Chapter 1347

"Plant vs. zombie online" achieved a breakthrough from online to offline in a blink of an eye. Its speed shocked the world again.

Since the birth of cartoon and online games, no cartoon product has been so popular all over the world, and it also contains such a strong vitality.

What's even more interesting is the case of Li Mu's cooperation with Coca Cola and McDonald's. when the western media got the exact news, Li Mu's cooperation with two world-class companies only charged a dollar for royalties, they were all stunned.

Nowadays, the business model of Internet and intellectual property is very single. Even online games still rely on paying to buy game time as the key point of profit. The copyright owners all over the world are the same. They are now thinking about how to maximize the benefits of copyright. Even if Coca Cola wants to cooperate with marvel, marvel will give it to them Each cartoon image of is marked with a high price, waiting for the buyer to make a payment, and there will never be a case where Marvel authorizes its image to offline enterprises for free.

However, Li Mu just gave up the copyright fee. The only requirement is that the user should maximize the usage rate of the authorized cartoon image. In other words, the more people use it, the more money it costs, the less money it costs.

A few days later, McDonald's, which has been advertising for many days in its stores, officially launched the "plant vs. zombie" package and toys in its stores around the world!

This time, the influence is bigger than Coca Cola!

On the day of opening, almost all McDonald's stores around the world have been queuing up. Even in China under the cloud of SARS, there are a large number of game players and fans wearing masks to McDonald's to queue up to buy relevant packages, with a particularly high enthusiasm.

Coca Cola just printed the image of "Plants vs. Zombies" on the packaging, but McDonald's not only printed them on the packaging, but also launched a large number of physical toys, which greatly improved the attraction to users.

In Japan, South Korea and Western countries, because there is no piracy, there are no peripheral products of "plant vs. zombie" in the whole market at present, even if it has become so hot that it can't look like it, even if the peripheral manufacturers in these countries have become very angry, no one dares to make an unauthorized peripheral product, so the authorized toys of McDonald's are It has become the only one that can be bought on the market around "Plants vs. Zombies".

That's why consumers are crazy about them.

Consumers line up in McDonald's stores to buy game related packages, or order packages and add money to buy toys. According to the regulations, these toys can't be directly used for sale, they must buy the specified packages to give away, or buy any packages and add a certain amount of cash.

In order to get as many toys as possible, many consumers who are addicted to collecting even buy multiple packages, so McDonald's has to temporarily introduce a new store sales policy for more consumers to consider. One person can only buy one package of "dead body of plant war" at a time. If they buy other packages, no matter how much they buy, they can only buy one for another《 Plants vs. Zombies toy.

But even so, the number of dolls is far from enough.

As a result, McDonald's began to urgently customize new dolls, and greatly increased the order volume.

Li Mu will not receive the profit share of these authorized derivatives from McDonald's in the next year's authorization period. McDonald's is aware of the influence of these surroundings on users, so it hopes to seize the opportunity and continue to invest more resources to promote the activities of McDonald's and plant vs. zombie.

To Li Mu's surprise, McDonald's found Makino technology, hoping that Makino technology can authorize them to add the elements of "Plants vs. Zombies" to McDonald's global advertising!

Although Muye technology authorizes McDonald's "plant vs. zombie", the direction of authorization is clearly defined. It can only be used for the display elements in its own stores, as well as the production of derivative peripheral products only used in its own stores. All other rights and interests belong to Muye technology. McDonald's shall not infringe in any way, so McDonald's wants to put "plant vs. zombie" Zombie elements used in their own external TV, print advertising, we must do a new authorization of Makino technology.

When Li Mu heard the news, he almost agreed to McDonald's request without hesitation. What McDonald's wants now is to let more people know about their cooperation with "plant vs. zombie" through its own advertising, so for them, to add the elements of "plant vs. zombie" into McDonald's own TV ads will greatly improve it Conversion.

What Li Mu thinks is that this is the most expected effect. Let these enterprises spare no effort to promote "plant vs. zombie", and don't need to spend their own money, because McDonald's is using its own advertising budget to promote itself and "plant vs. zombie".

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Therefore, Li murang's contact person conveys his attitude to McDonald's: authorization is OK, Makino technology can not only authorize, but also authorize free of charge, but McDonald's must ensure that the video advertising, the element of plant vs. zombie ratio, must account for more than 80% of the total advertising time, and the surface area of print advertising, plant vs. zombie element, must reach To 20% of the total advertising surface area.That is to say, if McDonald's wants to make a 30 second advertisement, there must be a 24 second image that contains the elements of plant vs. zombie. It is not required that there should be only the elements of plant vs. zombie in the image, but the appearance time should not be less than 24 seconds.

