In the past two years, driven by IP and boutique, the overall pattern of the domestic game industry is changing little by little, when the mobile game market traffic dividend disappears, the needs of players are diversified, the importance of brand value has been highlighted, which has intensified brand competition in the industry, and thus driven the priority of marketing.
When it comes to marketing, the legendary IP that has experienced more than ten years of ups and downs in China has a lot of say, and in the early days, it has done many articles around "well-known props, core gameplay and legendary stories", and many classic slogans have long been stalked and have been passed on by word of mouth.
However, the influence of legendary marketing is gradually declining, on the one hand, it lies in the "pickiness" of domestic legendary IP users, the segmentation needs and the rejuvenation of users have contributed to the pursuit of personalized content; on the other hand, the homogenization of marketing means has raised the threshold for users to accept marketing ideas.
However, the greedy game in it is always exploring the upper limit of the marketing of legendary games. With the bright eye as the skin, in-depth marketing as the bone, leading the legendary marketing to a new outlet has become the routine operation of the game of greed, which can not help but make people look forward to it, can the game of greedy games come up with new things?
The answer given by greedy games is "yes".
Following the actor, director, the game will also include the singer into the ranks of the spokesperson, on April 22, the "Phoenix Legend" official announced the appearance of the new spokesperson "Phoenix Legend", Zeng Yiling was wearing gold armor, the phoenix bathed in fire to create a miracle, the official Blog comment area in addition to surprise, there is no lack of rainbow farts for the two. Then, on April 26, the game released the "Legend of the National War" spokesperson warm-up video, the film is like the god of war, red robes and silver armor, the pace is firm, the battle knife on the ground wiped out a burst of Mars, vowing to die to the ultimate battle, with the video "to a full-out duel" slogan, the momentum is compelling. On the 28th, the true face of lushan, the god of war, was finally revealed, and he was "Zhen Zidan".
The appearance of Zhen Zidan can be said to be both unexpected and reasonable. To be fair, the cooperation between greedy games and hardcore Hong Kong stars is not uncommon, and the "slag slag" and "Gu Tianle" in the early years are even more popular throughout the Internet, but they have also attracted countless imitations, resulting in chaos. In the past two years, greedy games have changed their thinking, invited popular actresses, well-known directors, etc. as spokespersons, and the effect has been outstanding, activating new possibilities for legendary marketing.
Now back to the hardcore Hong Kong star, the game of greed must be thought about for a long time, and from a series of operations, it can be seen that the marketing combination of the game is not just to open up a new vision of legendary marketing, so that the industry knows what is "to stop the war, the legend of the national war", which contains in-depth thinking.
True kung fu collides with true legends, so that "return to reality" is deeply rooted in people's hearts
As the most prominent link of Chinese culture, Chinese kung fu has been famous in the world in the last century, and Zhen Zidan, as the most famous contemporary star, a series of "Ip Man" series, let the people of the world truly understand what is a generation of masters. Greedy Game has cooperated with Zhen Zidan several times, and in the 2020s, when saying "Original Legend", he also tried to integrate legend and kung fu in TVC, but compared with the exploration at that time, the cooperation today is a breakthrough to another height. With the deeper expression of kung fu, to set off the spiritual core of the legend's invigorating blood, the empowerment between legend and kung fu is more natural, and it also makes marketing move towards a new dimension.
On April 27, the game released a TVC trailer video, the mysterious man in the National War Legend Taoist Hall and the Man in Black duel, running into the figure of the fast step, overturning the courage of the whole scene, who is this cool hero? A series of suspense that satisfies the player's appetite.
On the 28th, the spokesperson Zhen Zidan was officially announced. On the 29th, Zhen Zidan's "Legend of the National War" full version of TVC was launched, Zhen Zidan was handsome in the moment of crisis, fast-paced fighting, powerful fists, especially dazzling flying kicks, which caused the whole network to exclaim, and finally the dragon slaying sword sublimated by the fire gave Zhen Zidan the appearance of red robe armor and domineering. It is reported that TVC specially invited Zhen Jiaban to fight with Zhen Zidan, which can be described as a real kung fu fist to the flesh, and the perception is outstanding.
