Chapter 1192

The entire American Internet has been shocked by an unverified piece of news.

According to people familiar with the matter, Makino technology has provided Coca Cola with a very powerful online promotion scheme. Then Bruce, a senior executive of Coca Cola, personally went to Silicon Valley and signed a $200 million promotion cooperation agreement with Makino technology!

This news not only makes the Internet industry gape, but also makes the advertising industry gape.

A 200 million dollar promotion cooperation agreement is equivalent to a 200 million dollar purchase order, which is equivalent to that Coca Cola bought 200 million dollars of promotion resources from Makino technology in a package. In the advertising industry, this can be said to be an unprecedented large order. What's more, such a huge and enviable order has nothing to do with the advertising industry Department's Makino technology won.

Most importantly, Muye technology is very different from those 4A advertising companies in the advertising industry and those integrating advertising resources.

4A advertising company is to make plans and plans. As long as the customers are satisfied with the plans, then the customers can operate the plans by themselves or directly entrust 4A company to carry out promotion operations. However, 4A company still needs to carry out advertising from its upstream, that is, the advertising resource provider.

Resource integrators are the contractors of advertising resources. They take the resources of TV station, radio station, offline public transportation system advertising, building advertising, elevator advertising and even toilet advertising. They need to get these resources from any advertising scheme.

The resources in the hands of resource integrators are not free. Every advertising location belongs to resource providers. To get these resources, we must pay a real cost, and the cost of these resources is often extremely expensive. Therefore, most of the advertising schemes that some large enterprises often spend hundreds of millions of dollars are given to resource providers.

This time, Muye technology won such a large advertising order, but it did not follow the rules of the advertising industry.

Advertising industry, like all industries, has its own rules, its own upstream, midstream and downstream, and its own complete industrial chain.

Enterprises or units that provide various advertising resources, such as TV stations, radio stations and newspaper offices, are the upstream of the advertising industry;

integrators that integrate public advertising resources and provide packaging and integration services to customers are the midstream of the advertising industry;

4A and other advertising companies that provide advertising ideas are the downstream of the advertising industry;

only when they cooperate can they Form the whole advertising industry chain.

For example, a domestic liquor company wants to promote a new product with high-end positioning, hoping to make brand awareness and recognition through advertising. Then they make a promotion budget of 200 million yuan, and then find 4A advertising company to help them out.

After 4A advertising company collects 20 million service fees from the enterprise, it comprehensively analyzes the current situation of domestic liquor market and well-known brands, and then analyzes the brand awareness of customers, as well as the current situation in the industry. Finally, it analyzes that the brand recognition and competitiveness of customers in the domestic liquor market are insufficient. If they blindly go to high-end products, it is difficult to open up the situation But this is just the core demand of the customers, so 4A advertising company came up with a magic trick to promote this product with special marketing methods, so they produced a blue classic advertising idea.

Subsequently, the advertising idea was adopted by the customers. Next, the scheme was continuously improved. Finally, the customers determined the final design and promotion scheme of the product. Next, the enterprise invested the remaining 180 million yuan of the budget to an advertising agency.

Advertising agents quickly sorted out their own advertising resources, and put the product's advertising in the prime time of dozens of TV stations across the country and offline advertising display positions across the country.

Then, the company's liquor advertising was overwhelming, 200 million yuan spent a clean, but in return for the annual sales growth of billions or more.

This is the whole process from the birth to the landing of a successful advertising case in the traditional advertising industry. The enterprise pays. 4a, the resource integrator and the resource provider make money. With a plan of 200 million yuan, it is possible that 4A makes 20 million yuan, the integrator makes 20 million yuan, and the resource providers including major TV stations make 160 million yuan.

This time, Muye technology won a super order of 200 million US dollars for Coca Cola. What makes the advertising industry unacceptable is that Muye technology is not an advertising company

What they can't accept most and feel the crisis is: Makino technology has made the whole advertising industry up, middle and down stream all by itself! This is a subversive existence for the advertising industry!

As a result, people in the whole American advertising industry are asking about what kind of promotion program Makino technology has provided to Coca Cola, which can make Coca Cola spend 200 million dollars in one go.

But at present, both Coca Cola and Makino technology are strictly confidential about the specific content of this cooperation. Both sides acquiesced in this cooperation, but no one knows what the specific cooperation has been.

