On the evening of April 15, cui Jian, the godfather of rock music, broadcast his first online concert "Continue to Sprinkle Wild" on the video number, igniting the enthusiasm of countless rock fans and triggering a huge discussion on social media. It is understood that the total number of concert viewers reached 46 million, the number of likes exceeded 120 million, and on Weibo, the number of related topics read has also accumulated to 123 million.
Cui Jian online concert related topics discussion
At the same time, as the exclusive sponsor of this concert, the car brand Jihu has also gained great exposure, in the WeChat ecology, the search index of Jihu has reached a record high, the peak is 54 times higher than before the event, and the brand voice has been raised against the trend in the declining automobile market environment affected by the epidemic.
It can be seen that this concert is not only a carnival for all rock fans, but also an event marketing for Jihu Automobile to rely on video numbers to take advantage of the music topic.
In the automotive industry, it is not uncommon to use specific events to attract media and consumer attention to increase corporate awareness, and the following examples of creative marketing of automotive brands may wish to review together.
Volvo: Cars + TopicAlign
The ultimate presentation of product selling points
Speaking of Volvo, we have to mention the brand's long-standing selling point marketing.
If other brands are still in the stage of using creativity to explain product performance, volvo is really shooting at the battle, using real visual scenes to capture the minds of consumers.
In 2021, Volvo went out of the circle with three extremely powerful physical selling point marketing, firmly labeling the brand as "safe and stable".
First of all, in April last year, Volvo launched a car "stacking music" game, stacking seven Volvo XC60s vertically, showing a super solid body safety architecture. What is even more unexpected is that Volvo CEO Yuan Xiaolin personally went to battle, sitting in the bottom compartment, showing a calm and relaxed posture, with a thousand pounds on his head, and the body deformation was less than 1 mm, Volvo's wave of "wang po sell melons" won the first round with high confidence in the product.
Volvo "Stacked Music"
If the CEO is still suspected of selling himself and boasting, then the headache of the child's existence further enhances the persuasiveness of the product.
On Children's Day last year, Volvo directly found a 5-year-old cute baby and used a remote control to control the real car on the road. Under the child's disorderly "driving" technology, Volvo has experienced potholed dirt roads, steep slopes, and the heavy pressure of assault, but it is still intact, showing the super safety performance of Volvo cars in the unscrupulous rampage.
Little Devil When "Driving"
In the third inning, Volvo submerged the XC40 pure electric version into the water, after soaking the whole car for 12 hours, the car body was intact and could drive out normally, the battery motor performance was also in normal working condition, and even could drive out to hang out in a circle, netizens called directly, which can be described as "amphibian".
Immerse XC40 in the pure electric version for 12 hours
In addition, Volvo has also jointly created a series of "car dismantling laboratory" special videos, by inviting excellent respondents in the automotive field to deconstruct the above event principles for everyone, so that users can really go deep into the interior of the car and understand the professional performance of the product.
Volvo × knows the dismantling laboratory
From external display to internal explanation, Volvo abandons flashy ideas and uses the power of real shock to convey safe and reliable product beliefs to consumers, thus winning public recognition.
In fact, Volvo's series of car body tests, as early as 2012, has been interpreted in the diversified creative form of "Live Test" and achieved extraordinary results.
For example, a female athlete walking a rope in the middle of a straight-forward Volvo truck:
The Volvo president relies on only a hooked truck on the station:
Volvo Trucks Leap Engineering Supervisor's head:
And invited action star Shange Yunton to step on the front mirrors of two trucks, and as the distance between the trucks pulled apart, slowly split a word horse:
This marketing event also had an extremely wide impact at the time, directly increasing Volvo Trucks' brand consumption by more than 300%.
Compared with other brands, Volvo's event marketing basically revolves around the product itself, creating a gimmick for brand promotion through creative thrilling events and the blessing of topic figures, and then naturally guiding the public's attention to the event itself to the car, and finally achieving the improvement of brand reputation and sales.
Tesla: Founder Marketing
Take advantage of the media to create a buzz of conversation
For Tesla, founder Elon Musk is itself an event marketing.
As we all know, Tesla's advertising investment cost is almost zero, which is obviously a measure that makes the brand difficult to move in the traffic-kinged automobile market, so how does Tesla make the brand almost well-known at home and abroad? Most of this is inseparable from Musk's personal IP marketing.
Anyone familiar with Musk knows that he is not only the founder of an accomplished car brand, but also a social enthusiast who loves to play Twitter. His unique and technologically forward-looking views, dreams and values through social platforms have produced great exposure and impact, not only gaining the attention of 82 million fans, but also winning many loyal fans.
In addition, the cameo appearances in many film and television series such as "The Big Bang Theory" and "Iron Man" also make his founder image more diverse and three-dimensional, and enhance the user's identity with a strong personality charm.
Musk in the creation of personal IP at the same time, the self and Tesla brand firmly bound, in the spiritual level of continuous empowerment of the brand, but also so that users of the founder's recognition and pursuit extended to its related brands, therefore, Musk as Tesla's "spokesperson", his words and deeds are the most influential marketing of the brand.
Especially in 2018, SpaceX, which Tesla founded in conjunction with the space field, successfully launched the first Falcon Heavy rocket and carried the Tesla Roadster sports car to the sky, which quickly became explosive news in the automotive industry and triggered tens of millions of clicks and views on video websites.
The Falcon Heavy rocket carried the Tesla Sports car aboard the sky
At the same time, under the dual impetus of the "sports car aside" incident and Musk's own speech, the topic of public opinion was pushed to the peak, and Tesla also gained worldwide exposure, and the marketing of this event has obviously far outperformed the brand benefits brought about by huge advertising.
