Co-brand cross-border cooperation IP marketing penetrates every corner

Whether "Angry Birds" can save the decline of the film market is still unknown, but this super IP has attracted many companies to join the IP marketing team, and a "Summer Rhapsody" in which big brands embrace big IP has begun.

Original title: Also developing IP,"Angry Birds" teaches domestic practitioners a lesson

. The animated film "Angry Birds" produced by Sony Pictures will be released simultaneously in the United States and mainland China on May 20. For the mainland film market, which has the lowest box office in the year,"Angry Birds", which relies on the popularity of the game, has high hopes to save the decline of the mainland film market.

Whether "Angry Birds" can save the decline of the film market is still unknown, but this super IP has attracted many companies to join the IP marketing team, and a "Summer Rhapsody" in which big brands embrace big IP has begun.

The use of movie IP resources for event marketing is increasingly favored by China merchants. As early as a month before the official release of "Angry Birds", merchants who received the IP resources of Birds started various marketing activities. According to incomplete statistics, companies that have carried out cross-border cooperation with IP "Angry Birds" include McDonald's, Jiaduobao, Liangpin Shop, Haichang Ocean Park, etc.

McDonald's has a global cooperation with "Angry Birds" this year. In May this year, all McDonald's stores will transform into the "Angry Birds" theme and launch a variety of movie-themed products such as Red Fort, Green Fort, strawberry pie, and bomb special drinks. After breaking up with "The Voice of China", Caduobao joined hands with "Angry Birds" and officially launched a new journey of IP marketing.

Brand owners 'extreme pursuit of "Angry Birds" is the epitome of China's IP craze-in the current era of entertainment and self-media, consumers are increasingly fond of relaxed, free, personalized, participatory brands and interactive activities. This form of linkage between brand and IP will maximize the benefits of the latter's post-90s and even post-2000s fan base and accelerate the brand's rejuvenation process.

Since 2015, driven by film and television companies and capital markets, the "IP boom" has swept across, and concerns about the bubble of IP have followed. However, judging from the enthusiasm of brand owners for popular IPs, the IP craze has just begun. Its tentacles have jumped out of the scope of the film and television industry, affecting every corner of our lives. It is foreseeable that in the era of IP craze, everything we eat, drink, use, and play will be filled with popular IPs.

Editor: vian