The 2023 summer box office season continues to heat up. According to Maoyan Professional Edition data, as of press time, the total box office (including pre-sales) for the summer season (June 1 - August 31) has exceeded 17 billion yuan, becoming the first summer season since 2020 to surpass 10 billion yuan, and the upward trend remains strong. Surpassing the 2019 high of 17.778 billion yuan is only a matter of time.

Major film seasons have always been a battleground for brand marketing, and this summer's unexpectedly explosive heat has provided fertile ground for brands to leverage. Brands have flocked in, staging marketing carnivals both inside and outside the cinema.

Among these, Brave the World SuperX, in collaboration with the film "One and Only," launched a series of marketing campaigns around brand ambassador Wang Yibo, successfully leveraging the film to tap into online and offline traffic pools, creating a blockbuster case of brand-film crossover marketing this summer and setting a new benchmark for such collaborations.

Looking at the entire campaign, Brave the World SuperX emphasized a "two-way commitment."

Highly Aligned Spiritual Core A Two-Way Commitment Between Brand and Film

The film "One and Only" tells the inspirational story of Chen Shuo, a street performer played by Wang Yibo, who persists in his dreams despite adversity. After meeting Ding Lei, a life mentor played by Huang Bo, he overcomes numerous obstacles and setbacks to turn the tide and pursue a common goal.

As the protagonist, Chen Shuo is a key embodiment of the film's themes and values. Undoubtedly, the high compatibility between the character and actor Wang Yibo makes the film's message of relentless effort, never giving up, and bravely facing life's challenges more convincing.

The seamless integration of Wang Yibo and Chen Shuo also provides Brave the World SuperX with a vast space to explore the commonalities among the character, actor, film, and brand. Under the premise of a highly consistent spiritual core among all four, the brand and the film (including character and actor) achieve a two-way commitment.

Brave the World SuperX champions the brand spirit of "born fearless" and has sponsored the popular street dance IP "Street Dance of China" for several years, deeply integrating into the street dance stage and forming a strong bond between the brand spirit and street dance culture. One of Wang Yibo's most important labels is also street dance. As the brand's ambassador, his exceptional street dance skills and unyielding attitude both on and off the show further deepen the brand spirit, leveraging his appeal among young people to help expand the brand's influence.

This time, the collaboration between Brave the World SuperX and "One and Only" is also rooted in Wang Yibo and street dance culture, fully tapping into Wang Yibo's pure passion for street dance as if it were his life, both in and out of the film, and his challenging spirit in practicing dance skills. This is integrated with the brand's own attitude of daring to challenge, creating a series of highly social activities online and offline, resulting in high-frequency, in-depth brand exposure, touching consumers' minds from multiple points, and conveying the brand spirit.

Innovative Marketing Tactics Across All Dimensions A Two-Way Commitment Between Brand and Fans

According to the audience profile data from Beacon Professional Edition, among the target audience for "One and Only," women account for 86.2%, and those under 30 account for 55.3%, which highly overlaps with Wang Yibo's fan profile. This indicates that fan groups are the primary audience for the film. Based on this, for Brave the World SuperX, effectively interacting with fans and leveraging fan power has become key to amplifying brand voice.

To this end, we see Brave the World SuperX, in conjunction with the film, engaging fans online and offline, converting brand ambassador traffic into the brand's traffic pool, and maximizing the extension of the film's heat.

Online, Brave the World SuperX launched the "Bring Brave to Watch 'One and Only'" campaign, encouraging fans to purchase products and check in at cinemas with prizes such as autographed photos and movie tickets, directly boosting product sales. Additionally, the brand continuously interacted with fans through its official Weibo account, narrowing the distance between the brand and fans, leveraging the fan effect to create topic fission and enhance brand heat.

Offline, Brave the World SuperX delved into diverse scenarios, innovated marketing tactics, and achieved comprehensive brand exposure.

Before the film's release, Brave the World SuperX partnered with Focus Media elevator advertising to dominate screens in 12 cities, supporting the national premiere of "One and Only," using the broad explosive power of Focus elevator ads to build momentum for the film. During the screening period, two pre-film trailers were placed in Focus cinema media across 75 cities nationwide, fully leveraging the unique closed environment and superior audiovisual experience of cinema settings to precisely reach core audiences in the scene, achieving high-frequency, saturated exposure to target audiences.

On the film's premiere day, Brave the World SuperX also customized themed cinemas in 12 cities nationwide, including Beijing, Shanghai, Wuhan, Changsha, Zhengzhou, Hangzhou, Nanning, Xining, Guiyang, Nanjing, Jinan, and Hefei. In addition to exposure on large cinema screens, they created life-size interactive standees, arranged brand experiences in waiting areas, and distributed fan-benefit merchandise, attracting fans to take photos and share on social media, thereby expanding brand and product exposure.

Brave the World SuperX also specially organized exclusive screening events for fans and loyal consumers, distributing creative commemorative tickets, further enhancing the goodwill and loyalty of loyal consumers while tapping into the potential of converting fans into loyal brand consumers.

It is worth mentioning that whether it's the customized trailers in 75 cities, themed cinemas in 12 cities, public screenings, or fan screenings, all are Brave the World SuperX's way of showing fans its support for Wang Yibo. The brand and the ambassador, the ambassador and fans, and the brand and fans form a "two-way commitment" with each other, maximizing the value of film marketing and celebrity marketing. This not only conveys the brand spirit but also successfully aids commercial conversion, opening a new path from marketing to sales and achieving new explorations in the integration of brand, effectiveness, and sales.

The positive signals released by this summer's box office indicate that the film market is accelerating its recovery, and the long-dormant battle of film crossover marketing has reignited.

Among the many marketing events, the crossover marketing between Brave the World SuperX and "One and Only" has successfully stood out, proving the brand's precise insight and decisiveness in the market, setting a new paradigm for brand-film crossover marketing. In the future, we look forward to Brave the World SuperX continuing to innovate and explore, creating more possibilities for brand marketing and writing an even more passionate brand story.