From the "Watergate Bridge of Chosin Lake" and "Sniper" with the theme of the War to Resist US Aggression and Aid Korea to the realistic theme film "Miracle Stupid Child", the movies in the Spring Festival of the Year of the Tiger make people very "sad", in stark contrast, the game company's ingenious marketing no longer advertises the game, but in addition to playing with joy, it brings just the right warmth to the public.
Tencent made a Chinese New Year film, and the marketing focus is no longer on the game itself
This Spring Festival, Tencent's Tianmei Studio Group and Xinhua News Agency's China Xinhua News Television Network jointly released a New Year film called "New Year Express". The film is supervised by the famous director Ning Hao, and the starring lineup is strong, including Yi Qianxi, Yang Mi, Li Xian, Zhang Daxian and many other star anchors have participated in the performance, and the whole film is 25 minutes long.
Figure 1 Tencent's Chinese New Year film "New Year Express"
What is surprising is that in the important marketing period of the Spring Festival, the 25-minute Lunar New Year film did not see the figure of the "Glory of the King" game, nor did the actors play the game, which triggered the industry's thinking for the purpose of Tencent's huge investment in shooting this New Year film.
Entering the sixth year of "Glory of the King", it already has a national-level player base, and the team believes that at this stage, we should abandon the inherent advertising thinking, not promote the product, but to convey a spirit of the times, and this positive light has greater appeal and influence.
Based on this, the New Year film with the story of "express delivery", connecting countless small people on the road of express delivery, with the help of everyone, the ultimate mission of express delivery will be achieved. The film does not poke tears, but it is very heartfelt, so that everyone can see the ordinary and great power, just like China, which experienced heavy rain and epidemic in 2021, there are countless ordinary people who have contributed their own strength behind it, which is the spirit of the game, paying tribute to those ordinary people who look insignificant, and the content of the New Year film also echoes the theme set by the team " Every ordinary person has their own glory" .
Sheng Qu Games has brought a cat New Year party to share the joy of cloud sucking cats
Jackie Chan once said that the most unmatched subjects in movies are children and animals. This time, the Spring Festival marketing of Sheng Qu Games is biased towards the Tiger Mountain Line, not only choosing the most difficult animals to control as the protagonists, but also challenging the most "proud" species in the animal kingdom - cats. Just before the Spring Festival, Sheng Qu Games released a New Year party starring cat COS - Qing Meow Year, which made a wave of the most "cute" warm-up for the upcoming mobile game "Qing Yu Nian".
Figure 2 New Year's Eve celebration
As a product that has not yet been launched but the IP influence has exploded, the primary goal of the mobile game marketing of "Qingyu Nian" is to close the distance between it and the public as quickly as possible. What is the simplest joy of young people today? The most common answer should be "cloud sucking cat". Cute cats of all colors, even do not need to face people, can capture the love of the public, countless young people have called themselves "cat slaves". Sheng Qu Games grasped the potential demand of "cat people" and contributed a unique cat New Year party at this lively node of the Spring Festival stall. According to statistics, after the video of the New Year's Celebration Was launched, in just 3 hours, the number of views exceeded 500,000.
Figure 3 Cover of the red envelope of the New Year Celebration
According to the data, the size of China's urban pet consumption market in 2020 is close to 300 billion, and the compound growth rate of the industry in the next three years is expected to be 14.2%, and the market size will reach 445.6 billion yuan by 2023. Cute pets are no longer animals, but have become a kind of spiritual companionship for young people, and the "Celebrating the Year of Meow" New Year Party launched by Sheng Qu Games will be anthropomorphic operation mode of cute pets, which is just right to combine creativity and IP. The Spring Festival marketing of Sheng Qu Games does not advertise the game, but it pokes at the cute points of young users, quickly narrows the distance between each other, and pulls a wave of goodwill for the new products that are about to be launched.
With the refinement of game policies and the gradual and orderly implementation of supervision, China's game industry will usher in more standardized development under anti-monopoly and data security, and game marketing is also moving closer to humanistic care, happy sharing, and positive value output. The future of Chinese games in 2022 can be expected.
This article originated from the financial world