Chapter 1346 (1/2)
In early April, the offline promotion of ”plant vs. zombie online” also brought good news.
Coca Cola has selected 15 most popular game images from ”plant vs. zombie online”, designed them into brand-new bottle decoration and printed them on the newly produced Coca Cola.
Since Coca Cola itself is a factory built all over the world, when they started to promote the special edition of ”plant vs. zombie” Coca Cola products, it was a very powerful hot start directly. The head office determined the packaging and gave the production materials to all the filling plants. All the production lines of Coca Cola began to produce new packaged products at the same time, and the products were just born The production line is immediately transported to the covered market, and the online and offline distribution speed is extremely fast.
No matter in China, the United States, European countries, even Southeast Asia and Africa, as long as there is a Coca Cola production line in the market, they all put on the shelves of a new packaging Coca Cola in the first time.
The new packaging of Coca Cola, from cans to bottled drinks of various capacities, still uses their unique red color. On the 360 degree ring packaging, about 50% of the area is used to display Coca Cola's huge logo, 20% of the area is used to display the ingredients list, nutrition composition list and other information of the product, and the remaining 30% is all the cartoon materials for plants and zombies 。
What's more, it's worth mentioning that that 30% of the positions used to display cartoon images are reserved for 15 different cartoon images, and under the Coca Cola logo, which occupies half of the area, there are two classic fixed images in ”plant vs. zombie online”, one is the pea shooter, the other is the ordinary zombie, which are just under the logo of Coca Cola, so , which basically ensures that no matter how the bottle is placed, you can see the visual elements of plant vs. zombie online.
Nowadays, almost all people who have been exposed to computers have been exposed to ”plant vs. zombie online”, so they can't be more familiar with all kinds of images in the game. However, before they were on the Internet, they saw the two-dimensional images of these planes through the computer screen, but now, these images suddenly appear in their lives, and they are three-dimensional Touch the physical products, so a lot of offline soft drinks stand out.
The image of ”plant vs. zombie online” and the cooperation with Coca Cola promote the offline consumers obviously. Coca Cola consumers who don't like or haven't heard of the game will not give up consumption because of the new packaging of Coca Cola. However, those consumers who seldom drink Coca Cola or occasionally drink Coca Cola because they see The familiar cartoon image of ”plant vs. zombie online” is easily influenced by familiar elements, thus generating purchase desire.
A lot of actual data support this point.
Because Coca Cola packaging uses 15 different cartoon images, so as soon as it goes on the market, it causes a kind of collection heat!
A large number of consumers all over the world unconsciously start to collect Coca Cola. Some people buy bottled drinks, then carefully remove the packaging strips of bottled drinks, pave the collection. Some people buy cans directly and don't drink them. They put them in the window at home, collecting one cartoon image after another.
What's most interesting is that Makino technology once taught Coca Cola a little skill. Although it decided to use 15 cartoon images, the frequency of using these 15 cartoon images must not be evenly distributed. It can't produce 1.5 billion bottles. Each cartoon image has 100 million bottles. This is too mediocre. On the contrary, we must increase the exposure rate of some images, Then reduce the appearance rate of some images.
In other words, 15 image forces, at least to ensure that the stock of two images is relatively scarce, only in this way, can we promote the collection desire of users.
This is Li Mu's inspiration from a snack in his childhood. There is a cartoon image card of 108 characters of the marsh in that snack, but several cartoon images are extremely rare. Lin Chong is the most difficult snack in Li Mu's impression. A bag of fifty cents snacks can be sold for at least fifty yuan, or even more, if one is opened The reason is that many people have a kind of obsessive-compulsive disorder in their subconscious. Obsessive-compulsive disorder forces them to see this series of products, and they will want to collect them. As long as they don't collect all of them, the more and more they collect, the more and more they become obsessed, the more 108 will collect 10 of them, and they feel that it doesn't matter. But when they collect 107 of them, they will fall into great anxiety and expectation.
Therefore, Coca Cola also deliberately controlled the appearance rate of the two cartoon images, greatly reducing their appearance rate.
Among them, the least is the nut wall.
The simple and lovely nut wall has always been a popular image among plants and zombies, especially loved by women. So many women even pay a lot of money online to collect Coca Cola packed with nut wall.
When the Coca Cola series of ”plant vs. zombie online” was popular all over the world, a can of Coca Cola packed with nut wall on taobao.com had already been fried to 80 yuan.
The European and American markets are more terrible, with the United States as the most.
I don't know why, the United States is probably the country with the largest collection of addicts in the world. Some people collect dozens of tons of various rocks, tens of thousands of beer bottles around the world, and some collect stickers on various glass bottles. Some people are struggling to collect such strange things. Besides, Coca Cola, almost every American, loves to die and live It's a hot drink.So, on eBay, a bottle of American version of nut wall coca cola cans can be sold for 60 dollars, almost 500 yuan, and other Chinese versions, from 40 dollars to 20 dollars. Apart from the local version, the most expensive one is the Canadian version, because they are all in English, and the packaging is basically the same.