Chapter 981： A pair of marketing stories that achieve each other

The new project in Lehman's mouth is naturally "Reunion".

As early as last October, when Kevin Feige was supervising the production of "Iron Man", he was also taking the time to implement the plot setting of the heroes assembled and confronted based on the battle of New York.

For projects with so many series of leading actors, multiple locations, and multiple venues, the estimated shooting expenses are naturally not low. In order to reduce risks, it is also the most common means of repayment and warm-up in movies. Advertising placement must be the highlight before the formation of the group.

You know, in order to promote their A8 series sports cars, Audi spent 30 million US dollars in "Iron Man 2" to designate the protagonist Downey as its travel model. If it is the lineup of "Reunion", it will be even more popular. In the case of easy hype, this is actually a large amount of income that can be used to stabilize the development cost in the early stage. It is even said that in the promotion process, the brand side will cooperate with it to increase the exposure.

Moreover, the scheduled start time is to shoot immediately after participating in the Golden State Comic Con, which is to start filming in mid-July. In the schedule, some of the actors have signed contracts and prepared in advance, and the framing is also progressing in an orderly manner, even if it is still Downey, the road show propaganda, will not delay.

The next afternoon, around 3:00.

The driver drove, and Lyman and Kevin Feige went to the country club together.

The club is a more suitable place for so many people to communicate with each other, and the people they invite are mainly members of the club.

"Two gentlemen, have arrived."

The driver neatly parked in the parking space, and Lehmann adjusted his tie.

After getting out of the car, Lehman looked left and right. There were no less than thirty or fifty luxury cars parked in the exclusive parking lot of the club. After walking in, in front of the wide golf course, there were dozens of people talking and laughing with each other. .

Because it is "Reunion", Marvel invites all executives from powerful large companies responsible for brand marketing. In a certain way, these people are used to seeing advertising spaces at various price levels, and every year There is a huge demand for push, such as Coca-Cola, Pepsi, KFC, Procter & Gamble, McDonald's and many other giants in high-premium fields such as fast-moving consumer goods, daily necessities, and cosmetics.

These brands are also deeply involved with Hollywood. After all, the two are very compatible. If there is a real need, they will never be stingy. Anyone who invests hundreds of millions of advertising time on TV stations every year, and movie placement is already very important. Inexpensive and sometimes very cost-effective solutions.

Moreover, the Marvel brand's ability to bring goods, audience stickiness, box office performance, and audience age groups are all very good, and the theme itself is quite positive. After seeing the effect, it will be more bought, and it will be bought to the body. For the gold master, not the one asked for.

But this is very realistic. It is precisely because of their recognition of Marvel's so-called large-scale projects and their high cost-effective window investment capabilities that they sent executives to the club to look at the situation, evaluate investment prospects and capital ratios.

Everyone is enthusiastic, and even if they compete with each other, they can’t see anything at all. After all, when this kind of thing is implanted, brands in the same field will always implement exclusive clauses when they get contracts. , For Marvel's practice of calling competitors together, they all don't care - they can **** prime-time advertising spots on various TV stations every year, what is this.

Laiman also knows that although his status is not low, everyone is not in the same circle. There is no conflict of interests, only mutual goals. The reason for being polite is to wait to see if the window is worth enough.

The movie itself has the attributes of media communication. As long as it can bring visible traffic and capital to the brand side, it is reasonable for them to spend money to compete.

Therefore, when greeting Lehman, all the executives had hearty smiles on their faces. Looking at the expressions of him and Kevin, they were not well-known producers and well-known directors, but the two may bring huge traffic. God of Wealth.

Among them, the most obvious performance is Angelo, the president of Audi's marketing department who has tasted the benefits. Before that, Audi's position in the American auto market was very embarrassing, and in 2008, they sponsored "Iron Man 1" for the first time. With the purpose of re-setting the brand's tone -

"When my team and I received the Iron Man script, we discovered that Stark was a self-made man who used technology and personal ingenuity to accomplish a series of great things," Angelo said. "That's how we created it. Audi brand, so we think Audi's brand image is highly compatible with the characters in the play." (The original words of the interview)

Although Tony Stark is just a fictitious screen image, the impression left by the movie on the audience is real. This reality is reflected in Audi. The model that was launched quickly opened up a private space in the sports car market. It reflects the purchase crowd of Audi R8, which coincides with the brand image of creating a "high-end positioning" for young people.

In other words, Audi's advertisements implanted in the Marvel series are very intuitive and effective for brand building, and their cooperation with Blue Butterfly is also very close. Customers can enjoy the models driven by movie characters in various channels every day, or directly display the stills of the models in its 4S stores, and focus on using the elements in the movie for publicity After all, the so-called overwhelming Behind the bombing, it is inseparable from the support of these financial sponsors. It is difficult for everyone to work together and not to impress the audience.

The reason why Audi cooperates so much is because in the past two years of cooperation with Marvel Movies, consumers' public opinion index and brand awareness of Audi have increased year by year, and sales have continued to rise, which truly demonstrates the cooperation between movie IP and car brands. , and finally achieve a successful case of mutual benefit.

If the effect is not good, how could Audi be willing to spend money.

In the case of the same tone - each brand has its own positioning, and "sense of technology" is the word that Audi has always been talking about, "breaking through technology and inspiring the future" is what it repositions and is committed to delivering. Brand concept, precisely, "Iron Man" is a series of Marvel's most technical vocabulary.

Therefore, before coming, Audi's executives continued to firm up the bundled implant plan, or they wanted Iron Man to become the incarnation of Audi, and audiences would think of Audi when they saw familiar movie elements.

"Lyman..." Angelo greeted him.

"Hi, man." Lyman shook hands with him happily.

I invited so many people today, but only Audi is in the luxury car field. It is enough to know that Lehmann does not want the audience to think of Iron Man after seeing Audi elements, and Audi can also play a leading role in responding, because the two The cooperation with the family is too close and too frequent, and other brand giants are not as close as Audi...

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