TCL "Transformers 3" Brand Implantation

Traditional advertising makes target consumer groups numb and even disgusted. In the face of this predicament, more and more Chinese companies have joined the search for embedded marketing.

In the recently released film “Transformers 3”, the collective branding of Chinese brands became a major highlight of this film, and implantable marketing has once again become a hot topic of concern for businesses. How to successfully implant the advertisement in the movie and use the “Make Things Silent” method to seize the mind of the target consumer group?

Last year, Paramount, the maker of Transformers 3, began looking for partners in China. According to the already written script, the US Defense Science and Technology Center needs to use the most advanced 3D TV as a monitor in Transformers 3; at the same time, certain office and home environments also need TV products that are compatible with future technology to highlight "deformation." King Kong movie science fiction. Therefore, Paramount needed to find a TV product as a shooting prop. At that time, TCL launched the naked eye 3D TV debut in the United States CES, and in Shenzhen Airport (000089, stock it) and other occasions to put into commercial applications, its 3D technology caused paramount concern. Paramount believes that TCL represents 3D leading technology (000669, stock it), and "Transformers 3" is the first 3D version of the Transformers live movie, the two brands are highly consistent brand positioning.

Therefore, Paramount and TCL decided to use the film "Transformers 3" as a platform for implant marketing cooperation. So, in Transformers 3, when the heroine was imprisoned, when Chiarabov came to the rescue, all of a sudden, a huge TV became a robot to block it. This shot lasts about 5 seconds and shows the TCL brand and LOGO. In the all-pervasive market environment of advertising, advertising can only be achieved without advertisements, so that the audience can quietly accept it without any alertness. Only in this way can the best results be achieved.

From product implantation to brand placement, it is different from ordinary advertising. Compared with short-term product sales, implanted advertising pays more attention to the long-term brand image building and market share. Especially in the new economic environment, with the symbolic trend of mass consumption, "product implantation" will gradually evolve into "brand implantation."

Li Dongsheng, chairman of TCL Group, said on Weibo: “Chinese brands have appeared on the Hollywood blockbusters for the first time and look forward to everyone’s attention. We hope that as the influence of Chinese brands increases, we can truly build our strong brands in the global market. Cooperating with Hollywood blockbusters is an attempt to promote global branding."

In addition, the key to branding is to ensure that the story and the brand's marketing creativity are unobtrusive and blunt when it comes to implanting advertisements, and to maintain the integrity and fluency of the movie plot.

When films are placed in advertisements, the tolerance of the audience must be taken into account. Once it exceeds the audience's tolerance limit, it will backfire and cause viewers to resent. Today, it can be seen on the web that many viewers are disgusted with some of the embedded ads. It is precisely because of this. Therefore, it is a basic principle that a movie should not be implanted with too much advertising. After all, the audience is not spending money on advertising.

From Brand Implantation to Cultural Communication Although Chinese brands have long appeared in Hollywood blockbusters, the Chinese brands brought to the world are often Chinese elements with oriental colors. In order for Chinese brands to express their strong vitality more powerfully, they must implant Chinese culture while embedding brands and products.

The implantation and penetration of culture is the highest level of implant marketing. It is no longer a simple product and brand, but an intrinsic idea that promotes the value proposition of the brand through cultural infiltration.

From the appearance of the first "Transformers" to the present, in the past 30 years, it has attracted audiences from all over the world, has numerous loyal fans, and has formed a unique culture of King Kong. Each "Transformers" launch will set off a frenzy in the world, and "Transformers 3" as the first Transformers 3D version of the movie, but also attracted the attention of fans around the world.

In fact, the fans of Transformers are growing into a mainstream society. They are young, cultural, opinionated, spending power, passionate about fashion and novelty, and this group is highly overlapped with the consumers of TCL. . Therefore, in cooperation with Paramount, TCL can use the “Transformers” brand culture and brand foundation formed over the years to open up the international market.

As Paramount's international promotion partner, before the release of Transformers 3, TCL deliberately organized the "Global Wire 3D Carnival Party" event, calling together the wire around the world to welcome Transformers 3 and attracting the United States. Thousands of wire harnesses from Sweden, Hong Kong, Taiwan and other places in China participated in the event. Taking advantage of the "Transformers 3" for marketing, TCL launches the "Transformers 3" commemorative TV and super smart 3D TV cartoon image - TV King Kong "Little Smart" to capture wire harness and potential consumers for wire mesh groups around the world. Mental resources.

A super wire recalled: “When I was young, I used TCL TV to watch “Transformers” cartoons. After more than 20 years, I was watching 3D version of “Transformers” with TCL Super Smart 3D TV. Time flies, Transformers and TCL is still in my life." Industry marketing experts believe that TCL will transform the unique charm of Transformers culture and super attractive force into the series of TCL brand promotion activities, so that wire feels the spirit of TCL and Transformers In line with this, winning the wire recognition greatly enhances the recognition and reputation of the TCL brand in consumers' hearts.