The marketing competition for food and beverage brands has accelerated, and it has become one of the hottest tracks at present. Nut snack brands such as Three Squirrels, Baicaowei, and BESTORE have been implanted in long-term dramas, which has increased their popularity. Nowadays, leisure snack brands such as Wang Xiaolu, Wolong, and Weilong are actively interacting with consumers on the basis of big drama implantation, which not only increases the brand's popularity, but also adds a lot of fun. Yien data shows that in the first half of 2023, food and beverage brands will account for more than 70% of the number of dramas launched, and the implantation time will also increase significantly compared with the same period. In the last issue, it has become standard to eat snacks while watching dramas, and with the broadcast of big dramas, brands that cooperate with dramas can take advantage of the opportunity to promote and help marketing. How do brands choose good dramas?How do you combine inventory?This issue of Curiosity Weekly continues to take you to explore the way of marketing food and beverage brand dramas, teach you to create market hits in three steps, and help you solve the marketing problems of brand dramas.
The first step in breaking the circle is half the success of choosing a good drama
Last summer, "Menghualu" became popular, and Wang Xiaolu made an unforgettable broadcast with "Tiger Skin and Phoenix Claws that Fairy Sisters Love to Eat". This summer's "Sauvignon Blanc" was on the air, and Wolon was implanted as "the only implanted cooperative brand in the snack industry", setting off a wave of "eating the same style, buying the same style". 
Catch a ride on the hit drama. For the brand, a popular drama that is hotly discussed on the whole network, commented on the Internet, and has a high reputation not only means high traffic, but also the best time to enhance the brand's favorability and reputation. Especially in the fierce competition in the summer every year, dark horse dramas are very easy to appear, which can naturally drive cooperative brands to come out of the circle strongly. 
Aim for a fixed subject matter and cover the target population. For example, Dongpeng Special Drink attaches great importance to maintaining a mental lead among the male population, and the selection of major dramas is mainly based on suspense, criminal investigation, comedy and other themes preferred by male groups, and casual snack brands such as Weilong and other leisure snack brands are concentrated in ancient costumes and urban themes that women love. The repeated penetration of multiple similar themes can also help brands build a sense of familiarity. 
The explosion of the drama needs "the right time, place and people", and the considerations of popular themes, platform production, and starring lineup are indispensable. Popular dramas are hard to find, but there are also many masterpieces with niche themes and good reputation. For food and beverage brands, the selection of big dramas should not only consider the type of hit, but also subdivide the preferences of the crowd to ensure the volume of topics in specific circles.
The second step of breaking the circle is to achieve twice the result with half the effort with half the time
Chasing dramas and eating snacks, just eat Wang Xiaolu's tiger skin and phoenix feet", snack brand Wang Xiaolu prefers strong** standard advertisements on many dramas, which directly hit the audience's mind. Weilong Konjac Shuang quickly ** through highlight moments, standard boards and other forms, combined with the Ruyi post in the play to convey the core message of "the calories are lower, the cooler is more", which aroused the audience's interest and became the new favorite of young people's snacks. A single resource is frequent. In the long run, aiming at the top platform and screening the high-frequency delivery of potential popular dramas is the most stable way to influence the minds of users. However, in the case of limited budget, optimizing cost-effective resources and focusing on unified resource locations can also help brands complete the demands of voice accumulation. 
The combination of multiple resources can deepen the brand impression. Research shows that the frequency, form and timing of in-play advertisements have different effects on consumers. On the basis of good dramas, the combination of first-class advertisements such as standard boards and reviews of previous situations and creative advertisements such as celebrity broadcasts can not only stimulate users in the hardcore, but also connect users and touch users in the depth of the plot. 
The third step of breaking the circle, throwing more is not as good as throwing skillfully
Weilong konjac is cool, and the high sweet cp is cool", the Weilong brand was added to the high-energy plot of "Sauvignon Blanc".Atmosphere stickers, received spontaneous barrage support from netizens "Weilong barrage is a bit powerful". "As soon as Wolong nuts are shot, Master Xiaobai will get it", the famous scenes of the male and female protagonists of the Wolong brand in "Jade Bone Yao" are usedWishful postcommunicated emotionally with the audience, and was ridiculed by netizens as "Wollong, you are too good", "Wollong, you are a conspicuous bag". 
Companion marketing can bring people closer together. Contemporary young people chasing dramas are no longer satisfied with simply "watching dramas", but also looking forward to finding emotional resonance from them. Food and beverage brands establish an emotional connection with the audience, from the hard and wide in the play, the interaction in the play, and even extended to playing stalks and creating topics outside the play. Seeing, feeling, and participating, the sensory experience is enhanced in an all-round way when the food and beverage brand is implanted, which can attract the audience more and enhance the goodwill in the subtle way. 
Innovate the form of resources to strengthen the transmission of minds. The traditional form of advertising has been unable to meet the publicity needs of brands and products, and technological innovation has enhanced the communication of advertising information. For example, Dongpeng Special Drink has used the standard plate to brush its presence many times, and at the same time superimposed the technological innovation of "breaking the frame" to strengthen the visual impact and novelty, making "Drinking Dongpeng Special Drink when you are tired and sleepy" deeply rooted in the hearts of the people. 
Drama Star Media's exclusive brand drama marketer**
Food and beverage and TV dramas can satisfy a certain emotional value of consumers, and the key to the success of food and beverage brand drama marketing is to satisfy not only the audience's stomach, but also the audience's heart. Through years of experience in cooperation with big dramas, Drama Star Media has exclusively developed itTCTB drama content potential pre-situation evaluation systemBefore the drama is broadcast, the quality of the drama is comprehensively evaluated from four aspects: theme, main creative configuration, schedule platform and brand fit, so as to help the brand make a prediction and choose a good drama before investment. 
Drama star TCTB drama content potential pre-situation evaluation system.
In addition, based on the latest insights in the advertising market, Drama Star Media proposes a new long-term marketing party on the basis of the original long-term marketing modelThe START application rule includes five elements: scene penetration, times multiple coverage, creative innovation form, star empowerment, and cooperate field collaboration。Starting from these 5 aspects, brands can better improve the marketing efficiency of the whole link. 
Drama Star Media is committed to helping brands achieve marketing goals such as voice growth and mental strengthening through long-term content marketing, helping brands not only impress the audience, but also plant the seeds of consumption in the hearts of the audience. For a detailed report, please scan the *** below to get the original text of the "Food and Beverage Drama Content Marketing Guide (2023 Edition)" jointly produced by Tencent Advertising and Drama Star Media.