Rebirth in a Perfect Era Chapter 1347: The popularity continues to rise
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"Plant Wars Zombie(s)Online" achieved a breakthrough from Online to Offline in a blink of an eye, and the speed was so fast that it shocked the world again.
Since the birth of cartoons and the birth of online games, no cartoon product has been so popular all over the world so fast, and it also contains such powerful vitality.
And what makes people more talked about is the cooperation case between Li Mu and Coca-Cola and McDonald ’s. When the Western media got the exact news, the cooperation between Li Mu and two world-class companies only charged a USD copyright royalty. , Each one is dumbfounded.
This year, the business model for internet and intellectual property rights is still very simple. Even Online Games is still relying on paying for game time for the key point of profitability. The same is true of copyright owners in countries around the world. They are now thinking about one. One thing, that is, how to maximize the benefits of copyright. Even if Coca-Cola wants to cooperate with Marvel, Marvel will mark each of their cartoon images with high prices. There has been a situation where Marvel has licensed its image to offline companies for free.
However, the only requirement for Li Mu is to abandon the copyright fee, the only requirement is that the user should maximize the usage rate of the cartoon image that he authorizes. In other words, the more times people use it, the higher the money, Li Mu is The more you use the less money.
A few days later, McDonald ’s, which has hung multi-day advertisements in stores, also officially launched the "Plant Wars Zombie(s)" package and toys in global stores!
The influence this time is even greater than Coca-Cola!
On the day of the sale, almost all McDonald's stores around the world have queued up. Even the China, which is covered by the SARS cloud, there are a large number of gamers and enthusiasts wearing masks to McDonald's to queue up to buy related packages. The degree is extremely high.
Coca-Cola just printed the image of "Plant Wars Zombie(s)" on the packaging, but McDonald's not only printed them on the packaging this time, but also launched a large number of physical toys, which immediately increased the appeal to users. .
In Japan & South Korea and Western countries, since there is no piracy, there are currently no peripheral products of "Plant Wars Zombie(s)" in the entire market, even if it is already fiery/popular, even if the peripheral manufacturers in these countries have The eyes are unbearable, and no one dares to make an unauthorized peripheral product, so this batch of McDonald's authorized toys has become the only "Plant Wars Zombie(s)" peripheral available on the market.
That's why consumers are crazy about them.
Consumers line up in McDonald ’s stores to purchase game-related packages, or order packages and add money to buy toys, because according to regulations, these toys cannot be used directly to sell, and must be purchased to specify The package will be given away, or buy any package, plus a certain amount of cash.
Many consumers with collecting addiction will even buy multiple packages in order to get as many toys as possible, so that McDonald ’s has to temporarily introduce a new store sales policy for more consumers. One person You can only buy one "Plant Wars Zombie(s)" package at a time. If you buy other packages, no matter how much you buy, you can only buy one "Plant Wars Zombie(s)" toy.
But even so, the number of dolls is still not enough.
So, McDonald's began to customize new dolls urgently, and greatly increased the order volume.
Li Mu will not receive the profit share of McDonald ’s authorized derivatives in the next one-year license period. McDonald ’s realizes the influence of these peripherals on users, so it hopes to seize the opportunity and continue to invest more resources to deal with it. McDonald's and the "Plant Wars Zombie(s)" activities to promote.
What makes Li Mu didn't expect is that McDonald's actually found Muye Science and Technology, hoping that Muye Science and Technology can authorize them to add the elements of "Plant Wars Zombie(s)" to McDonald's global advertising!
Muye Science and Technology although gave McDonald ’s "Plant Wars Zombie(s)" authorization, but the authorization direction is clearly stipulated, and can only be used for display elements in its own stores, and the production of derivative peripheral products only for its own stores, other All rights and interests belong to Muye Science and Technology. McDonald's cannot be infringed in any way. Therefore, McDonald's wants to use the elements of "Plant War Zombie(s)" in its external TV and print ads. It must request another authorization from Muye Science and Technology.
When Li Mu heard this news, he almost agreed to McDonald ’s request without hesitation. McDonald ’s now wants to let more people know about their cooperation with Plants vs. Zombie(s) through their own advertising promotion. So for them, the elements of "Plant War Zombie(s)" can be added to McDonald's own TV commercials, which can greatly improve the conversion rate.
What Li Mu thinks is that this is the most anticipated effect. Let these companies spare no effort to help themselves promote the "Plant Wars Zombie(s)", and do not have to spend their own money, because this is McDonald's using its own advertising Budget, to promote itself and "Plant Wars Zombie(s)".
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So, Li Mu asked his interface people to convey their attitude to McDonald ’s: authorization is allowed, Muye Science and Technology can not only be authorized, but also free of charge, but McDonald ’s must ensure that the video advertisements, plant wars Zombie(s) element exposure rate, must Accounted for more than 80% of the entire advertising time, the surface area occupied by the elements of print ads, plant wars and Zombie(s) should reach 20% of the entire advertising surface area.
That is to say, if McDonald ’s wants to make a 30-second advertisement, then there must be a 24-second image containing the elements of Plants vs. Zombie(s). It is not required that only the elements of Plants vs. Zombie(s) are included in the picture, but The appearance time cannot be less than 24 seconds.
