Shandong Lanxiang "sister driving a flying car" advertisement, completely on fire!
Seal it as [the first case of going out of the circle in the beginning of 2022]
There should be no objection.
A video released on January 7 from the official video number of Shandong Lanxiang
Play and like double 10w+ within 3 hours,
Station B is popular on the whole station, and the topic of weibo hot discussion exceeds 350 million times
Its fire lies in the "separation from the original spectrum" of its content.
Two little sisters racing to drive a flying car? Outrageous!
Excavator racing? Outrageous!
Two-dimensional Yan Yi ghost animal? Outrageous!
High intelligent formula racing car to break the dimensional wall speeding sister? Outrageous!
......
The plot is compact, outrageously amazing three times, after watching it, I only want to throw a capital "suit".
"Service"
Behind the service, not only Lan Xiang. Familiar audiences can perceive at a glance that there is another [brand] inside - QQ Flying Car.
The QQ flying car mobile game team is the brain behind the planning of this linkage, which seems to be an outrageous drag racing of Lanxiang excavators, but it is actually a brand cross-border linkage. We quickly contacted them and talked about the ins and outs of this explosive case.
First, "which is strong in flying car technology, China's Shandong to find Lanxiang" Not all brands are willing to be in the explosive models that may explode [soft implants]
This outrageous cross-border linkage idea originated from the fourth anniversary celebration of QQ speed car mobile game. The biggest purpose of a game brand's anniversary is to attract players back. Since October last year, the bike team has been planning the anniversary plan, designing four waves of relatively large linkages (including glory with the king, "High Intelligent Formula Racing", etc.). The linkage with Lanxiang is one of them, as the introduction of the brand's anniversary activities, its role is to become a "blockbuster".
1, the number of English: the video is very popular, many people's first impression will fall on the cross-border linkage of the two brands, rather than the game itself. How does QQ Flying Car consider when planning this brand linkage?
QQ Racing Mobile Game Team: The desire to click is our first priority, followed by our brand information implantation. In fact, many of our current advertisements have begun to change their thinking, no longer directly playing the brand as before, but taking the lead in finding the common denominator of public interest. First interested, then branded.
Our original creative intention was to do something different and bring players something fun on the fourth anniversary of the brand, and this thing must be linked to the core experience of the game, that is, the car. It means that we have to make a very fun car on the fourth anniversary, and we begin to diverge in the direction of the outrageous car, thinking of the linkage between the excavator and the Lanxiang.
2, digital Ying: We found that the brand has done a lot of "soft implantation" in it, fine-tuned lanxiang's most familiar sentence of enrollment slogan, why is "which flying car technology is strong, China's Shandong looking for Lanxiang"?
QQ Flying Car Mobile Game Team: QQ Flying Car and Lanxiang are two brands that seem to have nothing to do with each other. The opportunity point where they can link up is also mentioned earlier, that is, the excavator. At the beginning, I also thought of a slogan, "Which excavator technology is strong, QQ flying car to find Lanxiang". We have been oscillating between these two slogans, and finally chose the phrase "flying car", abandoning the full brand name exposure. On the one hand, I hope to continue the brand equity of Lanxiang, which is most familiar to the public, and retain its highest degree of transmission; on the other hand, the excavator is originally a soul element, not necessarily with copywriting, visual presentation can also make everyone feel very burning.
Soft implantation hard implantation is not a hard requirement, it depends on how the brand itself makes trade-offs, at this stage we hope to do the dissemination of content first, so there is such a subtraction.
3, digital English: such a soft implant is very tested after the project is on fire, how to associate with the game, the next marketing action QQ flying car how to layout?
QQ Racing Mobile Game Team: Lanxiang this film is just one of the links in our communication layout. Regarding the cross-border linkage between QQ Flying Car and Lanxiang, in fact, there is a complete level of communication planned, through the official-KOL-user co-creation of the participation path, and finally hope that the heat will fall back to the core experience of the game. For users in different circles, our communication information is actually different, such as for volkswagen, we hope to feel the popularity of the Flying Car brand and the interesting content of the fourth anniversary Lanxiang linkage, while for the core target audience, we will emphasize the game experience and how to use the excavator to drift handsomely.
During the fermentation of the entire content, a lot of self-propagation is also generated. For example, the well-known game anchor Da Sima saw this video, and also spontaneously watched it with fans during the live broadcast, and called out at the end: The excavator is flying!
