Chapter 1347 The Popularity Continues to Rise

"Plants vs. Zombies Online" achieved a breakthrough from Online to Offline in the blink of an eye, and the speed was so fast that it shocked the world again.

Since the birth of cartoons and the birth of online games to the present, no cartoon product has been able to swept the world so quickly, and it also contains such a strong vitality.

What is more interesting is the case of Li Mu's cooperation with Coca-Cola and McDonald's. When the Western media got the exact news, when Li Mu and two world-class companies cooperated, only one dollar was charged for copyright royalties. All were stunned.

In these years, the business model of the Internet and intellectual property is still very simple. Even online games are still relying on paying to buy game time as the key point of profit. The same is true for copyright owners all over the world. They are now thinking about one thing. That is how to maximize the benefits of copyright. Even if Coca-Cola wants to cooperate with Marvel, Marvel will put a lot of money on each of their cartoon characters, and wait for a buyer to get a deal, and Marvel will never appear. The situation where you license your own image to offline businesses for free.

However, Li Mu gave up the copyright fee. The only requirement is that the user should maximize the usage rate of the cartoon image authorized by him. More money less.

A few days later, McDonald's, which has been hanging advertisements in stores for many days, also officially launched the "Plants vs. Zombies" package and toys in stores around the world!

The influence this time is even greater than that of Coca-Cola!

On the day of the sale, almost all McDonald's stores around the world had queues. Even in Huaxia, which was shrouded in the cloud of SARS, there were a large number of gamers and fans wearing masks and queuing up to buy related packages at McDonald's. The enthusiasm was particularly high. .

Coca-Cola only printed the image of "Plants vs. Zombies" on the packaging, but McDonald's not only printed them on the packaging this time, but also launched a large number of physical toys, which immediately increased its appeal to users.

In Japan, South Korea and Western countries, due to the absence of piracy, there are currently no peripheral products of "Plants vs. Zombies" in the entire market, even if it has become so popular that even the peripheral manufacturers in these countries are already jealous , and no one dares to make an unauthorized peripheral product, so this batch of authorized toys from McDonald's has become the only "Plants vs. Zombies" peripheral that can be bought on the market.

That's why consumers are crazy about them.

Consumers line up in McDonald's stores just to buy game-related packages, or order packages and add money to buy toys, because according to regulations, these toys cannot be directly used for sale, and only designated packages must be purchased. give away,

Or buy any package and add a certain amount of cash.

In order to get as many toys as possible, many consumers who are addicted to the collection will even buy multiple packages, so that McDonald's has to temporarily introduce a new store sales policy for more consumers. You can buy one "Plants vs. Zombies" package, if you buy other packages, no matter how much you buy, you can only buy one "Plants vs. Zombies" toy.

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

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

During the next one-year authorization period, Li Mu will not collect the profit share of these authorized derivatives from McDonald's. McDonald's realizes the influence of these peripherals on users, so he hopes to seize the opportunity and continue to invest more resources in the relationship between McDonald's and "" Plants vs. Zombies campaign.

What Li Mu didn't expect was that McDonald's actually found Muye Technology, hoping that Muye Technology could authorize them to add the elements of "Plants vs. Zombies" to McDonald's global advertising!

Although Makino Technology has authorized McDonald's "Plants vs. Zombies", the direction of authorization is clearly stipulated, which can only be used for display elements in its own stores, and the production of derivative peripheral products only for its own stores, other All rights are owned by Muye Technology, and McDonald's shall not infringe in any way. Therefore, if McDonald's wants to use the elements of "Plants vs. Zombies" in its external TV and print advertisements, it must obtain another authorization from Muye Technology.

When Li Mu heard the news, he agreed to McDonald's request almost without hesitation. What McDonald's is thinking now is to let more people know about their cooperation with "Plants vs. Zombies" through their own advertising. For example, being able to add elements of "Plants vs. Zombies" to McDonald's own TV commercials will definitely increase conversion rates.

What Li Mu thought was that this was the effect he was most looking forward to. Let these companies spare no effort to help them promote "Plants vs. Zombies", and they don't have to spend their own money, because this is McDonald's using its own advertising budget to come To promote itself and Plants vs. Zombies...

Therefore, Li Mu asked his subordinates to convey his attitude to McDonald's: Authorization is possible, Makino Technology can not only authorize, but also authorize for free, but McDonald's must ensure that video advertisements and Plants vs. Zombies elements must account for More than 80% of the entire advertising time, the surface area of ​​print ads and Plants vs. Zombies elements should reach 20% of the entire advertising surface area.

That is to say, if McDonald's wants to make a 30-second advertisement, there must be a 24-second video that contains elements of Plants vs. Zombies. It is not required that there are only Plants vs. Zombies elements in the picture, but the time of appearance cannot be less than 24 seconds.