Audi: Visual merchandising
Cliff projection creates a three-dimensional shock
In 2018, Audi opened a big production on the occasion of the Q5L launch - 10,000 meters naked-eye 3D projection. First of all, from the perspective of area, this is already a huge challenge, and what is even more surprising is that the projection carrier is not an ordinary large screen, but an outdoor rocky cliff, which undoubtedly increases the difficulty of the challenge and adds a gimmick.
In the final one-minute 3D projection show, audi's new car lifts and descends with the moving building, breaks through the gravitational force through the flowing waterfall, and reveals a new look to the public in the broken mountain, providing a great visual experience for the audience.
Not only that, but there are also many Easter eggs hidden in the projection show: the building that splits in Doctor Strange, the car that goes up vertically in "Inception"... Audi's technological charm is also released here.
Audi's event marketing not only paved the way for the new product listing with shocking visual effects, triggering the attention of everyone, but also opened up creative ideas for automobile brand marketing from the outdoor scene, providing a wonderful example for future brand large-screen marketing.
Cadillac: Live marketing
Outdoor real scenes clarify negative public opinion
Nowadays, with the upgrading of the public consumption concept, the factors that people consider when buying a car are no longer limited to the quality and price of the car, the interior, appearance, space, etc. have become an important consideration indicator for consumers to shop around, and therefore, the competition between car brands is particularly fierce.
In 2017, Cadillac was in a public opinion crisis due to the odor of the car interior and the suspected formaldehyde exceeding the standard. Therefore, in order to prove his innocence, Cadillac customized a giant fish tank filled with water and fish, and directly immersed the newly shipped Cadillac CT6 in the fish tank, and a week later, the fish in the fish tank were still alive and jumping, which indirectly showed that the formaldehyde content of the product met the standard and would not affect human health.
Cadillac fish tanks submerged cars
There are many brands that prove their innocence, and such a novel routine is rare. Cadillac's move cleverly clarified the rumor that formaldehyde exceeded the standard, and naturally transformed it into an event marketing, which can be said to be a double eagle under the crisis public relations.
BMW: Suspense marketing
Create a mysterious atmosphere to stimulate user interest
Barnum, the father of modern public relations, once said, "To attract attention, you have to come up with some ridiculous ideas and really implement them." BMW's 2011 "Desert Circle" marketing is one of the "most absurd" in the event marketing of car brands.
On August 17, 2011, a Weibo post by photographer @PhotographyER said that "a giant strange circle was found on the Gobi about 3 hours by car from Xining", and the blog post quickly triggered a frenzy due to the combination of pictures and texts.
Photographer @Photography ER posted a warm-up weibo
Subsequently, under the rendering and reporting of Phoenix Video and other media, the incident was pushed to a climax, and in just two weeks, the relevant Weibo was forwarded nearly 300,000 times, the video was played more than one million times, and the Weibo topic about #Desert Monster Circle reached 360,000.
Although the follow-up disrupted the marketing rhythm due to the exposure of the identity of the reporter on camera, it was fortunate that the brand adjusted the wind direction in time to avoid the public opinion storm, and released a video to restore the desert circle event with BMW cars, transitioned the heat of the event to the upcoming BMW 1 Series, and successfully completed the warm-up for the new product listing.
The reporter clarified
Coincidentally, BMW's suspense marketing launched in 2010 also set off a wave of discussion among users.
On the occasion of the launch of the M3 model, BMW released a mysterious surveillance video, in a short few tens of seconds of video, only one container was exposed, accompanied by the sound of impact and frightening noises that held the audience's heartstrings.
In the second video released since then, the container is parachuted into a place in Beijing and reveals the skeleton of the beast through X-ray strafing, further stimulating the audience's curiosity.
A week later, the container entity appeared in Wangfujing, Beijing, triggering passers-by to watch, and BMW opened online and offline channels to successfully warm up the new product.
On the day of the new product release, the BMW M3 Tiger Edition series was officially unveiled with the roar of the beast, and the appetite of the audience that had been suspended was also satisfied at this moment.
From the early hype, the official release to the follow-up communication, these two marketing events have their similarities, they are all linked in the appropriate rhythm, mobilizing the activity of social media to the greatest extent, using the public's curiosity and exploration of mysterious events, triggering viral spread, but also catering to the product audience's pursuit of personality and demand for new things, and finally transforming suspense into a hot spot.
Finally, tractors are also typical marketing events in the automotive sector. In order to directly show the strength of the car itself, starting from the 155-ton Boeing 747 march of the Volkswagen Touareg in 2006, many brands have followed suit and joined the ranks.
Volkswagen Touareg drags 155 tons of Boeing 747
Tow plane event marketing by car brand
However, if you really have any positive impact on the brand, TOP Jun can only say that there are many first comers, after all, the value of replicable ideas will be gradually consumed in continuous imitation.
Car brand event marketing occurs from time to time, but it is inevitable that some people will ask, what tangible benefits can they bring to the brand?
In fact, the essence of event marketing is not to directly promote sales, but to promote brand exposure and improve brand awareness and influence by creating and igniting hot topics. This not only expands the scope of potential consumers, but also helps to rely on highlight events to make the brand deeply rooted in the hearts of the people.
In addition, if brands can develop a single event marketing into a long-term marketing IP like Volvo, strengthening product attributes with core ideas, it will also help brands establish potential competitive barriers and gain widespread attention at a lower creative cost, which will be of great benefit to the promotion of brand image in the long run.