If there is any other major event that has the world's influence comparable to the Olympics, it must be the World Cup. The 2018 World Cup in Russia has started. For billions of fans around the world, this is a four-year grand celebration. In the green field In addition to the 32 national teams that are facing a fierce battle, there is now another "E-sports World Cup" hosted by Tencent Games & Tencent E-sports.
Like the World Cup, it is officially authoritative. The event originated from Tencent’s official agency of “FIFA Soccer World” mobile game and “FIFA Online 4′′ two FIFA series heavyweight new works. Both games won the genuine license and genuine of FIFA. Super League authorization and World Cup sole official authorization.
Bull Electric Cross-border Marketing Sponsors FIFA Football Tour
Recently, the Bulls Group announced the close cooperation with Tencent’s two games and also became the official cooperation brand of the “E-World Cup”. During the World Cup, the two sides will focus on the classic IP of FIFA games to create a series of cross Marketing activities.
Brand young internationalization
It must be acknowledged that with the growth of e-sports industry, e-sports players are becoming younger, with higher spending power and higher loyalty, they have become the main target group for many young companies in the layout of the young market, and in football games such as FIFA. In the player group, 90, 00 occupied the vast majority.
One party is a traditional electrician company that focuses on outlets in consumer perception. On the other hand, it is a mobile game that is emerging nowadays. The end game is a form of e-sports game industry. Many people may have questions about how the Bulls electrical appliance will present this. What is the point of cross-border convergence?
With questions, the author asked the person in charge of the Bull’s appliance brand, which stated that “the football e-sports game has the passion, individuality, technology, and challenging traits, and the young people and innovation that the Bulls have been advocating in recent years. Vigorous brand appeal and high-end, intelligent, internationalization this future development direction coincides.
Obviously, in the view of the Bulls, this cooperation with Tencent Games and the high popularity of e-sport games can allow more consumers, especially young consumers, to perceive the transformation of traditional electrician bulls.
Enthusiastically involved, the Bulls' electronic game at the fingertips of the 'e-World Cup'
In fact, it is understood that although the chemical reaction with World Cup football was the first one, in fact, the Bulls have already had a lot of experience in sports marketing.
In the New Year's game this year, we can find lightbulb advertisements at the beginning of the NBA Chicago Bulls and Philadelphia 76ers, and the second half of the banners. All of them can be found on the side of the Bulls. Sidelines, baskets and auditoriums On the LED, the Bulls even called out New Year's greetings from the 'Bull Electric Appliances wishing a happy Chinese New Year to the world'. It is understood that this is because the Bulls electrical appliance has become the New Year's partner of the Chicago Bulls Club of the United States. The meeting of the two 'bull' achievements A story of sports marketing.
Sports Marketing, Two 'Bulls' Strongly Meet in NBA Stadium
Moreover, sports marketing is only one aspect of the bull that takes the fashion route. In order to change the inherent brand image of the user base, the Bulls have been trying various cross-border marketing methods in recent years, such as sponsoring the popular variety show “Good Life Home” of Dragon TV. 》, "The Law of Challenges", this year also launched a cross-border cooperation with Hollywood animation "Bulls Adventure".
Therefore, this time the Bulls played at the eSports World Cup and cooperated with the official football game. For the first time, they tried to combine the Pan-sports marketing model of 'Football+E-sports+Branding Party'. It is undoubtedly the intention to deeply merge the brand concept with the e-sports community's attitude towards life. , Giving the bulls more multi-faceted qualities of young trends.
Product digital intelligence
Actually, more than e-sports, with the dramatic fragmentation of young users' information receiving channels, the importance of new channel coverage is no worse than that of production content. The rapid rise of the hot platform, such as quick hands, gives companies a very good Inspiration.
Bull brand officials believe that relying solely on sports marketing, cross-border marketing efforts can hardly capture the hearts of young users. They must work together through product, marketing, and all aspects of the channel to adapt to a new era of context in order to empower young users. Can feel a different bull.
It said, 'Especially at the level of user brand recognition, the brand's youthfulness does not stop at content forms such as the World Cup and other publicity. We will also communicate with young people at the user demand level and at the user channel level. The user's new demand feedback is targeted to improve the product, so that it meets the new usage scenario.
In this regard, Bull has quietly begun its transformation in recent years: As early as 2015, the Bulls have set up a product research institute to conduct in-depth research and development on product infrastructure, process research and other aspects; in 2016, the new digital boutique factory has also been established. , At this stage, we are trying to build a new production line with the standard of making flagship mobile phones. We have launched a series of upgrades around the R&D, manufacturing, and other aspects.
Sponsored popular variety shows, Bull Electric displayed other advantages such as decorative switches
It is not difficult for us to sort out the history of the bulls. Behind the bull's craftsmanship, the product has its own stage: After entering the mobile Internet era, it first focused on digital USB charging products, from the traditional electrical outlets. 'Digitalization' has been transformed; and by 2016, it has also proposed 'digital boutique strategy' to fully deploy the digital accessories market.
In recent years, Bull’s digital accessories, decorative switches and eye-loving LED products have also gradually been understood and accepted by young consumers. At the same time, today’s bulls are still in this year’s increasingly integrated IoT technology and power products. Introduce more full-house smart electrician solutions and intelligent products. A brand new bull brand with 'not only production outlets' has gradually established itself.
Bulls show on the show to further open the mind of consumers
It is worth mentioning that while leveraging the 'E-World Cup', FIFA Mobile Games and other gaming platforms to launch brand marketing, Bull Electric has also increased its investment in the e-commerce platform's 618 activities to create 'online Explosives'. The relevant person in charge of the Bulls said, 'The bull has achieved good sales performance on the e-commerce platform in recent years. Previously, products such as the Rubik's cube USB socket have become the champions of the 618 category's sales. This year we continued this trend. Create more explosives on the e-commerce platform. '
Brands and products have their own life cycle. Only with continuous younger iterations, can they maintain brand vitality and not be discarded by users. I believe that when young, fashionable, international brand concepts, and e-sports groups' attitudes to life The integration allows hundreds of millions of e-sports player users to know and trust the digital, intelligent products of the Bulls electrical appliances to form a deep memory. In this summer of e-sports sports, the Bulls electrical appliances were able to produce a satisfactory marketing response.
