At a time when consumer attention is scarce and information is highly fragmented, choosing a well-produced, highly attitude and considerable traffic variety show for cross-border cooperation has become the choice of more and more brands. The cross-border cooperation between Master Kong's heirloom sour plum soup (hereinafter referred to as "Master Kong's sour plum soup") and the "Punch Card Bar Foodie Group" is undoubtedly a more successful case in the recent marketing of food and beverage brand variety shows.
Since the beginning of the broadcast, "Punch Card Bar Foodie Group" has always maintained a super high topic heat. As the general title sponsor of the program, Master Kong Sour Plum Soup preemptively spoke from the warm-up period of the program, occupying the opportunity and the heat before the program began. Closely following the broadcast of the program, Master Kong Sour Plum Soup took the theme of #Go to the Soup fire punch bar # as the theme of dissemination, calling on fans to follow the star foodie group to punch the oil spicy hot food together.
Through a variety of forms of creative content output, close to the program and guest popularity, Master Kong Sour Plum Soup successfully deeply bound its products with various food scenes, strengthened the core interest points of "quenching thirst, refreshing and quenching", refreshed the majority of users' cognition of traditional sour plum soup, circled a large number of consumers, and gave us a different brand marketing.
Multi-dimensional exposure
Fancy drainage inside and outside the program
Master Kong Sour Plum Soup, as a classic Chinese drink of "quenching thirst, refreshing and quenching", selected wumei, boiled in ancient methods, inherits the authentic old Beijing flavor, the taste is refreshing and sweet, and its unique catering scene is naturally in line with the food variety show. Master Kong sour plum soup is titled the popular variety show IP "Punch Card Bar Foodie Group", following the celebrity celebrities, punching all the way together, and deeply combining its products with various food scenes, which can not only open up the variety show fan group and the brand potential consumer group, but also promote traffic conversion and consolidate the category advantage.
As early as the momentum stage before the broadcast of the "Punch Card Bar Foodie Group" program, Master Kong Sour Plum Soup took the lead in speaking out through the official micro to seize the heat before the program began. In this voice, it is even more direct to the theme, calling on everyone to use the "raw jin to quench thirst, refreshing and greasy" Master Kong sour plum soup, and set off with the star foodie group to punch in the delicious.
During the launch of the program, Master Kong Sour Plum Soup adopted a flexible brand implantation method and deeply participated in the content of the program. While accurately promoting the key information of the brand, the multi-dimensional exposure makes users deeply impressed by their products and brands.
After the program is broadcast, the brand also selects the hot clips related to the brand and product in the program, and carries out rich secondary creation and fancy drainage.
Through multi-dimensional exposure, Master Kong's sour plum soup not only presented the catering scene of sour plum soup to the majority of users, but also made its core interest point of "quenching thirst, refreshing and degreasing", which left a deep impression on consumers and triggered widespread empathy.
Anti-customer-oriented, multi-party co-creation
Explore new ideas for brand marketing
In the era of endless variety marketing, if brands want to impress consumers, they not only need hard power, but also more soft power.
Different from the traditional thinking of variety show implantation, the cross-border cooperation between Master Kong Sour Plum Soup and "Punch Card Bar Foodie Group" did not stay in the product exposure and implantation, but anti-customer-oriented, customized brand punch card packages, and accompanied the star foodie group to punch in the delicious food of each city along the way. Whether it is sour plum soup x spicy meat noodles, or sour plum soup x sour soup fish, or sour plum soup x boiled beef, Master Kong's sour plum soup has strongly output the refreshing and degreasing benefit points of the product.
In addition to customized punch card packages, Master Kong sour plum soup is also good at taking advantage of the popularity of stars. On August 23, the topic #Yang Di playing small cards # after fermentation landed on Weibo hot search, Master Kong sour plum soup quickly responded, the official announcement # Yang DiKang master sour plum soup noodle officer #, linkage Yang Di to produce creative videos, and plan e-commerce preferential password activities, interact with fan groups, guide grass stars to the same model.
In addition, Master Kong's sour plum soup also mobilized the enthusiasm of fans through Ding Yuxi's creative insertion, and actively produced UGC content of sour plum soup with meals.
Through a series of innovative marketing, Master Kong Sour Plum Soup allows consumers to truly experience the benefits of drinking Master Kong Sour Plum Soup in interesting content creation, "quenching thirst, refreshing and degreasing", thus deepening the recognition and love of products, accumulating brand resources, and transforming many passers-by into brand fans.
Deep bundling
Subtly seize the user's mind
At the same time as the "Punch Card Bar Foodie Group", Master Kong Sour Plum Soup also officially signed Yue Yunpeng, a member of the program topic, as the brand spokesperson. Xiaoyue Yue has won the pursuit of the majority of users by virtue of its foodie design in the program.
On the Douyin platform, Master Kong Sour Plum Soup launched the #Go to the Soup Fire Punch Bar # National Mission, under the call of Yue Yunpeng, won the enthusiastic participation of food bloggers and fans, food bloggers around the world have brought Master Kong sour plum soup punch card oil spicy hot food, enjoy the interpretation of the refreshing artifact of the dining charm. The food CP fancy demonstration makes the interpretation of the selling point of "quenching thirst, refreshing and quenching" more practical, further stimulating consumers to complete "pulling grass" and leveraging purchasing power.
Through the vivid and interesting interpretations of the bloggers, Master Kong Sour Plum Soup deeply implanted the product into various scenes such as oil, spicy and hot food, and mobilized the enthusiasm of more netizens to participate in the Douyin Challenge. In the end, the national task #go to the soup to punch the fire #, sucked 1600+ fans to participate in the output of the video, the total number of national task video playback 3610W+, to achieve the efficient precipitation of brand equity, to achieve the continuous accumulation of user minds.
Continuous exposure and diversified scene penetration have allowed Master Kong's sour plum soup to gradually capture the favor of consumers, achieve more effective planting of grass, form tap water to promote transformation, and seize the user's mind in a subtle way.
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On Weibo, topics such as #Go to The Soup fire punch card#, #生津解渴, refreshing and greasy # have completely activated the user's enthusiasm for participation, with Weibo topics reading as high as 150 million and 170 million, and the discussion volume was 88,000 and 83,000 respectively.
raise
brief summary
The cross-border cooperation between Master Kong's sour plum soup and "Punch Card Bar Foodie Group" allows us to see the precise control of a successful brand on the marketing of variety shows. From seizing the popularity of the program before the start of the broadcast, to the multi-dimensional brand implantation during the broadcast, to a series of innovative marketing actions, as well as all-round scene marketing. Every action of Master Kong's sour plum soup revolves around the core interest points of "quenching thirst, refreshing and degreasing", which makes the consumption scene advocated by the brand deeply rooted in the hearts of the people while the brand has gained a high degree of exposure.
It is worth mentioning that the success of master Kong's sour plum soup variety show marketing is inseparable from master Kong's sour plum soup's strong product power and brand power. As the top stream of the sour plum soup subdivision category, Master Kong sour plum soup has won the favor of the public with its unique taste, "quenching thirst, refreshing and degreasing" product interest points, and has driven the development of China's sour plum soup beverage market.
Master Kong Sour Plum Soup with this variety show marketing strong out of the circle, once again refreshed the majority of consumers on the sour plum soup this subdivision of the category, but also let it find its own unique marketing space in the fiercely competitive beverage market environment, for the beverage brand marketing brought new ideas.
Let us look forward to the future that Master Kong sour plum soup can bring more surprises to the industry.