The entire American internet was shocked by an unverified piece of news.
According to people familiar with the matter, Makino Technology provided Coca-Cola with a very powerful online promotion plan. Subsequently, Bruce, a senior executive of Coca-Cola, personally went to Silicon Valley to sign a promotion cooperation agreement worth US$200 million with Makino Technology!
This news not only stunned the Internet industry, but also stunned the advertising industry.
A US$200 million promotion cooperation agreement is equivalent to a US$200 million purchase order. It is equivalent to Coca-Cola buying US$200 million of promotional resources from Makino Technology in one package. In the advertising industry, this can be said to be unprecedented. What’s more, such a huge and enviable order was won by Makino Technology, which has nothing to do with the advertising industry.
The most important thing is that Makino Technology is very different from the 4A advertising companies in the advertising industry, and also very different from those advertising resource aggregators.
4A advertising companies plan and produce plans. As long as the customer is satisfied with the plan, the customer will then operate the plan themselves, or directly entrust the 4A company to carry out promotion operations. However, the 4A company still needs to start from its own upstream, that is, advertising. Resource providers for advertising.
The resource integrator is the contractor of advertising resources. They have obtained the resources of TV stations, radio stations, offline bus system advertisements, building advertisements, elevator advertisements and even toilet advertisements. Any advertising plan needs to be obtained from them. these resources.
The resources in the hands of the resource integrator are not free. Every advertising position belongs to the resource provider. If you want to obtain these resources, you must pay a real cost, and the cost of these resources is often extremely expensive. Therefore, some large companies often More than half of the hundreds of millions of dollars in advertising programs are given to resource providers.
However, when Makino Technology won such a large advertising order this time, it did not follow the industry rules of the advertising industry at all.
The advertising industry, like all industries, has its own rules, its own upstream, midstream and downstream sectors, and its own complete industrial chain.
Enterprises or units that provide various advertising resources, such as TV stations, radio stations, and newspapers, they are the upstream of the advertising industry;
Integrators that integrate public advertising resources and provide packaged and integrated services to customers are the midstream of the advertising industry;
4As and other advertising companies that provide advertising creativity are the downstream of the advertising industry;
Only through the cooperation of these three can the entire advertising industry chain be formed.
For example, a domestic liquor company wanted to launch a new product with a high-end positioning, hoping to increase brand awareness and recognition through advertising. Then they formulated a promotion budget of 200 million yuan, and then found a 4A advertising company to let them Help come up with a plan.
After charging the company a service fee of 20 million, the 4A advertising company comprehensively analyzed the current situation of the domestic liquor market and well-known brands, then analyzed the customer's brand awareness and the current situation in the industry, and finally analyzed the customer's current position in the domestic liquor market. The brand recognition and competitiveness in China are insufficient. If you blindly buy high-end products, it will be difficult to open up the situation. However, this is precisely the core demand of customers, so 4A advertising company came up with a strange trick to promote it with special marketing methods. This product, so they came up with a blue classic advertising idea.
Subsequently, this advertising idea was adopted by the client. Next, the plan was continuously improved. Finally, the client determined the final design and promotion plan of the product. Next, the company spent the remaining 180 million yuan in the budget to a company. Advertising agency.
Advertising agencies quickly sorted out their own advertising resources and placed ads for this product in prime time on dozens of TV stations across the country and in offline advertising placements across the country.
Subsequently, this company's alcohol advertising was overwhelming, and all 200 million yuan was spent, but in exchange for sales growth of several billion or even higher every year.
This is the whole process of a successful advertising case from birth to implementation in the traditional advertising industry. The company pays and the three parties, 4A, resource integrator and resource provider, make money. For a 200 million plan, 4A may earn 20 million yuan. Ten million, the aggregator earned 20 million, and resource providers including major TV stations earned a total of 160 million.
This time, Makino Technology won a super order of US$200 million from Coca-Cola. What the advertising industry cannot accept is that Makino Technology, which won such a large order, is not an advertising company...
What is most unacceptable to them, and what makes them feel full of crisis, is that Makino Technology itself has done all the upstream, mid-stream and downstream aspects of the entire advertising industry! This is simply disruptive to the advertising industry!
As a result, people in the entire American advertising industry were asking everywhere what kind of promotion plan Makino Technology provided Coca-Cola, which actually allowed Coca-Cola to spend 200 million US dollars in one go.
However, both Coca-Cola and Makino Technology are keeping the specific content of this cooperation strictly confidential. Both parties have acquiesced in this cooperation, but no one knows the specific content of the cooperation.
