There must be popular dramas at the beginning of the year, and this year's "Flowers" is even more popular. As a native of Shanghai, I have to say that the tone of "Flowers" is too strong, whether you want to eat pork ribs rice cake or Commander Kai in the near future, you have to queue up for a long time! It can be seen that although the series has ended, it is still the "top stream" of social **.
Flowers is not only a "good-looking" work, but also a "good-selling" commodity. In the 30 episodes of the play, 381 advertisements were exposed, involving 50+ advertisers, and there may be brands in the follow-up to "chase the investment"; It is a well-deserved investment champion in 2023.
The live-action filming location built by Chedun Film and Television Base has been filmed for so many years, spent so much money, and invited so many people, but it still makes money and profits by the way? What inspiration does the two-way rush between the brand and "Flowers" have for every brand marketing practitioner? Today, Angela will take you to a plate, and the brand behind the flowers is implanted in this "business classic". 
In a word, the success of Fanhua's brand marketing lies in its "1+N" innovation. 1 refers to the hard power of the IP production team itself. CCTV commented that "Flowers" is a unique product that occurs once in ten years. During the three years of director Wong Kar-wai's creation, the production team meticulously crafted almost every shot and pursued the ultimate; It is also rare that Tencent**'s commercialization team, in the face of the needs of many brands, did not choose to simply and rudely pile up, but took "bringing surprises to the audience" as the goal, carefully selected investment brands, and implemented them with high quality. These are the cornerstones of "Flowers" to establish the amplification effect of brand marketing. 
Wong Kar-wai, director of the TV series "Flowers".n refers to the innovative gameplay exposed by a variety of brandsDifferent from the traditional single-point hard and wide advertising, "Flowers" has cleverly integrated with the content in the brand marketing scene to create a 1+1>2 implantation effect.
Gameplay 1
The plot is natively implanted
Represented by Pepsi, Wanjiale, Bright and Estee Lauder. These brands are deeply co-created with the content of "Flowers", and the surface that the plot wants to convey is food and women, and the core is highly integrated with the changes of the times. 
There are a lot of food and beverage scenes in Fanhuali, so there is enough creative space for Wanjiale gas stove and Pepsi Cola. For example, there is a line, "The Yellow River Road is like a soda bottle, if you don't open it, it won't ring." But as soon as you pick it up and pry it gently, it will squirt out immediately. With the picture of Miss Wang drinking Coke, the implantation of Pepsi is no longer just a prop, but a symbol to promote the development of the plot and emotional expression. The brand story output of the native implant is more emotionally penetrating, and the continuation of high-reputation dramas can bring a strong long-tail effect. 
Gameplay 2
Innovative formsSilky undertaking
For example, in conjunction with the plot of fireworks during the Spring Festival, Tencent** innovated the famous scene of "fireworks barrage", which triggered the atmosphere of "universal celebration" in the barrage area full of New Year's wishes, and suddenly made the shopping scene of visiting relatives and friends during the Spring Festival strongly bound Chunzhen. In addition, Tencent** also designed a "sea, land and air companionship" implantation matrix for Chun Zhen, such as the Xin Zhilei patch advertisement at the beginning of the film, introducing the product in the tone of the character as "the signboard of Zhizhenyuan", which is very memorable.
Fireworks barrage. 
The cooperation between the "Blossom Headlines" easter egg at the end of the feature film and Meituan is also a successful exploration of Tencent's commercialization. Different from the original implantation form, the easter egg adopts the idea of derivative content creation, and during shooting, from the set to the color grading of the film, it is as close as possible to the various indices in the feature film, which has won netizens to shout in the barrage, "I don't see that this is an advertisement". These are all based on Tencent**'s professional insight into content IP, brand and audience psychology.
Flowery headline easter eggs.
Gameplay 3
There are many scenes in the whole playResource matrix and marketing closed loop
The "pomp" of the total title sponsor Chun Zhen is not small, and the resource matrix also includes corner signs, pause pages, circle of friends, first-class advertisements and offline activities, etc.; The audience can jump from the drama to the WeChat ** account, small program, Tmall** and other channels outside the station to place an order, from seeing the purchase "in one step", the legendary "integration of quality and effect" of marketers is no longer a dream. 
In fact, it's not just Chun Zhen, during the hit broadcast of "Flowers", there are many short clips on WeChat**, including short easter eggs from brands such as Meituan**, from the ** number ecology can directly open up *** and small programs, Tencent's integration of the global matrix and cross-bu product ecology is one of its core barriers, which also brings higher brand marketing conversion effects to the dads of the gold owners.
Mr. Bao said that the most important thing in doing business is to "not make a sound". In 2023, Angela's Channel, as a short** content creator, has actually cooperated with many brands "quietly", and several of them also happen to be the owners of "Flowers". I deeply understand that the balance between content creation and brand placement is like "walking a tightrope"; But with such a benchmark as Fanhua in front, we can "copy homework" and have a better understanding of the trends of content creativity and brand marketing. In addition to flowers, in recent years, Tencent**'s commercial layout and underlying capabilities of high-quality IPs such as "Three-Body Problem" and "The Long Season" are also worth savoring for brands that want to explode KPIs. What do you think about this?
Introduction to KOL
Angela, 5 years of ** person, 10 years of marketer. He has dual practical experience in the marketing of the top 500 foreign companies and the user growth of China's top 500 technology companies.
Create a ** matrix, Angela Channel, Schrödinger Observation, Sober Technology, etc., which rank in the top 5 of the official technology business list all year round. 36 krypton, titanium**, tiger sniff and other authoritative platforms daily homepage recommendation. Deeply influence the venture capital circle, marketing circle, and Internet industry people.