Mercury tests the water, entertainment marketing Let's get married warms people's hearts

Since November 6, 2013, the annual urban emotional drama Let's Get Married, sponsored by Mercury Home Textiles, has been launched simultaneously on CCTV General, Hunan Satellite TV and Youku. com, and it is now a good screen. Focus on the topic of marriage and love, highlight the feelings of men and women, show family affection, and bring warm and touching stories to the audience. This is Mercury Home Textile's great written test of the entertainment marketing model, and also an attempt to carry out in-depth cooperation in many aspects between the textile industry and large film and television dramas.

Mercury Home Textile Sponsors the Annual Drama

In this onscreen offensive of Let's Get Married, the decisive attack of Mercury Home Textile is particularly eye-catching. There is a comment in the industry that: The Smart Choice sponsorship of Let's Get Married is a magnificent turn of Mercury Home Textile in its founding marketing model. It is reported that, unlike the hard brand sponsorship, many links in the drama not only reasonably show the Mercury home textile products, but more importantly, the emotion in the drama resonates with the tone of the Mercury home textile brand. It can be described as an in-depth customized drama tailored for Mercury Home Textiles.

The two main characters of the play are played by Huang Haibo, the "National Husband", and Gao Yuanyuan, the "Goddess of All People". This popular combination of fashion, youth and vitality adds a lot to the show. While paying attention to the love hate disputes between "men who are afraid of marriage" and "women who hate marriage", the audience will also cause certain resonance and reflection according to their own conditions, and generate deep emotional appeals, which just echoes the happiness that Mercury Home Textile brand is trying to convey to consumers.

Try a new model of entertainment marketing

At present, the relationship between entertainment and marketing is getting closer and closer. When enterprises choose marketing methods and means, entertainment marketing accounts for a larger proportion. In the China textile industry, although some enterprises have begun to explore this aspect, most of them focus on sponsorship funds, naming and other more conventional means, such as Mercury Home Textile, which is deeply integrated with professional films and TV plays, and it is still very rare to find entertainment marketing methods that use the communication effect of TV plays to add flowers to their brand brocade.

"This is determined by the characteristics of Mercury home textile brand, target audience, market changes and other comprehensive factors. It is also one of a series of measures taken by Mercury home textile brand to further expand domestic and international markets and seek a broader world after it has developed to a certain scale and stage. At the same time, the life attitude and emotional concepts reflected in this play are also consistent with the concept of Mercury home textile brand. ”The person in charge of Mercury home textiles said that "Let's get married" is an "inspirational play for unmarried men and women", and its target audience is very consistent with the fashion and vitality of Mercury home textiles, and the focus on family ties.

It is understood that in the future, Mercury Home Textile will make more new attempts in entertainment marketing, and strive to have more founding spirit and broader development space on the basis of making the brand's strategic upgrading and development path more stable.