How Mates Bonwe "Blows" into Hollywood Movies

Judging from the existing clothing samples, Mates Bonwe and Hollywood blockbuster "Transformers 2" are not the earliest ones, but it is very likely that the Chinese local clothing brands have played so far. The most sensational advertisement is also the most in-depth example of “use”.

Behind the scenes

Cooperating with Hollywood blockbusters has always been a common business method used by well-known international companies such as Nike, Pepsi, BMW, and Samsung. In the past, the Chinese mainland brand has almost never been used. According to Hou Baozhong, president of Beijing Screen Smart Media Co., which promoted the cooperation, he initially recommended to Amway, China Mobile and Meters Bonwe at the same time. It was the first time that the company decided to make a cooperation decision. This was also against him. Unexpectedly.

According to Hou Baozhong, the film "Transformers 2" was scheduled to start shooting on June 1, 2008. Only a short period of two weeks before this was available for several parties to communicate. Many Chinese companies have never tried entertainment integrated marketing. Therefore, most of the companies' responses to this are hesitant, and they even lack confidence in whether they can truly implement such a transnational cooperation. On the one hand, they felt distressed by the tens of millions of sponsorship fees. On the Other hand, they were also skeptical about the effect.

So why does Meters Bonwe make this decision so quickly?

For this cooperation, the relevant person in charge of Matters Bonwe said: "Transformers are popular with young people for their science fiction and modernity. They are the classic brand of fashion and personality, and they are also the childhood memories of the 70's and 80's. The audience of this movie is exactly the target consumer group of Meters Bonwe. At the same time, the brand positioning of Smith Barney and Transformers has a lot of coincidence points, which is also an important reason for us to choose Transformers.”

In fact, as early as "Transformers" (Part 1) was released in the country, MTS Bonwie intended to cooperate with them. As there was no domestic enterprise and Hollywood film cooperation precedent at that time, it was temporarily dismissed. However, Smith Barney’s top management has never given up paying attention to it. Therefore, when “Transformers” made a comeback and continued to search for sponsors in the country, Meibang was happy to go.

Not just "implantation"

In the movie, the words "Meters bonwe don't walk the unusual road" are strikingly visible on the back door of the speeding truck; the robot flying from the overpass looks up and sees the "Meters Bonwe" printed on the bridge. Giant billboards... Similar implanted advertising shots have three more in Transformers 2.

However, if outsiders think that Meters Bonwe only hopes that such a LOGO-based implant can cause a sensation, it obviously underestimates the marketing intelligence of Smith Barney.

In the film integrated marketing evaluation system, the film's implanted advertising is generally divided into three levels of A+, A, and B implants. At the same time, this implantable method of Smith Barn can only be B-level, that is, brand LOGO or product. Become an important prop in the film or become an important scene. The A+ level integrates the brand and product ingeniously, deeply and comprehensively into the whole storyline, gains full exposure, and even becomes an important clue for the development of the film plot and becomes an important prop for enriching the character image. A level is between the two, the characteristics of the product are demonstrated in the story, or the brand and product characteristics are mentioned in the character dialogue. Correspondingly, Class B "embedded" costs are relatively small, but the effectiveness of the communication will also be discounted.

Hou Baozhong told reporters that at the beginning, he proposed that Mebon should be implanted in Class B, mainly considering that the clothing of Smith Barney is still only sold in mainland China. If a relatively large amount of input is used in the film to make more in-depth product placement, The waste of communication in other parts of the world is wasted. On the other hand, it is also limited by the time factor. The time of two weeks is not enough for sponsors, agents and film parties to make in-depth communication. So in the end, they chose to use the outdoor advertising of Smith Barn LOGO to appear in several scenes of the film. .

The audience may be curious. After all, what way did Smith mean that “Music” was known to everyone? Is it good luck? From the observation of reporters, the main reason for the successful implantation of Smith Bark was in fact that its offline integrated marketing was in place. It is understood that in order to cooperate with this cooperation, the various hard-soft advertising expenses of the company in the later period amounted to several million yuan, and can fully use the media's speculation on "Transformers 2," and boost the brand promotion of Smith Barney.

Of course, what Smith Barney actually wants is business effect. Smith Barney was smart. At the beginning of the negotiations, it insisted on three cooperation contents: embedded advertising, movie image authorization, and product image authorization. The latter is said to bring considerable benefits to the business effect of Smith Barney.

When the film image material was obtained, the company immediately launched the concept of “Transfashion to see me” and remade a TV commercial. The original footage of the film was subtly combined with the newly captured footage. The advertisement was in Hunan. Once TV stations and other stations were launched, they became popular videos on video websites. On the other hand, from the beginning of April 2009, Smith Barney opened a Transformers zone in more than 2,000 stores nationwide and launched the first wave of Transformers animation products. Consumers can see the new shape of Transformers in the store, including meetings. Flying Hornets, upgraded Optimus Prime, Corrupted King Kong, Hercules, etc., these images are integrated into the product line. Basically, these products are one of the hottest products in the store. Some hardcore “gold powders” are even used as collections and are “fully armed” from head to toe. In the Taobao Mall MTS Bonville official online store, the "popular hot list" is almost all Transformers products. A shop in Shanghai sold about 10,000 MTS Bonwe Transformer T-shirts one week before and after the "Transformers 2" release.

“In integrated entertainment for movie entertainment, product placement is not everything, but it is only the first step in the long march. To make the best use of the value of a good movie, we must operate in a comprehensive, in-depth and integrated manner. Marketing, post-movie product development and other aspects of work are all done.” Hou Baozhong said.