你知道“小黄人营销”不?

2015.08.27 |    37636 view 5 comment

类别: 移动互联网    主题: 营销案例, 案例分析

正文内容

导读:

  是否在最近几个月经常会在各大新媒体,地铁广告,商场等地发现小黄人的身影呢?就连家户喻晓的麦当劳整个都被占领了。小黄人这是闹啥样嘞?

 

  电影配角咖要如何才能逆袭成为家喻户晓,并拿下多个品牌代言的一线大咖?首先,这个配角需要有一定的粉丝基础;其次,配角所在的公司要舍得砸钱、投入资源为其包装、炒作。别误会,这不是在说某个明星从龙套到大牌的演艺生涯,而是动漫IP (知识版权)小黄人。

 

  与此同时,广告界、饮食界、时尚界、电商、玩具、甚至艺术品界等等领域,处处可见他们的身影。渐渐地,小黄人们占领了全世界。不过,原本作为电影的配角、说着“非人类”台词的这些小黄人,究竟凭什么征服了全世界各个年龄层观众,最终变身成超级IP呢?

 

 

 

1,捧热“网红”小黄人:首选社交网络

 

  现在最快爆红的方法必然要和互联网结合,小黄人当然也要从“网红”做起啊!最先被“小黄人”感染的是社交网络。在电影宣传期,无论是脸书、推特,还是国内的人人、微博,都能看见小黄人卖萌的身影,人气之高,绝对对得起“网红”称号。比如,环球影业主动在Facebook和T w itter上放出一组小黄人“山寨”艺术家蒙德里安、爱德华•蒙克等人名作的图像,以此引发粉丝互动。

 

 

2、无处不在的营销

 

  它们承包了洛杉矶— 街头的汽车站被小黄人艺术画包围;小黄人“山寨”蒙娜丽莎、凡•高和蒙克《呐喊》中一角色的油画装扮出现在街转角的涂鸦墙上;由于大家情不自禁停下拍摄电影院房顶上小黄人造型的巨型气球,以至于造成日落大道堵车。此外,小黄人还现身美国大热门综艺节目超级碗、N BA大赛,还在T he Voice(美国好声音)决赛集上放出独家片段。反正就是你无时不刻都能见到小黄人就对啦~谁让人家就是有钱!

 

 

 

3、商业合作和周边产品互相拉动

 

  同样,小黄人也占领了中国的大街小巷,而幕后推手则是麦当劳。

 

  续集通常对票房有不错的号召力,不愁找不到品牌合作,环球大大David O’Connor表示,除了大约一半的品牌合作方是前两集的老客户之外,剩下的一半品牌合作方都是新加入的,从眼镜、睡袋到墙纸。在中国,你可能最熟悉的是麦当劳,在美国也是如此。

 

 

美国好声音

 

NBA总决赛

 

  本是酷酷的体育赛事,而小黄人的瞎搅让画风瞬间呆萌。


 

蒙牛香蕉牛奶

 

  在2014年一月份,《神偷奶爸2》在全国上映,其中具有话题热点的小黄人正是大眼萌香蕉奶的品牌代言人。利用代言人的优势与特性,搭配电影宣传期,在电影公司提供之搞萌视频上搭配社交等相关活动。使其在新品上市阶段,马上就可以吸引喜爱代言人形象的目标族群,快速代言人与品牌的关联。并利用品牌病毒视频,以短秒数/单一讯息点出产品与代言人的关联,明确沟通讯息。

 

 

 

全家

 

  小黄人随身杯和电扇,在炎炎夏日,小黄人帮你降温去火。

 

Vivo

 

  这就是此次vivo的精明之处:它既没有在拿到《小黄人大眼萌》电影的合作权益后就停止了相关的配合宣布,也没有只是简单地宣传自己拿到了《小黄人大眼萌》的合作权益,而与电影中的主角进行了深度合作——出演TVC。同样的主角,一致的画风,vivo的这支TVC看起来就像《小黄人大眼萌》的“番外”,而vivo X5Pro简单自然的外观,高品质的音乐外放、拍照、Hi-Fi功能也得到了直接的展现和延展,品牌与电影在内容上达到无缝融合。

 

 

  “小黄人”已然成为流行文化符号,小黄人的狂热粉丝也越来越多,分分钟分清什么是主动营销,什么是“自来水”行为已经是不可能的了。这不连“宇宙女儿控”贝克汉姆都为了讨女儿欢心,在手臂上文了个小黄人。现在,小黄人有多火你知道了吧!

 

 

 

​(来源:数英网)

 

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