Chapter 1192 $200 Million Order

The entire US internet was rocked by an unverified piece of news.

According to people familiar with the matter, Makino Technology provided Coca-Cola with a very good online promotion plan, and then Coca-Cola executive Bruce personally went to Silicon Valley and signed a promotion cooperation agreement worth 200 million US dollars with Makino Technology!

This news not only stunned the Internet industry, but even stunned the advertising industry.

A promotion cooperation agreement of 200 million US dollars is equivalent to a purchase order of 200 million US dollars. It is equivalent to Coca-Cola buying 200 million US dollars of promotional resources from Muye Technology in one package. In the advertising industry, this can be said to be unprecedented. Orders, not to mention, such a huge order that makes people envious and hateful, but it was won by a Makino Technology that has nothing to do with the advertising industry.

The most important thing is that Makino Technology is very different from those 4A advertising companies in the advertising industry, and it is also very different from those who integrate advertising resources.

The 4A advertising company makes plans and plans. As long as the customer is satisfied with the plan, then the customer will operate the plan by himself, or directly entrust the 4A company to carry out the promotion operation. However, the 4A company still needs to start from its own upstream, that is, advertising. Advertise with resource providers.

The resource integrator is the contractor of advertising resources. They have won the resources of TV stations, radio stations, offline public transportation system advertisements, building advertisements, elevator advertisements and even toilet advertisements. The implementation of any advertising plan needs to be obtained from them. these resources.

The resources in the hands of the resource integrator are not for nothing. Every advertising position belongs to the resource provider. If you want to get these resources, you must pay a real cost, and the cost of these resources is often extraordinarily expensive. Therefore, some large enterprises often More than half of the hundreds of millions of dollars in advertising programs are given to resource providers.

While Muye Technology won such a large advertising order this time, it did not follow the industry rules of the advertising industry at all.

The advertising industry, like all industries, has its own rules, and has its own upstream, mid-stream and downstream, and its own complete industrial chain.

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

Integrators that integrate public advertising resources and provide customers with packaged and integrated services are the midstream of the advertising industry;

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

The cooperation of these three can form the entire advertising industry chain.

For example,

A domestic liquor company wanted to launch a new high-end product, hoping to achieve brand awareness and recognition through advertisements. Then they formulated a promotion budget of 200 million yuan, and then found a 4A advertising company to help them come up with a plan.

After the 4A advertising company charged the company's 20 million service fee, it comprehensively analyzed the current situation of the domestic liquor market and well-known brands, and then analyzed the customer's brand awareness and the current situation in the industry, and finally analyzed the current customer's domestic liquor market. The brand recognition and competitiveness in China are not enough. If you blindly go to high-end products, it will be difficult to open up the situation, but this is precisely the core demand of customers, so 4A advertising company has come up with a trick to promote it with special marketing methods. This product, as a result, they produced a blue classic advertising creative.

Subsequently, the advertising idea was adopted by the client. Next, the plan was continuously improved. The final product design and promotion plan were finalized by the client. Next, the company threw the remaining 180 million yuan from the budget to a company. advertising agency.

The advertising agency quickly sorted out the advertising resources in their hands, and placed the advertisements of this product in the prime-time and offline advertising positions of dozens of TV stations across the country.

Afterwards, the company's wine advertisements were overwhelming, and 200 million yuan was spent, but it was exchanged for an annual sales growth of billions or more.

This is the whole process of a successful advertising case from birth to implementation in the traditional advertising industry. The company pays the money, and the 4A, the resource integrator, and the resource provider make money. For a plan of 200 million yuan, it is possible that the 4A earns two 10 million, the integrator earned 20 million, and the resource providers including major TV stations earned a total of 160 million.

This time, Muye Technology won a super order of 200 million US dollars from Coca-Cola. What makes the advertising industry unacceptable is that Muye Technology, which has won such a large order, is not an advertising company...

The most unacceptable thing for them, and they feel the danger is: Muye Technology has done all the upper, middle and lower reaches of the entire advertising industry! This is a subversive existence for the advertising industry!

As a result, people in the entire American advertising industry are asking around, what kind of promotion plan Muye Technology has provided for Coca-Cola, so that Coca-Cola can spend 200 million US dollars in one go.

However, both Coca-Cola and Makino Technology are keeping the specific content of this cooperation strictly confidential. Both parties have tacitly agreed to this cooperation, but no one knows what the specific cooperation is.

...

