20 19 Auto Cross-border Marketing Inventory: The popular variety show is still the "summer" of auto companies.

With the outbreak of variety shows, TV stations and video platforms have seen new advertising opportunities. More and more car brands are willing to bet their advertisements on variety shows, especially cultural programs and reality shows.

It is not difficult to understand the fierce competition in the variety show market in recent years. In order to better serve customers and protect their interests, variety shows are constantly adjusting and perfecting their own creative forms. More and more brands have gained all-round exposure of different implantation combinations in the program, which has enhanced the brand implantation value.

Correspondingly, since 20 18, the overall automobile market in China has been in a continuous downturn, but the product implantation of automobile brands can grow against the trend. So what kind of variety shows are most popular with automobile brands, and what kind of charm do variety shows use to capture the hearts of major automobile brands?

SAIC-GM Buick × "Summer of the Band"

In recent years, high-quality music variety shows have emerged one after another, from Singer and the Good Voice of China, to Masked Singer Will Guess, and then to Tomorrow's Son and Creation Camp. , let the audience shout, and this summer's phenomenal music ensemble is the summer of the band. Repeated rating has been at a high level for a long time, Douban score is 8.7, and the commercial implantation is full of interest, which makes the chief special sponsor SAIC-GM Buick enhance the brand's goodwill in the eyes of consumers through the blessing of entertainment genes, and at the same time incite the integrated marketing potential of more new cars.

Through analysis, Buick, as the head brand of this year's summer fire music variety show "Summer of the Band", cooperated with two models in the program. I have to say that under the premise of limited resources, the implantation method is risky.

It is understood that the first six issues of "Summer of the Band" are all pure electric buick VELITE? 6. Brand proposition is "very different"; The last six issues are a new generation of Buick Angola GX, with an attitude of "not young". Generally speaking, it is not easy for two models with different concepts to squeeze into a variety show, but fortunately, the main marketing team behind the scenes is Hongka Eslite, an entertainment marketing company that has been promoting a large number of variety shows. For them, it is natural to know the propaganda rhythm of the program, get familiar with the guests, and realize the harmonious marketing grafting of brands and products during the broadcast.

At the same time, in order to further improve brand awareness, a short video content column of kidnapping music critics was launched. The column takes the interior space of Buick Angola GX as the interview scene, and brings sharp comments, spits and program spoilers to the audience through dialogue with music critics. At the same time, through the mouth of the music critic in the interview, he skillfully integrated into the new generation of Buick Angola. GX？ Multiple product features and selling points.

In addition, Buick also created a brand-made content column "The Band's Next Stop" to travel? VLOG？ In the form of, we created exclusive videos for popular bands such as Mirror, Mr. Turtle and penicillin, and presented the stories behind these popular bands to the audience.

It must be said that this combination boxing not only gives the brand entertainment genes from the product level, but also enhances the brand's goodwill in the eyes of consumers. In this era of rapid emotional consumption, taking advantage of the trend has become a clever and safe way to play. When consumers buy goods, what they value is not quality and price, but a brand impression. Buick used the popularity of big coffee and the popularity of the program to attract the attention of the young market. Accurately locate young people, cultivate a wave of traffic harvest, deepen brand goodwill, trigger purchase tendency, and achieve good results.

GAC Mitsubishi × "Extreme Challenge"

In recent years, there are many cross-industry brand sponsorship and cooperation in many popular variety shows and movies, and such cross-border cooperation is also becoming a new trend of brand marketing. However, many of the cooperation we have seen before are only superficial cooperation in hosting population broadcasts and sponsoring brand names, or forcibly changing props, which gives people a very stiff feeling and often easily arouses the resentment of the audience, which is counterproductive and not worth the candle.

Therefore, how to achieve softer implantation and get better profit results has become an important topic for many brands.

GAC Mitsubishi is a brand with more ideas. After investigating the offline reality shows of many stars at present, we chose the fifth season of Extreme Challenge, which is most suitable for its brand tonality, to cooperate, and seamlessly integrate the domestic SUV product Outlander into all the challenging environments and links of program setting, so that young audiences can enjoy the attraction of the grand ceremony, have a concrete understanding of the product strength of Outlander, and effectively enhance the exposure of GAC Mitsubishi brand and products.

