Written by Guo Ji'an
Riding the moon to see the flowers, drunk and listening to the chanting, in the fantasy world built by "Glory of Kings", the Tang Dynasty, which is like a scorching pearl, attracts the hearts of many players. The 4-episode animation "Glory of Kings: Chapter of Glory Broken Moon", which ended not long ago, features the popular hero Li Bai as the protagonist, and tells the high-spirited juvenile story to the extreme.
The story incision of "Two Into Chang'an", high-quality animation production, and the charming protagonist design after completion, the "Glory of Kings" animation in the "original + unit drama" mode not only attracted the attention of a large number of original gamers, but also expanded the IP of "Glory of Kings" to more followers with the help of the animation form. It is reported that before the launch, the number of reservations for the animation of "Honor of Kings" on the whole network exceeded 25 million, a record high. After the broadcast, its popularity in Tencent** station reached 20,000+, and it topped the anime hit list many times, and even won Douban 8A high rating of 5 points.
In addition to popularity and word-of-mouth, the breakthrough in the commercialization of the animation of "Honor of Kings" is more noteworthy. Xiaoyu observed that the animation content of just four episodes attracted sponsorship and cooperation from many brands such as Deep Blue Automobile, Kebik, Tmall New Year's Festival, and Samsung Galaxy S24 series. In particular, Deep Blue Automobile and Cobik, with the help of in-depth cooperation with the animation of "Glory of Kings", have completed the deep connection with the IP fans of "Glory of Kings", and achieved large-scale brand ** and efficient user precipitation.
At present, users' consumption channels and interests have changed greatly, and a large number of brands have entered the deep water area. Under the anxiety, instead of falling into the blind first-class war and traffic war, it is better to return to the needs of user groups, "plant trees first" before planting grass, and create unique competitive barriers. The cooperation between the brand and the "Glory of Kings, Glory Chapter Broken Moon" is a high-quality "tree planting sample".
Observing this new model of brand animation marketing, Xiaoyu also summed up two secrets of success:
"Character design" first, taking advantage of the enthusiasm and romance of animation, cutting to the high-matching crowd and obtaining the most distinctive brand label.
Customized" escort, through content co-creation, IP co-branding, and offline activities to ensure in-depth reach, to maximize the effect.
Distinctive animation personas empower brands, how to achieve vertical content socialization in auto marketing?
The silver saddle shines on the white horse, sassy like a meteor", "There will be a time when the wind and waves will be long, and the clouds and sails will be in the sea", "The bells and drums are not expensive enough, but I hope that I will be drunk and do not want to wake up......".Li Bai in the animation of "Glory of Kings" has faded away from the youth when he first entered Chang'an, but he has not lost the chic and wild of youth in addition to firmness. Datang's sharpest swordsmen and poets have written their romance to the extreme, and have also brought a clear brand label to the cooperative brand Deep Blue Auto: pioneer freedom, not afraid of challenges.
Navy car deepal
Like 2317, this is exactly in line with the brand characteristics of Deep Blue Automobile, which dares to break through and seek innovation and change. Born in April 2022 and launched for young people, this new new energy vehicle brand has repeatedly "innovated" in product creation and content marketing, and even put forward a new brand slogan of "young people, go to deep blue" on the eve of New Year's Day this year. And this cooperation with the animation of "Glory of Kings" has successfully planted the seeds of "brave innovation" of the brand in the hearts of a group of young users.
From the warm-up golden sentence poster to the brand-customized TVC easter egg at the end of the first episode, Deep Blue Auto has successfully integrated the real-world car brand with Li Bai, the hero of the king world. "Riding the wind, driving the expedition for thousands of miles", "Innovative light source, meteor dance for nine days", "Not in vain youth, dark blue and lightning", accompanied by advertising slogans, real and virtual time and space coincide, Li Bai's sword light flying swiftness and dark blue speed are staggered, and the chic of the swordsman folding flowers and the open space in the car are reflected.
In this way, it is co-created with the king's world view and the depth of the characters, and with the help of Li Bai's character traits and high-level CG-level TVC content, the appearance, three electrics, interior and other product characteristics of the Deep Blue Automobile SL03 model are accurately output, which has produced an efficient reach to a group of followers. In the barrage area, there is no shortage of "Li Bai: My horse is not fragrant in an instant", "Chang'an is part of the plan", "The combination is good, consider changing one" and other content, which shows that users have deep memories.
