Shulou(Shulou.com)11/24 Report--

Marriage, schooling, birthday celebrations are happy moments for Chinese people to reunite. Recently, Magnetic Engine and Coca-Cola launched a brand customized short film "Red Fire Wedding Banquet", which joined hands with fast-handed featured people @ Guo Liuling,@ Laughing Dajiang and @ Money Cute to vividly interpret the happy gathering stories of relatives and friends at wedding banquets, graduation banquets and birthday banquets, causing the public to strongly resonate with Chinese wedding banquet culture. Coca-Cola also successfully formed a strong binding with the happy gathering atmosphere of the township wedding banquet, quickly penetrating the consumer groups in Xinxiang Town.

Focus on three classic gathering scenes, and join hands with people to perform wedding stories

The crackling sound of firecrackers, the steps covered with red carpets, the windows pasted with red happy characters, the doors hung with red lanterns, the dining table covered with red tablecloths, a couple of new people dressed in red dresses, a group of relatives and friends who booed "kiss one"... The short film "Red Fire Wedding Banquet" opens with a very pyrotechnic and festive lens language, leading everyone to the scene of a traditional wedding banquet in a Chinese township. This red and happy gathering atmosphere is also filled in the whole short film.

The short film is constructed with the wedding banquet story of people in villages and towns with fast-handed characteristics. It focuses on the three classic scenes in Chinese wedding banquet culture,"wedding banquet, graduation banquet and birthday banquet," vividly portraying the happy moment when people gather with relatives and friends and share happiness. It not only arouses the emotional resonance and strong recognition of the public with infectious emotional expression and happy happiness, but also conveys Coca-Cola's brand story and value with the help of wedding banquet scenes, so as to make "a happy event in full bloom." the idea of "just want coke" has become more deeply rooted in people's minds.

In the short film, the quick hand pointed the camera at the hometown of Yibin, Sichuan Province, Suqian, Jiangsu Province and Yulin, Guangxi Province, telling the warm stories of @ banknote cute,@ laughing Dajiang,@ Guo Liuling attending the wedding banquet of relatives and friends, holding a university entrance banquet for relatives and friends and children, and holding a birthday banquet for grandfather respectively. Among them, there are not only family laughter, but also Sichuan-Chongqing dam banquet characteristic steamed vegetables, braised fish symbolizing "fish leaping Longmen," red peach symbolizing longevity and health, etc. A variety of wedding delicacies, Coca-Cola, as the most important "big dish" of the banquet, made a grand appearance at the end, pushing the happy atmosphere of the short film to a climax in the celebration of everyone's toast, vividly interpreting "no table without Coca-Cola."

For a long time, the perfect integration of Coca-Cola and gourmet food has always been the consumption scene that the brand focuses on. The wedding banquet is not only a very important town food scene, but also a spiritual lineage of local folk customs and hometown feelings. This time Coca-Cola hopes to better communicate with township consumers with the help of the wedding banquet scene, so as to help the brand's business development in villages and towns.

For township consumers, soda is essential for family and friends to celebrate together in the wedding banquet scene. Coca-Cola's exclusive red color and the pleasure brought by the refreshing bubbles perfectly match the festive atmosphere of the wedding party, making it the best choice for the wedding soda. The short film fully excavates and deduces this point, consolidating the consumption proposition of "Coca-Cola is the best way to do happy events."

Open up the content short film marketing link, enlarge the emotional value and realize the circle breaking

In recent years, user needs and marketing environments have been changing, posing new challenges and opportunities for brands. Coca-Cola has been at the forefront of the industry in the field of marketing scenario creation, constantly exploring marketing innovation and breakthrough. Relying on the advantages of fast hand's huge traffic, high-value users and content short film marketing link solutions, Coca-Cola can quickly unlock the creative play method of Short Video marketing and realize the content marketing breaking circle.

In this cooperation project with Coca-Cola, according to the marketing appeal of brand penetration into a wide range of mass markets, Fast Hand makes all-round efforts from four elements: suitable people, suitable content, diversified products and comprehensive communication, so as to construct perfect content marketing links to meet the diversified marketing needs of brands.

Specifically speaking, the fast hand selects the township people with high fit degree on the "people," makes full use of the influence and appeal of millions of fans, improves the planting power and goodwill of the brand, and helps Coca-Cola to accurately penetrate the minds of consumers in Xinxiang Town; On the "content," based on the localization marketing in China, focus on the theme of wedding banquet, customize and create brand short films, penetrate from multiple scenes, deeply connect and integrate Coca-Cola's brand proposition and mass culture, strengthen the emotional value and cultural value of short films, and enlarge the marketing effect of content; On "Product" and "Communication," through Short Video topics, live broadcast and other matrices, as well as special pages, search and other internal and external resources, the project is comprehensively promoted to break the circle.

At present, under the trend that the demand for brand content marketing continues to grow and Short Video become the core position of brand content marketing, it has become an important marketing way for brands to cooperate with fast hands to create theme short films. Give full play to the advantages of integrated content marketing such as featured talents, creative content and exposure resources. Fast hands are helping more and more brands enlarge the marketing value of content, realizing multi-dimensional marketing breakthroughs such as sound volume breaking, mental planting, word-of-mouth construction and sales transformation.

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