The Star Effect Of Brand Marketing On The Role Of Classic Screen Actors

Local brands borrow the classic screen role "suck powder".

As the blockbuster is accepted by more and more people, the film has also become

With the new carrier, more and more brands have enriched their brands by integrating their own culture and products with the help of the fast dissemination of movies and the wide range of derivative products.

However, the industry also believes that the promotion of its own brand with popular movies can quickly capture the market, but in the follow-up of brand and movie combination, enterprises must consider the late stage planning and promotion of film production team, especially in the case of the accelerated iteration of the film nowadays.

In addition, in conjunction with movie roles, it is also necessary to consider the correlation between brand and movie characters.

Seeing the fans effect of "hero"

When everyone was obsessed with the captain of the United States in the avenger League 2, Anta's FILA exposed a heavy message: FILA officially signed the "captain of the United States" role Chris Evans.

Yao Weixiong, President of FILA China, said in an interview that "FILA is a life".

Brand has been a pioneer in the industry for 104 years.

Mr. Chris Evans is an international superstar we have always liked and concerned about, and we are looking forward to it. "

The successful role of Chris Evans and its innate charisma and the healthy body of the day after tomorrow make her unique style and captive fans. This is the original intention of FILA signing Chris Evans.

"Nowadays, popular movies have long been a kind of culture. This cultural wave has strong affinity and fast speed. The characters and cartoon characters in the movie have been popular overnight.

In these two days, in the newly released movie "catch the demon", there is a small devil king Hu, who sold fire on Taobao on the second day of the show, which is the subsequent influence of film culture.

Our enterprise is hoping to grasp this wave of follow-up influence and get more people's attention with less money.

Jinjiang Mingwei shoes and Clothing Co., Ltd. Brand Manager You Jinglong said.

He pointed out that in recent years, some of the hot blockbusters, especially the many characters of man Wei's company, have long been popular among the people, such as iron man, Captain, raytheor and Hulk in the avenger League.

With the series of "Captain America 2" and "Avenger League 2" released one after another, these characters add fire to the fire.

It is from this point of departure that CAMKIDS considers the relevant cooperation with the company.

Next, they will launch a series of exclusive marketing at the terminal, and launch a series of related marketing activities to increase the score of CAMKIDS brand, and deepen the memory point of CAMKIDS outdoor brand among consumers.

This view has also been recognized by the people in the industry.

Hou Lidong, the industry insider, said that the movie is no longer a simple entertainment. It is changing from the entertainment in the past to a communication platform. On this platform, a large number of fans, including fans of various personalities, are gathered. What the brand sees is such a fan group.

Besides, focus on men's light travel and leisure.

Tylle was also hit by a heavy pound, and the company spent a huge amount of money to take off the national anime image authorization of the famous British anime "Thomas and his friends".

Chen Lin, deputy general manager of Xiamen Taylor Trading Co., Ltd., said: "Thomas animation was founded in England. It has a history of 70 years, and its cartoons and films play more than hundreds of millions of times in the world.

The influence of this brand communication is unmatched by any new brand or domestic brand. "

The purpose of "blockbuster" is different.

For most brands, with the help of blockbuster marketing, it is the culture behind them.

After all, for a brand, selling culture is more valuable than selling products.

The industry suggests that every brand must consider the relevance of brand, product and culture when working with blockbuster.

Just like FILA's Italian fashion and leisure, it constantly collaborate with all kinds of fashion blockbusters and crossover and fashion people, but always revolves around its original intention.

Before, it joined Anna Sui (Anna Sui) to create 2014 Anna Sui for Fila high-end fashion and leisure series. The collision of different design styles made the Anna Sui for Fila series full of vigor and vitality without losing the feminine beauty and charm, making the Italian lifestyle leisure and the female fashion trend ingenious, becoming the focus in the industry once.

Now, FILA signed Chris Evans. The most important thing is to see the artistic talent of Chris Evans inherited from the mother of Italy dancer. This is a natural sense of self confidence and elegance, and its brand complement each other, enriching the connotation of the brand without trace.

However, Hong Qinming said that despite the fact that it has invested heavily in cooperation with Man Wai, CAMKIDS's brand tonality is the outdoors of young people. CAMKIDS will only produce a series of products as its exclusive products.