At the end of the TVC, along with the large-format model display, the brand emphasized the brand slogan "If you are young, go to the dark blue", it "snapped your fingers" again to a group of young fans. As a cutting-edge car brand for fashionable and LOHAS people, Deep Blue's core main customers are young audiences aged 25-35, which greatly overlaps with the main users of "Honor of Kings" IP aged 18-35. The cooperation between Deep Blue and the animation of "Glory of Kings" is an efficient anchor for the brand's young car buyers.
According to "Tencent**Animation Users Buy Cars***", 39% of animation users have the need to buy and replace cars within a year, of which more than 68% of users are more willing to buy domestic car brands, and more than 54% of the group's car purchase budget is in the range of 10-200,000 yuan, which is highly overlapping with the target group of Deep Blue Automobile. At the same time, the survey showed that 658% of users are supportive of advertisements in anime and prefer advertisements with a high degree of integration with IP content, which once again demonstrates the value of Shenlan Automobile's co-creation of advertisements.
With high matching users and ingenious content expression, the cooperation between Deep Blue Automobile and the animation of "Honor of Kings" just solves the pain point of the current automobile brand marketing: how to socialize the output of professional content for vertical categories.
At present, with the great change of new energy vehicle marketing methods, the traditional advertising logic of pursuing brand hard ** is no longer popular, only the hard-core product content and brand characteristics penetrate the crowd with the help of social topics, and complete a wide range of flow output, in order to break through the information cocoon, complete the brand's breakthrough circle and target group reach.
This time, with the help of the IP power of "Glory of Kings" and Li Bai's ultimate personality, Deep Blue Automobile was able to convey the youthful spirit and product advantages in a way that the audience loved, and finally became a social trend that swept IP users. Such a "person-oriented" output helps to enhance the brand value of the car and create differentiation, which is worthy of the attention of other car brands.
Interactive companionship, node customization, offline linkage, how many steps does it take to go from chasing fans to brand fans?
Having a distinct user memory and social communication point is like seizing a high ground, and after that, it needs to continue to "keep on the offensive" to complete the key user conversion.
From this point of view, the integrated marketing of Deep Blue Automobile, Kebik and "Honor of Kings" animation, both inside and outside the project, around IP and nodes, has helped a group of IP fans complete the precipitation from content audiences to brand users. Its multi-dimensional reach method and global linkage gameplay are particularly worthy of the industry's attention.
In the animation, in addition to the label patch and the suspension of advertising, the barrage has become a key interactive prop, which is cleverly used by cooperative brands. Deep Blue Auto customized the brand's exclusive streamer barrage in the animation of "Glory of Kings", and the setting and brand appearance strengthened the rapid characteristics and sense of science and technology of Deep Blue Automobile, attracting more than 20,000 users to participate in the interaction, with a praise rate of 100%. Cobik also customized the brand's barrage airborne and wishful sticker combination set around the celebration plot of the first episode, which was integrated with the plot of the family reunion and strengthened the brand's "reunion joy" companionship attribute.
This kind of barrage innovation and cooperation is highly in line with the user's chasing habits. According to "Tencent**Animation Users Buy Cars***", 641% of potential users who buy cars will post barrages when they are content in **anime, of which the people who send barrages with high frequency account for nearly half of the total number of barrages. Obviously, for audiences with high commercial conversion potential, this is an indispensable social part of the follow-up process, and the brand is silky embedded in it, which can not only cause surprises and increase memory points, but also further enhance user love.
At the same time, the cooperative brand also created an emotional grasp for the New Year around the broadcast node. The animation was launched in January, and the Lunar New Year is coming. In the end credits of the first two episodes, Kebik's customized short film played the concept of "potatoes in the Year of the Dragon", Li Bai "wielded a sword to cut potatoes to make a potato chip dragon", and Li Yuanfang played "too crispy" homophonic stalks, and the interesting advertisements highlighted Kebik's "joyful characteristics", which just matched the snack needs of the New Year.
After the ending song of the fourth episode, Deep Blue Auto's second customized short film is the biggest easter egg at the end of the animation of "Glory of Kings", Li Bai's call to return home is captured by the navigation of Deep Blue's family model S7, and the virtual and the real overlap, leading to everyone's home. Different from the output of the first episode with a strong sense of technology, this customized content captures the characteristics of family models, and also creates an atmosphere of going home for the New Year and a warm reunion, full of the warmth of the Spring Festival, and completing a two-way emotional rush with IP fans.