In the program, Xiao Pinglei, LAY and other small fresh meats, led by team leader Huang Lei, drove and rode GAC Mitsubishi Outlander, successfully completing the jungle crossing, river crossing and many unpaved road challenges in Extreme Challenge. This success is attributed to the strong passing ability and grip of the S-AWC super all-wheel control system. Although the process was dangerous, the top members were able to pass the customs smoothly under the escort of foreigners.

At the same time, the Outlander interior is exquisite and extraordinary, and leather seats are naturally the basic configuration. Eight adjustable electric seats are rare in the same class, which allows top members to find the most suitable sitting position in Outlander in a tight schedule and take time to rest. What's even more surprising is that in the later programs, when members arrive in some cold areas, the seat heating function can also protect them from the cold and so on.

It can be said that by leaving the country naturally and appropriately in the fifth season of Extreme Challenge, Outlander's mode left a very deep impression on the audience in front of the TV. Whether it's LAY's after 00 face powder or Wang Xun's mother powder, Outlander is an unobstructed display product for all ages. Through this successful cross-border marketing, GAC Mitsubishi has established a young, lively and challenging brand image and gained a lot of attention.

BYD × "Classic Chanting"

Since last year, the "Classic Reading" program launched by CCTV Comprehensive Channel has been well received. This program is led by stars, and at the same time, it adopts the innovative mode of "poetry with songs", deduces classic poems and classic literary works with pop music, and innovates and spreads classic culture.

From 20 19, the author found that this program was specially sponsored by BYD Auto. But cars have always been a term for the development of science and technology. Is it related to classic traditional culture?

In fact, in recent years, BYD's product design and naming also reflect the inheritance and innovation of China's traditional culture. For example, BYD's new models all adopt "Dragon"? Face's dragon face design, logo uses Qin, Tang, Song, Yuan and other Chinese characters. Sponsoring CCTV's "Classic chanting" program, BYD skillfully combined with the classic IP traditional culture, and its brand impression was also improved.

In addition to sponsoring Ode to Classics, BYD's marketing is also diversified. Recently, on the platforms of "National karaoke" and "QQ Music", the "BYD National Singing Classic" karaoke contest is in full swing, with two popular singers, He Fox Xia, as "classic singers", which has aroused widespread concern from all walks of life with high popularity. At the same time, the contest provided rich prizes and attracted a large number of netizens to participate in the activities. This is a marketing project for BYD to make full use of the influence of "Ode to Classics" and combine the selling points of its own products to deeply interact with consumers.

Of course, this kind of karaoke activity is not limited to online, but also popular and extends to offline. K-song lovers can go to BYD Auto's 4S shop, enter the activity area through BYD's powerful DiLink intelligent network connection system, sing and upload songs, and truly experience the infinite charm of the mobile K-song room. Offline 4S stores seamlessly connect online karaoke activities to realize online guidance and offline marketing strategies.

BYD sponsored "Classic Singing" and held "BYD National Singing Classic" K-song Competition, which is an innovative marketing case. Fully mobilize the enthusiasm of netizens, deeply interact and participate, successfully implant BYD's young image into consumers' impressions, and make BYD's brand image more in line with the requirements of young people. At the same time, the combination with traditional culture has also raised BYD's brand tonality to a new height.

Write it at the end

In the era of information fragmentation from the media and multi-screen, many conventional Internet marketing methods seem to be inadequate, and the brand voice is difficult to convey to consumers in the flood of information flow. It is even more difficult to further establish a deep emotional connection with it and attract consumers to become loyal fans of the brand.

Because entertainment scenes naturally contribute to in-depth interaction and communication with consumers, they can effectively reach the marketing contacts of the audience, quickly establish the popularity and reputation of sponsored brands, and form a market scale effect through the social communication mechanism behind them. If done well, the effect is absolutely comparable to other traditional methods. This is also the entertainment marketing represented by brand sponsorship or title implantation, which has increasingly become an important factor in the marketing strategy of brand advertisers.

Therefore, cross-border marketing in the true sense is not only a problem that can be solved by inviting a few stars, holding a few activities and posing, but also a change in business thinking from top to bottom and from the inside out based on the medium and long-term development strategy of the enterprise. Sticking to the traditional marketing communication mode is doomed to fail to form effective communication with consumers, especially young consumers; Only a young marketing attitude, without the support of corresponding products, is doomed to be a flash in the pan.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.