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玩转品牌植入新思路拆解来伊份《乌鸦小姐与蜥蜴先生》的招式

时间：2021-05-20 12:59:31阅读：95943次
冷血蜥蜴碰上&ldquo;霉神&rdquo;乌鸦，冷冰的机械心脏和事事不顺的倒霉蛋相爱了，新颖的人物设定甜宠剧《乌鸦小姐与蜥蜴先生》有着别样的浪漫。而除了剧情内容外，其中的植入也很值得品味，细品植入品
乌鸦小姐与蜥蜴先生
  • 乌鸦小姐与蜥蜴先生
  • 剧情 奇幻 爱情
  • 任嘉伦 邢菲 刘芮麟 赵奕欢 骏声 葛施敏 范湉湉 宣璐
玩转品牌植入新思路拆解来伊份《乌鸦小姐与蜥蜴先生》的招式
玩转品牌植入新思路拆解来伊份《乌鸦小姐与蜥蜴先生》的招式
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冷血蜥蜴碰上“霉神”乌鸦，冷冰的机械心脏和事事不顺的倒霉蛋相爱了，新颖的人物设定甜宠剧《乌鸦小姐与蜥蜴先生》有着别样的浪漫。而除了剧情内容外，其中的植入也很值得品味，细品植入品牌之一来伊份，其策略值得很多品牌借鉴。

“沉浸式”植入，借剧情构建品牌联想

影视外的内容创造起点，仍需要先从“影视中”的植入说起。

优秀的影视剧植入式广告必须深入了解自身品牌的特性，影视剧剧情的设定，参演演员的风格，三方高度融合，才能融入剧中实现营销的最大效益化。 来伊份在《乌鸦小姐与蜥蜴先生》中的“沉浸式”植入，于不影响观看体验的情况下，不断在剧情中构建品牌联想。

比如剧中女主姜小宁在来伊份快闪店打工，好朋友去找她，小宁顺势推荐她玩店里的“有奖活动”，而其朋友也因此获得了两份来伊份新鲜零食礼盒。此桥段有大面积的来伊份露出，可并不突兀。该剧情不是为了植入而强加行加入的桥段，也没有强行念广告词，女主本来就处于一个待业状态，期间做着各种兼职，在来伊份打工也是顺水推舟的一个情节。

还有一些细小的露出也可用见品牌的“小心思”，比如公司员工在茶水间、团建时候边聊天边吃来伊份零食，吃来伊份零食看顾川获奖直播，小宁姑姑边看电视边吃来伊份零食等桥段，都是比较讨巧的，它符合一个基本的设定，在办公室、团建、家中看剧等场景一般都会吃休闲零食“磨牙”，而同时也符合来伊份品牌受众的设定，可以说是一个双赢的植入。

影视剧植入就是需要将品牌悄无声息的隐藏其中，甚至于成为影视剧内容、情节的推动器。 来伊份植入的这些情节并不会给观众一种生硬的感觉，反而增添生活气息，对剧情的推进也起一定作用，同时，剧情中的人群、场景也符合该品牌的调性。

深挖影视价值，全方位内容营销布局

信息碎片化及信息渠道离散化愈演愈烈的今天，在影视植入这种长周期项目中，品牌更需要思考如何有效紧抓长期热度，也就是说需要品牌在植入之外，有一个全面内容布局。

来伊份矩阵化传播引导，借力剧集热度绑定品牌内容。剧集定档后，来伊份就在微博上发起话题#乌鸦小姐与来伊份#、#零食天命CP磕到了#的话题，让粉丝与观众都参与进来讨论，还送出剧中同款零食给粉丝。

不仅如此，来伊份在电视机预热阶段还和其他植入的品牌方玩了一波“梦幻”联动，来伊份、自嗨锅、RIO鸡尾酒、99皮炎平等品牌互相“学话”，真实上演了“皮一下，”，惹的粉丝们大呼“戏精”。

电商顺势导流，构建内容营销闭环

不仅布局营销，来伊份显然已经做好了承接、转换流量的内容准备。

剧集热播期间，来伊份天猫、APP已经借势剧情，开始售卖同款零食。打开来伊份天猫旗舰店首页中便可以看见植入海报，点进“乌鸦小姐联名二级页面”中去，剧中同款零食“100份新鲜零食礼盒”、“居司令”、“芒太后”等美味零食尽收眼底，还有促销优惠，只需一键便get剧中同款零食。

据悉，坚持“新鲜”是来伊份20多年的内核，而剧中人气零食“居司令“和“芒太后”则是“新鲜零食”的代表。芒太后的原料芒果均鲜果当天加工，采用厚切10mm工艺配合低温烘烤，果肉厚、嚼劲足；居司令则精选新鲜猪肉后腿部分，剔去皮、膘、筋骨， 取其整块纯瘦肉为基本原料，用考究的工艺，慢火轻烘，去油出香。其实原料和加工方法仅是来伊份新鲜零食的一部分，其“新鲜零食”是系统性工程，由原料优鲜、技术保鲜、包装锁鲜、产销争鲜、配送领鲜五个维度打造，实现了从起点的原料端，到消费者终端整个过程的全覆盖，每一个环节都在最大限度上保证新鲜。

品牌植入不仅涉及剧中，品牌还会继续在IP外围进行内容创造，持续引流、吸粉，配合个渠道活动转化，可以说在植入内外的品牌全盘运维力是一个决胜点，而来伊份在《乌鸦小姐与蜥蜴先生》的植入是一个典范，可以看见来伊份的年轻、活力与创新，同时也可以看见该品牌未来的无限可期。

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