"Tangshan Earthquake" Marketing

Fang Deng and Fang Da are a pair of siblings. In the movie "Tangshan Earthquake," they are pressed on both ends of the same floor. The side of the side will press the other side. In desperation, Xu Fan's mother chose to save her younger brother Fangda and lost her daughter Fang Deng. Thirty-two years later, after the Wenchuan Earthquake took place, Fangda, who grew up and had a successful career, came to the disaster area with the Tangshan rescue team to participate in the earthquake relief work. In the rescue gap, Fangda and his partner sat on the excavator and talked about his broken arm. He talked about the divination story of the siblings in the Tangshan earthquake; he also sat down next to the rest of the Wang Deng (Fang Teng, who changed his surname to Wang). She had her 32-year-old brother in front of her eyes.

In the movie, although the plot of this sibling's reunion is suspected to be a coincidence, there is no doubt that this is an exceptionally warm and exciting scene in the whole film! The background of Fang Deng and Fang Da’s reunion is exactly the same. Lianke's excavators! In such a warm picture, even the cold heavy machinery has added a warm color. In a variety of disasters, usually heavy and icy excavation and lifting equipment has played a huge value, and Zoomlion selected product brands implanted in the "Tangshan Earthquake", what you want is this full of warm feeling of the brand.

How to find a fitting brand DNA

In recent years, content marketing has gradually entered the vision of corporate marketing. How to integrate the company’s products, brands, and film and television content? Many domestic blockbusters, fashion shows, and Chinese New Year gala evenings have all been tried. Feng Xiaogang's Lunar New Year movies have always been content marketing. In important positions, Zhao Baogang's TV series also finds suitable stories for many brands to express. The 2010 Spring Festival Gala brought content marketing topics to a new height.

For an old brand such as Zoomlion, in the past, it was more oriented to the industry, but Zoomlion never gave up the opportunity to create a brand in front of the general public. “They hope to have an exchange with the public and let the public realize that heavy machinery is not an icy and heavy product, but a rescuer of disasters, a builder of new homes, and a heavy-duty company that is a socially responsible company.” Wang Yifei, president of Herun Media Say.

Herun Media, which has many years of cooperation with Zoomlion, is the largest brand content marketing service provider in China and maintains strategic cooperation relationships with hundreds of domestic film producers. Herun Media also hopes to find a copy for Zoomlion. The film and television work of the Ministry and the company brand, until the appearance of the movie "Tangshan Earthquake."

Junrun Media and Huayi Brothers are also partners for many years, and there are many cooperations in brand content marketing. When Wang Yifei heard that Huayi Brothers wanted to prepare for the “Tangshan Earthquake” news and learned that there was a scene of the Wenchuan earthquake, it immediately provided feedback on this information to Zoomlion. The company also attached great importance to this matter and quickly commissioned it. Herun Media conducted preliminary evaluations.

Through a comprehensive evaluation of the script, director, topicality, subject matter, cast lineup, investment and other factors, Herun Media believes this movie is very suitable for the implantation of the brand and product of Zoomlion. "In the video content of the disaster theme, the greatest humanity is most likely to be embodied, and heavy machinery products can be closely integrated with the content."

"At present, one of the major problems in domestic brand content marketing is information asymmetry. Companies want to carry out branded content marketing but cannot find suitable content carriers. On the other hand, organizations that produce content also want to carry brands, but they lack companies. Therefore, building a platform is very important, on the one hand, there must be enough scripts and video content for selection on this platform, and on the other hand, there must be enough different companies' different needs, so that it is easier to find consistent DNA is like finding an object," Wang Yifei said.

Content marketing is a system not a means

In fact, in the 2008 Wenchuan earthquake, the Zoomlion Rescue Team was the first non-governmental rescue group to enter the disaster area. It played a huge role in the earthquake-resisting frontline; it also shouldered the heavy responsibility of the builders in the recovery and construction of the later period. For such an experience, Feng Xiaogang felt that as long as he can restore some of the footage and images of the year to the movie plot, it must be very moving.

To this end, Zoomlion provided the crew with many video materials and pictures of the earthquake in the past, and became an important reference material for on-site shooting of the crew. In the actual shooting process, Zoomlion also sent the team leader and mechanical manipulator in the Wenchuan earthquake that year to the scene of the shooting, restoring almost certain scenes of the earthquake.

In the real shot location of Hanwang, Sichuan, Zoomlion, Herun Media and the Tangshan Earthquake crew completed the filming work in 7 days. Before the shooting, the three parties reached a consensus: to restore the real scene of the earthquake. Zoomlion also made many constructive suggestions on the details of the shooting. After the coordination and cooperation of the three parties, the shooting work on the anti-seismic site was completed very successfully.

Wang Yifei said that in recent years, content marketing has become more and more systematic, and that only the systematic operation can ensure its dissemination effect. To achieve systematization, it is necessary to carry out specialized operations from the establishment of a content platform, the establishment of an evaluation system, operational follow-up and secondary broadcast.

In the assessment of this link, professional organizations need to conduct in-depth checks, a comprehensive assessment of the script content, director, cast lineup, investment scale, if it is a TV drama but also to assess its broadcast platform. “After the assessment, we can basically judge whether the TV drama can be broadcast on the TV station in the future. We also track the major movie studios and television studios and can know which new movies can be broadcast earlier,” said Wang Yifei.

The well-assessed assessment process can basically guarantee that the rotten pieces will be filtered out and the company's content marketing will not be overdone. In the operation, it is necessary to conduct in-depth communication with the producer and the crew according to the company’s products and brand appeals, design the content, and then follow the crew. For example, when Chevrolet's new Sailo is about to go public, it will mainly appeal for fuel economy and will focus on the second and third tier markets. Finally, China Resources Media helped its customers choose the “Country Love Story.” In the first episode, they focused on displaying all the selling points of the new Sail. The play was broadcast and the sales of the new Sailo in the Northeast market were greatly stimulated.

Wang Yifei told reporters that content marketing is just an online promotion of content, and integrated marketing in other areas is also very important. In general, companies that choose movie content marketing will do film advertisements and do some offline activities. The level will also do some topics to spread. Only in this way can we achieve better communication results, especially for the implantation of new brands. "This time, Zoomlion also chose the "Tangshan Earthquake" patch ad, also participated in the premiere, and authorized posters."