Author . . Sanchuan

Source . . Global advertising circle

Without wine and the moon, there are only three Tang poems left

Li bai. 、Du fu. 、Li He 、Wang wei. 、Wang Bo 

Gao shi. 、Meng Haoran 、Liu zongyuan. 、Li shangyin 's. 、Bai juyi. 

He Zhizhang, Wang Zhizhang, Du Mu、Wen Tingting

I can't write poetry

It's the same reason hunan people can't fry food without chili peppers

Literature depends on the wine moon

100 wines, 100 tomorrow, 100 wines and 100 moons

Modern people explain that wine and the moon are in ancient Chinese literature

The most common traditional images, so appear more

But all good and not good is with wine and the moon

Li Bai, who wrote a hundred poems, left behind a lot of wine and the moon

It is also said to be because of drunkenness, happy place to go, fishing for the moon in the river

It's a afterthought to drive around here

The lights of the city are no longer bright, nor can they be poetic

Raise a glass to invite the moon

It's still a poetic yearning for us sitting between the office buildings

There was a group of young men who had made up their way to sex twice

From "Late Night Canteen on the Great Wall" to "The Prairie Meteor Shower"

From the first season to the second season, the moon is still that moon

Beauty is not the same beauty

The third season is said to be "The Moon at Sea."

Imagine the sea, the moon, the end of the world constitute a magnificent mood

Take a closer look at the first two seasons

播放

Season 1: Late Night Canteen on the Great Wall

The TV series "Late Night Canteen" was released

Encounter june Waterloo by netizens spitting grooves

While many people are still discussing what belongs to Chinese-night canteen

A group of young people have made it

The Great Wall of Mutianyu, Beijing

It is the longest Great Wall in China

On Monday, on a thunderous night, they wrapped up a great wall

A large moon was installed, and the sign in the late-night canteen hung

And make it the most beautiful late-night canteen in the world

It was dark

The big moon that falls on earth adds a little poetry to the ancient Great Wall

Overlooking from above, mutianyu Great Wall fire platform

Surprised by a big moon, looking out of the sky from a distance

On the great wall of Mutianyu in Beijing

Invite singer Zhang New Year to sing the theme song "Late Night Song"

and a group of artists and musicians from different fields

Variety people drink and chat in the Great Wall to play live

The night was broadcast live on two more videos

Attracted 10 million netizens to join

It's the most participated late-night canteen in history

播放

And on the Great Wall for the first time

Tsingtao Beer Classic 1903 cooperates with the movie "Late Night Canteen"

Limited Edition "Late Night Cans"

And invited stars Huang Xiaoming, Hu Haiquan, writer Anthony

From media man Wang left center-right writer Li Wei, cross-media artist Zhu Jingyi

Chinese advertising godfather Mo Kangsun, musician Zhang New Year

Two more canteen Li Ming, old things Jun

Wait for 10 people to jointly launch a personal custom-made - story tank

Tell everyone a late-night story about a good thing that's not afraid of being late

At the same time quickly in the social circle to lead the topic "Chinese-night canteen"

Launch a 100-flavored late-night story collection

Put the netizen story in the jar

播放

Season 2: Prairie meteor shower

On the eve of the seventh night, inner Mongolia men made a "starry sky" confession

There's been a prairie meteor shower for her.

Stars and moons are scattered over the 4.35 million square meters of grassland

The meteor shower crossed, flashing only for you

Bayar led his beloved girl up the hill

An unprecedented "savannah meteor shower" is just under sight

It's not romantic

The girl crossed three thousand kilometers to the depths of the grassland in search of the Mongolian man in her heart

I didn't expect to meet her on such an unforgettable night

Night.

The blue flag of thousands of starlight installations spread across the prairie, sparkling

From a far look, it was as if a real starry sky had landed on the world

Hange band riders with starlights, step on Harley

The Pentium horses that led the herders on their bikes passed through the stars in a loud voice

It's as if a meteor crossed the earth

A fantastic view of a grassland meteor shower

The vast natural landscape collides with the artistic installations

It produces wonderful visual stress and memory points that people can't forget

Hange's band sang while drinking

A Song of Ulaanbaator's Night

Take the prairie into a romantic seven-night night

Herdsmen set off bonfires, sang and danced, and drank Tsingtao beer "story cans"

Talk about the story, write down the star wish, bless the beautiful love

Spend a romantic prairie late-night canteen together

The night of the seventh night

The prairie meteor shower came to Shanghai

"Shanghai Meteor Shower" live

A fleet of 20 Harley meteor showers filled with stars and the moon

In the July Eve festival to help netizens realize the "star wish", for them to send love and food

The day attracted 10.6 million viewers

Wine and the moon

It is the dialogue between the young people of modern literature and art and the ancient literary people

Wine is not afraid of the alley deep

To smell the smell, admire the diners who come to taste

Who says you can't interpret a feeling?

