China Food

Coca Cola launched the summer peak season, and cooperated with Tencent video to break the dimension of variety

In the continuous high temperature weather, cool drinks ushered in a consumption boom. In the summer peak season, marketing has become another magic weapon for giants to “break the situation” in addition to products and channels.

Recently, xiaoshidai paid attention to the outdoor game reality show “log on to yuanyuzhou” produced by Tencent video and reached a cooperation with Coca Cola. As the advertiser of the program, Coca Cola has successfully reaped the rising brand exposure and consumption transformation in the summer consumption season by means of key plot implantation, drinking scene promotion, ultra-high frequency exposure, etc. As the producer of the program, Tencent video has therefore innovated a new form of brand marketing and explored more possibilities for brand cooperation.

Next, let’s take a look.

Breaking the circle of immersive variety

Different from the current mainstream documentary variety shows, log in to round fish island has a different way in the selection of theme. It chooses science fiction like drama as the theme, creating a game world with deep integration of virtual and reality, and creating an immersive film viewing experience for the audience.

Qiu Yue, senior director of Tianxiang studio group of Tencent’s online video program content department, said in an interview earlier that “the program is inspired by the beginning. The team has captured an infinite stream novel that is very popular with young people. With an elevated story background and interactive content, the rules of the game can be completely different from the reality, and the creative space of variety arts will also be expanded.”

Take the “login” scene of the first episode of “login to yuanyuzhou” as an example, the program team adopted the well-known bus element in “beginning”. Subsequently, the audience followed the players into the “round fish island” that took away the concept of time, and triggered the collision and combination of character relationships with game games. The new experience subverted the traditional variety perception.

It is worth mentioning that the game game is another innovative attempt of “login to round fish island” in addition to the novel theme of the program. Game game is a landing game that can not only meet the needs of reasoning users, but also stimulate the interests of Pan entertainment audiences. It reactivates the long-standing wisdom fighting content in the variety market.

At the beginning of the first issue, the narrator of the program took “game” as the motif, and put forward the observation point that game permeates every stage of life such as primary school, high school, workplace and dating. Here, the content value of “yuanyuzhou” to the general public is ready to be revealed: “yuanyuzhou” is committed to turning those sudden life games into happy games. Through “rehearsal”, it helps the audience prepare for the game in advance.

Take the first issue of the “exciting maoffer” game as an example. As he Simin, an economist at the end of the film, said, it is a practical example of cooperative game theory in economics. Six people find cat bowls, and each person has 5000 yuan of fish balls, which can be used to invest in “personal cards” to earn floating profits, that is, the sooner the people find cat bowls, the higher the profits. As a result, six players launched an alliance game for the “three elements of the game” of participants, optional strategies and benefits.

The audience of this program is mostly the younger generation after 90 and 00. Behind the presentation of the game game, the program team also hopes to convey the grand outlook on life and values to the younger generation through a relaxed and humorous plot, so as to achieve a positive introduction to them

According to the second quarter report of Coca Cola in 2022, in the second quarter, the company’s value share in the non-alcoholic ready to drink beverage market in the Asia Pacific region increased, mainly due to the increase in the market share of China, Japan and Australia. Follow up with the success and increase the market of non-alcoholic ready to drink drinks represented by carbonated drinks. It is believed that the high-quality cooperation form with high flow of variety shows will also bring great exposure and conversion possibility to Coca Cola.

As for the Chinese market, Coca Cola also stressed earlier that “we focus on core products and star SKUs, and further shift resources to e-commerce and o2o to adapt to the trend of consumers shifting to home consumption during this period.” Therefore, as far as Coca Cola is concerned, the cooperation significance of “log in to round fish island” also lies in the traffic connection of the whole platform and the realization of the drainage and transformation of the online platform.

CCTV Market Research (CTR), in conjunction with the advertising School of Communication University of China and the National Advertising Research Institute, reported on the marketing trend survey of Chinese advertisers in 2022. According to the report, in the era of Internet stock game, more than 60% of advertisers agree that “the effect of the highest advertising flow and high cost will promote the return of brand value”. Instead of focusing on effect advertising, which leads to the temporary and incomplete mentality of users, quality efficiency coordination and focusing on the long-term construction of brands are the ways to reduce risks and determine benefits.

Obviously, from the cooperation between Coca Cola and log on to yuanyuzhou. This is the right choice made by the brand at the right time. From the results, based on the effective balance between the demand of the program for the audience and the cooperative brand, the cooperation does indeed empower the brand and play a role in helping the long-term construction of the brand image.

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Coca Cola launched the summer peak season, and cooperated with Tencent video to break the dimension of variety

此外,新上市的蜜桃口味新品也被《登录圆鱼洲》节目以故事化的方式植入。节目中,明星玩家在可口可乐畅爽基地成功交换密码通关后,会被奖励一瓶蜜桃味新品,并且通过明星口播的方式,帮助带出“蜜桃的清甜味道,特别夏天的感觉,好喝!”这样的核心信息,以加强新品的“存在感”。

节目还将可口可乐的产品与日常中的多个消费场景强绑定,从游戏环节获取提示夏季户外游戏玩累了喝可口可乐、餐厅聚餐喝可口可乐、庆祝胜利一起干杯可口可乐,节目中的明星嘉宾高频率为消费场景做亲身示范,让观众形成了“随时随地,畅爽一下”的品牌印象。

可口可乐2022年的二季报显示,第二季度,在亚太区的非酒精即饮饮料市场中,其公司的价值份额有所增长,主要得益于中国、日本和澳大利亚市场的份额上涨。乘胜追击,加码以碳酸饮料等代表的非酒精即饮饮料市场,综艺节目植入这种高流量的优质合作形式相信也将为可口可乐带来巨大的曝光和转换可能。

对于中国市场,可口可乐此前也强调,“我们聚焦于核心产品和明星 SKU,同时进一步把资源转向电商和 O2O,以适应期间消费者向居家消费转移的趋势。”因此,于可口可乐而言,《登录圆鱼洲》的合作意义还在于全平台的流量打通,实现线上平台的引流和转化达成。


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