Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
@comm, together with its donor, McDonald's, and Yue Wen group, jointly launch the zero episode of the full-time master, which is dedicated to fans as welfare. This advertisement centering on the protagonist Ye Xiu follows the story content and character setting of IP completely. The new product "on sauce and chips" comforts Ye Xiu who is in a low tide and becomes the key to promote the development of the story rather than just food.
In the main animation, McDonald's also often appears as the energy supplement of the main characters in the battle. In addition to product exposure, McDonald's invited popular character Richard zhou to make TVC cones as big as new product endorsements.
Intro：
In the "trans-dimensional" marketing camp, @comm and McDonald's, which is in the pace of brand rejuvenation, enter the language system of young people through the strategy of content rejuvenation, break the dimensional wall through the trans-boundary quadratic, play "the full-time master", and understand more about the marketing of young people.
McDonald's cooperation with the full-time master of skipping the presumably experienced by variety show named, partners, products with more traditional mode of cooperation, directly in the original deep into the content of animation, and animated content closely with advertising looks more like the set pieces of the story, fresh and not acosmia cooperation, in the full time master fan base immediately aroused widespread.
Solution:
McDonald's cross the boundary of the second dimension, break the dimensional wall, play the new era of national man, do more understand the marketing of young people, provide in-depth user experience, trigger UGC. Execution highlights: online and offline linkage.
Make reasonable use of the plot of welfare, provide reasons for fans to visit the McDonald's holy land in hangzhou lakeside restaurant, and arrange 30 fans to watch the IP premiere together in the store for the first time. Developed the holy land tour strategy for fans, and set up a lot of exclusive areas to provide fans and male god to break the dimension wall contact, created the hangzhou store holy land tour grand occasion, promote sales transformation and win consumers' good impression on the brand.
Most quadratic users are eager to break the psychological insight of dimensional wall, and use the voice actor of Ye Xiu, the spokesperson of "on sauce and fries", to reply to fans, let the quadratic characters successfully break through dimensional wall, and guide users to actively participate in UGC, share the same food around or idols.
Aiming at the capital investment of most 2-d users willing to put into content derivatives, the content derivatives are bound with products to create a series of "2-d web celebrity single products" : humanoid sign, poster, and McElka, providing fans with a good user experience and promoting sales transformation.
Shaped the event that conforms to the IP person setting and spokesman identity: "so big cylinder" advertising spokesman shooting notice exposure, once again let the two-dimensional characters successfully break through the dimensional wall.
Based on the big cylinder spokesman zhou zekai's team base in Shanghai, chose Shanghai yajule store as zhou zekai's "so big cylinder" theme store, and on the day that the big cylinder was online, with the help of zhou zekai's surrounding "signature posters" to attract fans, forming a grand situation of queuing inside and outside the store, directly expand sales.
Result：
Correctly understanding the profound fetters between quadratic users and content and role is the premise of successful trans-dimensional marketing.
The order volume of the whole store during the launch period was 11% higher than that of the same period last year, and the sales volume was 18% higher than that of the same period last year. The actual UPT achievement rate is 139%.
29% month-on-day.
