Editor| Azhi
"Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week.
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01. Lanxiang Technical School "Driving a Flying Car"
The unexpected sense of contrast makes the linkage between Lanxiang and "QQ Flying Car" become the first blockbuster short video case in 2022.
On January 7th, Lanxiang Technical School launched an enrollment promotional film with the theme of blood flying car on the occasion of the fourth anniversary of the "QQ Flying Car" mobile game, and restored the racing scene in the game with Lanxiang as the background through live-action shooting and post-special effects production, so that the classic characters of "QQ Flying Car" Xiao Tangerine and the excavator driven by Lanxiang Xuejie launched a racing duel.
The GIF is taken from the official video
In addition to the game linkage, the short film is also interspersed with manga transitions, and at the end, it is linked to the classic Japanese anime "High Intelligence Formula Racing" in the 1990s, allowing the car kamikaze Hayato to drive his chariot "Asdara AKF-0" to appear. In addition, the excavator and Asdara that appear in the short film have also been launched in the "QQ Flying Car".
On the day of the video launch, it not only caused heated discussion on Weibo, but also the number of forwards and likes of the official video number of Lanxiang Technical School also exceeded 100,000 on the same day, and became a popular on the home page of Station B.
When it comes to Lanxiang Technical School, whether it is brainwashing slogans, Tang Guoqiang, or satellite TV advertisements, brand labels and contents with a strong sense of age have been deeply imprinted in the cognition of the post-80s and post-90s generations. But on the other hand, repetitive brainwashing marketing and the playing of key channels are the optimal solutions in the era of TELEVISION advertising, but they are not suitable for the current market environment changes and the needs of intergenerational replacement of consumer groups.
In other words, today's brands have to communicate with new people who are mainly Gen Z. Lanxiang's content marketing out of the circle is inseparable from a strong sense of contrast, which is behind the use of play terriers, linkage way to get close to young people through popular culture, breaking the traditional brand impression.
On the one hand, the content creativity is "unexpected", and the linkage object selected is also relatively grounded and not niche, whether it is "QQ Flying Car", racing animation and comics, and the public awareness is relatively high. The car terriers and reversing terriers that appear in the funny bridge sections of the short film are not unfamiliar to netizens who surf on platforms such as Station B every day.
Of course, many users commented when sharing Lanxiang's latest promotional video, "Coming up with such an idea is actually not the most difficult, and the marketing department that can persuade the boss to try this kind of innovative content is really powerful."
02. "Blind Box Plus" is not a one-size-fits-all marketing formula
On the occasion of KFC China's 35th anniversary, DIMO, one of the head IPs of the official linkage bubble Mart, launched a joint blind box package, and from January 4, consumers can purchase the designated package to get a limited edition DIMO hand-made.
The combination of chain fast food brands and popular IP linkage and online food and play packages is the usual marketing method. However, according to media reports, in addition to the KFC joint blind box package, which is mainly for sale in first- and second-tier cities, there are only 36 packages in each store, and the national limited edition is 263,880 copies, while stocks last. That is, on the basis of joint branding, through hunger marketing to further create scarcity, with the help of the popularity of blind box collection in the young people in the past two years, to stimulate consumers to actively participate in activities and punch card sharing.
Image from the official
Judging from the feedback from netizens on major social platforms, many consumers even buy multiple packages at one time for Jiwa, which has also spawned the phenomenon of generation, purchase, and eating. On the day of the launch of the event, topics related to #KFC dimo# and #substitute eating rushed to Weibo's hot search.
Judging from the popularity of the activity and the degree of discussion, the KFC joint blind box seems to have gone out of the circle. But on the other hand, when the sales of blind box packages become a "Hunger Game", the phenomena of purchasing, crazy robbery and second-hand trading that it has spawned are also easy to cause problems such as scalper price speculation and food waste.
On January 12, the official website of the China Consumer Association published a review article saying: "On April 29, 2021, the Anti-Food Waste Law of the People's Republic of China was officially implemented, which clearly requires catering service operators to consciously resist food waste, prompt consumers to consume moderately, and take measures to prevent consumer waste when necessary; consumers must not be induced or misled to over-consume, resulting in food waste." The China Consumer Association believes that KFC, as a food business operator, uses limited-edition blind box sales methods to induce and connive consumers to irrationally over-purchase food packages, which is contrary to public order and good customs and the spirit of the law."
03. Michelle Ice City released new songs, and officially held the "Two Creation Competition"
On the occasion of the arrival of the 2022 New Year, Michelle Ice City launched a new song, according to the official release of the official version of the MV, the animated version of the MV, the new song conference and other videos, the new song still continues the "classic adaptation" route, on the basis of the 90s traditional folk song "Sell Tangyuan" to create, with the help of the folk song itself to reduce the threshold of user learning and understanding, not only evoking many people's childhood memories, but also combining it with the image of Honey Snow Ice City and Snow King.
In addition, this new song is also in line with the spread and promotion of its new product Xiaotangyuan Milk Tea, which is released for a limited time during the New Year's Day to the Lantern Festival. However, compared with the popular "Honey Snow Ice City Sweet Honey" in 2021, the release of this new song has not caused widespread dissemination and discussion.
Drawing on the previous path of the "Divine Comedy" out of the circle, at present, Muxue Bingcheng has officially launched a new song "Two Creation Competition" at Station B, inviting netizens to co-create content and setting up a corresponding reward mechanism. On the Weibo side, the participation threshold is lowered according to the tone of the user and the platform, and challenges such as #Challenge Not To Run Tunes and Sing the New Song of the Snow King are launched, inviting netizens to upload videos within the topic for punch-in interaction.
