Rebirth in a Perfect Era Chapter 1192: Two hundred million USD large orders
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The entire US internet was shocked by an unverified news.
According to people familiar with the matter, Muye Science and Technology provided Coca-Cola with a very awesome online promotion plan. Then Coca-Cola ’s executive Bruce personally signed a promotion cooperation agreement worth 200 million USD at Silicon Valley and Muye Science and Technology!
This news not only made the internet industry dumbfounded, it even stunned the advertising industry.
The promotion cooperation agreement of 200 million USD is equivalent to the purchase order of 200 million USD, which is equivalent to the purchase of 200 million USD promotion resources from Coca-Cola from Muye Science and Technology. In the advertising industry, this can be said to be unprecedented. The big order, not to mention, such a huge order that makes people envious and jealous was won by Muye Science and Technology, which has nothing to do with the advertising industry.
The most important thing is that Muye Science and Technology is very different from the 4A advertising companies in the advertising industry, and is also very different from those who integrate advertising resources.
4A advertising company is planning, out of the plan, as long as the customer is satisfied with the plan, then the customer will take the plan to operate it by himself, or directly entrust the 4A company to carry out the promotion operation, but the 4A company still needs to start from its own upstream. That is, the advertising resource provider carries out advertising.
Resource integration parties are contractors of advertising resources. They have won the resources of TV Station, radio, offline bus system advertisements, building advertisements, elevator advertisements and even toilet advertisements. Any advertising scheme landing needs to be from their hands Get these resources.
The resources in the hands of the resource integration party are not in vain. Every advertising position belongs to the resource provider. If you want to get these resources, you must pay a substantial cost, and the cost of these resources is often very expensive. So, some Of the advertising schemes of hundreds of millions of USDs of large enterprises, more than half are given to resource providers.
And Muye Science and Technology won such a large advertising order this time, but did not follow the industry rules of the advertising industry.
The advertising industry, like all industries, has its own rules, and has its own upstream, middle and downstream, and its own complete supply chain.
Enterprises or units that provide various advertising resources, such as TV Station, radio stations, and newspapers, they are the upstream of the advertising industry;
Integrators that integrate public advertising resources and provide package integration services to customers are the midstream of the advertising industry;
4A and other advertising companies that provide advertising ideas are the downstream of the advertising industry;
The cooperation of these three can form the supply chain of the entire advertisement.
For example, a domestic liquor company wanted to launch a high-end new product, hoping to get brand awareness and recognition through advertising. Then they formulated a promotion budget of 200 million RMB, and then found a 4A advertising company. , Let them help out the plan.
After receiving the service fee of the company 20 million, the 4A advertising company comprehensively analyzes the domestic liquor market status and the status of well-known brands, then analyzes the brand awareness of customers and the current situation in the industry, and finally analyzes the current customers in domestic liquor The brand recognition in the market is insufficient and the competitiveness is not enough. If you blindly put on high-end products, it is difficult to open up the situation, but this is precisely the core needs of customers, so 4A advertising company came up with a strange trick, using a special marketing method to To promote this product, they produced a blue classic advertising idea.
After that, this advertising idea was adopted by the client. Next, the plan was continuously improved. The final client determined the final design and promotion plan of the product. Next, the company smashed the remaining 100 million 80 million RMB of the budget to a family. Advertising agency.
Ad agencies quickly sorted out the advertising resources in their own hands and put the ads for this product in the prime time of dozens of TV Stations and offline ad placements across the country.
Following this, this company's liquor advertising was overwhelming, and 200 million RMB spent a lot of light, but it returned to billions or more of annual sales growth.
This is the whole process of a successful advertising case from birth to landing in the traditional advertising industry. Enterprises pay money, and 4A, resource integration parties, and resource providers make money. The 200 million program may be 4A. Earned 20 million, the integrated party earned 20 million, and the major resource providers including TV Station made a total of 100 million 60 million.
This time Muye Science and Technology won a super order of 200 million USD from Coca-Cola. What made the advertising industry unacceptable is that Muye Science and Technology, which won such a large order, is not an advertising company ...
And what makes them unacceptable most, and feels the crisis is: Muye Science and Technology has done all the upstream, middle and downstream of the entire advertising industry! This is a subversive existence for the advertising industry!
So, people in the entire American advertising industry are asking everywhere, what kind of promotion plan does Muye Science and Technology provide for Coca-Cola, and it can actually make Coca-Cola come up with 200 million USD in one breath.
However, whether it is Coca-Cola or Muye Science and Technology, the specific content of this cooperation is strictly confidential. Both parties defaulted on this cooperation, but no one knows what the specific cooperation is.