……

Li Mu himself didn't expect that he had taken 200 million dollars from coca cola, and he didn't need to pay any hard cost to get the 200 million dollars, just some of his own resources.Of the $200 million cooperation with Coca Cola, $100 million was spent on the promotion of Coca Cola in non RMB user groups, and another $40 million was spent on the promotion of RMB user groups.

As for the remaining 60 million US dollars, it's the third promotion plan that Li Mu gave Bruce - game implantation.

Paradise town is the largest online game in the world. Li Mu will add a "coke factory" to the manufacturing system of Paradise town as a new processing system and integrate it into the processing architecture tree of Paradise town.

According to the structure tree, coke factories need three raw materials to make coke, namely, sugar, kola and invalid coca leaf;

because coca leaf contains some components that can be used to make poison, players can't get the raw material of "invalid coca leaf" through planting coca, they can only buy it through the terminal in the game;

except "invalid coca leaf" In addition to the purchase of "Ke Ye", both white granulated sugar and KORA players can be self-sufficient.

Players can buy Kola seeds directly and plant Kola on the farm;

in addition to Kola, users need to buy sugarcane seeds to plant sugarcane if they want to get sugar, and then use the sugar factory to convert sugarcane into sugar.

With the "coke factory" and the sugar, kola and invalid coca leaf, users can make coke. Moreover, coke plays a very important role in the task system of the game. Completing the tasks with coke can get more and better task rewards.

A series of ideas of this "cola factory" are the third promotion plan Li Mu gave to Coca Cola. Li Mu's purpose is to name "Coca Cola factory" as long as Coca Cola is willing to pay, and the products it produces will also be renamed "Coca Cola".

The idea of the game implantation moved Coca Cola executives almost in a flash. No one has ever tried such an interesting way of implantation, and the other side is an online game with more than ten million daily users. This kind of propaganda method is so avant-garde that people can't believe it.

In addition, Li Mu also gave Coca Cola a better integration scheme: the marketing scheme of the exchange code can be completely used in offline entities and moved to online virtual. That is to say, if the players of Paradise town produce virtual "cola", each bottle of "cola" will also have an exchange code, from which users have the opportunity to exchange to virtual The reward of imitated currency and special game props.

Coca Cola company is ecstatic about this promotion plan. Such a set of marketing promotion plan, which is very common in 2016, is enough for everyone to worship in 2003.

However, Li Mu also poured cold water on Coca Cola company. He can only promise to keep relevant elements of Coca Cola factory in the game for three months in the contract. After three months, Li Mu has the right to remove or hide these props.

At the beginning, Coca Cola company had a strong protest against Li Mu's three-month guarantee period, but Li Mu didn't let go at all. He always implemented the principle of "no price reduction, no quantity increase" and didn't give Coca Cola any room for mediation.

This puts Coca Cola's top management in a huge tangle.

In fact, Coca Cola prefers the third promotion scheme to the real beverage exchange code scheme, because they only need 60 million dollars to make over 100 million players repeatedly see Coca Cola's implanted advertising, and actively contact and contact Coca Cola's implanted advertising more and more closely.

However, the time limit of three months is really too short, which is equivalent to 20 million US dollars a month. It's really expensive and frightening.

But then again, the daily users of Paradise town are more than 10 million. In three months, the cumulative number of exhibitions may reach hundreds of millions or even billions. In this way, the price that originally seemed to be extremely low is extremely generous.

But after consideration, Coca Cola decided to accept Li Mu's promotion plan. So the day after Bruce and Li Mu met, Bruce in Silicon Valley was finally recognized by Coca Cola and signed a cooperation agreement with Li Mu.

Li Mu was very pleased to get 200 million dollars at one go, but the 200 million dollar contract also revealed his whereabouts. Now the whole United States and even the world know that he has come to the United States.

Li Mu is also going to visit Su Yingxue at Harvard. As a result, as soon as the cooperation with Coca Cola is over, Li Mu receives a call from the president of Harvard.

In the phone call, the president of Harvard said a lot excitedly, but in summary, there are only two points:

first, the 3321 team has arrived at Harvard, and has started to prepare the 3321 US station online with Harvard;

Second, the students all miss you very much, more than 10000 Harvard students speak together on the campus network, sincerely hope When you come to America this time, you can spare time to visit Harvard again