dimension for advertisers to expose their brands and stimulate product sales. Pre-sale brand alliance, e-commerce platform is advertising. With the help of the brand innovation marketing platform built by LeEco, brands and LeEco can jointly create marketing events through cross-border cooperation in the rush buying or pre-sales process, extend the brand tension of both parties, and create user value. Relying on LeEco to build a brand innovation marketing platform, cross-border cooperation achieves 1+1>2.

Store theater O2O, experience is advertising:

LeEco Super TV has more than 500 offline experience stores, while LeEco Pictures, which is also within the LeEco ecosystem, has more than 1200 offline theaters. All of these stores can serve as advertisers 'brands. Complete implementation of O2O marketing. Super TV's help to brand marketing is not just the only channel for big screens, but also allows in-depth cooperation with brands based on huge offline ground resources. In traditional media delivery, it often takes at least three companies to mobilize so many online and offline resources. The emergence of LeEco's super TV marketing system just right provides the brand with a convenient "one-stop service".

When consumers take the initiative to walk into experience stores and theaters, visually impactful brand posters and related peripheral derivative products come to their faces. Anyone who knows consumer psychology knows that atmosphere creation is often the last impulse that attracts them to pull out their credit cards.

Customized brand-specific packaging, logistics is advertising:

China's huge logistics system makes e-commerce platforms such as Jingdong and Vipshop and logistics companies such as SF Express live extremely well, and hundreds of millions of packages have also created a new advertising display channel-customized packaging. Based on in-depth channel cooperation, LeEco Super TV can customize TV packaging boxes, brochures or eco-gifts specifically for brands. Each packaging box is full of brand information and runs on the road. When it reaches consumers, the first thing that comes to their eyes is the brand. The surprise of receiving the express delivery and the expectation of the product invisibly allow consumers to empathize with the brand on the packaging box. At the same time, LeTV can also provide exclusive Super TV redemption music codes for brand channels, and distribute music codes in conjunction with brand promotions, thereby stimulating two-way buying.

Comprehensively cover the usage process, and user service is advertising:

In the final analysis, the ultimate meaning of Super TV is still to serve users. When user service reaches the ultimate level, it evolves into an advertisement. This kind of advertising covers hard and wide (boot ads, on-demand patches, special wallpapers, etc.)+ content (brand broadcast stations, video desktop micro-videos, brand video zones, etc.)+ activities (points malls, brand interactive zones, QR code interactive activities, etc.)+ applications (application download promotion, brand theme customization, message function implantation, etc.), extending multiple marketing cooperation models based on the terminal to meet the brand's all-round promotion needs. Brand exposure + brand memory + brand interaction + installation and download, multiple marketing methods fully cover the entire user use process.

Smart large-screen marketing is not just about adding TV content to the Internet gene, nor is it simply about translating Internet video content from the PC to the smart TV terminal. It is based on the entire process of super TV from product production to user viewing., opening up every link that may serve the brand. The release of the "LeEco Super TV White Paper" is not only the first time that smart TV large-screen marketing has been heard in the industry in a systematic and production-oriented form, but also found a new balance of interests for advertisers, media and consumers in the IOT era and big data environment. Since then, the wild era of intelligent large-screen marketing has come to an end.

编辑：vian