In the era of social networking, both new brands and long-established brands are aiming at the young consumer market and committed to the mission of brand asset renovation. The 21st century has entered the "IP era", IP image is the super symbol of the brand, in order to better display the brand image of Jilin Fucai, on October 22, Jilin Fucai around the unique meaning of Fucai, the new launch of the mascot "AFu" and "ACai".
IP was originally an abbreviation of the English "Intellectual Property", literally translated as "intellectual property", in the context of the Internet, its meaning has been extended, can be understood as the general term for all famous cultural and creative works (literature, film and television, animation, games, etc.), further extended, can only rely on their own attractiveness, break free from the shackles of a single platform, get traffic on multiple platforms, distribute content, is an IP, it is a "stem" or "phenomenon" that can bring effect, this "Terrier" can play an effect on various platforms, so IP can also be said to be a product, a product that can bring effect.
It is not uncommon for lottery institutions to launch their own IP images, such as the National Sports Lottery Center launched its own mascot "Le Xiaoxing" last year. Sports lottery defines Le Xiaoxing as a vivid and independent IP image, through the personification of the image and distinct personality presentation, efficient and rapid reach young audiences, access to cognition and love. The image of Le Xiaoxing is deeply rooted in the hearts of the people, is a medium connecting the brand and the public, and is also an intangible asset and inexhaustible driving force to help brand communication and future development.
From image building to concept transmission, "Le Xiaoxing" continues to penetrate into the young consumer market, so that Le Xiaoxing has entered the public vision and left a deep impression, but also let everyone pay attention to the efforts and achievements of the Chinese Sports Lottery in practicing public welfare undertakings over the years, attracting more young people and joining in it, and jointly practicing public welfare to convey warmth.
In 2019, the first two-color ball IP animation MV produced by Ningbo Fucai was officially released, filling the gap in the industry. The animation MV content is based on the various characteristics of the "two-color ball" game of Lucky Lotto, anthropomorphizing the image of the red ball and the blue ball, with the catchy original welfare lottery song, and presenting the luck of the "two-color ball" game and the public welfare of the welfare lottery to the public in a montage. Ningbo Fucai condensed the animation MV into the essence of one minute, in order to closely follow the current Internet video communication characteristics, so that the animation MV has more affinity, and shows the public welfare concept and purpose of the welfare lottery to the society in a new publicity way.
Compared with the brand logo, the mascot is more specific in image, and can continue to enrich its personality characteristics in the promotion, which has a lasting effect; compared with the image spokesperson, the mascot is lower in the finished product, and the mascot is constantly adding value to the brand with promotion. In today's developed social media, through the mascot can be more flexible, more popular transmission of brand value, I hope that with the continuous upgrading of the lottery industry, the lottery agencies continue to cultivate and meticulous, lottery institutions around the world, each large lottery game can launch their own brand mascots, tell their own brand stories. (National Lottery Magazine)
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