......
Li Mu himself is also didn't expect. He actually took 200 million USD from Coca-Cola, and he did n’t need to pay any hard cost to get these two hundred million USD. It ’s just some of his own resources.
In cooperation with Coca-Cola ’s 200 million USD, 100 million USD is used to promote Coca-Cola among non-RMB user groups, and 40 million USD is used to promote RMB user groups.
As for the remaining 60 million USD, it is Li Mu's third set of promotion plan for Blues-game implantation.
The world-famous "Paradise Town" has a huge user group and more than 10 million daily users. It is the largest online game in the world today. Li Mu will add a "Cola Factory" in the system manufacturing of "Paradise Town" as A new processing system is integrated into the processing architecture tree of "Paradise Town".
According to the setting of the structure tree, the Coke factory needs three raw materials for manufacturing Coke, namely: sugar, kola and failed coca leaves;
Because coca leaves contain some ingredients that can be poisoned, the raw material of "dead coca leaves" cannot be obtained by planting coca leaves, and can only be purchased through the dock in the game;
In addition to the purchase of "Dead Coca Leaf", both white sugar and Kola players can be self-sufficient.
Players can directly buy Kola seeds and plant Kola on the farm;
In addition to Kola, if users want to get sugar, they need to buy sugarcane seeds to grow sugarcane, and then use a sugar factory to convert sugarcane into sugar.
With the "Cola Factory", sugar, kola, and coca leaves that have failed, users can create cola, and cola has a very important role in the game's mission system. Tasks, you can get more and better task rewards.
A series of ideas for this "Coke Factory" is the third set of promotion plans for Coca-Cola by Li Mu. The purpose of Li Mu's is that as long as Coca-Cola is willing to pay, then the "Coke Factory" can be named "Coca-Cola Factory" And its products will be renamed "Coca-Cola".
The idea of this game implantation has impressed the executives of Coca-Cola almost in an instant. No one has ever tried such an interesting implantation method, and the other party is still an online game with more than 10 million daily users. The propaganda method is simply unbelievable.
In addition, Li Mu also gave Coca-Cola a better integration solution: the marketing program of the redemption code can be used in the offline entity and moved to the online virtual, that is, "Paradise Town" If a player produces a virtual "Coke", then each bottle of "Coke" will also have a redemption code, and users will have the opportunity to redeem it for virtual currency and the special game item(s) rewards.
The Coca-Cola Company is ecstatic about this set of promotion plans. Such a set of very common marketing promotion plans in 2016 was enough to worship everyone in 2003.
However, Li Mu poured another pot of cold water for the Coca-Cola Company. He can only promise to keep the Coca-Cola factory related elements in the game for three months. After three months, Li Mu has the right to make these item(s) Shelf or hidden processing.
The Coca-Cola Company initially had a strong protest against the Li Mu's three-month guarantee period, but Li Mu did not relax at all. It always implemented the principle of no price reduction and no increase, and it did not give Coca-Cola any room for mediation.
This time, Coca-Cola's senior executives are caught in a huge tangled situation.
In fact, Coca-Cola prefers the third set of promotion plans compared to the redemption code plan for physical beverages, because they only need the cost of 60 million USD, so that hundreds of millions of players can repeatedly see Coca-Cola ’s implanted ads and take the initiative To have more and closer contact and contact with Coca-Cola's placement ads.
However, the three-month limitation period is indeed too short, which is equivalent to 20 million USD in one month, which is really expensive to scare people.
But then again, there are more than 10 million daily users in Paradise Town. In three months, the cumulative number of impressions will probably reach hundreds of millions or even billions of times. The extremely incomparable price makes it extremely kind again.
However, after consideration, Coca-Cola decided to accept the Li Mu's promotion plan in its entirety. So, on the second day of meeting with Bruce and Li Mu, in Silicon Valley, Bruce was finally recognized by Coca-Cola and signed a cooperation agreement with Li Mu.
Getting 200 million USD in one breath, Li Mu is also particularly gratifying, but the contract of 200 million USD has completely exposed his whereabouts, and now the entire United States and even the world know that he has come to the United States.
Li Mu is also preparing to quietly go to Harvard to see Su Yingxue. As a result, the cooperation with Coca-Cola has just ended. Li Mu received a call from the principal of Harvard.
On the phone, the president of Harvard said a lot of excitement, but in summary, there are only two points:
First, the 3321 team has arrived at Harvard and has begun to prepare for the launch of the 3321 US station with Harvard;
Second, the students all miss you very much. More than 10,000 Harvard students have collectively voiced on the campus network. I sincerely hope that you will come to the United States this time and take the time to come to Harvard again ...