I have to admit that the current real punch on the market is very rare, especially many action ads like to spend fists and embroidered legs, point to the end, users can not feel the cool point, but also difficult to make an impression. "Legend of the National War" TVC in the fist to the flesh, visually has completed the second kill, Zhen Zidan and greedy game with strength to let everyone see the true face of kung fu advertising films, what is the "advertising martial arts ceiling". At the same time, "Legend of the National War" TVC dares to break through the tradition, and the real kung fu with a strong sense of actual combat allows the public to see not only feelings in advertising films, but also blood. The passionate battle in TVC vividly shows the current kung fu national essence, and also empowers the kung fu culture as a legend.
Looking at the current game endorsement market, from the various "god operations" of the spokesperson to the exquisite CG "show muscle" promoted by major manufacturers, its playing style has undergone several iterations. In the midst of the greedy game, but also because of the greed to play blue moon brainwashing endorsement to walk in the forefront of the times, in recent years, the continuous change of tactics, is to break the deadlock, to find a new outlet for star endorsement games.
Constantly trying, so that the greedy game found that possibility. Previously, when working with director Feng Xiaogang, Greedy Games co-launched a one-shot TVC with him. The TVC is of extremely high quality, with both heavy performance and years of precipitation, which also brings legendary advertising to a cinematic level. As soon as TVC was launched, it exploded on social media, and the Weibo #Original Legend Feng Xiaogang Tribute to Classics # topic was read more than 65.9 million times, and the series of advertisements was played more than 500 million times, attracting the attention of many young users and female users.
More crucially, the cooperation between this greedy game and Zhen Zidan also broke out the resonance of "true and true" between true kung fu and true legend.
As a masterpiece of greedy games, the genuine authorized mobile game "Legend of the National War" reproduces the legendary classic 1.80 dragon version, with classic three classes, familiar skill operation, retro screen style, full of feelings. In addition to retro, the game has also added appropriate innovations, upgrading the content of rebirth, special rings, etc., and there are also new spirit beasts and red costumes that make stunning appearances, which can be described as making the true legend complete the rebirth with a new look.
And Zhen Zidan's real kung fu is even more well-known, why Bruce Lee and other kung fu superstars kung fu films will never fade, on the one hand, today's movies, advertisements are pursuing gimmicks, although there are explosive points but the overall exaggeration, very ungrounded; on the other hand, these classic stars are really in the heart to create fine products, such as Zhen Zidan's "real kung fu" that people talk about, that is, fist to flesh, cheerful stimulation. Unfortunately, this "truth" is gradually disappearing with the retreat of these stars, and the greedy game just uses "return to the truth" to satisfy the player's desire for fine products, and also allows the kung fu national essence to be inherited.
True kung fu collides with real legends, "fighting for life" electrocution "legendary battle", the player's passionate passion for the legend of the national war is instantly ignited. When seeing the classic scene of the 1.80 Fire Dragon version of "Legend of the National War" reappear, the true pursuit of the legendary player's heart is completely awakened, and the power of feelings is activated by the original pursuit. All of this is the power given by exquisite TVC, which enhances the overall texture with a unique look and feel, so that the concept of "return to the truth" is deeply rooted in the hearts of the people, highlighting the brand value, and creating a unity of product and effect.
Live broadcast lights up Canton Tower, three-dimensional marketing further
If the marketing of the previous game was to move forward in the groping, then "Legend of the National War" is a textbook-level display.
Greedy game has long realized that the single marketing model focusing on online is very easy to fall into a bottleneck, and only by appropriately transferring to the offline, digging deep into data, building user portraits as the starting point, and achieving online and offline three-dimensional marketing, is the way to break the situation.
