On the evening of August 27th, the third issue of the first domestic customized variety show "Novice Driving", which was jointly produced by Easy Car and Hunan Satellite TV, was broadcast. In this program, all the staff officially entered the subject 2 training, and the driving difficulty was also fully upgraded. The students first made mistakes again and again, but also covered their faces and collapsed, and even encouraged the coach to play directly, which made the audience vaguely smell the consistent "gunpowder smell" of Mango Taiwan variety show.

In fact, after the two issues of "Novice Driver" were broadcast, it has gradually highlighted the "explosive" physique. The plot setting of grounding gas caused a strong buzz from netizens. After the program was broadcast, it ranked first in the ratings of sophomore national network, national network city, CSM59 city, Wang Huan network, Kuyun network and Nielsen network. Among them, Wang Huan's share broke 10%, while Wang Huan, Kuyun and Nielsen's network disk rose more than 15%.

On the hit list of variety shows in Weibo, the second issue of Novice Arrives ranked first with a score of 92.2, surpassing the popular variety shows such as Son of Tomorrow and Sister Riding the Wind and Waves. By August 27th, # Novice had reached # Weibo, with a reading volume of 65.438+0.24 billion and a discussion volume of over 4 million. A number of program-related topics, including "Stephy crossed the S-bend", "Henry's masterpiece is called the rolling gate" and "Xuanyi exam looks like me", were quickly searched in Weibo and Aauto, causing heated discussions.

With the increasing popularity of the program, as a coach car appearing in the third program, the second generation Chuanqi GS4 has also entered the sight of more people.

1

Deep interaction between cars and stars

Chuanqi's cooperation with variety shows is no stranger. At the beginning of this year, the second generation Chuanqi GS4, as the official designated car of Hunan Satellite TV's "Singer's Year", frequently appeared in the program as a shuttle bus.

However, compared with the cooperation at the beginning of the year, novice drivers can obviously bring more benefits to Chuanqi. Because implants that really impress the audience are the most valuable. In addition to high-frequency exposure and touching consumers, the deep integration with the program can make consumers get a double harvest of memory and emotion.

In the program "Beginners Arrive", audiences all over the country are watching Chuanqi GS4 to help artists complete the battle. At this time, it actually became a "battlefield weapon", and the producer took this sense of reality and tension very well.

In the process of crossing the "maze", students are divided into two teams: manual gear and automatic gear. They need to complete a number of relay tests such as S-bend, right angle, lateral parking and so on in a limited time, and finally they must successfully get out of the maze of narrow roads. At the same time, the car body is covered with balloons, and each balloon is related to whether the students can eat their favorite hot pot dishes.

At this time, the driving accuracy of Chuanqi GS4 has become a key factor for artists to pass customs.

In the contest between the two coaches, the acceleration and steering performance of this car have been fully demonstrated again. This implantation, Chuanqi GS4 caught the topic of "narrow road" that everyone cares about, which caused the psychological buzz of drivers. You know, the traffic situation in real life scenes is more complicated, and people need more "easy-to-drive" cars to get rid of the traffic difficulties and eliminate the safety hazards during driving.

Therefore, this implantation not only did not cause any discomfort to the audience, but also made consumers more fond of the second generation Chuanqi GS4. Through the repeated broadcast of Hunan Satellite TV and Easy Car, it is possible that the second-generation Chuanqi GS4 will still be successful after being listed for more than half a year, achieving the marketing effect with twice the result with half the effort.

In the content of the program, we can clearly see that this form of cooperation has made the brand and the program harmonious. But beyond the content of the program, what people can't see is that the viewing receipts of the first two issues show that the audience share above Capital University is 5.38%, accounting for more than 20%, and Kochi has remarkable characteristics. Therefore, it can be said that this program accurately locates the potential customers of the brand and effectively narrows the distance between the brand and potential customers.

2

The necessity of fully integrating resources

In fact, since the outbreak, Chuanqi has been one of the most active car companies online.

Whether it is in the form of cloud live broadcast or the launch of GS4PHEV, GS8S and GS4.

COUPE, try to release the new car cloud; Or explore a new model of "online+offline" integrated development through "cross-circle" live broadcast cooperation and the establishment of "Tiantuan with goods" by GAC executives; Or build a three-level live broadcast mechanism to continuously drain terminals and promote sales transformation through a three-level live broadcast system of manufacturers, regions and distributors. Guangzhou Automobile Chuanqi can be said to have carried out various online marketing activities around digital marketing and characteristic service system.

The more you play, the more natural experience you have.

Yan Jianming, deputy general manager of Guangzhou Automobile Passenger Car, told us that in the process of online marketing, Guangzhou Automobile Chuanqi paid more and more attention to the consumer experience. For example, online live broadcast with goods, GAC Chuanqi will think about using more ways to impress consumers.

"Introducing products should not be just a conversation between two people from beginning to end. We should leave a deeper impression on netizens in more ways, using pictures, videos, or more different forms and scenes, "Yan Jianming said. "Network marketing must have its own characteristics and innovative thinking in order to better show your products or your brand tonality to netizens."

In order to play "out of the circle", Chuanqi also tried various cross-border cooperation. In the first half of this year, Chuanqi launched a number of innovative marketing, including the establishment of e-Qi procurement partner platform, cooperation with Sinopec, the opening of Guangzhou Automobile Chuanqi X R&F real estate cooperation project, and cooperation with China Mobile Company.

Yan Jianming said: "Car companies should make full use of high-quality resources in various fields and industries to achieve win-win cooperation. It is also necessary to deeply understand the needs of customers, combine and use special activities and promotion opportunities in the industry to provide customers with a good product and service experience, and realize the satisfaction and win-win situation of manufacturers, enterprises and customers. "

This is also in line with the marketing idea of Easy Car.

For example, the smart exhibition hall of Easy Car is a product based on AI, SAAS system and big data technology in the leading industry of Easy Car. Easy Car hopes to build a marketing ecosystem around the full link between users and car companies by means of full resource integration, full-time interaction, full link access and full life cycle rejuvenation, so as to help manufacturers and dealers improve marketing efficiency and enhance marketing experience.

In the third program of "Beginners Arrive", Easy Car joined hands to communicate the truth, looking for the best fit between the connotation of the program and the brand, and created an interesting and classic marketing case. We will wait and see what kind of sparks they will collide in the future.