EntireUS (America)internetwas shockedby an unverifiednews.
整个美国互联网都被一则未经验证的新闻所震惊。According toinformed sources have disclosed that Muye Science and Technologyprovided an unusualawesomeonlinepromotionplanto the Coca-Cola Company, laterexecutiveBruce of Coca-Cola Company, personallysignedvaluetwohundred millionUSDpromotedcooperation agreementstoSilicon ValleyandMuye Science and Technology!
据知情人士透露,牧野科技给可口可乐公司提供了一个非常牛逼的线上推广方案,随后可口可乐公司的高管布鲁斯,亲自到硅谷和牧野科技签订了一个价值两亿美元的推广合作协议！Thisnewsnot onlymakes the internetindustrystare dumbfounded, evenmakes the advertising industrydumbfounded.
这个消息不但让互联网行业瞠目结舌,甚至让广告界目瞪口呆。Twohundred millionUSDpromotedcooperation agreements, are equal totwohundred millionUSDpurchase orders, was equivalent toCoca-Colato packfromMuye Science and Technologyonetimeboughttwohundred millionUSDpromotedresources, in the advertising industry, thiscould be said as the unprecedentedbigorder, let alone, suchlarge amount of the order that the enviableenvyhated, had noMuye Science and Technology of relationsto takewith the advertising industrybyone.
两亿美元的推广合作协议,就等同于两亿美元的采购订单,相当于可口可乐一次就打包从牧野科技手里买走了两亿美元的推广资源,在广告行业,这可以说是前无古人的大订单了,更何况,这么巨额的、让人羡慕嫉妒恨的订单,却被一个和广告行业没什么关系的牧野科技拿下了。The most important thing is, Muye Science and Technologyandadvertising industrythese4 aadvertisementcompanieshave the enormousdifference, has the enormous difference from theseadvertisementresource integrationsides.
最重要的是,牧野科技和广告界那些4a广告公司有极大的不同,与那些广告资源整合方也有极大的不同。
the 4 aadvertisementcompanyis the plan, the plan, the planwants the customer satisfaction, thenmeetsto take the planby the customerto operate, orentrusted4 aCorporationto conduct the promotedoperationdirectly, but4 aCorporationneedsfromownupstream, wasadvertisementresourcesproviderthere conducts the advertisementdelivery.
4a广告公司是出策划、出方案,方案只要客户满意,那么接下来由客户拿着方案自行操作,亦或者直接委托4a公司来进行推广操作,但是4a公司还是需要从自己的上游,也就是广告资源提供商那里进行广告投放。
The resource integrationsideis the contractor of advertisementresources, theytookTV Station, broadcasting station and offlinepublic transportationsystemadvertisement, the building bodyadvertisement and resources of elevatoradvertisementevenrestroomadvertisement, landing of anyadvertisementplan, needsto attaintheseresourcesfromtheirhands.
资源整合方就是广告资源的承包商,他们拿下了电视台、电台、线下公交系统广告、楼体广告、电梯广告甚至厕所广告的资源,任何广告方案的落地,都需要从他们手里拿到这些资源。Resources in the resource integrationsideare notwhiteto come, eachadvertisementpositionis the resourcesprovider, wantsto attaintheseresources, essentialmustpaycost, moreover the costs of theseresourcesespeciallyare often expensive, therefore, somebigenterprisesfrequently over over a hundred millionUSDadvertisementplans, there is a larger partto give the resourcesprovider.
资源整合方手里的资源不是白来的,每一个广告位置都属于资源提供方,想拿到这些资源,必需要付出实打实的成本,而且这些资源的成本往往格外昂贵,所以,有些大企业动辄上亿美元的广告方案中,有一大半都给了资源提供方。ButMuye Science and Technologythistimetakessuchbigadvertisementorder, simplyhas not actually followed the advertising industry the industryrule.
而牧野科技这次拿下这么大的广告订单,却根本没有遵循广告行业的行业规则。
The advertising industry is like allindustries, hasownrule, moreoverthere isownupstream, middle reaches and downstream, hasoneselfcompletesupply chain.