4. Shuying: Did you expect the project to explode at the beginning?
QQ Racing Mobile Game Team: It can't be said that it will definitely explode, it is more of a belief and expectation. In fact, the whole team has been constantly trying to break through themselves, whether it is a large or small node, has been pursuing the creativity that really impresses the user, and strives to do what they think is the best, other, to the user, to the time.
Blockbusters are not often there, and the mentality of trying to do a good job has always been.
5, digital English: QQ flying car such an "outrageous" linkage should not be the first time, the past 2 years will be more frequent, we see that there have been Rolls-Royce, mahjong cars and other out of the circle before, how is the team planning in terms of external cooperation?
QQ Racing Mobile Game Team: QQ Racing has been continuously exploring diversified linkages, and we hope to build an interesting and rich racing world for players.
For example, in cooperation with Rolls-Royce, we have let tens of millions of young people have their first Rolls-Royce, and the meaning behind this is that as long as you start boldly, your dreams will come true and your future will have unlimited possibilities. In the Guizhou version all the way to Qianguizhou, we presented the great infrastructure of Tianyan, Beipanjiang Bridge, and these great infrastructure in the track, so that users can feel the great achievements of the motherland's poverty alleviation and feel the beauty of natural mountains and rivers.
The Sichuan version of the mahjong car is to combine the national essence and the game, reflecting the Shudu culture of Sichuan's ease and bashi; in addition, we also have the linkage of Saint Seiya, Hello Kitty, Ultraman, etc., it seems that the theme and content span quite a lot, but the essence is from the service users, continue to provide them with a fresh experience.
The market environment and player preferences are dynamically changing, cross-border linkage is as the content of our products and players to keep together, but also requires the entire team to explore and innovate from time to time.
QQ Speeding Car Mobile Game x Rolls-Royce
QQ speed car mobile game x handmade Geng, homemade outdoor mahjong car
Second, Lan Xiang is outside (conflict), emotion is inside (walking the heart) hit the traffic password of young people, this advertisement almost all accounted
"Two-dimensional, secondary two, beauty flow, feelings, Japanese, manga, COS, Yan Yi, meta-universe ..."
In the comment area of the video number, readers used a few keywords to summarize the reasons why this video is so popular.
The real hit, in addition to relying on these elements, is more of an organic integration of elements, so that conflict and heart go hand in hand.
6, the number of Ying: the idea of xuejie driving a flying car has been liked by many people, including the construction of game scenes, the conflict between virtual and real, visual shock, etc., which makes people shine. Can you talk about how this idea was born?
QQ Racing Mobile Game Team: The idea of the video is jointly discussed and produced by our team and the "magical old skin" team of the B station up. Lao Pi has always been a loyal fan of QQ Flying Car, we have also had a very tacit cooperation before, [live-action QQ Flying Car] has also been doing it for a long time, and has played more than 6 million times in station B. This time, we continue to explore what kind of creative form can be loved by flying car users, whether to take the emotional, high-burning route, or simply carry out the nonsense spoof to the end. Finally completed this cross-border explosion.
Below there is the mysterious UP master - the magical old skin VFX, the nerve of Chen Director FD:
(Here appears the nickname of the B station account)
7, Shuying: From live-action racing to ghost animal beauty, Lao Pi can share with us the creative ideas behind this video. Including the conception of the story, the choice of actors, the association of the brand, etc.
Magical old leather VFX: before doing some live-action racing series content, mainly based on high-burning + special effects; this cooperation wants to be a little new, in the face of B station users, the direction of the blockbuster is easy to thankless, fast-paced partial demonic ghost animal hilarious films are easy to become blockbusters. So I want to try the creation of a live-action ghost animal video, and even make some unconventional magic changes to some of the characters and things in it, sometimes not playing cards according to the routine can make people feel refreshed in front of their eyes.
Our actor selection is definitely to have elements of both, preferably the brand "spokesperson" on both sides. The heroine of the QQ flying car is naturally a small orange; Lanxiang Xuejie is a more representative figure of Lanxiang in addition to Tang Guoqiang on the Internet, so we set up a duel between Lanxiang Xuejie and Xiao Tangerine.
If it is just a simple drag racing and drift that must not attract the attention of the audience, and Lanxiang is most famous for the excavator, which is also a clever connection between the flying car and the flying car, then why don't we try the excavator and the flying car to duel it, so as to ensure that Lanxiang's well-known IP excavator can also let the audience see the outrageous unconventional flying car duel and create a magical combination.