What's more noteworthy is that the brand further explores the outward around IP outside of animation。In addition to sponsoring animations, Deep Blue Auto will also spread its tentacles to the offline, pursuing close and in-depth contact with users. Before and after the animation was launched, Deep Blue Automobile created a customized car suit and an IP theme experience area for "Glory of Kings" to encourage users to participate in offline activities and enhance the stickiness of car owners.
On January 27, Deep Blue Automobile exclusively named the offline movie viewing series held by the animation of "Glory of Kings" in Chengdu. In the event, in addition to a large number of fans, He Hongshan and Lin Mo also joined hands with Chengdu AG & Chongqing Wolves to come to the scene as special guests, and launched the Glory of Kings competition PK, rolling high potential e-sports users to join the carnival.
In this offline ceremony, Deep Blue Automobile created an exclusive park tour line and brand area, and created a double-end live broadcast on the brand ** account and Tencent** to further complete the private domain precipitation of IP fans. It is reported that the audience of the whole event reached 27.2 million, and the real-time ** of the whole network exceeded 1200 million. On the day of the event, the clues on the SL03 official platform increased by 445% month-on-day, and the clues of S7 increased by 364% month-on-day, and the WeChat index of the brand and the two models also increased significantly.
Obviously, with the help of the offline ceremony, Deep Blue Automobile successfully detonated the social energy created by online IP linkage offline, and fermented it into a successful brand "big event" marketing. Judging from the data results, for long-link high-priced products, such a global user reach and topic output can effectively shorten the link of back-end layer by layer transformation, improve the efficiency of ** and delivery, and effectively promote the precipitation of the target group.
To a certain extent, this cooperation also reflects the high crowd value behind the animation IP:Behind this fertile content is a large group of young users with rapid growth and high conversion potential, who are becoming the backbone of consumer power. In 2024, animation IP is the marketing target that brands should not miss.
I still remember last year's V Vision Conference, Ma Yankun, vice president of Tencent, once made it clear: "Now that the label of animation niche and two-dimensional has been torn off, Guoman has undergone tremendous changes." "Taking Tencent ** as an example, the scale of young users aged 18-29 in Tencent ** animation has reached 1300 million, showing the characteristics of high youthfulness and growth, leading the industry.
At present, in the TOP10 hot search list of Tencent** station, half of the animation content is reached, and the TOP3 in the paid best-selling popularity list are all animation works. With its unique form of story expression, animation IP has formed a set of differentiated content values and captured a large number of young consumers.
From the perspective of content, compared with film and television variety shows, the expression of animation breaks through the limitations of time and space, and is the best carrier of a large number of high-quality imaginative content. In particular, a large number of young animations are more burning and enthusiastic, so they also have a large number of male audiences on the Internet. According to previous data, Tencent ** Animation 1Among the 300 million young users, there are as many as 1200 million, and the continuous payment rate of anime members is as high as 75%.
At the same time, after several years of industry development, a large number of animation IPs have entered the era of the year, and dramas such as "Douluo Continent" and "Breaking the Sky" have been continuously updated for more than 5 years, and content such as "Perfect World" and "Divine Seal Throne" has also become a fresh organic force. These long-term, continuously updated annual content has completed the two-way cultivation of its own IP universe and fan users, continuously attracting traffic to animation content with the help of extended development, and cultivating a group of highly sticky and huge followers.
It is precisely based on the unique user attributes that animation IP also has richer prospects and imagination in business. According to "Tencent**Animation Users Buy Cars***", more than 80% of users have animation-related consumption every month, and they show a strong willingness to consume animation IP peripherals.
Taking "Douluo Continent" as an example, in recent years, its IP licensing and business cooperation business has shown explosive growth, and the current cooperative brands cover various categories such as automobiles, toys, food and beverage, clothing peripherals, 3C, games, and publishing. Previously, the customized press conference of FAW-Volkswagen's cooperation with the IP of "Douluo Continent" was realized3.2 billion on the same day**, far exceeding the industry average data, which shows the enthusiasm of animation fans to pay.
All in all,For a group of brands that pursue youth, young followers show continuous enthusiasm, high stickiness investment, and strong growth space, which is very suitable for brands to build their minds and complete the "planting of trees" at the key stage. Brands also need to skillfully combine IP content to explore in-depth content co-creation and global event marketing to achieve continuous conversion of brand audiences.
We also sincerely hope that in 2024, more high-quality commercial benchmarks like the animation of "Honor of Kings" will emerge on this new brand label.