广告行业和所有行业一样,都有自己的规则,而且有自己的上、中、下游,有自己完整的产业链。Providesvariousadvertisementresources the enterpriseor the unit, such asTV Station, broadcasting stationandnewspaper office, theyare the upstreams of advertising industry;
提供各种广告资源的企业或单位,如电视台、电台、报社,他们是广告行业的上游;
The conformitypublicadvertisementresourcesandprovide the packintegration serviceto the customer the integrator, is the middle reaches of advertising industry;
整合公众广告资源、向客户提供打包整合服务的整合商,是广告行业的中游;Provides the advertise creativity4 aas well asotheradvertisementcompanies, is the downstream of advertising industry;
提供广告创意的4a以及其他广告公司,是广告行业的下游;
The threecooperate, canform the entireadvertisement the supply chainstrip.
这三者合作,才能够形成整个广告的产业链条。Draws an analogy, somedomesticwhite liquorenterprisewantsto push a model of localizationhigh-endnew product, hopes that canmake the brandandapprovalthrough the advertisement, latertheyformulated a promotedbudget of twohundred millionRMB, thenfound the 4 aadvertisementcompany, makingthemhelp the plan.
打个比方,国内某白酒企业想推一款定位高端的新产品,希望能够通过广告打出品牌知名度与认可度,随后他们制定了一个两亿人民币的推广预算,然后找到了4a广告公司,让他们帮忙出方案。
after the 4 aadvertisementcompanygathersthis/shouldenterprise20 millionservice cost, the comprehensive analysisdomesticwhite liquormarket reality and well-known brandpresent situation, analyze the brand of customeragain, and aspectinindustry, analyzesbrandapproval in customerinternallywhite liquormarketinsufficient, the competitivenessalsoto be at present insufficientat presentfinally, ifon the blindhigh-end product, is very difficultto open up the perspective, butthisexactlyis the coredemand of customer, therefore the 4 aadvertisementcompanyfound out a trick , to promote thismodel of productwith the specialmarketingway, therefore, theyhad an advertise creativity of blueclassics.
4a广告公司收取该企业两千万的服务费用之后,综合分析国内的白酒市场现状、知名品牌现状,再分析客户的品牌知名度,以及目前在行业里的局面,最后分析出目前客户在国内白酒市场中的品牌认可度不足、竞争力也不足,如果盲目上高端产品,很难打开局面,但这恰恰又是客户的核心需求,于是4a广告公司想出了一个奇招,用特殊的营销方式来推广这款产品,于是,他们产生了一个蓝色经典的广告创意。Afterward, thisadvertise creativitywas acceptedby the customer, then, the plancontinuallyimproves, finally the customerdetermined the finaldesign and promotedplan of product, then, this/shouldenterprisewill budgetremaininghundred million80 millionRMBto poundagainto an advertisementbusiness agent.
随后,这个广告创意被客户采纳,接下来,方案不断完善,最终客户确定了产品的最终设计以及推广方案,再接下来,该企业将预算剩下的一亿八千万人民币都砸给了一家广告代理商。
The advertisementbusiness agentreorganizesadvertisementresources in the handrapidly, threw the advertisement of thismodel of productin the nationaldozensTV Stationprime times and offlineadvertisementdisplay spotsacross the country.
广告代理商迅速整理出自己手中的广告资源,将这款产品的广告投在了全国几十家电视台的黄金时段、全国各地的线下广告展示位置。Againlater, liquoradvertisementhiding the sky and covering the earth of thisenterprise, twohundred millionRMBspentnone, butactuallyreceived in exchange the every yearbillionsevenhighersales volumesto grow.
再随后,这家企业的酒品广告铺天盖地,两亿人民币花了个精光,但却换回了每年几十亿甚至更高的销量增长。Thisisin the traditionaladvertising industry, a successfuladvertisementcasefrom the birthto the landingentireprocess, the enterprisedisburses money, 4 a and resource integrationsideandresourcesproviderthree partiesmake money, 200 millionplans, might be4 again20 million, conformed withsideZhuan20 million, the majorTV Stationresourcesprovidersaltogethergainedhundred million60 million.