04. MUJI joins hands with Ant Forest to create products
Entering the Year of the Tiger, more and more brands have begun to apply the element symbol of "Tiger" to product innovation and event planning.
Recently, MUJI and Ant Forest launched a co-creation product: big cat forest series. It is reported that the series invited the famous Japanese designer Norihito Shinmura to design the rare wild animals in the ant forest protection area as inspiration, and printed the images of the Siberian tiger and snow leopard on sweatshirts, backpacks, water cups and other products.
In addition to the New Year theme and advocating wildlife protection, the official also said that it will donate funds to the China Foundation for Poverty Alleviation to plant 50,000 sassafras pine trees in the Xilingol League area of Inner Mongolia to help environmental protection.
In addition to the linkage on the product side, since entering January, MUJI and Ant Forest have also launched the "Small Journey of the Big Forest" biodiversity exhibition in Shanghai, Hangzhou and other places, inviting consumers to go offline to observe and understand the content related to cherished animals and plants, and continue to spread the concept of safeguarding biodiversity and sustainable development through the combination of products and curation.
05. Bosie NFT Game Hall "Open"
On January 7th, the up-and-coming clothing brand "bosie" officially launched a series of 198 digital puzzle works based on the image of the brand's mascot "Bose Goose". Officially, each work is fully integrated with the aesthetic elements of the brand, and through the random combination of splicing, it presents a variety of Bose goose full picture.
The GIF is taken from the official
The combination of brand mascot + digital collection + social attributes not only spreads the brand symbol, but also gives a certain collection value to the brand around the brand with the help of NFT marketing. Previously, during the 23rd anniversary of Tencent, 72,000 exclusive commemorative edition NFTs were distributed to employees, which were derived from QQ's penguin image for IP derivation, generated by 58 combinations of elements in 7 different parts, with different elements rarely, which aroused widespread attention and discussion on social platforms.
It is reported that bosie's digital collection was jointly released by Shanghai Mango Smart Entertainment Culture Technology Co., Ltd., providing underlying technical support based on the high-performance public chain "Conflux", and exhibited offline in Shanghai Mango Plaza.
In the digital economy outbreak, the rise of digital cultural creation, the vigorous development of digital artworks, NFT is becoming the "top stream" of the digital art market, since last year, Porsche, McDonald's, Givenchy, Coca-Cola, Li Ning, Ali, Tencent... More and more brands and Internet manufacturers have tested the waters of NFT marketing, creating brand NFT digital derivative peripherals, laying out related products, and superimposing brand value with the scarcity and uniqueness of current NFT works.
06. Guanxia Shanghai's first store opened
On January 12th, Guanxia Xianting, the first flagship store of the Fragrance Brand Guanxia in Shanghai, was officially opened, which is also the second offline flagship store of Guanxia in addition to the Sanlitun store in Beijing.
It is reported that the location of "Guanxia Leisure Garden" is located at No. 111 Hunan Road, which is a relatively concentrated area of celebrity former residences and various art spaces, and the official spent nearly 1 year to repair an old Spanish-style bungalow built in 1936, on the basis of respecting the original design style of the building, the frame and imagery of classical Chinese gardens were introduced into the integration to create a "leisure garden", which also continued the oriental new modern concept that Guanxia has been passing and advocating.
"Brands should stand behind the building," Guan Xia commented on Weibo.
Guanxia takes fragrance products as the core, but also emphasizes the continuous excavation in the field of humanities and arts, which has always been unique in the design style and content planning of products and stores, and has formed a strong brand recognition and differentiation on the user side.
It is reported that after the official opening of the "Summer Garden", the lifestyle space on the second floor will be used to hold various handicraft activities and art exhibitions, and continue to invite researchers and enthusiasts in various fields such as humanities and arts to communicate and interact.
07. "Farewell" for 1 month, the Fish Catch Recycling Store reopened
Two months ago, the brand manager reported that the first offline store on the vertical second-hand trading platform catch fish was about to close in Beijing's Dawanglu. The official also held a big promotion called "Temporarily Leave" for the closure of the old store, which received the attention and offline participation of many users.
After more than a month of preparation, the Duo catch fish circulation store reopened at No. 75 Sanlitun Mechanical and Electrical Institute. This is the first store to exceed 1,000 square meters of fish. The new store has a total of two floors, retaining the original factory beams of the old building of the Mechanical and Electrical Institute for renovation and redesign. The business space is mainly concentrated on the 2nd floor, including different functional partitions such as the library area, the second-hand clothing area, the coffee area, and the tailor shop.
Users who are familiar with catching more fish should be familiar with Sanlitun Mechanical and Electrical Institute. In fact, last year, the deadline "recycling station" that was frequently recommended and punched by users on social platforms was an offline market activity planned by catching fish in the old building of the Mechanical and Electrical Institute, and a photo written on the wall that read "Pick up lovers in the subway, pick up sugar in the supermarket" was widely circulated on social platforms such as Xiaohongshu and Weibo.
It is reported that in the future, more fish will also be held in the new store with different themes of flea market activities.
Sellan, who expresses his understanding of the circular economy, is "really good things worth buying twice", starting from the second-hand book trading, positioning the concept of "circular economy", and gradually extending to the fields of clothing and electronics with books and peripheral business as the basic disk. Not only stepping on the trend of popularization of second-hand trading demand in recent years, but also frequently going out of the circle because of its personality, sensibility, anthropomorphic copywriting and content, it has gained a large number of young user groups.
From the marketing level, the planning of catching fish, whether it is online push or offline activities, has relatively accurately locked the content preferences of its core audience groups, tweets/videos emphasize content tone and emotional expression, weaken commercial color, and do not do large-scale delivery.
(The accompanying pictures and gifs of the article are from the official Weibo release of the enterprise.) ）