"After 80" Has Become The Main Consumer Brand, "Embedded" Film And Television Marketing Is Becoming More And More Popular.

Recently, the fashion fantasy love movie "love frequency" started in Beijing. The local men's wear brand, Lan Ching Lung, will provide the costumes for the film's hero. The mainland of seven wolves, Wolf Road, Hongxing Erke and so on. clothing In recent years, brands have promoted their brands through sponsoring films, TV dramas and film festivals.

　　 Clothes & Accessories "Electric shock"

The higher the degree of product homogeneity, the more powerful the Marketing PR is. In recent years, film and television brands have been increasingly popular among Quanzhou brand marketers. The integration of product placement and movies creates the real life of the audience together. The information of goods or services is instilled to the audience in the unconscious mode of the audience in the form of non advertising. It should be pointed out that the current simultaneous interpreting strategy of movie placement advertising and corporate advertising PR is gradually being raised by the film industry and enterprises to the strategic height of their respective development.

A film called "the year of the mainland" is called "you at the same table" for three days. For most viewers, "deskmate" is nothing more than an ordinary "reminiscence of youth". However, with the representatives of the Wolfgang, the seven wolves, the mascini, Jordan sports and so on, the costumes from the Shishi native place have become the costumes sponsor of the film, so that the actors and actress Lin Gengxin and Dongyu Zhou in recent years have put on these clothes. Brand clothing Looking at the movie and looking at many scenic spots in Xiamen, attracting more viewers in Fujian to go into the theater to enjoy this movie with "Min Feng".

Liu Yiqun, general manager and art director of Wolf Road Clothing Co., Ltd. said that in recent years, "post-80s" has become the main force of consumer groups. "Broad group and strong resonance" is the most important reason for the high price of "Youth" box office. This is also the reason why wolves sponsor "you at the same table".

The seven wolves devoted their efforts to the "celadon". They created different fashion models for the actors in the play, showing the life styles of the city men, and several wonderful scenes in the play were also filmed directly in the shop of the seven wolves. As early as the early 2012, the hot urban drama "Beijing love story", several leading men's suits were provided by seven wolves.

　 Brand "red carpet"

In fact, in addition to the later Wolf Road costumes and Mar Cassini, Quanzhou's traditional clothing leading brands such as Qipai men's wear have also remained with the film for a long time. At the end of 2013, the fourth New York China Film Festival, which was sponsored by Qipai, was opened, and many excellent Chinese films such as ye Wen, Beijing in Seattle, Chun Jiao and Zhiming appeared in New York. Starting from the third New York China Film Festival, Qipai and the film festival jointly organized the growing strategic cooperation alliance to jointly promote the development of Chinese films overseas. Hong Zhaoshe, chairman of Qipai, was also invited to be chairman of the New York Film Festival Organizing Committee and honorary chairman of the film festival. Hong Bingwen, executive deputy general manager of Qipai group, said: "the New York China Film Festival is to convey the cultural concept of" Chinese beauty "to the world, which is also the brand mission of Qipai.

The Shanghai International Film Festival is known as "Oriental Oscar". Its opening red carpet is praised as "the first red carpet in Asia". Zhang Hanyu, a low-key "movie king", appeared in the red carpet of the Shanghai International Film Festival in seven wolves, and showed the charm of the low-key and luxurious character celebrities in the male stars. In addition to Zhang Hanyu, the seven wolves also provided William Feng with advanced custom fashions, and the neat suit version made William Feng's handsome and graceful charm attractive.

Communication should be "gentle".

Analysts believe that the synergy between film placement and PR can achieve the simultaneous amplification of the two interests. The traditional PR is independent, while the film placement ads are mostly sponsored by advertising. Its characteristics are low cost and no need to pay for larger production and dissemination costs.

In the hit Korean dramas, the male and female protagonists will always be popular. Such as "stars from you", the brand of the heroine is sold to even the local people in South Korea, so it is obvious that the influence of the film and television works on the consumers is very great. In particular, some young stars who chase the stars will choose the same movie in the movie because they like a movie star. clothes Even if the price is higher. Therefore, many people will sell products directly under the name of a certain movie or TV drama, instead of selling them by clothing category.

Chen Peiai, President of the China Advertising Education Research Association, said that the product placement must be "gentle". Do not exaggerate and exceed the needs of the plot. To be subtle, do not overly request close-up shots, but also pay attention to not being too frequent and appearing in the same film, otherwise it will easily cause repugnance.