这就是传统的广告行业里,一个成功的广告案例从诞生到落地的全过程,企业出钱,4a、资源整合方、资源提供方这三方赚钱,两亿的方案,有可能是4a赚了两千万,整合方赚了两千万,各大电视台在内的资源提供方一共赚了一亿六千万。ThisMuye Science and Technologytakes the Coca-Colatwohundred millionUSDsuperorders, whatkeeping the advertising industryfromaccepting, takes such bigorderMuye Science and Technologyis not an advertisementcompany......
这次牧野科技拿下可口可乐两亿美元的超级订单,让广告行业无法接受的是,拿下这么大订单的牧野科技不是一家广告公司……Butmostkeepsthemfromaccepting, moreoverfeltwhat the crisisis full: Muye Science and Technologyallmade the upstream, middle reaches and downstream entireadvertising industry! Thisto the advertising industrysimplyissubversiveexistence!
而最让他们无法接受,而且感到危机十足的是:牧野科技自己就把整个广告行业的上、中、下游全做了！这对广告行业简直是颠覆性的存在！Therefore, the people of entireUS (America)advertising industrywere asking around, what promotedplanMuye Science and TechnologygaveCoca-Colato provide, canmake the Coca-Colaone breathput outtwohundred millionUSDunexpectedly.
于是,整个美国广告行业的人都在到处打听,牧野科技到底给可口可乐提供了一个什么样的推广方案,竟然能让可口可乐一口气拿出两亿美元。Butat presentCoca-Cola, isMuye Science and Technology, strictlykeeps secretto the specific content of thiscooperation, both sidestacitly approvedthiscooperation, but the specific cooperationanything, no oneknows.
可是眼下无论是可口可乐,还是牧野科技,都对这次合作的具体内容严格保密,双方都默认了这次合作,但具体合作了什么,谁也不知道。
......
……Li Mualsodidn't expect, oneselfactuallytooktwohundred millionUSDfromCoca-Cola, moreoverthesetwohundred millionUSDtakenot to needto pay any hardcost, nothing butissomeownresources in hand.李牧自己也没想到,自己竟然从可口可乐手里拿了两亿美元,而且这两亿美元拿到手进本不需要付出什么硬成本,无非就是自己手里的一些自有资源。Withtwohundred millionUSDcooperation of Coca-Cola, hundred millionUSDforCoca-Cola'spromotioninnon-RMBusercommunity , to promote of fourTen Million USDforRMBusercommunity.
与可口可乐的两亿美元合作中,一亿美元用于可口可乐在非人民币用户群体中的推广,还有四千万美元用于人民币用户群体的推广。As forremainingsixTen Million USD, isLi MuimplantstoBruce'sthirdset of promotedplanGame.
至于剩下的六千万美元,就是李牧给布鲁斯的第三套推广方案游戏植入。Is all the rage " Town of Paradise » usercommunity of the world is enormous . Moreover the Nikkatsuuserscrossten million/countless, will bein the worldlargestonlineGame, Li Muin«Town of Paradise»manufacturesystem, will joinone„funworkshop”, as a newprocessingsystem, will integratein " Town of Paradise » processingsystemic structuretree.
风靡全球的《天堂小镇》用户群体极大而且日活用户过千万,是当今世界上规模最大的在线游戏,李牧将在《天堂小镇》的制造系统中,加入一个“可乐工场”,作为一个新的加工体系,融入到《天堂小镇》的加工体系结构树中。According totying the setting of paper mulberry, the funfactorymakes the Colato needthreeraw materials, respectivelyis: Cocaleaf of hard sugar, Colaas well asexpiration;
按照结构树的设定,可乐工厂制造可乐需要三种原料,分别为:砂糖、可拉以及失效的古柯叶;Ingredient that because the cocaleafcancounteract poisoncontainingsome, therefore„cocaleaf of expiration”thisraw material, the playeris unable to obtainthrough the plantercoca, can only in the wharfpurchasethroughGame;
由于古柯叶含有一些可以制毒的成分,所以“失效的古柯叶”这种原材料,玩家无法通过种植古柯获得,只能通过游戏里的码头购买;Needsto purchasebesides„cocaleaf of expiration”, the white granulated sugarandColaplayerscanbe self-sufficient.
