The hottest drama at the end of this year is "Minglong Boy", starring Zhang Ruoyun and Huang Yao, which tells the story of the excellent teacher Lei Ming and the psychology teacher Sang Xia who jointly established the eleventh class of Minglong High School to help students face difficulties and bravely pursue their dreams. As the official functional drink partner in the play, Dongpeng Special Drink skillfully implanted it naturally through the plot, adhering to the vision of "letting the strivers have the energy to fight", facing the challenges with Class 11, injecting Dongpeng energy into the road of the five teenagers, witnessing the enthusiastic teenagers to create a miracle in the college entrance examination and realize the counterattack in life.
Dongpeng Special Drink sponsors "Minglong Boy"
"Minglong Boy" is adapted from the classic Japanese drama "Dragon Sakura", while following the basic framework of "the teacher counterattacks with five poor students", the adaptation focuses on the dilemma and pressure faced by students under the proposition of the college entrance examination. The plot design, which is closer to the domestic reality, has aroused emotional resonance and heated discussions between the audience and netizens. Only one week after the broadcast, the popularity value of "Minglong Boy" on Youku exceeded 9000, topped the popular search and TV drama popularity list on the station, and became the daily champion of the lighthouse TV series broadcast market on the whole network for nine consecutive days.
While the ratings, topics, and popularity of "Minglong Boy" continue to rise, Dongpeng Special Drink, as an official sponsor, has also gained a lot of exposure, and its implantation in the play is natural and down-to-earth, whether it is mentioned as a scene prop or a line, Dongpeng Special Drink can be closely connected with the plot. Reminiscent of "Minglong Boy" is an inspirational drama for the college entrance examination, the implantation of Dongpeng Special Drink not only adds a different kind of novelty and joy to the plot, but also makes the audience naturally associate with the iconic advertising slogan of "Drink Dongpeng Special Drink when you are tired and sleepy" in the process of chasing the drama, and even triggered many barrage carnivals, which is full of intimacy.
Dongpeng Special Drink implanted in "Minglong Boy"
As young people gradually become the main force of the new generation of consumers, it has become the consensus of major brands to establish links with contemporary young consumer circles, and building brand marketing positions with the help of popular film and television dramas is one of the fastest and most effective ways for brands to communicate and interact with young people. Dongpeng Special Drink is well versed in this, and as early as 2015, it opened the strategic layout of "brand rejuvenation", positioned the target audience in the Generation Z group, and put forward the concept of "young should be awake and fight".
Dongpeng Special Drink has previously sponsored many popular dramas such as "Lao Jiumen", "Love Apartment", "Dear Love", "Who Is He", "Thirteen Years in the Dust", etc., and has also appeared in well-known variety shows such as Hunan Satellite TV's "Everyday Upward", Dragon TV's "China's Got Talent", as well as best-selling movies such as "Detective Chinatown" and "In the Octagonal Cage". By implanting the unique diversified scene space of film and television dramas, Dongpeng Special Drink digs deep into valuable content with the help of the long-tail effect of popular film and television, creates creative marketing content that is more in line with the preferences of young people, and realizes the dual benefits of "empathy" between the audience and the drama and "long-term love" with the brand.
Dongpeng Special Drink sponsors Chinatown Detective 3
In addition, Dongpeng Special Drink has also been involved in online social platforms such as Douyin and Station B, which have a large number of young user bases, such as jointly launching co-creation competitions and challenges with the Douyin platform, inviting the whole people to participate in video challenges, and performing "interactive" grass planting as the "spokesperson" of Dongpeng Special Drink; The three self-made popular variety shows of station B actively broke through the restrictions of the circle, communicated with Generation Z with more fresh and interesting, humorous and stalky language, built a communication bridge with the new generation, imperceptibly influenced the minds of the aborigines of station B, and helped the brand grow new with multi-dimensional innovative marketing.
Dongpeng Special Drink × co-created by Douyin brand
From traditional media to new media, from simple hard advertising, one-way transmission of information to co-creation of communication content with users, and in-depth interactive marketing, Dongpeng Special Drink is committed to creating a brand marketing model with content and resonance, and strengthening brand memory in a way that young people like.
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