With the Chinese Valentine's Day approaching, the marketing battle between major brands is intensifying, and various creative marketing campaigns have been launched to attract consumers' attention. Recently, Tustin China Burger and the classic Chinese comic IP "Fox Demon Little Red Lady" have crossed over to add a touch of romance to Qixi Festival. This co-branded event not only launched a customized TVC, limited co-branded peripherals, and offline co-branded activities, but also brought a new product "Vinegar-flavored Tenderloin Chinese Burger", using oriental aesthetics and food culture to bring consumers a double heart-warming experience of vision and taste buds.
"Fox Demon Little Red Lady", as a super popular Chinese comic IP, tells the story of a fox demon who takes matchmaking as a profession and helps lovers sign a contract under the acacia tree to achieve reincarnation, which has been loved by young people since it was broadcast. Tustin took this as an insight and joined hands with the IP side to launch multi-dimensional marketing methods such as online content output, customized co-branded peripherals, and offline two-dimensional co-branded activities.
By mining the preferences of ACG fans and in-depth research on IP content, Tustin chose the popular Yuehong CP as the fulcrum to customize and create a side TVC "Continuation of the Castle". In the TVC, Tustin did not combine the product with IP elements, but on the basis of respecting the plot, the new hamburger appeared as a "continuation of the castle", which became an important prop for the protagonist's confession, helping him to confess successfully during the Qixi Festival, making up for the fans' regrets of chasing the drama. The unique oriental aesthetic plot and ingenious product implantation have successfully narrowed the psychological distance between the brand and fans, and effectively reached the new generation of two-dimensional groups.
In order to better play with consumers, Tustin has also launched a variety of limited co-branded peripherals, with interesting gameplay, consumers can choose according to their own preferences. This joint name has received many praises, including co-branded bars, co-branded bars, and co-branded character stands. Especially the cool reflective characters, the color light and shadow add more fantasy to the IP characters, and the bars with hemp texture accurately hit the hearts of the two-dimensional fans.
In addition to the periphery, Tustin also launched a new product "Vinegar Tenderloin Chinese Burger", the fresh tenderloin is marinated in Yongchun vinegar, the entrance is rich in meat aroma, and the vinegar fragrance lingers, which is also another bold inheritance and innovation of Tustin's Chinese cuisine. At the same time, Tustin also combined the IP plot to renew the product packaging materials, using pink as the main color, and the image of the protagonist jumped on the paper, inviting fans to sweetly continue their relationship, and cleverly echoing the atmosphere of the Qixi Festival.
At the same time, Tustin will also carry out a series of offline activities in Shanghai, planning to build a theme experience hall, and prepare a fun immersive IP experience for consumers through IP-related scene settings, such as the Bitter Love Tree, Yuelao Pavilion and other partitions, as well as on-site interesting welfare interactions, to enhance the social attributes of the brand. In addition, there will be joint posters on the big screen of Shanghai's city, the big screen in the business district, and the cute bell body, so you can wait and see.
In today's consumer market, ACG culture, with its unique charm and huge fan base, has become an important area for many brands to innovate marketing and expand the market. Among them, because of its respect for IP content and sincerity to ACG fans, coupled with innovative and interesting combination boxing co-branding gameplay, Tustin has gradually broken the barriers between ACG fans and brands, built a "heart bridge" to communicate with young people, and has not only won the understanding and support of consumers, but also laid a solid foundation for the long-term development of its brand.