Involve more brands, expand multiple channels

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A typical example is the May Day holiday this year, when "colorful flags fluttered" at many music festivals, including the Taihu Bay Music Festival, Jinan Wheat Field Music Festival, Beijing Strawberry Music Festival, and Infinity Music Festival. Music fans used "flags" as tokens to find group belonging in the utopia created by music, and brands also found an implantation point that is closer to consumers in the flags. Concerts and music festivals have in common that sponsors and consumers experience two or three hours of immersive emotional resonance together and will be automatically included in the list of “friends”. carry an IP , and use content as a transportation hub where brands gather and then rush to different scenarios.



This is the highlight moment of content being king, and also the iteration and innovation of brand marketing model combined with content co- creation . In the past, when brand marketing created big events, the brand was the protagonist. Whether it could hit the mood of the times and create a wave of the moment was a gamble. In an era when france whatsapp number data consumers’ voices were relatively weak and social media channels were single, brands had a natural advantage in the communication chain. With a single channel, the dialogue with consumers was top-down, and it was relatively easy for brands to become lifestyle leaders for consumers. Nowadays, a wide variety of channels accommodate a hundred contending voices, and popular trends have been changing with each passing day. Brands still need to communicate with consumers and resonate with them, but how to tap into social emotions is a major issue facing brand marketing.



The reality is that it is already difficult for brands to predict consumer sentiment and lead consumer preferences through a major event. The era of mass content is gone forever, and the era of segmentation has arrived, dividing the content into slices of different eras according to the groups of people and preferences. It may seem chaotic at first glance , but in fact there is a coherent structure. Looking through the hot topics updated daily on social media , you will find that the topics involved are nothing more than social hot spots and cultural and entertainment events. Social hot spots are the birthplace of cultural and entertainment creation, and the two have long been inseparable.