…
Li Mu himself did not expect that he would actually get 200 million US dollars from Coca-Cola, and there was no hard cost to get the 200 million US dollars, it was nothing more than some of his own resources.
Of the US$200 million cooperation with Coca-Cola, US$100 million will be used to promote Coca-Cola among non-RMB user groups, and US$40 million will be used to promote the RMB user group.
As for the remaining US$60 million, it is Li Mu’s third promotion plan for Bruce—game implantation.
The popular "Paradise Town" has a huge user base and over 10 million daily active users. It is the largest online game in the world today. Li Mu will add a "Cola Factory" to the manufacturing system of "Paradise Town" as a A new processing system is integrated into the processing system structure tree of "Paradise Town".
According to the setting of the structure tree, the Coke factory requires three raw materials to make Coke: sugar, cola and expired coca leaves;
Since coca leaves contain some ingredients that can be used to make poison, players cannot obtain raw materials such as "expired coca leaves" by growing coca and can only buy them through the dock in the game;
In addition to the "expired coca leaves" that need to be purchased, players can be self-sufficient in sugar and kola.
Players can directly purchase kora seeds and plant kora on the farm;
In addition to Kola, if users want to get sugar, they need to buy sugar cane seeds to grow sugar cane, and then use a sugar factory to convert the sugar cane into sugar.
With the "Cola Factory", as well as sugar, cola and expired coca leaves, users can create cola, and cola plays a very important role in the game's mission system. Complete the mission with coca, You can get more and better mission rewards.
This series of creativity of "Coke Factory" is Li Mu's third promotion plan for Coca-Cola. Li Mu's purpose is that as long as Coca-Cola is willing to pay, then the "Coke Factory" can be named "Coca-Cola Factory", and other The resulting product will also be renamed "Coca-Cola".
The idea of this game implant impressed Coca-Cola executives almost instantly. No one has ever tried such an interesting implant method, and the other party is an online game with more than 10 million daily active users. This kind of promotion method is simply It's so avant-garde that it's hard to believe.
In addition, Li Mu also gave Coca-Cola a better integration plan: the redemption code marketing plan can be completely used in offline entities and moved to online virtual ones. In other words, players of "Paradise Town" If virtual "Coke" is produced, then each bottle of "Coke" will also contain a redemption code, and users will have the opportunity to redeem virtual coins and special game props as rewards.
The Coca-Cola Company is ecstatic about this promotion plan. Such a marketing promotion plan, which was very common in 2016, was enough to make everyone worship it in 2003.
However, Li Mu poured cold water on the Coca-Cola Company. He could only promise in the contract to keep elements related to the Coca-Cola factory in the game for three months. After three months, Li Mu had the right to remove or hide these props. deal with.
The Coca-Cola Company initially protested strongly against Li Mu's three-month guarantee period, but Li Mu did not relent at all. He always implemented the principle of no price reduction and no increase in quantity, leaving no room for Coca-Cola to mediate.
This immediately put Coca-Cola's senior management into a huge tangled situation.
In fact, Coca-Cola prefers the third promotion plan compared to the redemption code plan for physical drinks, because they only need a cost of 60 million US dollars to allow over 100 million players to repeatedly see Coca-Cola’s product placement ads and actively To have more and closer contact and connection with Coca-Cola’s product placement.
However, the three-month statute of limitations is indeed too short, which is equivalent to US$20 million per month, which is indeed prohibitively expensive.
But then again, "Paradise Town" has more than 10 million daily active users. In three months, the accumulated number of impressions will probably reach hundreds of millions or even billions. In this way, it originally seemed to be extremely cheating. The price seems particularly kind again.
However, after considering it, Coca-Cola decided to fully accept Li Mu's promotion plan. Therefore, the day after Bruce and Li Mu met, Bruce got the final approval from Coca-Cola in Silicon Valley and signed a cooperation agreement with Li Mu.
Li Mu was naturally very pleased to receive two hundred million US dollars in one breath, but the two hundred million US dollars contract also completely exposed his whereabouts. Now the entire United States and even the world know that he has come to the United States.
Li Mu was also planning to quietly go to Harvard to see Su Yingxue, but as soon as the cooperation with Coca-Cola ended, Li Mu received a call from the president of Harvard.
During the phone call, the president of Harvard talked a lot excitedly, but in summary, there were only two key points:
First, the 3321 team has arrived at Harvard and has begun working with Harvard to prepare for the launch of the 3321 US station;
Second, students miss you very much. More than 10,000 Harvard students collectively expressed their voices on the campus online. They sincerely hope that you can find time to come to Harvard again this time you come to the United States...
(End of chapter)