除了“失效的古柯叶”需要购买之外,白砂糖和可拉玩家都可以自给自足。
The playerscanpurchaseColaseeddirectly, plantsColain the farm;
玩家可以直接购买可拉种子,在农场种植可拉;BesidesCola, user , to obtain the hard sugar, needsto purchase the sugar caneseedplantersugar cane, thenuses the sugar refinery, transforms the sugar caneas the hard sugar.
除了可拉之外,用户如果想得到砂糖,需要购买甘蔗种子种植甘蔗,然后再用制糖厂,将甘蔗转化为砂糖。Had„funfactory”, had the cocaleaf of hard sugar, Colaas well asexpirationagain, the usercanmake the Cola . Moreover the Colain the dutysystem of Game, there is a veryvitalfunction, completes the Cola the duty, canobtainbetterdutyreward.
有了“可乐工厂”,再有了砂糖、可拉以及失效的古柯叶,用户就可以制造出可乐,而且可乐在游戏的任务体系中,有非常重要的作用,完成有可乐的任务,就可以得到更多更好的任务奖励。This„funfactory”a series ofcreativities, areLi Muto the thirdpromotedplan of Coca-Cola, the Li Mu'sobjectiveare, so long asCoca-Colais willingto pay money, thencan„funfactory”titlefor„Coca-Cola Factory”, and its product of outputwill also change the nameasCoca-Cola.
这个“可乐工厂”的一系列创意,就是李牧给可口可乐的第三套推广方案,李牧的宗旨就是,只要可口可乐愿意付钱,那么就可以将“可乐工厂”冠名为“可口可乐工厂”,并且其产出的产品也将更名为“可口可乐”。
The creativity that thisGameimplants, almosttouched the executive of Coca-Colain the flash, whomnever hasto trysuchinterestingimplantationway . Moreover the opposite partyis a NikkatsuusersurpassesonlineGameten million/countless, the lettingpeople of thispropagandawayvanguardcannotbelievesimply.
这个游戏植入的创意,几乎在一瞬间就打动了可口可乐的高管,还从来没有谁尝试过这样有趣的植入方式,而且对方还是一个日活用户超过千万的在线游戏,这种宣传方式简直前卫的让人不敢相信。In addition, Li Mugave back to a Coca-Colabetterfusionplan: The marketingplan of exchangecode can definitely usein the offlineentity, moves toonlinevirtual, in other words, «Town of Paradise»player, ifproducedvirtual„Cola”, theneachbottle„Cola” will have an exchangecode, the userhad the opportunityto exchange the virtualcoin and reward of specialGameitem(s).
除此之外,李牧还给了可口可乐一个更好的融合性方案:兑换码的营销方案完全可以用线下实体里面,搬到线上虚拟中来,也就是说,《天堂小镇》的玩家如果生产出了虚拟的“可乐”,那么每一瓶“可乐”里也将带有一个兑换码,用户有机会从中兑换到虚拟币以及特殊游戏道具的奖励。
The Coca-Cola Companyis wild with joyaboutthispromotedplan, such a setwill place in 2016veryordinarymarketingpromotionplan, placed in 2003to leteveryonefull of admirationpaying homage tosufficiently.
可口可乐公司对这套推广方案可谓欣喜若狂,这样一套放在2016年非常普通的营销推广方案,放在2003年足以让所有人五体投地的膜拜。However, Li Mugave the Coca-Cola Companyto irrigatebasincold water, he can only pledgeto retainthreemonthsin the contract the Coca-Cola FactoryrelatedelementinGame, threemonthslater, Li Muhad the rightto make the bottom carriageorhiddenprocessingtheseitem(s).
不过,李牧又给可口可乐公司浇了一盆冷水,他只能在合约中承诺将可口可乐工厂相关的元素在游戏里保留三个月,三个月后,李牧有权将这些道具做下架或隐藏处理。
The Coca-Cola Companyhas very strongprotestto the Li Mu'sthreemonths of maintenancefrom the beginning, butLi Muhas not actually relentedslightly, frequentlyimplementsonenot to reduce prices, the principles of twonon-increments, does not giveCoca-Cola the leeway of anymediation.