CAMKIDS sees more opportunities to cooperate with the best brands in the industry. "Looking at the Brand Co operated with man Wei, from Audi cars to Yili milk, they are all the most famous brands in the industry, and everyone in the industry is walking on the market almost every month. Consumers will also be exaggerated by the advertisements of big names almost every day, so that they can become partners with them.

Of course, for the enterprise itself, this is a training opportunity, which can fully test the production and supply chain system of the enterprise, and put forward higher requirements from every aspect such as product design audit, order quality inspection and tracking, shipment on the band and so on, but the ultimate brand premium capability will always make the enterprises cherish such cooperation opportunities.

For example, the price tag of a pair of shoes sold by small ADIDAS at the terminal is fluctuating at 300 yuan, and the price of a pair of shoes marked by the prestige series has risen to about 500 yuan immediately.

In addition, many enterprises have a clear purpose and make quick use of the famous image in the blockbuster. This is why a shoe maker will make great efforts to win the authorization of internationally famous animated films.

"In this era, it's easy to build cards, but it's hard to build big cards."

For Chen Lin, who has more than ten years of experience in shoemaking, nowadays the Chinese market is characterized by a lot of brands, a high degree of consumer choice, many channels, but high cost of flow, which is very demanding for the quality of the team. It is too difficult to find a chance to create a brand in a mature category.

"For example, in the field of children's shoes, Tmall has a requirement for brand access.

Generally, the newly built brand has no chance to enter. It means that the opportunity to use Tmall to build a brand new brand is closed. It is impossible to break through other channels.

But the brand of our Thomas train is in Tmall's investment directory. We only need to get the authorization to produce the associated products.

Chen Lin bluntly said that with the authorization of international cartoon animated cartoon, the purpose of every enterprise is different, but in the process of taking it, enterprises should be clear about their purpose.

We need to be vigilant.

With the help of blockbuster, the brand can quickly attract fans' attention in a certain period of time.

However, in the industry, the so-called blockbuster movie marketing is not a good bet. The first thing to consider is the lagging reflection of film culture. Its influence almost reached its peak after the hot broadcast, and then gradually weakened.

For many

For enterprises, the spread of this craze may not yet reach the products and terminals. It has long been obscured by another wave of hot films.

Therefore, enterprises should pay special attention to the continuous influence and iteration of the blockbuster when choosing film marketing.

Hong Qinming, deputy general manager of Jinjiang Mingwei shoes and Garments Co., Ltd. bluntly said that after making a relatively detailed understanding and assessment of the movie production situation in 2016, CAMKIDS decided to cooperate with him. Considering that the American captain 3 was released in May next year, from now until May next year, there was still ten months to go. CAMKIDS had enough time to strive for perfection in more details.

In the product design, the hero style and fashion elements of the avenger league are widely used to integrate the familiar hero images into the shoes and garments that are closely related to life.

"Therefore, according to the CAMKIDS ideal plan, we hope that before the new film is released, the CAMKIDS terminal can be covered with the series of heroes, and the new movie will be provided to the original VIP customers to provide these services, creating the atmosphere of the CAMKIDS terminal.

In this way, we can make full use of the resources in our hands.

The cooperation between the great bird and the Spiderman 2 may be a reference for the industry.

Last year, with the debut of Spiderman 2, the beloved superhero Spiderman has been pushed to the forefront of the topic again.

And Limited by Share Ltd and man Wei jointly launch the limited product of Spiderman series, like a sudden trend storm, sweeping every fashion tide.

You also moved the new product conference to the theater site, bringing a unique brand experience to the young fashion consumers. This cooperation has brought continuous exposure to the birds and birds, and the brand influence has continued to expand, but this year there is almost no more voice.

"Cooperation with blockbuster is just like signing a star spokesperson. The higher the exposure rate of stars, the more nodes they can add to enterprises.

Therefore, no new releases will be a loss to enterprises. "

Hou Lidong said.

He believes that cooperation with the film will take only six months to prepare, including negotiation, authorization, product development and so on.

But even if the initial product is ready for sale and marketing, the latter may also be caught up in the embarrassing situation of the subsequent film. This part of the risk comes from the change of the film itself.

For example, the replacement of directors or actors leads to the disapproval of the style of the film. How to avoid the risk of your brand in a dispute of Tucao? Even the time of the movie will affect the publicity in the future. Therefore, enterprises need to fully consider these uncontrollable risks when they cooperate with them.