Entering December, major listed car companies have successively released November automobile production and sales reports. According to the data, the sales of new energy vehicles continue to grow at a high rate, and the new car-making forces such as Tesla, Weilai, Ideal, and Xiaopeng have gained momentum, continuously injecting fresh blood into the new energy automobile industry. In this situation, car brands from traditional fuel vehicles need to cut into the new energy track and urgently need to formulate new marketing strategies to achieve the goal of seizing market share through differentiated routes.
▲Source: China Association of Automobile Manufacturers
Recently, an observational technology documentary show "Future New World" produced by Tencent News ranked first in the hot search list as soon as it was launched, and the cooperation with Mercedes-Benz and the topic of "future transportation" in the third and fourth issues also caused heated discussion in the automotive circle.
The third and fourth issues of "Future New World" discussed and speculated on topics such as "future transportation travel mode" and "future transportation", and explained the topics that young people are generally thinking about in the field of automobile travel, such as "Is the battery safe for new energy vehicles?" "Is the autonomous driving system reliable?" "Will AR be used in everyday transportation?" "What do you think the navigation system will look like in ten years", etc., not only triggered a heated discussion among many netizens, but also pulled the brand partner behind it, Mercedes-Benz, into the public eye. It is worth pondering that Mercedes-Benz's deeply rooted program is not a traditional fuel vehicle, but a new energy vehicle, and the two sides seem to be going further in the frontier exploration, so how did the two come together?
➤ Technology IP deep customization, build a natural marketing scene for brands in vertical fields
This should first start with the background and special positioning of the show "Future New World".
At present, China's scientific and technological development has long been at the forefront of the world, with the development of technology and the upgrading of national consumption, more and more cutting-edge technology products have entered our daily lives, and the integration between science and technology and entertainment has gradually become an important driving force for the growth of technology brands.
"Future New World" produced by Tencent News is China's first observational science and technology documentary show, which includes four major units of future human beings, future travel, future symbiosis and future exploration, and conducts in-depth exploration of future human evolution and intelligent life.
This program will show the cutting-edge scientific and technological problems on the tall in the form of field visits and real evaluations, so that science and technology are no longer "high and cold", and convey the importance of science and technology to change the fate of mankind in the form of round table exchanges and collision of ideas between expert guests and celebrities. Under the shell of the program, the essence is to explore the relationship between science and technology and society and human beings through scientific and technological visits, which is also a topic that we need to pay attention to and ponder deeply at present.
As discussed in the program, judging whether technology can promote the progress of future travel should be comprehensively considered from the aspects of application scenarios, problem solving, and whether it is inclusive.
Taking the technological development of the transportation dimension as an example, will there be more transportation modes and travel experiences in the future? The upgrade of the flight vehicle is purely for the refresh speed and iteration, or to solve the urban traffic congestion, or to open up more social application scenarios such as 120 first aid, 110 police, 119 fire alarm, different directions reflect the different values behind technological innovation, so that traffic is more intelligent, more orderly, through cutting-edge technology to continuously improve, standardize social needs, is the development direction of future technology.
In addition, "Future New World" not only conveys scientific wisdom, but also builds a natural marketing scene for the brand in the vertical field. With the help of the discussion of science and technology and the imagination hidden behind technology, the program conveys to every audience the concept of Mercedes-Benz not only focusing on the cutting-edge technology of the smart travel field itself, but also paying attention to the future and destiny of mankind at a more macro level. The fit between the program and the brand tone has opened up a differentiated brand marketing path for Mercedes-Benz, and with the help of the entertainment attributes of the technology program, the brand 'do the technology with temperature' brand concept of science and technology for good is multi-dimensionally enlarged with the high-quality content of the program.
Of course, as the inventor of the car, Mercedes-Benz has never stopped in the future technology, exploring, creating, subverting, innovating, just like mercedes-Benz's widely circulated brand slogan of "heart to heart, galloping with perseverance". Injecting the brand pioneer image through cutting-edge topic thinking and conveying professionalism to users can be described as 1+1>2.
➤How to deeply integrate and empower brands with technology content IP?
Brands support value propositions through "products and services", and user stickiness comes from dependence on products. High-quality IP is to establish personality cognition among consumers through the creation and dissemination of content, so that the brand becomes the embodiment and symbol of the spirit. Then, when the brand marketing route continues to be subdivided, the IP to rely on is naturally verticalized, in today's leap in science and technology, it is natural to need technology content IP to help brands amplify their influence, and innovative and attractive high-quality IP can allow consumers to buy products and services for "feelings" rather than purely for the use value of products.
On the one hand, two teams of AB composed of initiators and stars visit top scientific research institutions in depth to complete difficult challenges and answer future questions; on the other hand, talented and interesting top science and technology celebrities accompany them, explain popular science knowledge, find unprecedented scientific and technological products, and solve practical problems. Finally, the science masters talked with celebrities from many fields to discuss the deeper issues of scientific ethics and technological development.