可口可乐公司一开始对李牧的三个月保证期有很强烈的抗议,但是李牧却丝毫没有松口,时刻贯彻着一不降价、二不加量的原则,不给可口可乐任何斡旋的余地。Thesemakes the high level of Coca-Colafall into a hugepuzzledsituation.
这一下就让可口可乐的高层陷入一种巨大的纠结情形之中。Actuallycompares the entitydrink the exchangecodeplan, Coca-Colalikes the thirdpromotedplan, becausetheyonlyneedsixTen Million USDcosts, canmakehundred millionplayerssee the advertisement of implantingCoca-Colarepeatedlyunceasingly, andgoesto haveandclosercontact and relationwith the product placement of Coca-Colaon own initiative.
其实相比实体饮料的兑换码方案,可口可乐更喜欢第三套推广方案,因为他们只需要六千万美元的成本,就可以让过亿玩家反复不断的看到可口可乐的植入性广告,并且主动去与可口可乐的植入广告发生更多、更密切的接触和联系。However, threemonths of prescriptive period is too truly short, is equivalent toonemonthto taketwoTen Million USD, trulyexpensive/noblescary.
但是,三个月的时效期确实太短,相当于一个月就要两千万美元,确实贵的吓死人。This being said that " Town of Paradise » Nikkatsuusersten millionpeople, threemonths, accumulationdemonstrationperhapswill have achievedhundreds of millionsevenbillionstimes, such a, seemed likeextremely the pitincomparableprice, thenseemedespeciallysincere.
可话又说回来,《天堂小镇》的日活用户就过千万人,三个月时间,累积的展示次数恐怕将达到几亿甚至几十亿次,这么一来,原本看起来极坑无比的价格,便又显得格外厚道了。HoweverCoca-Cola after consideration, decidesto accept the Li Mu'spromotionplanoverall, the second day of therefore, inBruceandLi Mumeeting, was inSilicon ValleyBruceto obtain the finalapproval of Coca-Cola, signed the cooperation agreementwithLi Mu.
但是可口可乐在经过考虑之后,还是决定全盘接受李牧的推广方案,所以,就在布鲁斯和李牧见面的第二天,身在硅谷布鲁斯就得到了可口可乐的最终认可,与李牧签订了合作协议。
The one breathattainstwohundred millionUSD, Li Munaturally is also especiallygratified, butthesetwohundred millionUSDcontractsalsocompletelyexposedhiswhereabouts, now the entireUS (America)evenentire worldknowsoneselfcameUS (America).
一口气拿到两亿美元,李牧自然也是格外欣慰,但这两亿美元的合约也彻底暴露了他的行踪,现在整个美国甚至全世界都知道自己来了美国。Li Mualsopreparedto go toHarvardto have a look atSu Yingxue, the resultCoca-Colawith the matter that cooperatedjustto finishquietly, Li Mureceived the call that Harvardprincipalmade.李牧还准备悄悄去哈佛看看苏映雪,结果这边和可口可乐合作的事情刚结束,李牧就接到了哈佛校长打来的电话。In the telephone, Harvardprincipalsaidexcited, butsummarizes, only hastwokey points:
在电话中,哈佛校长兴奋不已的说了很多,但总结下来,只有两个重点:First, 3321teamshave arrived atHarvardat present, andhas startedwithHarvardtogether the matters concerned that prepares3321US (America)stationsto get online;
第一,3321团队目前已经到哈佛了,并且已经开始和哈佛一起准备3321美国站上线的事宜;Second, the studentsthink ofyou, over10,000Harvardstudentsin the campusonlinecollectivevoice, wholeheartedlyhope that your timecomesUS (America), but can also find the timeto come a Harvardagain......
第二,学生们都十分想念你,超过一万名哈佛学生在校园网上集体发声,衷心的希望你这次来美国,还能抽时间再来一趟哈佛……
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