Tsingtao Beer has long worked with the film version of "Late Night Canteen"

But the film won't be on until September

June-August is the peak beer sales season, so decided

June and the TV version of "Late Night Canteen" went on sale simultaneously

The broadcast caused a large number of netizens to spit slots

Tsingtao beer trend led the Chinese late-night canteen" topic

And quickly create a "late-night canteen on the Great Wall" event

It has attracted wide discussion and attention

In August, the topic of "late-night canteen" was no longer called

Choose to create hot marketing at the Festival of the Seven Nights

Launched Chinese the second season of "The Prairie Meteor Shower" in the late-night canteen.

To "Inner Mongolia men to create a starry sky confession" news

With romantic love stories, impress countless netizens

After watching the above two seasons, both are impressive

A new weekly article says that "the clingers die, the flexible live."

"From the point of view of marketing success, pure IP cooperation

Film implants are more like a gamble

Brand marketing teams must consider whether they should stick to IP

Do a good job of implanting in film and television resources to do a good job of drama

Or can be flexible view of IP power marketing

Mastering ip potential on the periphery can set off a discussion of topics

and how to guide and change the direction of your strategy when you encounter problems/negatives

Keep brands connected to consumers

Judging from the performance of Tsingtao Beer as an "off-site sponsor"

I think they are a flexible marketing team

Know more about social communication, know more about young people's preferences.

Tsingtao Beer was produced as an off-site sponsor

A late-night jar printed with a late-night canteen

And catch up with TV dramas, simultaneous listing

Late-night canteen black "late-night tank" products on the market

A large number of netizens were captured

Tsingtao Beer is perfect for market segments

In the field of sales channels for short-term soldiers

This "late-night tank" is a strategic forerbes in the minds of consumers

It's not just about taking advantage of the momentum, it's about taking a position

The late-night canteen is on

Consumers, in particular, are extremely disgusted with their advertising implants

Tsingtao Beer quickly launched the Chinese-night canteen" topic

Collect the 100-taste story of the night most representative of China on Sina Weibo

Everyone has created their own "story tank" on the can

Successful boot UGC

Interact with web names on social networks

Season 2 is in the love atmosphere of seven nights

Tell a good love story

Use the topic of "savannah meteor shower" to attract everyone to write down the star wish

Flexible response, clever use of social opinion

After the IP drama 1st, whether it's praise or spitting grooves

The discussion will not be hot for more than 2 weeks

Tsingtao beer is the fastest again

Made a "late-night canteen on the Great Wall" to detonate the network

As a news, not an advertisement

The late-night canteen on the Great Wall has a very strong memory point

And based on Chinese elements

In contrast to the Japanese version of the bistro-style late-night canteen

This is also more in line Chinese the concept of a late-night canteen

Tsingtao Beer is relative to its competitors

Berwick is the most Chinese, the most characteristic of a differential position

And in the second season

At a time when the market is no longer paying attention to late-night canteen topics

Instead, it's about re-created a "savannah meteor shower" news event in the run-up to the Festival

Detonate the network again

The late-night canteen on the Great Wall attracts media interest with art

Prairie meteor showers attract attention on the topic of seven nights

It's better to create an advertisement than to create a big news

The big moon in the late-night scene contributed a lot of memory points

Great Wall, grassland with the elements of the moon was given a poetic scene

Also formed Tsingtao Beer's own unique ip image

The information channels that users face tend to fragment

Users receive more stimuli than ever before

A simple image of the moon

Having a strong recognition visual ICON is amazing

This also coincides with the sky and space team has been the creative philosophy

(The above section cites the Vincent argument of the advertising observer) 

Big ideas create super symbols

At different stages though with different topics appear

But the product theme runs through it all the time

Slowly tell the story of Tsingtao Beer Classic 1903 carefully slow brewed chronic sub-beer

And his 100-flavored story of "Good Things Don't Fear Late."

An advertiser with unique ideas and marketing says so

"This case is great, from spreading the sense of form and his icon image

As well as product packaging to sales is very good

Rarely a good case"

There's wine for the next time in a month

Good things are not afraid of being late

The Chief Brand Officer is in sync: Baidu 100, today's headlines, a little information, NetEase, Sohu self-media, Sina financial headlines, UC headlines, daily express, penguin self-media, interface and other self-media platforms.

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