In the era of traffic, film and television drama implantation has become a common marketing method. By skillfully integrating the brand into the plot, the audience can also notice the brand at the same time as the first episode, so as to achieve effective interaction between the brand and the audience. Therefore, drama marketing has become an important battlefield for brand enterprises to compete for traffic.
Partnering with popular film and television dramas for marketing has become a key means of brand cross-border marketing. Whoever can dig deep into the unique charm of popular IP and impress the audience will be able to occupy an advantage in the market competition and become the winner of IP marketing.
On January 8, the highly anticipated drama "Big River" series ushered in the finale. "The Years of the Great River" starring Wang Kai, Yang Shuo, Dong Zijian, and Yang Caiyu, premiered on CCTV. After the show was launched, the ratings climbed rapidly, breaking through 152, ranking first in the ratings of the same period. As the "chief brand of CCTV-1's New Year's drama "The Years of the Great River", the appearance of Shede Liquor in the play has injected greater potential energy into the brand's Spring Festival marketing.
Shede Liquor made a high-profile appearance at the beginning of the year, and will enhance its brand image with the help of the background of the times of "The Years of the Great River". Starting from popular dramas, with the help of multiple changes in drama scenes and characters, we will open up multiple marketing scenarios, continuously occupy users' minds and strengthen brand memory. From the "empathy" with the drama to the "long-term love" with the brand, the experience of Shede wine is worth learning.
Hand in hand with CCTV's New Year's drama "Big River".
Taste the spirit of giving up in the big era
In fact, as early as the transition period from 2018 to 2019, "Dajiang Dahe", which is known as the finale of the year, has received widespread attention and enthusiastic interaction. With its ingenious appearance in the play, Shede Liquor has successfully become an important medium to stimulate consumers' perception of Shede's spirit.
Six years have passed, and "The Years of the Great River" set sail again, with the growth of Song Yunhui, Lei Dongbao, Yang Xun, Liang Sishen and other protagonists as the main line, depicting how they have experienced ups and downs in their respective fields and how to fight the wind and waves in the sea of market economy under the background of the new era and development opportunities.
Shede wine also accompanies the audience, reviewing how the people of the times grasp their personal destiny in the torrent of the times, witnessing the wisdom of the Chinese people in the period of endeavor, and conveying the profound spiritual connotation and positive values of the brand.
Standing at the height of the industry, the Dajiang Dahe series is undoubtedly an ode to the times, and its depth shows the magnificent chapter of the protagonist abandoning personal interests and pursuing higher goals. At the same time, as the bearer and inheritor of the spirit of Shede, Shede Liquor's value concept is highly consistent with the Dajiang Dahe series, and the two complement each other and jointly shape an excellent brand image.
From the perspective of traffic, the launch of the third part of the Dajiang Dahe series has undoubtedly aroused widespread attention and discussion in the society again. The appearance of Shede Liquor will undoubtedly take advantage of this popularity to achieve another leap in brand influence. Its unique "quotation" communication method will not only bring a shocking brand effect, but also arouse deeper consumer resonance with its depth and texture, laying a solid foundation for the upsurge of sales in the peak season of the enterprise.
Shede Liquor is deeply engaged in the marketing strategy of big dramas
Textbook-level templates
In fact, Shede Liquor's big drama marketing strategy is not limited to "Dajiang Dahe". In recent years, they have carried out in-depth cooperation with many popular IP dramas such as "Little Shede", "The World" and "The Big Game". This kind of cooperation not only effectively conveys the brand culture and culture of Shede Liquor"Willing to give up the spirit"At the same time, it has also successfully attracted the attention of a large number of audiences, further enhancing brand awareness and influence.
The marketing strategy of Shede Liquor is not rigidly implanted, but through the interpretation of "Shede Wisdom" by each character, and finally completes a convergence of "Shede Wisdom".
In the TV series "The Great Game", we witnessed the capital market game of Chinese entrepreneurs. In this battle of wisdom, victory often belongs to those who have the wisdom and foresight to do so. The annual hit drama "Little Shede" takes the role of Tian Yulan played by Jiang Xin as the core, conveying the profound truth of "not afraid of reluctance, growth has its own answer". This golden sentence not only runs through the whole play, but also becomes the spiritual core that promotes the development of the plot.
In the opening drama "The World" in 2023, we witnessed the ups and downs of life epic and the years of old wine condensed by time and wisdom. These two combine a strong sense of history and delicate quality to interpret the wisdom of life of giving and taking. This drama will allow the audience to appreciate the plot while more deeply understanding the philosophy of life.
Multi-dimensional layout of the IP matrix
Shede wine efficiently conveys brand values
Not only the marketing of big dramas, Shede Liquor has been laying out the IP matrix in multiple dimensions to continuously deepen the public's awareness of the brand. It is known as the "best content marketing" brand in the liquor circle, which is well deserved.
In terms of the creation of the IP matrix, Shede Liquor has built such IPs as "Time Taster", "Shede Wise Figures" IP, and "Shedefu Culture" IP.
Among them, it is worth mentioning that Shede Liquor joined hands with the National Library of China during the Spring Festival last year to compose a cultural spring, jointly interpret the traditional Chinese Fu culture, Fu stories, and Fu wisdom, and integrate thousands of spring blessings into hundreds of [Fu] characters, and launched the creative blockbuster "The Man Who Chases Blessing", which complements each other with a highly textured oriental aesthetic image and a strong sense of Spring Festival atmosphere, perfectly interpreting "Willing to be blessed".
In 2023, it appeared on the CCTV Spring Festival Gala as the cooperative brand of "Jade Rabbit Chengxiang, Spring Festival Selection" of the first radio and television station, and the blessing of "Chinese wisdom, taste and willingness, and willingness to wish the global Chinese a happy New Year" shows the profundity of Chinese culture and the charm of cultural old wine.
This year, Shede Liquor is also deeply engaged in the creation of "Fu Culture" IP. First of all, he made a stunning appearance as the chief partner of the Dragon Year Lantern Festival in Yuyuan Garden. Continue to write the beautiful fantasy of "The Legend of Mountains and Seas", from the Classic of Mountains to the Sea, from the land to the sea, from mythology to magic, from China to the world, and start a 40-day fantasy journey of the "Classic of Mountains and Seas".
In addition, Shede Liquor is linked with Alipay, a national-level marketing IP, to penetrate the consumption minds of high-potential users, jointly promote the linkage between the public domain and the private domain, and empower the marketing momentum of Shede Liquor Spring Festival stalls.
Conclusion
Industry observers believe that from the perspective of market competition, the various marketing actions of Shede Liquor can better interpret the contemporary connotation of "Shede wisdom" to the audience, so that consumers can realize the resonance with the "core" of the brand. At the same time, it can also maximize the expansion of brand voice and empower the rapid advancement of the old wine strategy in the market. It is foreseeable that under the conditions of a clear strategic positioning in the top-level design, a specific path for marketing, and the empowerment of "popular" film and television dramas in brand communication, the strategy of Shede Laojiu will quickly move towards a larger scale.