LanTu APP: Bet on the blockbuster variety show, and then what?

In the first week of May, when the people of the whole country welcomed the holiday, car companies also "sadly" welcomed their respective sales last month, and the sales of many independent brands faced a "waist cut" or even worse, and in terms of a sharp decline in data in various dimensions, fuel vehicles and new energy vehicles achieved the same pace and retreated hand in hand.

And if there's anything as dismal as the car market in April, it must be a recent entertainment variety show.

At the very least, the former can argue that it is subject to the epidemic and supply chain, while the latter can't find a suitable explanation for why the frequency of the new show's street throwing even faster than Musk's tweets.

It is in such a big environment that the "Sound and Life • Hong Kong Music Season" with the sentiment card has become popular.

Only two days after its launch, the cumulative playback of "Sound and Endless" exceeded 300 million, even if it was first broadcast on the network platform, but it still did not affect it after logging on to the TV media, and quickly won the first place in the ratings of the same period.

In addition to the 74-year-old Lin Zixiang, 61-year-old Ye Qianwen, and 55-year-old Li Keqin, who enjoy the traffic dividend of "Sound and Endless", there are also 4-year-old Lantu Automobile.

As one of the 9 major sponsors behind the show, Landu did not choose Landu FREE, but will just be listed, priced at 369,900 to start, private customized models can sell to nearly 640,000 high-end MPV Landu Dreamer as the designated car of the show.

Under the influence of the "banknote" ability, the program also gave enough close-ups of the Lantu dreamer as a designated car. As a pre-market warm-up, this is clearly a 100% successful sponsorship case.

But betting on blockbusters is often only the first step in marketing.

Betting on the blockbuster is far from enough

During the Winter Olympics, we posted an article about car companies' spokespersons [Gu Ailing has won again, but did Cadillac win? ], the end of the article mentioned: whether you can bet on the spokesperson before the "overnight popularity" is the key to testing the selection of various car companies.

However, not long ago, Cui Jian's example told major car companies: the explosion in the bet is very powerful, but it is obviously far from enough.

On April 15, Cui Jian blew up everyone's circle of friends with an online concert of "Continue to Sprinkle Some Wild", and 46 million viewers sang with Cui Jian for 3 hours in the video number, with 110 million likes and 2.43 million comments, making the exposure of the concert reach an unprecedented 1.2 billion.

Behind the explosive concert is the exclusive sponsor Ofe Fox.

Polar Fox spent a lot of thought on this concert, including the Polar Fox Logo of the Circle of Friends Forwarding Interface, the gift of the live broadcast room is a beautiful Polar Fox model; and the Extreme Fox element that can be seen everywhere at the concert site.

At the same time, in order to enhance the purchase desire with the audience, Jihu set up four ladder benefits, the latter two benefits are a deposit of 5,000 yuan to 10,000 yuan to buy a car, and one is that the top five users who traded during the event can get a limited gift box for the concert, which can be said to be full of sincerity.

The effect of the feedback is also reflected in the search index, and on April 15, Jihu completed an exponential increase in both the Baidu index and the WeChat index.

Polar Fox's Baidu Index

But after all, the car is different from ordinary endorsement consumer goods, after experiencing such a large-scale publicity, a drink, a dress, a lipstick may usher in a sharp increase in sales, but the car due to its high price and inherent brand impression, it is difficult for the audience to impulsive consumption.

This is also reflected in the sales volume in April, The Fox delivered 1140 new cars in April, an increase of 54% month-on-month, in the downward environment of the car market, it is not easy to achieve this achievement, but the sales heat is obviously still a certain distance from the concert of "out of the circle". At the same time, due to the impact of the epidemic, offline stores in Beijing, Shanghai and other places have not eaten this wave of traffic dividends.

Obviously, Polar Fox has tried its best to enhance its presence in this concert, but it is still a bit difficult to catch up with the brand volume that has fallen in the past 3 years by relying on a 3-hour concert.

Of course, this is not the problem of Polar Fox, a brand faces different difficulties in the creation and incubation to the market and even to the later stage of transformation. And live implantation is obviously the latest wave and the most difficult part of it, the polar fox is like a silver player who has been thrown into the king's game, and can only play a regular output when trying his best.

On the contrary, Cadillac and Gu Ailing are more like mutual achievements, and choosing a suitable spokesperson only needs to clarify the brand's product positioning and the star design that fits the brand image, while advertising implantation is a very test of how car companies can complete the conversion of sales leads in the follow-up link marketing.

To put it bluntly, one is to try to spend money, one is to work hard to earn money, who is difficult and who is easy, at a glance.

And now, the question is thrown to LanTu and its dreamers.

Lantu's posters are quite designed

The show doesn't stop, the activities don't stop

How much traffic can a blockbuster program bring to car companies? From Lantu's APP, you can probably get a glimpse or two.

Before the launch of "Sound and Endless", Lantu held a public performance song list collection activity, and in just 5 days, it received nearly 5,000 messages.

Then Lan Tu hit the iron while it was hot, let everyone comment on the building, say their favorite Hong Kong music stars and Hong Kong music repertoire, or share the reasons for loving Hong Kong music, as well as the feelings and resonance of Hong Kong music, a total of 55 exquisite gifts will be sent, and the points sent are countless.

So far, the message has been 9999+, and the popularity of related topics is also a ride in the community.

After the launch of "Sound and Endless", Lan Tu also immediately launched the activity of "sharing the most memorable tracks of the first public performance", and the prizes were also very suitable for this activity, sending a ukulele and a car microphone set, which shows that the operators did use their hearts, and the number of messages was naturally through the east wind of the first public performance of the show, which quickly reached 9999+.

This is of course thanks to the natural traffic brought by "Sound and Endless", after the APP became the only subscription channel, every new user found because of the program is a valuable potential car owner.

And the best thing Lantu does is to always hide himself behind the activity.

In the three activities, the interactive topics are close to the program, and there is no strong correlation between the program and the car, and the prizes do not take the periphery of their own body to count, but follow the progress of the program and constantly select items suitable for the activity.

In the topic of the community, you can also see many sharing posts about Hong Kong Music, and precipitating high-quality content will always be the foundation for a community to build.

With the broadcast of the program, the content form of discussing Hong Kong music has gradually enriched, and these posts have attracted a large number of tourist replies, and many tourists like me may just have the mentality of walking around and playing, and finally stay in the community to reminisce with everyone about the golden years of Hong Kong music.

Only by jumping away from the mindset of "rubbing traffic" can we really control the direction of traffic, and at this point, Lantu has made a good example for various car companies.

Write at the end

Everyone knows that the era of Hong Kong music is gone, but classic songs are like a ticket to the old times of the past.

A good new car, an out-of-the-loop event, a successful implant, naturally the same is true.

Even if the era of fuel vehicles is gradually fading away, the pole fox and Lantu, which are incubated by traditional car companies, are also trying to keep up with the pace of the times, and everyone is looking for traffic play that belongs to the new era.

And that ticket to the future will always be their own product power.