The battle for product placement in the chicken-eating game has begun. Which brand is the hidden chicken-eating king?

I believe everyone must have seen JD.com’s Double Eleven charter flight advertisement some time ago!

This is a cross-border cooperation between NetEase's mobile game "Terminator 2: Judgment Day" and JD.com. The airdrop planes and supply boxes all have the JD.com logo, which makes netizens exclaim that this advertising placement is impressive!

Today, NetEase is up to something again! The gaming team was also good at making fun of their own CEO Ding Lei , by changing the paint on the plane: the annual black-and-white blockbuster "Who Shot Ding Lei?"

It is said that if you defeat the boss of the pig factory, Brother Shitou (Ding Lei's game ID), you can get many rewards and also be implanted in various platforms under NetEase.

As the overseas " PlayerUnknown's Battlegrounds " craze spreads to China, Xiaomi, NetEase and Tencent have all entered the game to develop "chicken-eating" mobile games, and the battle is becoming increasingly fierce...

NetEase's "Terminator 2: Judgment Day" seized the opportunity and successfully squeezed out " Honor of Kings " to win the first place in the domestic IOS game rankings .

The extremely high popularity of the game "PlayerUnknown's Battlegrounds" has made many brand owners unable to control themselves and have teamed up with game manufacturers to implant products. Bangmei sets an example by "in-depth investigation" into the PUBG game to tell everyone how outrageous the current game advertising placements are!

Unexpected advertising space !
Riding a shared bike and eating Baidu Takeaway

Today, "Terminator 2: Judgment Day" was updated with a new single-person vehicle , the ofo yellow bike , and a medical kit, Baidu Takeout.

Once you enter the game, I won’t go into details about the airdrop advertising space. I guess brand owners will have to bid for the advertising schedule here later.

By clicking on the map next to it, you can clearly see the location of ofo's yellow bikes. Bangmei chose the nearest place for skydiving. The speed of ofo's yellow bike is between running and other motor vehicles. It is cool and fuel-efficient, making it a perfect choice for home scooters!

Start posing next to this row of shared yellow bikes, scan the code to use the bikes for free, ride on the grass and take a photo... I really treat everyone as couriers from JD.com, dropped in from the sky and delivering packages on bikes!

Bangmei was riding a yellow bike (= a moving target) happily, when she was suddenly shot dead. She died gloriously before she could find "Baidu Takeout"...

"Baidu Takeout" is a recovery item that can be picked up in the game, which can restore a large amount of health after use. On Weibo, there are many players posting group photos:

Do you think this is enough? Too naive! In NetEase’s other mobile chicken-eating game “Wild Action”, its own brand is implanted in every possible way!

The cartons are all covered with NetEase Haitao Koala's small logo:

The carefully selected advertisement on the supply box:

NetEase Cloud Music on the bus body:

Some netizens even said that the next time the game is updated, a "pig factory" will appear on the map, and boss Ding Sanshi will distribute supply boxes to everyone! (Maybe it can actually be realized...)

NetEase is not the only company to embed advertisements in its PUBG mobile game. Tencent's upcoming mobile game Deserted Island Training will also include Mobike during its internal testing.

According to Tencent’s personality, they may have already negotiated cooperation with brand owners and are just waiting for the game to be launched...

In-game and out-of-game lucky draws and discounts attract players' attention

In addition to displaying advertising placements within the game, NetEase also uses Weibo and WeChat linkages within and outside the game. In today's "Who Gives Ding Lei a Shot" event, players can participate in the lottery by taking a screenshot of an airplane. The prize is a carefully selected frying pan. "Baidu Takeout" also has the same lottery routine.

When ofo’s yellow bikes were first embedded in the game, the official Weibo account redirected traffic to the official account through a link and distributed monthly yellow bike card benefits at the end of the official account. Leave it to the destined person to continue his journey...

Before Double Eleven, the official Weibo account of Terminator 2 launched a charter flight advertisement H5, "If I can't help you with anything else, I'll just lend you my plane!"

NetEase has used so many methods to collaborate with big brands across industries, and it is a topic-generating machine. At the same time, the game traffic is directed to Weibo and WeChat, and various promotional activities are used to attract more players' attention. This can be said to be very thoughtful!

Faced with the trend of Chicken Dinner games to continue advertising, netizens' comments can be divided into two categories:

I don’t think so!

@爱玩脑的招财猫: There are too many ads, I feel it affects the gaming experience!

@午饭陪你到底: I hate product placement the most. It ruins the game!

@Technology Zone: Can you please stop making fun of me? Cycling in the wilderness, a moving target? ? ?

I think it’s ok!

@望舒: It doesn’t matter. The game doesn’t charge money, and you can’t charge money. How can you pay the salary without advertising…

@呀哈哈：Why not replace krypton gold with advertising?

@张大喵's Space: Walls, cars, people's clothes, chests and backs are all prime advertising spots. If all else fails, you can put up a large LED screen billboard at the intersection. As long as there is no recharge entrance, that's fine...

Of course, there are also people who make suggestions sincerely!

While their peers were still watching the fun on the shore, JD.com, ofo and Baidu seized an excellent brand communication opportunity with their keen sense of smell and bold creativity, becoming the first wave of people to try out the new technology. According to Bangmei, this seems to be the first time that a domestic mobile game has had such a high-profile product placement.

Take a look at the screenshots of JD.com’s product placement that went viral on WeChat Moments and Weibo during Double Eleven. This wave of attention made Dong Ge secretly happy, but I guess Jack Ma must be unhappy, right? The ROI of the first wave of implants is off the charts, and it is estimated that there will be an endless stream of followers, but the effect will inevitably be greatly reduced.

The author of this article @榜妹 compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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