In addition, if McDonald's puts a poster of plane publicity on the big screen of times square, the poster takes red as the background, takes McDonald's hamburger as the core, and matches with McDonald's brand logo, it is possible that hamburger can only account for 25% of the surface area, but the elements of plants and Zombies must account for 20%;

If McDonald's meets these requirements, Makino Technology does not charge a cent. If it fails to meet the requirements in the promotion process, Makino technology will ask for huge compensation from them.

McDonald's almost immediately agreed to the requirements of Makino technology, and they soon gave a global version of the advertising plan. In the plan, at the beginning of the video advertisement, it was the game interface of "plant vs. zombie". Zombies rushed through the garden regardless of anything, and all kinds of plants were desperately resisting.

At this time, among the zombies and plants, the cartoon image of McDonald's will pop out. It will say to the zombies and plants in different languages: "Hey, are you still hurting each other day and night? Just stop and taste the latest "Plants vs. Zombies" theme package at McDonald's! A lot of plants and zombies are waiting for you! "

Then, every zombie in the picture stops attacking the plants, instead, they hold a hamburger and chew it all the time, while those plants are happily swinging left and right, each of them is used to drinking a large drink with McDonald's logo

According to the plan, more than 90% of the time will be spent on zombies in the advertisements.

Li Mu was very satisfied with the plan. He said nothing and waved: "OK, now give them a letter of authorization to launch a new version of the advertisement as soon as possible!"

McDonald's immediately spent money to find a well-known Hollywood animation team for advertising production. The advertising will take the material of the game itself, and then make appropriate adaptation, so it completely saves the design process. Tens of seconds of advertising is said to be done in a few days.

When Li Mu was waiting for the new McDonald's advertisement to be broadcast on TV stations around the world, Muye technology received a large number of cooperation requests from enterprises, including many world-class well-known enterprises.

A large number of well-known domestic and foreign manufacturers of peripheral products hope to get the copyright authorization of zombies in plant Wars, and many FMCG manufacturers hope to learn from Coca Cola's cooperation mode and cooperate with Muye technology, because in their opinion, Muye technology doesn't need the copyright fee anyway, it just needs to promise the exposure times, so they can't put all the products They all promise to come in, promise maximum exposure to Makino technology, and then use it to increase sales.

However, Li Mu suddenly changed his way.

Want to get the copyright for free now? Later, Coca Cola and McDonald's are strategic needs. Now the brand premium of "plant vs. zombie" is so large, and there's no way to say it's free.

Moreover, Li Mu didn't want to make "Plants vs. Zombies" rot overnight. If there are materials for Plants vs. Zombies on any product, it would be equivalent to overdrawing the vitality of "Plants vs. Zombies" in disguise.

Therefore, Muye technology officially announced that from now on, "plant vs. zombie" will tighten the copyright authorization. Theoretically, in an industry, only one partner will be selected, and the consideration dimension of selecting partners will also change. From now on, not only the exposure, but also the actual bid will be considered. Muye technology will choose to cooperate with the one with the highest cost performance Made.

Interestingly, Microsoft's Xbox, as well as Sony's PS, have all taken the initiative to find Makino technology and put forward a cooperation intention: they hope to be able to transplant "zombie online" to their host platform, and both hope to be exclusive and exclusive cooperation.

As for the specific way of cooperation, the two companies have similar plans, both of which adopt the game charging mode. Microsoft and Sony will share the marketing share of Muye technology game by selling the game.

Li Mu almost refused the cooperation mode without hesitation. He just wanted to put his own game on their platform and exclude others? How could it be? It's just a dream.

These two game console platforms want to transplant their own games, the purpose is nothing more than to improve their content library, and at the same time seize the heat, so that their platform players can play the most popular games on their own platform, if they can get exclusive cooperation, it is a good opportunity to open a gap with competitors.

In this case, their demands are far greater than those of Li Mu, so Li Mu asked people to put forward their own cooperation opinions with the two companies respectively:

first, sharing is OK, but the two companies must pay the minimum amount, if not exclusive, each company should pay a minimum amount of 30 million dollars, if the amount of sharing is less than 30 million dollars, Muye technology will not Back, if it exceeds that, the two companies will divide the extra part to Muye technology;

Second, if it is exclusive, in addition to the minimum guarantee, Muye technology also requires the cooperative enterprises to give exclusive subsidies, without subsidies, why do they cooperate with you exclusively? As for the exclusive subsidy, Li Mu didn't say clearly, let them bring the price.This is the same as the cooperation between video websites and content parties in the future. If a film and television company produces a large online movie, it can cooperate with any video platform, or even with all video platforms. At that time, according to the amount of play, it will be settled and shared from each platform. However, if any video platform wants to buy the exclusive right to broadcast a large online movie, it is not only necessary to protect it At the end of the day, we need to give enough subsidies and resources. Otherwise, who will give up the potential profits of other platforms and help them compete with other platforms?