Classic cases of entertainment marketing

1. Celebrity endorsement 1: Lang Lang endorsed China Merchants Bank and successfully created the brand image of China Merchants Bank as young, outstanding and elegant. 2: Fanke’s spokesperson and advertising slogan detonated “Fanke Object”.

2. Naming/Sponsorship The most eye-catching entertainment marketing method 1: Super Girl, representative product: Mengniu Sour Yogurt 2: Come on! Representative product of Good Man: Metersbonwe

3. Event marketing A marketing method with uniqueness and cultural differences 1: Calm Journey Creative Video Collection Representative product of the event: Goff Men’s Cosmetics 2: Pepsi-Cola I Want to Go Representative product of the irrigation activity: PepsiCo

IV. The most challenging entertainment marketing method of content implantation 1: "FHM" brand implantation Representative products: Deluxe milk, Lenovo notebook, 360 anti-virus software, JD.com Mall, OLAY skin care products, etc. 2: Representative products of Chinese product implantation in "Transformers": Metersbonwe, TCL3D TV, Yili Shuhua Milk, Lenovo Computer.

5. Ways of peripheral products to extend the brand into entertainment and increase added value 1: "Haier Brothers" cartoon representative products: Haier Electrical Appliances 2: Tencent "QQ Penguin", Sohu "Fox", NetEase "Sweet Dream Baby", Sina "Little Ronin" Representative products: Tencent, Sohu, NetEase, Sina.

6. Topic Marketing The most creative entertainment marketing method 1: Representative products of Durex shoe cover incident: Durex "Du Fu is very busy" topic representative products: Bear series home appliances, Yiliao, Meizu M6

7. The popular entertainment marketing method of micro-movies 1: On the verge of breaking out Representative product: Cadillac 2: Regardless of the ups and downs, there is always Yida representative product: Yida

(China Nandu Entertainment Weekly, China Entertainment Marketing Communication Research Center Supplement)

8. The case of Nike: On May 17, 2004, when basketball superstar Jordan came to Beijing, countless fans waited for hours or dozens of hours, waiting to pay homage to Jordan. Many of them gathered in the early morning. The fanatical slogans, the portraits of Jordan, and the pairs of eager eyes are really unbearable to watch.

Chinese media came out with overwhelming reports. Chinese basketball reporters’ crazy pursuit of Jordan seemed to be no less than that of fans. They made the pursuit process public and were full of pride and pride. Many newspapers couldn't help but join in the "chorus" of praise for Jordan. The media was full of "bits and pieces" that were difficult to distinguish between true and false about the private jet Jordan took and the cigars he smoked. On the days when Jordan visited China, it seemed shameful not to talk about Jordan. What did Jordan do in China? They are here to sell products, and they are here to sell products for Nike. At the same time, in order to show his patriotism, Jordan turned down the Mercedes-Benz and BMW offered by the agency, and designated an American car - a Dodge Ram produced by Chrysler.

Jordan's trip to China is just an episode in Nike's marketing activities. The purpose is to stimulate Chinese consumers' enthusiasm and purchase of Nike products, with the purpose of obtaining more money in China. Nike took a lot of money from the pockets of Chinese consumers in their crazy pursuit of Jordan. Yes, all industries are entertainment! A company is essentially a stage, and you have to "show" what you want to sell to your customers and employees on this stage! ——"Harvard Business Review"

9. Celebrity Body Cases

On January 24, netizen "MrJOF" posted on Sina Weibo, "I really want to open a Zhangbai Cheese next door." "Cake House" Weibo, the name of the shop in the picture is "Chen Can Western Tea Shop", which is the same as the name of the star Edison Chen. This Weibo triggered the funny entertainment psychology of netizens, and netizens used their brains to make various The name of the store triggered a craze for making sentences. Many celebrities have also been tricked and entertained.

Zhongqi Promotion summarized this phenomenon. After this Weibo post was posted, it quickly aroused widespread forwarding and comments from netizens. As of today, this Weibo has been forwarded nearly 100,000 times. , and the beneficiary is undoubtedly the tea shop in Gulangyu Island, Xiamen, which has naturally become the focus of the public. Not to mention that the free one has become popular, its local popularity has been greatly improved, and its turnover has also increased. A Baidu search for "Chen Gu Western Tea Shop" yielded 113,900 results. And its advertising cost is 0. It was a very successful piece of entertainment marketing.