Rolls-Royce plays QQ, Volkswagen plays the glory of the king. How do car companies get hooked on games?

"Out of the circle", a common phrase in rice circles, means that a star or an event not only spreads in his fixed fan circle, but also is known by more passers-by outside the circle because of its high popularity. Now many new 18 stars are doing their best to promote their popularity and let more people know themselves.

It's not just stars who seek to get out of the circle, but also car brands, but the way they take is not hype, but cross-border marketing. There are countless cases of cross-border marketing of automobile brands, but the author finds that many automobile brands seem to be more inclined to cooperate with games across borders.

In 20 17, Mercedes-Benz cooperated with ESL to hold ESL? One? Hamburg race, the main DOTA2 event (the second highest DOTA2 event), with a total prize of 1 10,000 USD; Subsequently, Mercedes-Benz sponsored the race in ESL Kazvito. In addition to giving bonuses to ranked teams, Mercedes-Benz also has a simple and rude reward method: the player who won MPV in this competition will be given a car directly by Mercedes-Benz.

In 20 18, Changan Automobile also conducted a cross-border marketing by holding an e-sports event. At that time, Changan hosted 20 18? CWG China E-sports Championship, including the glory of the king, League of Legends, Jedi Survival and other e-sports events, became the first China automobile brand to hold an e-sports event in China.

Cross-border cooperation between automobile brands and games, in addition to direct or indirect docking with e-sports events, there are many forms. In July this year, Rolls-Royce? In cooperation with QQ Speeding Tour, a Rolls-Royce virtual racing car was released in the game, and Rolls-Royce was moved to the tour for the first time, making it look like a go-kart. Some netizens said: One dares to make an appointment and the other dares to take it. ...

SAIC-GM also adopted the same technology. As early as a few years ago, Shanghai GM put Buick Hideo XT, Cadillac ATS, Chevrolet Camaro and other sports models into Fit every day.

In addition, in the current hot the glory of the king, you can also find the figure of BMW 1 series ... Zhao Yun's skin in the game is based on the blue BMW 1 series design.

Moreover, after the launch of T-cross, SAIC Volkswagen adopted the Chinese name "Tu Jia", which was derived from a character "Jia Jia" in the glory of the king.

Why do car companies love video games so much?

According to the data of China E-sports Industry Research Report, in 20 19 years, the overall scale of the domestic e-sports market reached1175.3 billion yuan. Among them, the scale of the mobile e-sports market reached 55.48 billion yuan, the scale of the end-game e-sports market was 33.05 billion yuan, and the scale of the e-sports eco-market covering events tickets, peripheral industries and other industries was 29 billion yuan.

The growth of e-sports market has also promoted the expansion of e-sports users. The report shows that in 20 19, the number of domestic e-sports users was 470 million. It is estimated that the number of domestic e-sports users will reach 520 million in 2020, and the number of this group will reach 550 million in 20021year. You know, in 20 17 years, this figure was only 220 million.

The reason why car companies like cross-border cooperation with video games is actually because of their huge user base, which can brush a wave of existence in the game circle, which is almost unimaginable for the promotion of brand awareness.

In recent years, the main consumer groups in China are younger, and the purchasing power of the post-90 s population has become the core driving force of the consumer market. It happens that such people are the main components of e-sports users. Cross-border cooperation between automobile brands and games, to put it bluntly, is to take a fancy to the purchasing power of young consumers.

Not only that, in recent years, many car companies have claimed to make their brands younger. Cross-border cooperation with video games is undoubtedly the best embodiment of putting slogans into practice.

What can cross-border marketing bring to automobile brands?

If arranged according to the contempt chain of the game circle, the "QQ Flying Car" mobile game is basically the bottom of the contempt chain, and the user groups are basically primary school students and junior high school students; Rolls-Royce, the top ultra-luxury brand, sells for hundreds of millions. Primary school students who play QQ can't afford Rolls Royce. Does that mean that such cross-border marketing is meaningless?

Obviously not. In most people's eyes, Rolls-Royce is an unattainable car brand, and even belongs to the type of "dare not think about it". However, such cross-border marketing can narrow the distance with consumers. It doesn't matter whether you buy it or not. What Rolls-Royce wants is to change people's understanding of its brand in addition to brushing a wave of existence. Therefore, the biggest benefit of cross-border marketing of automobile brands is to establish or enhance the brand image and let consumers break the inherent cognition of a certain brand.

Crossing the line is not crossing the line.

If the cross-border marketing is successful, it can reach1+1> 2. The Palace Museum is a good example. If you have a bad life, it is easy to jump into the street. Previously, the cross-border marketing of Xicha and Durex was a typical negative textbook: Durex's propaganda copy was "the first bite is the most precious" and the poster was accompanied by "Not a drop left tonight". After that, Xicha commented in Weibo: "You always have my cheese on your lips". It quickly caused an uproar and negative comments followed. Some netizens said, "It's disgusting" and "I have had a shadow over tea for a long time".

Cross-border marketing is flexible, but it can't be like Xicha and Durex, just as you can't let car companies and cemetery developers cooperate across borders. The publicity effect may be there, but it is negative.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.