In the era of pan-entertainment, the major brands of entertainment marketing methods are endless, user immunity is not improved, using existing IP+ brands to create derivative value has become a shortcut to traffic and market. However, when the IP stock market is increasingly consumed 殆In the new retail market, how can the brand create a brand new super IP for drainage?
The brand marketing pattern is constantly changing. The most innovative marketing ideas in the home appliance industry break through the tradition, bold innovation, teamed up with Tmall, and the mountain frog music continues to force the 'music festival marketing', using the power of music to expose the brand image and create for itself. Strong IP drainage, more collaborative with the Tmall Elf to customize the 'exclusive' air-conditioning - 'Sen', and appeared at the scene of the ninth Oaks Air Conditioning Mountain Frog Festival, playing a wave of fancy marketing. Not only that, Aux Air Conditioning always gets the priority of traffic in all kinds of e-commerce promotions, which is inseparable from the positive energy transmission of the younger, fashionable brand icon.
'Scenario + platform + brand', reminding entertainment marketing to upgrade
With the continuous upgrading of consumption, the war of brand marketing is also 'drinking'. In order to give priority to the brand marketing station, major brands must have a good insight into the needs of consumers, especially to understand the brand. Potential consumers. Yesterday, at the ninth 'Aux Air Conditioning Mountain Frog Music Festival' held in Hangzhou Ocean Leite Port, we witnessed the cross-border combination of music and home appliances industry, which heralded a 'music scene + brand + The platform's marketing new storm.
In recent years, the concept of scene has become a hot word in the field of content marketing. Scene marketing is regarded as a brand to create a unique experience, an important offline link in the consumer field. But it is undeniable that the scene is more closely integrated with consumption. Together, it has become an indispensable element in stimulating consumption growth and realizing consumption upgrades. 'Aux Air Conditioning Mountain Frog Music Festival' is the first music scene based on the brand to create a large IP. This scene of the creation of large IP, through Normalization, thematic operation, continuous upgrading and consolidation of the Oaks air-conditioning brand image, constantly injecting fresh vitality into the brand.
'Aux Air Conditioning Mountain Frog Music Festival' In the most classic case of brand entertainment marketing in recent years, it has set up ten different themed music festivals according to the needs of consumers, and interacts with consumers from multiple angles. ' 7.21' Oaks The air-conditioner is based on the theme of 'Gathering together and enjoying the wonderful life'. Together with Tmall, the frog music meets on the first floor of Hangzhou Leti Port, bringing you a dreamy and magical 'Sen' carnival. The energy of the mountain frog infects everyone with joyful notes, and leads everyone to enjoy the fun of the 'son'.
Oaks air conditioner boldly crosses the border, music festival has become a new lever to incite consumption upgrade
For traditional manufacturing, the combination of online and offline is imperative. For air-conditioning companies that are used to offline distribution, how to seize online traffic, detonating offline is important at this stage. One of the problems. As the most hin of the home appliance industry, the Oaks Air Conditioning Music Festival IP cultivates consumers, and by operation to improve the user experience and increase the audience's stickiness, it is the new idea of brand product operation in the future.
Taking this music festival as an example, Aux Air Conditioning uses the brand 'youngness' as the main means to develop young consumers and enjoy life as a theme. It aims to create a living environment and entertainment full of 'sen'. Environment. And the air conditioner customized with the Tmall spirit - Sen language, also appeared at the festival.
This is a very intelligent, young air conditioner. The first air conditioner of the Aux Air Conditioner and the Tmall Elf is customized. It is a design concept that is minimalist, smart and versatile in a variety of warm home environments. Matching the preferences of the Tmall consumer group for simple, versatile home appliances. Looking at this custom air conditioner, no matter from the product name or model design, it shows the charm of the brand and guarantees the quality and performance of the product. Good, this greatly increases the experience of potential consumers.
Offline interactions allow consumers to be familiar with brand characteristics, while online benefits can trigger their strong desire to shop. This time, Oaks teamed up with Tmall to celebrate the day, calling on friends to get a good deal, buying Oaks Air Conditioning Participate in the activities of #天猫欢聚日#, buy the most natural and coolest Mori air conditioner. Not only that, on July 20-22, enter the Oaks Air Conditioning Tmall flagship store, full 1000-100, Full 6000-200, full 8000-400, the top 5 consumers will receive iPhone X (July 20-22). At the same time, the air conditioners purchased will be available for 24-hour flashing. The flashing areas include: Jiangsu, Zhejiang and Shanghai Area, Shandong area, Henan area, Tianjin area.
Oaks Air Conditioning, the leader in intelligent transformation in the field of home appliances, breaks through traditional marketing methods while adhering to innovative brand products and technologies, and deepens diversified IP through online and offline integration to achieve brand influence. And further enhance the core competitiveness, deepen the value of the brand, and thus embark on a new brand marketing road.