In addition, if McDonald's puts a graphic poster on the giant screen in Times Square, with a red background, McDonald's hamburger as the core, and the McDonald's brand LOGO, it is possible that the hamburger can only occupy the surface area. 25%, however, the elements of Plants vs. Zombies must account for 20%;

If McDonald's meets these requirements, Muye Technology will not charge a penny. If it fails to meet the requirements during the promotion process, Muye Technology will demand huge compensation from them.

McDonald's agreed to Muye Technology's request almost immediately, and they quickly gave a global version of the advertising plan. In the plan, the video ad started with the game interface of "Plants vs. Zombies", and the zombies were desperate to rush through. The garden, and all kinds of plants are desperately resisting.

At this time, between zombies and plants, the cartoon image of McDonald's will suddenly pop out, and it will say to zombies and plants in various languages: "Hey, are you still hurting each other day and night? Just stop and try it at McDonald's. The latest "Plants vs. Zombies" theme package! There are also a lot of Plants vs. Zombies the same toys waiting for you!"

Afterwards, each zombie in the picture stopped attacking the plants, and instead each held a hamburger and nibbled, while the plants swayed happily, each sipping a large glass with the McDonald's logo in his habit. drinks...

According to this plan, more than 90% of the time that Plants vs. Zombies material will appear in the advertisement.

Li Mu was very satisfied with this plan, without saying a word, he waved his hand: "OK, now give them a power of attorney and let them 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 adaptations, so the design process is completely omitted, dozens of seconds of advertising, it is said that within a few days Just get it done.

While 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 companies, including many world-class well-known companies.

A large number of well-known peripheral product manufacturers at home and abroad hope to obtain the copyright authorization of Plants vs. Zombies, and many FMCG manufacturers hope to learn from the cooperation method of Coca-Cola and cooperate with Makino Technology, because in their opinion, Makino Technology is anyway. No copyright fee, nothing more than to promise the number of exposures, then it's a big deal to promise all products, give Muye Technology the greatest exposure promise, and then use this to increase sales.

However, Li Mu suddenly changed his path.

Want to get copyright for free now? It's too late. Coca-Cola and McDonald's are strategic needs. Now that the brand premium of "Plants vs. Zombies" is already so big, it's unreasonable to be free.

Moreover, Li Mu doesn't want "Plants vs. Zombies" to be completely ruined overnight. If there are Plants vs. Zombies material on any product, it is equivalent to overdrawing the vitality of "Plants vs. Zombies" in disguise.

As a result, Muye Technology officially announced that from now on, "Plants vs. Zombies" will tighten the copyright authorization. In theory, an industry can only choose one partner, and the consideration dimension of choosing a partner will also change. From now on, Not only to consider the exposure, but also to consider the actual bid, Muye Technology will choose to cooperate with the most cost-effective.

Interestingly, both Microsoft's Xbox and Sony's PS took the initiative to find Makino Technology and proposed a cooperation intention: they hope to port "Plants vs. Zombies Online" to their console platforms, and both hope to be Exclusive exclusive collaboration.

As for the specific method of cooperation, the plans given by the two companies are similar. Both adopt the game charging model. Microsoft and Sony will give Makino Technology's game sales through the sales of games.

Li Mu refused this cooperative model without hesitation. He just wanted to put his game on their platform for pure sharing, and he also wanted to be exclusive? How could it be, it was just a dream.

These two game console platforms want to port their own games, the purpose is nothing more than to improve their own content library, and at the same time seize this popularity, so that players on their own platforms can play the most popular games on their own platforms, if they can get exclusive Cooperation is also a good opportunity to widen the gap with competing products.

In this case, their demands are far greater than Li Mu's demands, so Li Mu asked the two companies to put forward their own opinions on cooperation:

First, the share can be divided, but the two companies must pay the guaranteed amount. If it is not exclusive, each company will pay a minimum guarantee of 30 million US dollars. If the divided amount does not reach 30 million US dollars, Muye Technology will not refund it. , the two companies will divide the extra part to Muye Technology;

Second, if it is exclusive, in addition to guaranteeing the bottom line, Muye Technology also requires the cooperative enterprise to provide exclusive subsidies and no subsidies. Why do you cooperate exclusively with you? As for the amount of the exclusive subsidy, Li Mu did not explicitly say, and 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 big online movie, he can use it to cooperate with any video platform, or even cooperate with all video platforms. However, if any video platform wants to buy the exclusive broadcast rights of a big online movie, it must not only guarantee the bottom line, but also give enough subsidies and resources to tilt, otherwise who will give up the potential profits on other platforms, Help it to compete with other platforms?