Nearly 40 customers joined hands with LeTV to generate over 100 million yuan in advertising revenue on five screens and eight programs, demonstrating its strength as the top team

2014 is called the "World Cup" year not only because it is a feast for football fans all over the world, but also because it is a good opportunity for global brand owners to enhance their brands and start a new round of World Cup themed marketing campaigns. With the changes in users' viewing channels and behaviors, video websites have become the main battlefield for fans to watch the World Cup and its derivative programs. A self-media person said that judging from LeTV's current actions, it has high expectations for this year's World Cup and hopes to use the World Cup as a testing ground for its ecosystem.

Marketing exceeds 100 million, full screen strength

In the bloody World Cup video marketing war, LeTV, based on its increasingly perfect ecosystem and previous successful experience of user participation in the whole process, joined hands with nearly 40 advertisers including Jeep, Harbin Beer, NIKE, Intel, BMW, Pepsi, Ping An of China, Nice, Jiaduobao, and Master Kong to join the LeTV Sports World Cup marketing camp. As of now, advertising revenue has exceeded 100 million yuan, demonstrating LeTV's strong strength as the first camp in the video field.

Jeep and LeTV have become LeTV's full-screen breakthrough partner for the 2014 World Cup, and sponsored two self-made programs, "World Cup Morning Bus" and "World Cup Talk", to jointly start the Brazil World Cup journey. In addition, the "9-speed Jeep Cherokee - All-road Smart King Cheers for the World Cup" special area, which was launched on the eve of the World Cup, is a unique crowdfunding point for the entire network, bringing an extraordinary World Cup guessing experience to the majority of fans.

NIKE also brought the customized NIKE World Cup TVC "The Ultimate Showdown" to China with the help of LeTV on June 12, the day before the start of the game. The bold and outstanding creativity in "The Ultimate Showdown" and the perfect integration of LeTV's advertising technology and visual presentation made a media person comment excitedly: "In the World Cup, the Chinese team is not strong, but the Chinese media is strong!" At the same time, Pepsi also launched an interactive pause super-large size (1280*720) creative advertisement, fully demonstrating the brand's grand style.

NICE, the leading enterprise in the national washing industry, values ​​the rapid expansion capability of LeTV's sports territory and has facilitated the cooperation between LeTV and NICE for 100 years, becoming the exclusive cooperative media in the video field of the Brazil World Cup. It has sponsored the program "32 Nights. Who is the Dark Horse" as a gold medal special sponsor, and has integrated the brand spirit of "dark horse spirit" and "hundred years of persistence" into the program through the host's oral broadcast, program games, dark horse guessing and other links, accelerating the improvement of product and brand image.

In addition, Ping An of China has become the exclusive title sponsor of "Winning in Rio". With the help of LeTV's increasingly powerful sports marketing capabilities and high-quality content resources, Ping An has effectively bundled the "Fans Financial Management Festival" with the program to create a "welfare-seeking" event customized for Chinese fans, allowing fans to enjoy a simple financial life while watching the game.

The strongest World Cup self-made matrix marketing value in history

Data analysis shows that the World Cup crowd is mainly composed of four parts: deep fans, general fans, spectators and World Cup lottery players, and the entertainment spectators account for 63% of the total. Based on this phenomenon, LeTV fully integrates the two dimensions of professionalism and entertainment, in line with the theme of "5-star World Cup, 5-screen entertainment season", through 8 self-made programs such as "World Cup Morning Express" at 8:30, "Big Talk World Cup" at 12:30, "Give me five" at 18:00, "Golden Cup Shines in Brazil" at 19:10, "Huang·Jianzi World Cup Special Program" at 19:30, "Decisive Rio" at 20:45, "Fighting World Cup" starting 30 minutes before the game, and "32 Nights" 24 hours a day + Who is the dark horse (21:30-23:30) to create a 24-hour non-stop viewing life for the whole people.

Rigorous user data analysis combined with unique program creativity have made these eight programs popular before they were even aired, making them a must-have for major advertisers.

The naming rights of "Golden Cup Shines in Brazil" were obtained by Brilliance Jinbei;

Jeep's "World Cup Morning Bus" has also won the favor of YUM! Brands, which has inserted the daily morning food and news into the program, achieving a natural integration of the promotion purpose from the perspective of food culture and food habits with the real-time delivery of the morning bus;

Harbin Beer once again cooperated with LeTV to sponsor the "Huang Duan Zi World Cup Special Program" after sponsoring "Huang Duan Zi" at the beginning of the year. Taking advantage of the topic influence of the World Cup and Huang Jianxiang's star effect, it comprehensively improved users' cognition and favorability through topic guidance and implantation.

LMZ Toothpaste became the special sponsor of "32 Nights". Through the whole program placement and interaction, it launched the first pure Chinese medicine toothpaste for the prevention and treatment of oral pain in China, targeting the oral problems caused by fans staying up late to watch the game, irregular diet, and emotional instability, so that fans can enjoy the football feast happily.

This time, Master Kong chose to insert content into "Huang·Duanzi World Cup Special Program" and "32 Nights", highlighting the reminder marketing of "If you stay up late to watch the game, you must have Master Kong braised beef noodles";

OnStar adopts an innovative cooperation model, binding the "World Cup live broadcast and on-demand rights", exposing the brand throughout the World Cup's hot events, and receiving strong sponsorship from strong and exclusive advantageous resources.

The media environment is changing, and the value of ecological marketing is highlighted

In the 1970s, people listened to the World Cup on the radio; in the 1980s, people watched the World Cup on TV; in the 1990s, people finally shifted their viewing style from traditional media to the Internet; in the 21st century, people are no longer satisfied with watching the World Cup in a one-way manner, and online comments and interactions have greatly shortened the distance between fans. Today, video websites have become the main battlefield for fans to watch the World Cup and its derivative programs. In the bloody World Cup video marketing war, LeTV's sudden rise is no accident. The influence of LeTV's vertical integration layout of the entire industry chain, the deep understanding and grasp of consumer pain points and eyeball effects by ecological marketing, and the full satisfaction of advertisers' brand communication needs with its unique five-screen resources have gradually made LeTV what it is today.

At the beginning of 2014, LeTV obtained the exclusive broadcasting rights for the second season of "I Am a Singer", opening a new era of in-depth online and TV linkage, and bringing LeTV nearly 200 million in advertising revenue; in April, LeTV's Le4K released a cross-border cooperation with Mercedes-Benz CLA "Wolf 4 Abuse", making the future of automobiles and large-screen Internet full of infinite possibilities; Carlsberg and its brand Tuborg reached a cooperation of tens of millions with LeTV Sports and Music Channel, and all-round cooperation online and offline, opening a new O2O cooperation model. With in-depth cooperation with well-known domestic and foreign brands, LeTV achieved 360 million in China's online advertising market revenue in Q1, jumping from 15th in Q1 2013 to 12th, with a year-on-year growth rate of 143.2%, surpassing old portals such as NetEase and Phoenix, becoming the fastest growing Internet company.

In cooperation with major brands, the value of LeEco's ecological marketing is increasingly evident. This time, LeEco Sports World Cup worked with nearly 40 customers to achieve marketing of over 100 million yuan, once again proving LeEco's strong development momentum in the industry. In the Brazil World Cup, 32 strong teams fought for the World Cup through life-and-death battles; outside the field, the marketing legend created by LeEco Sports World Cup and nearly 40 "teammates" became LeEco's first goal. In the upcoming 32 nights, LeEco will rely on the "Five-Star World Cup · Five-Screen Entertainment Season" strategy to amplify the energy of the World Cup self-made matrix, full-time drive, and full-screen strength!

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.