The "Entertainment Capital CEIS Autumn Conference - Evolution of Entertainment Marketing" was held by the well-known We-Media "Entertainment Capital" in Four Seasons Hotel Beijing on October 13, 2017. Mr. Shi Feng, Co-Founder and President of I Do Culture Corporation, was invited to attend the meeting as a distinguished guest of the Roundtable Forum- "How to become a master of entertainment content marketing".
The conference was co-chaired by Wu Lixiang and Zheng Daosen, founders of Entertainment Capital. Present at the event were also many industry veterans, including: Cui Yanning, vice president of content marketing of Youku, Alibaba Digital Media & Entertainment Group; Zhao Bin, vice president and Chief Brand Officer of Ci Wen Media; Liu Hang, vice president of New Classics Media；Liu Dong, Producer of Mars Intelligence Agency；Cai Yuexun, Director and winner of both Golden Bell Awards and Huading Awards; Zhou Hanjian, founder of Star Link; Ye Ming, CMO of Ijovo; Wu Gen, market director of UCAR Inc.; Yu Wenhao, chairman of U-right Media; Yuan Tao, founder of Joy Culture; and Liu Jian, founder of Whale Dream Culture, etc. , who gathered to address new trends and ways of entertainment marketing nowadays.
Roundtable Forum "How to Become a Master of Content Marketing"
The Roundtable Forum "How to Become a Master of Entertainment Marketing" was an important part of this Autumn Conference. Zheng Daosen opened the forum with a warm-up question- "What entertainment marketing case do you think is the most eye-catching one since 2016?". Firstly, Mr. Shi Feng shared the case of brand placement and derivatives marketing based on the cooperation between I Do under HIERSUN Jewelry and Stephen Chow’s The Mermaid: I Do created the same pendant as that in the film The Mermaid, and ranked Top1 among Jingdong jewelry category, with 70,000 pendants having been sold in two months, which is definitely a staggering figure in the history of jewelry sales.
After Mr. Yuan Tao, founder of Joy Culture, shared the case of music marketing, Mr. Shi Feng agreed with him on the current market response of music marketing, and continued to share the case of scenario-based marketing of I Do: "In 2016, Eason Chan wrote words and played in MV for the song I Do; in 2017, Karen Mok sang the song I Do on the Double Seventh Festival, and we strive to make it into a wedding song. We choose a variety of warm scenes, such as wedding scene, merry-go-round, etc., to define love with I Do. "
Shi Feng, Co-founder and President of I Do Culture Corporation, speaks at the forum
"Focusing on both brand and content "
Respect the content and be responsible for the brand
I Do Culture Corporation is an independently operated culture group invested by HIERSUN, with the brand endorsement of HIERSUN Jewelry, whist covering film and television, animation, network-generated contents, games, agent and other industry resources..For this reason, Mr. Shi Feng said they knew the appeal that I Do wants to convey, while understanding the demand of content supplier, which can be summarized to "focus on both brand and content".
Talking about the latest masterpiece Europe Raiders directed by Jingle Ma of I Do Culture Corporation, Mr. Shi Feng said. "Because the film is starred by Tony Leung and Kris Wu, many brands are attracted to make placement, but I did not let all of them come in, for I respect more for the fit between the content and the brand."
Mr. Shi also took the brand I Do as an example, saying that in such an action comedy film as Europe Raiders, I Do may focus more on cooperative derivatives rather than directly placing in the plot. He said he will not implement some compulsory scenes-based placement due to his dual roles.
Cai Yuexun, Director and winner of Golden Bell Awards and Huading Awards, speaks at the forum
Integrate resources, and pursue a win-win situation
When discussing the second topic of the forum- brand placement in film and television, Mr. Shi noted that "under the current market conditions, brands will give priority to the works with big IP and celebrities,. However, these works will also be big production with high cost, demanding more in brand investment."
As for the film Europe Raiders in which Mr. Shi serves as the producer, they chose to work with a number of partners who can provide support after the release of the film. Nowadays, brand placement is no longer simply taken as brand exposure as in the traditional form, but more in-depth "integration" to show the brand concept.
When talking about the trend of product placement, Mr. Shi pointed out that the future product placement will be no longer confined to the products themselves. Rather, they must be integrated, with other marketing factors such as the scenes, contents, and music. More third-party professional companies, therefore, are needed to enter the sector so as to make up for the deficiency of content suppliers and brands, integrate resources and achieve a win-win situation.
Zheng Daosen, founder of Entertainment Capital
Brand and content can only “fall in love” when they fit each other
Finally, when being asked "how to balance business and content?", Mr. Shi said, "The most important thing is to complement each other, rather than forcing the other side to accept it, just like two people who can only fall in love and get married when they fit each other. Only such works can be recognized by the audience."
Mr. Shi also shared some of his working experiences. According to him, a brand, has to understand the content. When choosing films or TV programs for product placement, a brand tends to select the content that matches its brand tone and connotation. As a producer, Mr. Shi welcomes brand placement, because the resources and influence brought by a brand cannot be necessarily acquired by promotion campaign in later period. The most important thing is to evaluate whether the content quality can cater to the audience’s taste and aesthetic needs in brand placement. Only by balancing the two things can they achieve a win-win situation.
Mr. Shi also suggested establishing links with brands at the early stage of content creation rather than waiting until the shooting stage, so as to understand the needs of both sides as early as possible,. Nowadays, as the promotion of film and television works is started at an increasingly earlier stage, how to develop the most appropriate and best marketing plans based on the works and market has become the common challenge facing brand and content providers.
Shi Feng, Co-founder and President of I Do Culture Corporation