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It Is More Suitable For The Joint Marketing Of "China Baby"

2023/6/1 20:13:00 0

On June 1 Children's Day, how do major brands promote the emotional explosion of Chinese consumers?

Festival marketing is the main position of brand promotion. Every time the festival approaches, all major brands will make full use of their efforts to choose various elements with festival atmosphere to integrate with brand culture, or choose IP that can both meet the theme of the festival and resonate with consumers for joint marketing. Or in the eyes of ordinary people, festivals only add a lot of ritual sense and fun to life, but in the eyes of brand and content creators, festivals mean hot spots and traffic. As an opportunity not only to target the children's and parents' market, but also to capture the main consumer "Generation Z", Children's Day has become an excellent node for many brands to take advantage of marketing opportunities.

This June 1 Children's Day, all major brands have made efforts on animation and game IP familiar to "children" to cater to the psychology of consumers of different ages, so as to achieve the purpose of brand promotion and sales. Let's take an inventory together.

Celebrate Baby's Day with SpongeBob SquarePants

Naixue's tea, together with SpongeBob SquarePants, launched a new series of arrogant coconut pineapple products, and launched five theme cups, four handbags and one thermos cup around different cartoon characters. At the same time, the brand also launched the co branded Happy Meal Plate, Happy Insulated Water Cup, Sponge Baby Sticker, Music Bubble Machine and other peripheral products, which can be obtained by users when they purchase the package. Through the launch of new seasonal products and co branded surroundings, Naixue hopes that both big friends and children will be as happy as "Babies" on June 1.

"Picture" Happy

"Big Ear Picture" is a TV cartoon produced by Shanghai Fine Arts Film Studio, and it is also a cartoon that "occupied" many of the "post-00s" childhood. "The little boy in the TV that I have to watch every day when I go home is coming!" Although the co branded product of Aunt Hushang and Big Ear Picture was officially launched on May 31, netizens could not help but be excited. The co branding includes: Tutu cup cover, thermal bag, co branding sticker, and Tutu big head fan. On Children's Day, the staff of Shanghai Aunt will also dress up as Hutu to interact with consumers, which is very desirable.

"Tetris" Let "Children" Find Childlike Innocence

Classic toys of different times can remind everyone of their childhood memories. Tetris is the childhood memory of many post-80s and post-90s generations. McDonald's China recalled childhood elements in the design of product packaging and dinner plate pad paper of McLaren Chicken during the June 1 Children's Day activity, attracting consumers to clock in "one start, the same childhood" and opening a childlike release. We also designed Tetris game machine in the shape of Mailer chicken, which can be purchased with orders during the promotion period, with a unit price of 30 yuan. The handset was launched on May 24 with a limited quantity of 400000 units, which was only released in mainland China. Due to the limited number and hype, many people would not hesitate to increase the price to buy this toy. At present, most restaurants in McDonald's official apps and applets directly make a notice that "game consoles are out of stock". Some people reported that many scalpers lined up outside the restaurant to "double the price", which shows the high popularity of the toy. The price of idle fish has risen to 60 yuan, and many foreign collectors are also envious of this toy. On eBay and other overseas second-hand trading platforms, someone has listed a high price of 32 dollars.

A consumer said, "No matter how many generations and scenes have changed, McDonald's can always treasure the happiness and warmth from different times in the paradise it has created for us." Before and after the Children's Day, McDonald's in Beijing has opened a time limited theme flash shop in the square outside the Blue Harbor. The time limited theme flash shop has interactive games Clock in experience and surprise lottery. Meanwhile, McDonald's chief happiness officer, Uncle McDonald, will flash to the event site to interact with consumers. In these new marketing actions, McDonald's China store is no longer a traditional dining place, but gradually becomes a scene where young people can find "happiness".

It's a little childish for children, but just good for adults

This year, Kentucky Fried Chicken's 61 toys were instant online and hit the top of the hot search list. Similar to previous years, it is still co branded with the classic childhood IP. Following the popular top stream reachable duck last year, KFC's partner this year is Sanrio. A total of five co branded toys have been launched, namely: Hello Kitty submarine fan, big eared dog coconut kettle, Kuromi diamond pattern handbag, pudding dog swing music box, and egg yolk brother suitcase. The five toys are popular characters selected from Sanrio family, with their own topic popularity. It meets the entertainment needs of young people, highlights personality and fashion aesthetics, thus laying a strong foundation for going out of the circle and screen painting. Before the June 1st holiday, a group of adults had already started the KFC children's package and prepared gifts for the June 1st holiday in advance. This is probably a little childish for children, but just fine for adults.

Balala Energy, Tata Magic

May 25, Tustin × The tasting of new products jointly named by Balala Little Devil Fairy was successfully held in Fuzhou. Although the June 1st holiday is approaching, many brands have cooperated with familiar animation images, but the childhood magic memory of Tastin and Balala is still outstanding among many domestic IPs, attracting much attention. Established in 2012, Tastin boasts itself as the "pioneer of Hamburg in China". For young audiences with individual opinions, unique aesthetics and independent consciousness, Tastin uses Chinese flavor to convey Chinese temperature and promote Chinese culture. This dream linkage with the domestic live animation "Balala Little Devil" has pierced many consumers' hearts and awakened the childhood memories of the post-90s generation.

Good luck, eat chicken on June 1st

Journey to the West animation carries the childhood memories of many young people, and can evoke the memories of childhood hero dreams. The June 1 Children's Day is coming. Wallace and CCTV animation Journey to the West, with the theme of "Good luck, eat chicken on June 1", appeal to everyone to come to Wallace to eat chicken during the June 1 Children's Day activities, and it is possible to obtain peripheral products of Journey to the West. This linkage not only conforms to children's preferences, but also evokes the childhood memories of contemporary young people and attracts more age groups to participate in activities. The water gun, a co branded peripheral product, has not only been endowed with the courage to "kill demons and demons with Monkey King", but also can become a social currency to attract more people to this co branded activity through sharing.

In festival marketing, consumers are the ultimate goal. With the rise of "Generation Z", user contacts have become more and more scattered, but their childhood memories have a considerable overlap. These brands play the card of "childhood nostalgia", which can precisely cater to the emotional resonance of consumers to achieve the purpose of communication and promotion.