Hot dramas ≠ commercials! How can implantable ads "implant" the hearts of audiences?
Adapted from the famous young writer Feng Tang's work "Beijing, Beijing", the series with the 90's as the background, tells a group of young people, from green to mature, witness and accompany each other's growth story;
Time, land, people and matching genes provide sufficient conditions for the fermentation of high-quality implanted content of the brand:
• Take this episode of the water room brotherhood, autumn water puns the two brothers called "big treasure, two treasure", three points quipping seven points of humor, let the brandThe mouthcast becomes a temperature-based brotherly exchange, while the natural physical interaction between brothers when smearing the product, the treasure as a display of character props, and the character without any sense of discolision bound together.
From the impeachment interaction alone, it can be seen that this logical plot implantation, not only did not become a plot slot, but became the highlight of a smile, so that the audience has a passive reception to active transmission of brand information role conversion.
In the main position of the new media, will be a "big face, and then give you a bottle of big treasure" implanted lines as a guide, the brand give full play to the spirit of entertainment, drama, artists, peripheral three-way linkage, launched "to big treasure to measure the big face" UGC-style communication To a series of small and clever materials, not only cater to the young audience on the social habits of the fight, but also mobilize the enthusiasm of netizens to open their brains to spread independently, so that the "play bad" dabao broke through the past in the hearts of consumers conservative stereotypes.
• In addition to the "slot point for the highlight" of the plot implanted, Dabao is "play big hair": in the "text bottle" has been a common case, the upgrade launched a tearing bottle, and in the middle of the innovative packaging as a brother between the "genuine big adventure" game mechanism. In the case of not separate from the plot and character personality to extend the situation, reasonable to let the product "grab the play", innovative forms carrying high-quality content, drama outside, the brand and the audience harmoniously play together.
Standing in the position of young audiences, whether in the play inserted hard or soft implants, is a closed marketing model. It's hard to stimulate the perception and consumer demand of potential users, especially young people who are keen to skip, limit or even avoid advertising in an era of mobile drama... Brands can only create high-quality content and effective communication with the audience by discarding the crude pattern of implantation with hard and wide thinking and matching implant resources from brand genes.
Despite the impetuous and aggressive atmosphere of the industry, but the first trial water TV series implanted Dabao, acted quite cautiously, do not follow the trend, put an end to the overbearing single point of "implantation", but a full range of depth "implantation". From resource selection, to scene marketing, to the spokesman Zhang Yishan and his role in the role of autumn water double binding, can be said to be in line with each other.
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