On January 19th, the strategic cooperation conference of the Kia & League of Legends Mobile Game Pro League with the theme of "New Wave New Kia New Wave New Kia" was officially opened in Shanghai. Liu Changsheng, General Manager of Dongfeng Yueda Kia, Li Fang, Head of Marketing of Tencent Advertising Automotive Industry, Feng Xiao, Head of New Game E-sports of Tengjing Sports, attended the opening speech at the conference, Quan Yiquan, Director of the Marketing Headquarters of Dongfeng Yueda Kia, Shi Saifei, Deputy General Manager of Sales And Operations of Tencent Advertising Industry, and Phil So, COO of Tengjing Sports, jointly announced at the launching ceremony that Tencent Advertising, Kia and League of Legends Mobile Game Professional League (WRL: Wild Rift League) officially reached a 2-year strategic cooperation. Work together to improve the construction of the League of Legends mobile game e-sports ecosystem.
With "e-sports" as the core, explore a new highland of marketing
As we all know, after 5 years of rapid development, e-sports in China has gradually grown into an emerging industry that cannot be underestimated, and its social influence has been expanding. According to the "2021 China E-sports Industry Development Report", in 2021, China's e-sports users are expected to reach 425 million. Among them, young users under the age of 25 accounted for 30%, and users aged 25 to 34 accounted for 38%.
Where the user is, the marketing is where it is, which is the consensus of all brands. For brands, the e-sports event with young users as the main force will undoubtedly be a "gold mine" with unlimited potential. Innovating the marketing model around e-sports events, enhancing brand power, seizing the minds of young users, and releasing the commercial value, cultural value and diversified social value of e-sports will also become the key for brands to seize the opportunity of competition in the next era.
Take "users" as the center to create excellent brand power
As the world's leading automotive brand, Kia has always been committed to creating high-quality automotive products that provide consumers with the ultimate superior driving experience. In 2021, With the vision of "providing sustainable mobility solutions for global consumers, countries and societies", Kia will once again start from the brand, release a new LOGO, brand concept and brand purpose, hoping to expand new business areas and provide users with a better mobility experience by developing innovative mobility products and services.
Young users are the future and kia's long-term target consumer group. In recent years, Kia has successively launched a number of strategic models for young consumers, including the new K5, Smart Running Ace, and the fourth generation of Jawa, to meet the individual needs of different young users. In 2022, the new Kia is about to embark on a new development, in collaboration with the independent, confident and enterprising MZ generation, to open a new prelude to the future of integrated mobility. In this critical period of brand development, Kia has made it clear that it is necessary to strengthen brand building, upgrade brand image, and strengthen deep links with young people.
At the meeting, Mr. Liu Changsheng said that the arrival of the e-sports wave has brought new opportunities for brands to reach and dialogue with young users. To this end, Kia has chosen to carry out in-depth cooperation with the League of Legends Mobile Game Professional League, hoping to continue to bring a new brand experience to young consumers through the integration of automotive technology and e-sports game culture, so that MZ generation consumers can feel the new style of kia's brand. Since then, As a strategic partner of the League of Legends Mobile Game Professional League, Kia will also explore more innovative marketing methods according to the interests and life scenarios of different young users, so that more people can discover different new Kia.
Mr. Feng Xiao, general manager of Tengjing Sports' new game e-sports, said that as the operator of the League of Legends series of events, Tengjing Sports has been committed to creating the most professional, influential and most commercially valuable sports events in China since its inception. In the past six months, Tengjing Sports has planned a number of events, including the Super Burning Warm-up Match, the China-Korea Exchange Tournament, the Spark Invitational Tournament, the Professional Qualification Tournament, etc., hoping to create an open, inclusive and diversified event ecology and bring a better viewing experience to the audiences of the League of Legends mobile game events. In 2022, the first year of the League of Legends Mobile Game Professional League is about to open, and at this historic moment, Tengjing Sports will work with Kia to carry out all-round cooperation to jointly open up more possibilities for the viewing scene of mobile e-sports events and open up a new bridge for communication and dialogue between all parties and young people.
Focus on "connection" to enhance the influence of breaking the circle
In the Internet era, the value of IP has long been needed. An IP that fits the brand can not only help the brand amplify its own brand value, but also add stronger cultural attributes to the brand. Taking this cooperation as an example, as a gathering place for the new generation of young people, "League of Legends Mobile Game" has the same young and trendy genes as Kia since its launch, and through the in-depth cooperation with the League of Legends Mobile Game Professional League, Kia can easily deepen the brand image of youth and trend on the one hand. On the other hand, it can also effectively stimulate the cultural gravity of Kia's brand, improve the brand's penetration for young user circles, and enhance brand influence.
At the meeting, Mr. Li Fang said that in order to help Kia maximize the tension of IP content, during the strategic cooperation, Tencent Advertising will help Kia fully open up the various scenarios of users from viewing, socializing to consumption and word-of-mouth fermentation through diversified IP ecological play methods such as in-depth co-construction of IP content, IP empowerment private domain operation, IP authorized sales activities and long-tail operation of IP materials, helping Kia to fully release the value of IP depth, seize the mental highland of young users, and realize the common scene, empathy and long-term affection of brands and users. In turn, the whole life cycle of user value is reshaped.
In addition, Mr. Li Fang said that today, strengthening cooperation with the game e-sports industry, through content co-construction, digging deep into the IP "rich mine", releasing new momentum of marketing, has become a must for brands. Tencent Advertising is also constantly integrating high-quality resources in the industry, such as "Glory of kings", "Peace Elite", "Crossfire", "QQ Flying Car", "Running Kart", "Everyday Love Elimination", "DNF" and other massive games created by Tencent Interactive Entertainment, and "League of Legends Professional League", "Glory of Kings Professional League", "Glory of Kings National Competition", "Peace Elite Event System", "Crossfire Double-endEd Professional League", "DNF Global Top Event System" and other e-sports IP to create youth" New Potential Field", improve the layout of emerging e-sports competitions, hoping to help brands tell brand stories in the language of the younger generation and drive the growth of brand "explosions".
This time, the strategic cooperation between Tencent Advertising, Kia and the League of Legends Mobile Game Professional League is just the beginning. As pioneers and practitioners in the field of e-sports, the three parties will further expand the breadth and depth of cooperation in the future, strengthen the all-round exploration of the commercial value, cultural value and social value of the e-sports industry, continuously explore new possibilities in the e-sports industry, and work together to build a healthy and stable e-sports industry ecology.