When producing ideas, we have maintained a relatively efficient communication with the QQ Flying Car Mobile Game Team and the Fourth Anniversary Content Provider Little Elephant Goose, of course, before this we were old friends with the Flying Car; and the Little Elephant has also cooperated many times, they know more about the products and users, and the cooperation is very tacit, which coincides with the promotion of creative ideas and execution.
8. Shuying: What is the most difficult point in Chen's shooting?
Director Chen FD of the nerve: Let's talk about three small difficulties,
In the early stage, we shot in the cold weather outdoors in the north (Director Chen himself is Cantonese) and most of the crew were southerners;
During the shooting process, due to the external shooting, our team personnel was streamlined, and the photography brother and the production brother carried the car for a long time and directly pulled four go-karts (each karting weighed nearly 100 kilograms) to Shandong Lanxiang to shoot and then pulled back to Wuxi;
Post-production we only have about 10 days of time, in the extreme time and to ensure the quality of special effects production in the case of the efficiency of the full liver out of this film, the company's small partners do not know how many nights stayed up, after the project is on fire, everyone is happy to be in the company's indoor fireworks blasting office.
9, digital Ying: In addition to the outer layer of the Blue Xiang Terrier that attracts the public, the most touching thing in the inner layer should be the linkage with "HighLy Intelligent Formula Racing", that is, the conflict and the heart that we said before go hand in hand.
QQ Racing Mobile Game Team: Yes, this is also the highlight of our anniversary celebrations. If the first layer of Lanxiang hopes to attract the public's onlookers, then the second layer hopes to have a deeper connection with the core target group. Someone once did a survey to sort the anime you most want to remake, and HighLy Intelligent Formula Racing was at the forefront. It is also an early introduction of animation in China, as the originator of anime racing, it should be an indelible childhood memory for many people.
With this feeling, we have carried out in-depth cooperation, and like Lanxiang, we have launched exclusive theme racing cars, character suits and props. At the end of the video, there is also a fan-like man, Kazemi Hayato, the hottest actor in "High Intelligence Formula Racing", and his "Asdara AKF-0" car.
Many readers have said that seeing this, the racing DNA has moved. Because he also represents a racing spirit. This is also the real touch we hope to achieve outside the outer explosion, so that players can feel our intentions.
QQ Speeding Car Mobile Game x High Smart Formula Racing
10. Shuying: After the circle of this project, what experience can we share with our readers about the game brand that wants to do explosive advertising?
QQ SpeedIng Car Mobile Game Team:
The first is to be familiar with the popular hot memes for the market students, to continue to maintain sensitivity to content. The second is that you must also understand very well that there are two types of people, one is its own core players, and the second is the mass group of pan-entertainment. You need to have accurate insight into the commonalities between the two groups of people before you have the opportunity to go out of the circle. The third is to learn how to use the language of the public to tell the game content Many people do not play games, so for the spread of the game you need to use non-game language to say your game highlights and selling points. It is necessary to fit the game and at the same time spread in a non-gamified way. The fourth is how to accurately insight users and partners, unlock the traffic password In fact, Lanxiang is not the first time to link with the game, and the circle of the flying car is also because we have found the clever fit between the two, using the "excavator", which is a gripper that has public perception and can become the core experience of the game, to present the overall creative content.
Finally, to share a small thing, in fact, we all know that Lanxiang's earliest out-of-the-loop advertisement was the one taken by teacher Tang Guoqiang. At that time, it was also because Tang Guoqiang was very famous for the ghost animals on the b station, and Lanxiang advertising became famous. So we very much want to invite Teacher Tang Guoqiang himself as a final little Easter egg. But it was really because of various practical conditions that it was not done. In the future, we also hope to reserve more time and space to realize the ideal ideas in our minds.
—Interview Afterword—
It has always been believed that game advertising, unlike other brands, is more niche, more vertical, and even has its own cultural circle. If you want to achieve the public to break the circle, you must be very careful to [translate] the content in the circle, in a way that the public can get out of the circle.
"Blockbusters don't happen often, and the mentality of trying to do a good job has always been there."
This time the QQ flying car finally waited for their hit, the next time we will see what content they bring?
The advertising industry in 2022 will always become cute and full of expectations because of the persistence of a group of people.
1, which car technology is strong, China Shandong to find Lanxiang
2, excavator technology which is strong, QQ flying car to find Lanxiang
Two sentences of Slogan, which do you think is better?