In the past two years, circle seems to have become a high-frequency hot word on the Internet, and has been used in various fields. As the saying goes, "birds of a feather flock together," for individuals, circles affect the lower limit of life and one's own pattern. For items, the circle gives it the connotation behind it and the explicit price tag. In the past, there seemed to be clear boundaries between circles, and "barriers" between different circles separated people so that they could not interfere with each other.
However, in this era of information explosion, marketing has made the boundaries between circles increasingly blurred. Especially those brands that are deeply rooted in the hearts of the people are good at using circles to break out of the circle and get out of the circle. Promote yourself through reshaping circles, thereby "encircling" more consumer groups. For example, IT giant Lenovo previously cooperated with the Forbidden City to launch a variety of notebooks with Chinese elements, which attracted great attention in the industry; the famous sports brand Li Ning cooperated with linefriends, attracting consumers who love Brown Bears...
Not long ago, the news that SAIC Roewe was listed in the national auction aroused great attention and enthusiasm from people in all circles. A series of quite creative marketing strategies once again refreshed people's definition of brand marketing. It adds another vivid case to cross-circle marketing.
"Roywey Yuan Universe" debuted in the national film industry and received continuous attention from people from all walks of life
When it comes to "Yuan Universe", I believe everyone will not be unfamiliar. This first appeared in The term in the science fiction novel "Avalanche" published in 1992 was initially used to describe a huge virtual reality world. However, with the help of major technology giants, the Metaverse has set off a new wave of technological revolution around the world, and was even selected as the Collins Dictionary's 2021 Hot Word.
Faced with the menacing "metaverse", SAIC Roewe, as the leading automobile brand in China's technological trend, has closely followed the times and announced on its official Weibo not long ago that it will use a "Roewe" "Yuanverse" NFT digital art works are listed in the national auction for public auction. Once the news was released, it attracted collective attention from fashion, art, sports, beauty and other circles. This rare event of a car brand crossing the metaverse instantly aroused the curiosity of the public and aroused strong onlookers from netizens.
Many netizens expressed doubts: Roewe has logged into China Film Festival. What kind of magical operation is this? Some people even exclaimed, is the real world already Out? Is Roewe moving to the Yuan Universe to sell cars? In the face of everyone's doubts, SAIC Roewe released more news by "strike while the iron is hot". Through a poster full of technology and futuristic sense, it disclosed for the first time the new concept of "cross-dimensional homogeneous body", and with "Who The suspenseful setting of "will become the first person in the Roewe Metaverse" further pushed people's curiosity to a higher climax.
Since then, SAIC Roewe has continued to conduct comprehensive and uninterrupted reports on the news of "Roewe Yuanshi"'s registration in the national film through Weibo, WeChat, Bilibili videos and news media platforms. Warm-up, and carry out concept interpretation through NFT works, author introduction, etc., actively interact with people in various circles, and people in various circles also understand the latest developments of the "Roewe Metaverse" auction through different methods.
Finally, on January 23, after many rounds of intense and fierce competition, Roewe's first NFT digital art collection "Roewe Metaverse" won the prize with 100 under the unanimous attention of everyone. The high price of 10,000 yuan was bought by Ms. Ye Shengqin, a famous artist born in the 1980s.
SAIC Roewe took the lead in laying out the Metaverse, opening up a new path for brand marketing
If we review the auction of the "Roewe Metaverse", it is not difficult to find that this time "Roewe Yuanshi" NFT's debut in the national auction is not only a new attempt by SAIC Roewe in the changing times, but also another innovation in circle marketing in the automobile industry.
In fact, since the concept of "Metaverse" became popular on the Internet, there have been countless followers, but those who can deeply integrate the brand with the Metaverse are widely recognized, and SAIC Roewe is famous for its "Roewe" Taking the opportunity of the "Yuanverse" auction, we took the lead in opening the door to the Metaverse, deeply binding brand marketing with the new concept of the Metaverse, opening up a new path for automobile brand circle marketing, and becoming the automotive industry's first step in laying out the Metaverse. forerunner.
As the auctioneer in charge of the auction said: "This auction is the first NFT auction of Shanghai National Auction House, and it is also the first auction in the Chinese automobile industry. SAIC Roewe can seize this opportunity and boldly innovate to hold the auction. I think it’s amazing.”
In addition, in terms of marketing breadth, Roewe’s entry into the national auction market was also extremely successful. As we all know, after many rounds of Internet dissemination and fermentation, the Metaverse is no longer a "secret" in small circles, but has entered the public eye and has become a topic in many circles including technology, fashion, art, sports, beauty and even animation. The *** is the same as "intersection". This time, SAIC Roewe is the first of its kind in the industry. Through the auction of NFT works, it has easily broken down the barriers between the automotive circle and various circles, formed a collective excitement across multiple circles, and doubled the brand's reputation. In addition, in terms of marketing techniques, Roewe uses "curiosity" as a powerful starting point, changes from passive to active, changes from one-way transmission to two-way interaction, and continues to gain favor and attention from people in all circles.
In addition to innovating in circle marketing methods and techniques, SAIC Roewe is also ahead of the crowd in its application of the metaverse concept.
Since the emergence of the "Metaverse", stars including NBA superstar Curry, Shawn Yue and Jay Chou have been involved in the NFT field. Even official collection institutions such as the Russian Hermitage Museum and the British Museum have also joined in. The ranks of auctioning NFT digital collections. However, unlike the way celebrities and institutions virtualize physical works through NFT, the auction of the "Roewe Metaverse" NFT digital art collection is not a blind follow of the trend, but a new perspective of the "next era" To do the opposite, to change "casting" into "creation" and move away from virtuality to reality, with an NFT art work of "Roewe Yuanverse", the beautiful concept is transformed into "virtual" through technology and technology. Reality", bringing a brand new cross-dimensional homogeneous body - My Neighbor Totoro, to everyone.
Up to now, the auction of the "Roewe Yuan Universe" NFT digital art collection has been settled, but this time Roewe's cross-circle marketing has not reached the end, and the true appearance of the cross-dimensional *** Homophile Totoro has not been revealed. , has once again planted a "seed of curiosity" in the hearts of multiple audiences. So, what are the highlights of this "cross-dimensional ***homogeneous body"? Let us look forward to new news about it!