Guide:
From MV to the big screen, catering brands must also "chasing their dreams in the entertainment industry."
Lead
This article is 1883 words; 6 minutes to read; Reading suggestion: first collect and then read carefully
01
"Captain of China" became popular, and the hot pot restaurant became the focus in the
play. During the just-ending Golden Week holiday, major media headlines , Moments of friends, and friends gathering topics are inseparable from the "the strongest National Day file in history" theatrical movies, among which the gift film "Captain of China" is a popular movie that people talk about.
On September 30, the first day of "Captain China", the box office exceeded 100 million yuan in just 17 minutes;
ended at 2 pm on October 8, and the cumulative box office of "Captain China" exceeded 2 billion yuan, becoming China The 19th film in film history with a box office of over 2 billion.
As the movie hits, the Sichuan elements in the movie and the reproduction of various details are collectively praised by the audience.
, in particular, is the term "hot pot" with a high frequency of occurrence in the film. In the
movie, the crew members have always wanted to eat hot pot, "Hot pot at night" and "Go eat hot pot". The recurring hot pot lines of
left a deep impression on the audience, and at the end of the film, the crew members actually went to eat hot pot once.
The filming location of this hot pot meal is the well-known hot pot brand "Dalongyi Hot Pot".
experienced the rest of his life at an altitude of 10,000 meters, and then looked at the boiling Sichuan hot pot, causing many audiences to call out:
"After watching the Chinese captain, I am really hungry!" and "After watching the Chinese captain, he is so hungry and has been there. Speaking of eating hot pot, it turned out to be my favorite Da Long Yi in the end", "Bring up the sisters, sit in line to watch the movie, and eat hot pot after watching the hot pot, it’s perfect!"...
is the only official catering brand for the film, Da Long Yi also took advantage of the trend to launch joint marketing activities such as discounts with movie ticket stubs and captain package.
After watching the Chinese captain with family and friends for a while, I went to have a meal of Dalongyi hot pot, which became the best choice for many people during the National Day.
02
"Say good or not to cry" screened,
made a strong debut with the same milk tea.
is not only Da Long Yi, but time goes forward. Not long before Golden Week, the popular Chinese Taiwanese singer Jay Chou released a new song "Say good or not to cry".
caused a large number of screen-scrolling effects that night, and besides the male and female protagonists of the MV, one of the milk tea shops also attracted much attention.
The MV for "Say Good or Not Cry" was shot in Tokyo. The milk tea shop where the heroine works is called "Magimachimachi" (hereinafter referred to as "Maggie Milk Tea")
▲The MV heroine is holding the McGee Milk Tea promotional brand
MV After the broadcast, the Tokyo McGee milk tea shop that appeared in the MV was full, and
issued the number plate to 800 at 4 pm.
and McGee Milk Tea officials also seized this springboard and put the plan to open stores in the mainland on the agenda.
At noon on September 26, McGee Milk Tea opened a pop-up store on the Bund in Shanghai, which attracted many consumers to queue early in the morning.
even attracted police from the police station due to too many scalpers.
In order to maintain order, the police required that McGee milk tea not only be sold in limited quantities to customers, but also that a straw should be inserted into the milk tea in front of the customer. After
, McGee Milk Tea also issued a statement stating that it will pass:
"Machmachi certification logo stamps will be stamped during the queuing process;
will be issued with an exclusive waiting number;
can have both a logo stamp and an exclusive number to purchase drinks."
Steps to resist the scalpers.
03
restaurant enterprise play implant, how can
appear natural and unawkward? Interstitial advertisements in
videos can make people feel blunt and embarrassed if they don’t pay attention, especially when the advertising product is not related to the content of the film and television.
reading sir still remembers the scenes in some ancient costume dramas that were popular in the past few years.
However, judging from some cases in recent years, most of the time, catering brands "on TV" are relatively natural and smooth. The reason for
lies in the rigidity of the catering industry and the marketing skills of catering companies.
human nature is multi-faceted,He can be a movie, TV audience, a senior foodie, or both.
What the catering brand has to do is to combine online film and television works with offline food to complete the smooth transition of audience and diners.
takes Dalongyi’s cooperation with "Captain China" as an example:
is the filming location and official co-brand of the film "Captain China". Dalongyi not only showed his face in the film for nearly 2 minutes, It also fully supported the film in combination with online and offline resources, closely cooperated with the film announcement node, and cheered for the "Captain China" hit show.
▲Dalongyi organized the "Captain of China" movie watching meeting
Since half a month before the movie was released, Dalongyi has planned various marketing activities around "movie + hot pot":
global stores launched the same model Long package;
will open thousands of people to watch offline movies simultaneously in six cities of Chengdu, Shanghai, Guangzhou, Xi’an, Changsha, and Foshan on the premiere day;
will enjoy discounts on Dalongyi hot pot with movie ticket stubs;
will combine every movie promotion point Launched brand-assisted materials; nine major theaters of
launched the "movie + hot pot" theme position...
Sina Weibo topic has aroused heated discussions among netizens, and more than 10,000 people participated in interactive discussions on the topic.
is also through this series of integrated linkage marketing covering theaters and Dalongyi’s global stores, so that every audience who has watched "Captain China" can not only see the Dalongyi brand in the movie, but also In the first time, I found the Dalongyi store through the theater position and online activities, and promoted the store revenue during the National Day holiday.
It is reported that during the National Day Golden Week alone, the total number of queues at Dalongyi Hot Pot Chengdu Taikoo Li restaurant exceeded 8,000 tables, and the number of customers in a single restaurant exceeded 1,600 in a single day.
▲Customers queuing outside the Dalongyi store
04
Summary
No one likes to watch advertisements, but no one does not like to watch interesting content.
The "hard marketing era" has declined, and the catering market is extremely eager for new marketing methods. The placement of advertisements in movies by
satisfies the needs of catering brands not only to increase brand exposure, but also to maintain a friendly experience in the process of brand communication.
So in what way should a catering brand embed advertisements in order to drive brand promotion without disgusting the audience?
read sir believes that the first thing is to select the right works for implantation, and catering companies must fully consider the fit between their own brands and works;
, in addition, should seize the rhythm and closely follow the actions of the film party to carry out publicity work. From the creation of online topics, to the on-site movie watching activities of fan members, to the two-way drainage of stores and theaters,
continuously strengthens your label to the audience. The more important thing for
is to focus on the store, serve the store, and not collapse.
The high degree of compatibility between the two audiences, the memory points and consumption scene needs that easily resonate, as well as the comprehensive planning and promotion, can ensure the smooth and successful cooperation between the two parties.
What are the more successful catering brands in your impression?
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