The days when the Spring Festival is coming can now count down. The Spring Festival Gala and the Spring Festival Evening of each TV station are also in the midst of preparations. The advertisements or propaganda during the Spring Festival Evening have become a battleground for the military, and even some car brands have begun to warm up.
In fact, the ratio of output between the actual input and the dissemination effect of major brands during the Spring Festival Gala cannot be measured. Even so, major auto brands are scrambling to join the Spring Festival Gala marketing war. The fierce marketing war of auto brands is evident from the fact that how to highlight the encirclement of auto brand marketing is a matter of racking up the minds of auto brand manufacturers.
Throughout the past two years, with Infiniti sponsoring "Where is Dad Going" as a watershed, a large wave of car brands began to smash the variety show, almost all of David's main and non-mainstream variety shows can see the car brand, now the TV series or The film is also almost occupied by car brands, and the cost of nearly 100 million yuan has also made the people stunned.
In the case of car brands that appear in almost every program, it is only necessary to rely on the content of the program to highlight the encirclement. If the program can fire the brand, the marketing effect is better. Such marketing depends on the previous research. There are many classic cases in various cultural marketing and sports marketing. Peugeot Marriage Tennis, BMW-sponsored Marathon, and Changan Ford have joined hands with the Chinese Football Association. However, no matter what the way, in fact, car brands play a role in making wedding dresses for others. If an event is directly sponsored by them and participates in expanding its communication, such activities are undoubtedly more attractive and influential. The success of the Volvo Regatta provides such a model.
Before the Volvo Regatta came to China, I knew almost nothing about the hardships of the regatta. In fact, the event is held every three years. The Volvo Yacht Race has become known as the America's Cup Regatta and the Olympic Regatta. In the three major world sailing events, the fleet used in the Volvo Regatta is a unified Volvo new sailing boat designed and manufactured by a specific team. We will not discuss the enlightenment of bringing the regatta into China to start a sport or how exciting and exciting the event is. Volvo Cars and Volvo Group have set up a competition company to run this project, which is the main body of the event. Rather than sponsoring or title, in the marketing communication, it has not lost a unique and unique way. The Volvo Yacht Race has become a world-renowned competition under the operation of many years.
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