Li Mu himself did not expect that he actually took 200 million US dollars from Coca-Cola, and he did not need to pay any hard costs to get the 200 million US dollars, it was nothing more than some of his own resources.

Of the $200 million cooperation with Coca-Cola, $100 million will be used to promote Coca-Cola among non-RMB users, and $40 million will be used to promote RMB users.

As for the remaining 60 million US dollars, it is Li Mu's third set of promotion plan game implantation for Bruce.

The popular "Paradise Town" has a huge user base and more than 10 million daily active users. It is the largest online game in the world today. Li Mu will add a "Coke Factory" to the production system of "Paradise Town" as a A new crafting system, integrated into the crafting architecture tree of Paradise Town.

According to the setting of the structure tree, the cola factory needs three kinds of raw materials to make cola, namely: sugar, kola and expired coca leaves;

Since coca leaves contain some ingredients that can be used to make poisons, players cannot obtain raw materials such as "expired coca leaves" by growing coca, but can only buy them through the dock in the game;

In addition to the "expired coca leaves" that need to be purchased, both sugar and kola players can be self-sufficient.

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

In addition to kola, if users want to get granulated sugar, they need to buy sugar cane seeds to grow sugar cane, and then use sugar mills to convert sugar cane into granulated sugar.

With the "Coke Factory", sugar, Kola and expired coca leaves, users can make Coke, and Coke plays a very important role in the game's mission system. You can get more and better task rewards.

The series of ideas of this "Coke Factory" is Li Mu's third promotion plan for Coca-Cola. Li Mu's purpose is that as long as Coca-Cola is willing to pay, then the "Coke Factory" can be named "Coca-Cola Factory", and its The resulting product will also be renamed "Coca-Cola".

The idea of ​​this game implantation moved the executives of Coca-Cola almost instantly. No one has ever tried such an interesting implantation method, and the other party is an online game with more than 10 million daily active users. This kind of publicity method is simply The avant-garde is unbelievable.

In addition, Li Mu also gave Coca-Cola a better integration plan: the marketing plan of the redemption code can be used in the offline entity and moved to the online virtual one, that is to say, the players of "Paradise Town" If a virtual "Coke" is produced, each bottle of "Coke" will also have a redemption code, and users have the opportunity to exchange it for virtual coins and rewards for special game items.

The Coca-Cola Company was ecstatic about this promotion plan. Such a very common marketing promotion plan in 2016 was enough to make everyone worship it in 2003.

However, Li Mu poured cold water on the Coca-Cola Company. He could only promise in the contract to keep the elements related to the Coca-Cola factory in the game for three months. After three months, Li Mu has the right to remove or hide these items. deal with.

The Coca-Cola Company strongly protested against Li Mu's three-month guarantee period at the beginning, but Li Mu did not let go in the slightest.

This immediately left Coca-Cola's executives in a huge tangle.

In fact, Coca-Cola prefers the third promotion plan compared to the redemption code plan for physical beverages, because they only need a cost of 60 million US dollars to allow hundreds of millions of players to repeatedly see Coca-Cola's product placement and take the initiative to To have more and closer contact and connection with Coca-Cola's product placement.

However, the three-month limitation period is indeed too short, equivalent to 20 million US dollars a month, which is really expensive and scary.

But then again, there are more than 10 million daily active users of "Paradise Town", and within three months, the cumulative number of impressions will probably reach hundreds of millions or even billions. The price seems to be extraordinarily generous.

However, after consideration, Coca-Cola decided to accept Li Mu's promotion plan in its entirety. Therefore, on the second day when Bruce and Li Mu met, Bruce was finally recognized by Coca-Cola in Silicon Valley and signed a cooperation agreement with Li Mu.

Li Mu was naturally very relieved to get 200 million US dollars in one go, but the contract of 200 million US dollars also completely exposed his whereabouts. Now the entire United States and even the whole world know that he has come to the United States.

Li Mu was also going to go to Harvard to see Su Yingxue quietly, but as soon as the cooperation with Coca-Cola was over, Li Mu received a call from the president of Harvard.

During the phone call, the president of Harvard said a lot with excitement, but in conclusion, there are only two key points:

First, the 3321 team has now arrived at Harvard, and has begun to work with Harvard to prepare for the launch of the 3321 US station;

Second, the students miss you very much. More than 10,000 Harvard students have collectively voiced their voices on the campus online. I sincerely hope that when you come to the United States this time, you can take time to visit Harvard again...