If you want to say that the most popular variety show in 2021, it must be "Brother Who Cut Through Thorns". Zhao Wenzhuo, a serious, righteous, chivalrous and soft-hearted; Ouyang Jing, a dark horse on the stage and a banana wolf; the "Brother of the Greater Bay Area" who is full of topics; Hu Haiquan, who has high emotional intelligence...
During the Double Eleven period, Yiche joined hands with Mango TV to link up with this year's hottest IP "Brother With Thorns and Thorns" to create an immersive scene interactive live broadcast variety show "Brother's Flying Life", Zhao Wenzhuo, Ouyang Jing, Hu Haiquan airborne live broadcast room, limited time business, shared with the audience the blood story of Flying Life, presented a bright double eleven show, empowering car companies double eleven marketing products and effects.
As of noon on November 12, the total live broadcast exposure of E-Car's "Brother's Flying Life" program has accumulated 1.15 billion times, with a cumulative number of views of 34.09 million, Nearly 1.1 billion Weibo exposures, 336,000 interactions, Weibo topic # Brother opens a shop twice as fast Full speed Tour Does Not Get Lost # Reading volume exceeded 780 million, and the topic of Douyin side also landed on the Douyin entertainment list. In addition to the high traffic exposure of the content line, it also helped the car company to complete the cumulative vehicle order volume of 26677 units, and the cumulative order volume turnover exceeded 4.2 billion, becoming a new benchmark for double eleven circle-breaking marketing.
IP linkage Strong content deep customization drives the consumer mind
In the second half of the Internet, the traffic dividend has become a thing of the past. As a "magnet" to attract traffic, high-quality IP has become the object of cross-border marketing and content marketing with strong attraction and creativity. As one of the strongest IPs in 2021, "Brother With Thorns" has also become the object of major brands competing to unite.
This year's double eleven, easy car to give full play to the advantages of the Internet big factory platform, joint mainstream car brands to open a promotional carnival, from the traditional "hard wide + preferential" drive to high-quality content driven, the biggest highlight is the linkage of "brother who cut through the thorns" This super IP, limited time to launch the "flying car shop", open the "brother's flying life".
From November 6, the 4-day celebrity small live broadcast interaction warmed up for "Brother's Flying Life", Bai Jugang, Ouyang Jing and Hu Haiquan competed for the "Flying Spur Recommendation Officer" online, Bai Jugang car song list was revealed, Ouyang Jing incarnated as a car knowledge cannon, and Hu Haiquan showed his business talents. In addition, the "Flying Car Shop" Flying Spur recommendation officer suspense poster, program highlight Reuters poster, program countdown poster and other warm-up for the double eleven day to create momentum. The program IP effect coupled with the star IP effect successfully transforms the audience's attention into actual consumption power and realizes the synchronous linkage of live broadcasting with goods. On November 11, Ecar's first immersive live micro-variety show was officially opened on Mango TV. The program gathers brothers with the spirit of "cutting through thorns" and people who "love cars and know cars" to explore the new type of "people-vehicle relationship" in the context of contemporary society. At the party, Zhao Wenzhuo told the story of the first car, Zhao Wenzhuo, Ouyang Jing, Hu Haiquan drew their own Dreamcar, the brothers trunk good things big public and other game links, and shared their flying life stories with fans from the perspective of cars, dreams, careers and families. The program binds the popularity of variety shows to live content, realizes THE in-depth diversion of IP traffic for the brand, and breaks the barriers of the automotive circle.
In addition to star IP, there is also a 23-year-old Zhang Shizhen who has self-driving experience around 83 countries, hunan University Formula team that created pure electric formula racing, car model collector Cai Kui and other car masters appeared, and the program conveyed the "human car emotion" with empathy through the wonderful flying life of ordinary people, seizing the user's mind.
Immersive marketing empowers car companies to take into account marketing products and effects
In the era of big Internet, consumers' time and consumption habits are being infinitely fragmented, and the best way to combat fragmentation is to immerse users in deep experience, establish emotional resonance and value identity, and more easily accept and recognize the information and values conveyed by brands. In recent years, e-Car has created a number of excellent immersive marketing cases to empower car companies to transform their commercial capabilities.
In the variety show of "Brother's Flying Life", Mango TV and Yiche APP adopt the form of live broadcast and evening program to form a one-stop service of "all-round car selection, nanny-level car guidance, car purchase welfare gifts and gifts", creating an immersive interactive scene; the program tailor-made brand exclusive moments for the four brands of Dongfeng Wuling, Nissan Tianlai, New Roewe and Geely Xingyue L, cutting into the pain points of life with the life-like car scene, resonating with consumers, and through the stage vision, Interpret the infinite energy and tension of the car, open a dialogue beyond time and space, show the advantages of the brand and products, and realize the in-depth interaction and planting with users.
At the same time, during the Double Eleven car purchase season, the e-car e-commerce platform also launched a variety of special activities such as brand star selection day, super brand day, brand award pool, bounty garage, explosive car, half-price car, etc., which is a good way to undertake traffic conversion and empower sales.
From brand renewal to content video strategy, from "Easy Car Super 818 Car Carnival Night" to "Brother's Flying Life", innovative marketing methods have become an important engine driving the growth of EasyCar. In the past two years, the e-car series has shown a strong user growth trend, driven by strong content support + innovative marketing, e-car has continuously brought better experiences to users while promoting the construction of a new development pattern of automotive Internet, leading the industry content reform and marketing reform.
This article originated from the Financial Circle Network