Whether it is a macro proposition or a micro exposure, "Future New World" provides a very suitable integration scene for Mercedes-Benz.
Macro propositional dimension, in the fourth episode of the program proposed "human encroachment on air space, will the environment be more overwhelmed?" and "How do vehicles and people coexist in harmony?" Among the problems, the Mercedes-Benz VISION AVTR concept model is naturally integrated, with the bionic design derived from nature, the immersive experience of induction interaction and innovative power technology, vividly interpreting the harmonious interaction between people, cars and nature, and presenting Mercedes-Benz's grand vision for sustainable development and depicting people's beautiful ideas for the future of smart travel life. Through the guests, while looking forward to the future of human-computer interaction and interpreting the design concept, they deeply interpreted the Mercedes-Benz brand concept, while also giving the technology a temperature.
Tencent News and Mercedes-Benz EQ deeply integrate the brand concept with the topic of the program through the torture of technology in the program itself. For example, in the technical discussion of battery safety, experts will be Mercedes-Benz's cutting-edge representative battery and safety technology for scientific discussion, on the one hand, the brand's own technology is the object of discussion in the program, on the other hand, the brand itself has the cutting-edge technology to lead the industry to the audience. The program draws cutting-edge technology from the brand side, as the topic discussed in the program, the brand side uses the traffic and discussion of the program to complete the in-depth transmission of brand information and technology.
In the exposure dimension, the daily implantation of Mercedes-Benz EQC models runs through the entire program, including product use, voice dialogue, host oral broadcast, etc., comprehensively demonstrating the technical capabilities of Mercedes-Benz new energy and the brand concept of pursuing harmonious coexistence between man and nature. In addition, Mercedes-Benz EQS appeared as a special pilot in the content of the third and fourth issues. In the scientific and technological exploration link of the two teams of members in each program, there is an innovative form of "EQ exploration value" that runs through the entire program.
In the past, brand and program cooperation often uses hard implantation, or directly in the form of sponsor title mixed in the program, this implantation method is more likely to be ignored by the audience the internal value of the sponsoring brand, and then affect the actual brand implantation effect, which is a test of the degree of integration between the program and the brand, the integration of the brand on the surface lacks the due value of the embodiment, and the deep integration in addition to the higher requirements for the content of the program, but also more test the program's grasp of fit.
The "Future New World" achieves a balance between the brand and the content in the degree of integration, on the basis of ensuring multi-dimensional high-frequency exposure, the brand is more deeply rooted in the program content with a personalized idea, and is highly integrated with the core of the program, which outputs stronger penetration to the users who watch.
➤ Produced by Tencent News: The "New Standard" of Technology Content Marketing
In 2021, the traffic gradually recedes, relying on high-value content to complete brand building has become a new marketing strategy, and deep content is a scarce product, gaining more and more brand attention and attention. As an imaginary community between enterprises and users, the cohesion of consensus, the inspiration of spirit, the division of positioning, the transmission of ideas, the consolidation of cognition and the support of value will make this imaginary community gravitational attraction enhance and grow, and true, high-quality in-depth content can become a flint stone to activate the connection between enterprises and users.
Tencent News's "Future New World" is such a high-quality in-depth content, first of all, the program itself has a wide audience base, the program topic has universal significance for future scientific and technological exploration, in line with the pursuit of contemporary ascending young people; secondly, Tencent News itself is professional, reliable and timely hot information ability with its own trust, while meeting the user's information needs, it has accumulated a high degree of recognition and word of mouth; moreover, the multi-dimensional value and reputation of "Future New World" will be transferred to the cooperative brand in the communication. Invisibly enhance the brand's recognition and reputation, which is an element that the brand values.
By throwing out the "future questions" that the target groups are concerned about, to the in-depth visits to answer the future questions, and then to the science masters and celebrities talking together at the round table to explain popular science knowledge and discuss deeper scientific ethics and technological development issues, the program helps the car brand to complete the mental penetration of the target users in the form of one link after another.
In 2022, Tencent News's five major content IP tracks will start running synchronously, in addition to "Future New World", it will also launch programs such as the juvenile trilogy "China Teenagers" to discuss cutting-edge technology topics, and under the blessing of the first program "Future New World" on the line, it will also bring more cooperation space to the brand.
If imagination empowers future technology, then high-quality technology content IP will help technology brands continue to rise in the form of content marketing. As the "Future New World" program said, technology is science fiction one step ahead, and life is the next step. From the perspective of the value of brand marketing, science fiction can be understood as metaphysical spiritual identity, while "life" is related to value landing and business advancement, not only to achieve resonance with users in spirit, but also to implement the content value into the market card slot and business growth. "Future New World" only opens the export of this aspect of science and technology, I believe that in the future, Tencent News will continue to explore more high-quality content IP, help more brands focus on cutting-edge fields, and enter the hearts of users in the in-depth topic discussion.