In addition, if McDonald ’s puts a flat-promotional poster on the giant screen in Times Square, this poster uses red as the background, with McDonald ’s Hamburger as the core, and McDonald ’s brand LOGO, it may be that Hamburger can only account for To 25% of the surface area, but the elements of Plants vs. Zombie(s) must account for 20%;
If McDonald ’s meets these requirements, Muye Science and Technology will not charge a penny. If the requirements are not met during the promotion process, Muye Science and Technology will demand huge compensation from them.
McDonald's agreed to the request of Muye Science and Technology almost immediately, and they quickly gave out a global version of the advertising plan. In the planning case, the video advertising began with the game interface of "Plant Wars Zombie(s)". Zombie(s) are desperate. To rush across the garden, and various plants are desperately resisting.
At this time, between Zombie(s) and the plant, a cartoon image of McDonald ’s will suddenly appear. It will say Zombie(s) and the plant in various languages: "Hey, still hurting each other day and night? Just stop and go to McDonald ’s Try the latest "Plant Wars Zombie(s)" theme package! There are also a large number of Plant Wars Zombie(s) toys of the same type waiting for you! "
Afterwards, every Zombie(s) in the picture stopped attacking the plants, and instead each person held a Hamburger to nibble, and the plants swayed joyfully left and right. Drinks with McDonald's logo ...
According to this planning case, the time when the material of plant wars Zombie(s) will appear in the advertisement exceeds 90%.
Li Mu is very satisfied with this plan. Without saying a word, a big wave: "OK, give them a letter of authorization now and let them launch a new version of the ad as soon as possible!"
McDonald's immediately spent money to find a well-known animation team in Hollywood for advertising production. The advertising will use the material of the game itself and then be adapted appropriately, so the design process is completely omitted. The tens of seconds of advertising, it is said that several It can be done in days.
As Li Mu waited for the new McDonald ’s advertisement to be broadcast in TV Station countries around the world, Muye Science and Technology received a large number of cooperation requests from enterprises, including many world-renowned well-known enterprises.
A large number of well-known manufacturers of peripheral products at home and abroad hope to obtain the copyright authorization of Plant Warfare Zombie(s), and many FMCG manufacturers hope to learn from Coca-Cola's cooperation and cooperate with Muye Science and Technology for copyright, because in their view, Muye Science and Technology Anyway, no copyright fees, nothing more than to promise the number of exposures, then it is a big deal to promise all products, give Muye Science and Technology the maximum exposure commitment, and then use this to increase sales.
However, Li Mu suddenly changed its course.
Now want to get copyright for free? Late, Coca-Cola and McDonald's are strategic needs, and now the brand premium of "Plant Wars Zombie(s)" is already so large, and it is a bit unreasonable if it is free.
Moreover, Li Mu doesn't want "Plant Wars Zombie(s)" to completely ruin the street overnight. If there is any material for Plant Wars Zombie(s) on any product, it is also equivalent to the vitality of "Oversaw Plant Wars Zombie(s)".
So, Muye Science and Technology officially announced that from now on, "Plant Wars Zombie(s)" will tighten the copyright authorization. In theory, in one industry, only one partner will be selected, and the consideration dimension for selecting partners will also change from now on. Starting from, not only to consider the exposure, but also to consider the actual bid, Muye Science and Technology will choose to cooperate with the most cost-effective.
Interestingly, both Microsoft ’s Xbox and Sony ’s PS took the initiative to find Muye Science and Technology and proposed a cooperation intention: they hope to be able to transplant “Plant Wars Zombie(s)Online” to their host platform, and both hope It is an exclusive exclusive cooperation.
As for the specific way of cooperation, the two companies have almost the same plan, both of which use the game charging model. Microsoft and Sony will give Muye Science and Technology game sales a share by selling the game.
Li Mu almost did not hesitate to reject this cooperation model, just pure achievements want to keep their games to their platforms, but also want to be exclusive? How is it possible, just dreaming.
These two game console platforms want to transplant their own games, the purpose is nothing more than to enhance their own content library, and at the same time seize this popularity, so that players of their own platforms can play the most popular games on their own platforms, if they can Getting exclusive cooperation is still a good opportunity to widen the gap with competing products.
In this case, their appeal is much greater than that of Li Mu's, so Li Mu has made their own cooperation opinions with these two companies:
First, the share can be, but the two companies must pay the guaranteed amount. If it is not exclusive, each company pays 30 million USD guaranteed. If the divided amount does not reach 30 million USD, Muye Science and Technology will not be refunded. If it exceeds, the two companies The company divides the extra part to Muye Science and Technology;
Second, if it is exclusive, in addition to guarantees, Muye Science and Technology also requires exclusive subsidies from cooperating enterprises. If no subsidies are given, why should you cooperate exclusively with you? As for the amount of exclusive subsidies, Li Mu did not expressly let them bring their own prices.
This is the same as the cooperation between the future video website and the content side. If a film and television company produces a big online movie, he can use it to cooperate with any video platform or even all video platforms. The settlement is divided from the major platforms, but if any video platform wants to buy the sole broadcast right of a big online movie, it must not only guarantee the guarantee, but also give enough subsidies and resources to tilt, otherwise who will give up on other platforms Potential profits, help it compete with other platforms?