The silhouette video released suspense, attracting the attention of users in different circles through unknown attributes, and true kung fu TVC released explosive points with high quality. In order to trigger a larger-scale sensation and achieve long-term effects, greedy games opened the "Legend of the National War" live broadcast activity on Douyin, and several well-known legendary game anchors participated in the game and shared the legend with players. The lively atmosphere in the live broadcast room activates the entertainment spirit of the players, and reaches a wider group of players at close range through the way of "all music".
At the live broadcast site, the audience in the game and the live broadcast room witnessed the activity of lighting up the Canton Tower, so that everyone could intuitively feel the integration of urban landmarks and legendary feelings. The opening up of online and offline shortens the distance between the game and the player, and also makes the marketing of the legendary IP no longer stay in the inherent appearance of the "magic slogan", but through a wider range of borrowing, let everyone have a closer understanding and more diversified understanding of the "Legend of the National War".
Greedy game also on Douyin synchronously opened the topic of #Zhen Legend to the end, its playback has exceeded 10 million, attracting a lot of Douyin master KOLs to participate in it, such as the little five brothers to Zhen Zidan's "exhortation", the vitality source recalls the green onion years, etc., Chen Xiang at six and a half points is to launch a brotherly love short drama, laughter and tears fly together, all with the help of ingenuity to embrace young users, breaking through the shackles of legendary game marketing. In particular, many users just saw the short video in the clouds, and when the "Legend of the National War" appeared, it finally dawned on it, and this surprise created through marketing strategies appropriately activated the player's desire to participate, and also made the brand image more profound.
In addition to the linkage with the Canton Tower, "Legend of the National War" also uses multi-field coverage to make offline marketing more three-dimensional. For example, "Legend of the National War" with its shouting magic advertisement, appeared in many domestic elevators, completed the coverage of 100,000 screens in the country, and ensured the efficiency of users reaching advertising with the help of brainwashing communication. In addition, "Legend of the National War" also brings innovative stacking ads to bus stop signs, and the novel overlapping shadows advertisements will show different images with the change of time, which will help it break through the inherent user groups and enable the brand to spread efficiently.
Write at the end:
Unconsciously, the game ushered in its 7th anniversary, the "Phoenix Legend" on April 25 came to the "Phoenix Legend", and then on April 29, Zhen Zidan created the "Legend of the National War" boutique TVC with real kung fu, this wave of "Phoenix in Flight, Zhen Long in the Sky" combination punch, is the head cannon for the arrival of its 7th anniversary.
On the 5th anniversary, the game showed what is "breaking through the self", and then in the 6th anniversary, the new horizon of legendary marketing was once again opened up by the game, and now on the 7th anniversary, many people are looking forward to what answers the game can give in the field of marketing, and it does rush to give its own answer. Through the boutique TVC, witness the "return to the truth", create a combination of product and effect; online through the vibrato live broadcast, narrow the distance between players, offline linkage of Canton Tower, in the elevator and bus platform to complete wide-area coverage, to achieve online and offline three-dimensional marketing.
Today's greedy games have shown that they have already exceeded the limits that the legendary IP itself can reach, but the greedy games have no ceased meaning, and even play bigger.
The combination of Chinese kung fu and legendary blood in TVC has shown a new direction for legendary marketing. At a time when cultural self-confidence is gradually improving, respecting cultural differences and using high-quality games to help cultural dissemination has become a general trend, and the success of "Legend of the National War" has allowed the industry to see the unique chemical reaction between legendary games and Chinese culture. In the future, the game will also be closely integrated with the essence of the major countries, the Chinese cultural classics will be moved into the game game, with cultural power to enhance the height of the product; outside the game to launch a number of linkage national innovations, so that the legend "live" to meet the consumption needs of deeper users, but also let players see how the legendary IP plays the national tide.
"Phoenix in the fly Zhen Long in the sky" is only the beginning of the 7th anniversary of the game, the follow-up will also launch more legendary, miracle new products, will also play more new tricks in brand marketing, or open a new era of TVC, or create a more flexible three-dimensional marketing, in short, the game will continue to refresh the outside world's perception of legendary marketing.