Taking advantage of "Transformers 5", a comprehensive review of brand IP marketing

This year marks the tenth anniversary of the release of the "Transformers" film series. At such a memorable time, " Transformers 5: The Last Knight " is coming. According to statistics, Transformers 5 broke 300 million yuan in box office on the first day , breaking the record again and becoming the hottest movie in mainland China.

From LeTV ’s sky-high-priced placement to Kugou’s strategic cooperation, they can avoid Coca-Cola ’s street “easter eggs” but cannot avoid JD.com ’s “king bomb” performance…

Through the following inventory, let us see who has the better fighting power?

Compared with Yili 's performance in "Transformers 2" and "Transformers 3", Mengniu Chunzhen's performance in "Transformers 5" is much more smooth. In the film, as the heroine's favorite beverage, Chunzhen is "everywhere" and steals the show. Coupled with Mengniu’s powerful offline advertising, I believe Chunzhen will soon become a hit product…

As early as 2016, it was rumored online that LeTV would spend 40 million to implant LeSEE Pro in " Transformers 5 ". LeTV had previously productized "Transformers 4". When the camera cut to the streets of Hong Kong, a car with the LeTV TV Super TV logo on its head drove through the melee.

Through this cooperation, LeTV not only promoted its new car models but also perfectly matched its brand sense of technology with the movie, allowing fans and consumers to see new hope for the LeTV brand.

Before the film was released, some netizens exposed the product placement of Bank of China on the set. It is not known whether it was an "accidental appearance" or intentional. The shot of Bank of China only flashed for 1 second, which can be said to be the most casual product placement.

In addition, Yingke , Tencent, and Hang Seng Bank all ended their initial cooperation with "Transformers 5" in a fleeting manner.

Cooperation that only involves "showing faces" is not enough to make the audience pay for the brand. A successful IP cooperation should be able to transform the brand into the simplest form of pictures, physical objects, etc., and cleverly integrate them between shot switches rather than inserting them abruptly. So, let’s move on to the next stage of Transformers 5 IP marketing .

In the just released "Transformers 5", the product placement of Vantage is considered one of the most interesting product placement plots in the whole film.

As the officially authorized kitchen appliance cooperation brand of "Transformers 5", Vatti cleverly integrated its own kitchen appliances into the movie. It seemed that it was also arranged to play a rival role and had interesting interactions with a group of Transformers and the protagonists.

Being able to combine the characteristics of one's own brand with the plot of the movie is certainly a good attempt.

Kugou, a long-established domestic online music platform, also appeared on "Transformers 5". With a shout of "Hello Kugou", the audience returned to reality from the movie. The Kugou smart speaker will also be transformed into a Transformer in the film, bringing rare and exciting highlights to the audience.

It is said that Kugou was attracted by the "chivalry" of this movie. Such chivalry probably refers to loyalty and long-term companionship, which is the same as Kugou's brand mission, so it wants to convey its own brand tone to users through the movie.

As a frequent guest in science fiction blockbusters, smartphones are an indispensable role with their frequent appearances. In the past two days, many bloggers have revealed that Meizu phones appeared in the movie "Transformers 5".

In addition to the product placement, Meizu also took advantage of the popularity of Transformers to cooperate with Paramount to launch the Meizu Blue E2 Transformers customized version. For a Transformers enthusiast, a mobile phone that fits the image of Transformers so well is naturally the best choice to buy.

Uxin also seized the opportunity to make its mark in Transformers 5. In the plot, when the protagonist team needed to find Autobot partners to fight together, they opened xin.com on their computers and entered the Youxin used car page.

Bumblebee was just a shabby second-hand car back then, so it seemed very reasonable to use it to summon its kind. However, it is easy for the audience to be distracted by the big yellow page of Uxin Used Cars directly...

Needless to say, the sweeping robot also has to transform. However, while promoting its brand, Proscenic launched customized Transformers products. This marketing method can be said to bring both fame and fortune.

Clear thinking is important for any brand. In the era when IP is prevalent, only by using IP to "softly implant" the brand's concepts and advantages into consumers can the value of IP be maximized.

As cooperation with big IPs becomes increasingly popular, the following brands have already grasped the key points by making good use of the "Transformers" big IP, sticking closely to the image that the brand wants to convey, and releasing the brand's interests in all directions.

In addition to the "flash" in the movie, "extra chapters" from major brands have also been released one after another.

Coca-Cola will naturally not give up this big IP that comes with its own traffic . In the latest Coca-Cola commercial: Bumblebee and Decepticons fight on the street, performing a romantic story of a hero saving a beauty...

Coca-Cola, which changed its cans without saying a word, also launched new packaging.

While promoting its products, Coca-Cola also emphasizes the entertainment of the brand and combines it with real-life scenarios to capture the new generation of young people. This move is brilliant!

This time, Comfort Shaver took a different approach. While others are playing with Autobots, I will try playing with “Razor Man”.

The used razor turned into a little Transformer and had a man-to-man fist bump with Optimus Prime... It turns out that your razor and Optimus Prime are actually "good friends"! Giving the brand "humanity" and bringing it closer to consumers is a good example of comfort.

Midea used a mixed-cut trailer technique to cleverly combine the grand fighting scenes in the movie with the content of the Midea Comfort Star air conditioner advertisement, perfectly interpreting the plot into a battle for Midea Comfort Star air conditioners.

While other air-conditioning brands are still taking the warm-hearted approach, Midea's collaboration with Transformers also caught the attention of consumers.

In IP marketing, if there is no sense of brand exclusivity, it will easily be ignored by consumers. How can we ensure effective communication with consumers while also conveying a sense of brand exclusivity? Then let’s look at the following case.

Compared with other brands that took early action, JD.com seemed to be particularly calm and dropped a bombshell on the last day before the release of "Transformers 5"! It stands out among many brands and becomes the biggest "trump card" in this marketing competition.

Instead of doing simple movie placement or simple TVC remix, JD.com directly cooperated with Hasbro and deeply integrated with the super IP to create a new story: using the JD.com express truck as the prototype to create a JD.com version of Transformers , letting him fight side by side with Bumblebee, while awakening the heroic dreams of ordinary people, it will also cultivate the work into new content with JD.com symbols.
JD.com combined its own brand assets with the Transformers characters to create the JD.com version of Transformers, which is quite a publicity stunt.

Focusing on emotional entrances, conveying a youthful image, and adding the power of a strong platform, this IP aggregation can be said to be the highest form of IP marketing. By leveraging the Transformers brand to gain the favor of fans, and combining the IP to create new content, the brand is brought closer to users. This cooperation with JD.com is one step ahead and can be regarded as the most valuable brand cooperation.

With the release of "Transformers 5", more than a dozen brands have launched a series of attempts to leverage the big IP for marketing. Some have combined product features with the plot; some have interpreted commercials through storylines; and some have cleverly combined the Transformers brand with their own assets, treating big IP cooperation as an important part of their own brand, implanting brand value while also capturing the minds of users. These brands are constantly refreshing new ways of IP marketing while also creating new value for super IPs.

In the future, a brand’s clear development direction and mature thinking on big IP marketing and entertainment marketing will be the key to determining whether the brand can break through in big IP cooperation. Perhaps in "Transformers 6", there will be more and more exciting "king bombs" in IP marketing, which will surprise consumers and make them happy to pay for the brand.

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The author of this article is @4A Advertising Gate and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map