Among the summer movies this year, "Chang'an 30,000 Li" left a deep impression on fans across the country, receiving 200 million yuan at the box office in two days of release. As of July 11, the Douban score of the film is as high as 8.1 points, and the reviews are rave reviews. It is not only movies that are warmly sought after, but also the "Lychee Rose Beer" jointly launched by Panda Craft Brewing and "Chang'an 30,000 Li", which successfully came out of the circle with IP cross-border CP and led the new trend of national craft brewing.
Innovate co-branded products and enrich the cultural elements of the brand's national tide
In recent years, national tide movies have their own topic popularity, such as "Big Fish and Begonia", "White Snake: Origin" and "Journey to the West: The Return of the Great Sage", and their strong influence does not lose the star effect, so brands and classic movies have cross-border alliances, which can not only gather the fan base behind the movies, but also give cultural connotations to the brand itself.
This time, in the joint event between Panda Craft Brewing and "Chang'an 30,000 Li", Panda Craft Brewing created a product linked to the movie "Wine Words Joyful Lychee Rose Beer", and the movie conveyed "Fu poetry and high song, imperial horse to meet the enemy, drink wine freely!" Highly fit, coupled with super product strength and distinctive and fashionable IP packaging, the national trend lifestyle brought by Panda Craft Brewing is truly placed in front of young consumer groups, and it is figuratively integrated into the lives of post-95s and post-00s, so that they can feel that drinking craft brewing can also be trendy and cultural.
Continue to detonate the heat, offline to start the "Tang Drinking" journey
The strong Tang style in "Chang'an 30,000 Li" has also attracted many fans of Guodong and Hanfu for Panda Craft Brewing, and continues to increase exposure and drainage for the brand. At the same time, under the various forms of offline interactive content, it has led to the discussion of the product "Talking about Lychee Rose Beer".
Panda Craft Brewing gathered IP fans and initiated activities such as "reciting poems and delivering wine" in offline stores, learning Tang etiquette, and peripheral delivery, creating an immersive national sports marketing drama. For example, reciting a poem by Li Bai can get "Drinking Words Joyful Lychee Rose Beer"; Buy any panda craft beer to get a set of co-branded peripherals; Correctly recite the entire text of Li Bai's "Will Enter Wine" to get a movie ticket for "Chang'an 30,000 Li" and so on. Through the exposure of clothing, accessories, and life scenes, Panda Craft Brewing brings the lifestyle of the Tang Dynasty into reality, thereby allowing consumers to have a deep brand identity.
Social media dream linkage to achieve high-frequency interaction between brand and users
In today's era of "no brand, no marketing", in order to impress users, "strong interaction" and "strong participation" are propositions that every brand needs to think about.
Based on this proposition, in addition to offline activities, Panda Craft Brewing also strives to play with users online. For example, it communicates and interacts with many brands through Weibo Blue V linkage to expand product and brand voice; Linkage KOLs publish notes with topics, and multi-party forwarding, spreading fermentation; Stimulate the output of UGC content, achieve high-frequency interaction between brands and users, and upgrade the sense of intimacy.
It is worth mentioning that the comedian "Cool Teng" has also become an iron fan of "Drinking Words Lychee Rose Beer", and the real-name authentication is "really delicious", and some netizens called this dream linkage "The dimensional wall is almost impossible to keep!".
At present, "national tide" has become a cultural trend with world influence, and it is also a new way for young people to express patriotic feelings and cultural self-confidence. Panda Craft Brewing joined hands with China Motion Film IP this time, allowing brands, China Motion, Chinese traditional culture and consumers to find a real connection. It can be said that this is a very benchmark cooperation in the cross-border marketing of craft beer brands, and it is also a new breakthrough in the marketing level of Panda Craft Brewing, which not only consolidates its national trend cultural brand position among target consumers, but also brings new ideas for beer industry marketing.