my return 2002

Chapter 334 The Influence of Sports Stars
After the contract with CCTV is signed, follow-up publicity will be on the agenda. Shen Lang finally decided to focus on YY. These years, YY and QQ have been fighting fiercely, but they still can't close the gap. Just taking advantage of the Olympic Games The wind outlet erects the brand advantage.

"Mr. Shen, these are the list of spokespersons we have screened out. Take a look." Lu Bin handed the folder to Shen Lang.

Last August, due to Lu Bin's outstanding performance in the sales team over the years, Shen Lang appointed Lu Bin as the company's publicity director.

The deeds of Lu Bin step by step from an ordinary salesman to a company executive are also talked about by ordinary employees. Compared with other executives of the company, Lu Bin is a representative of the grassroots and is very motivating.

"Well, sit down." Shen Lang nodded, and casually opened the folder, all of which were relatively influential stars in the mainland in recent years.

Jay Chou?It was a good choice. Shen Lang temporarily put his information aside, flipped through it and found Liu Tianxian's information. The name is not for nothing, it is very popular among the younger generation.

However, Shen Lang turned over. Liu Tianxian's popularity is enough, but his influence is not enough, and it is almost meaningless to use entertainment stars to promote the Olympics.

When Shen Lang found Liu Xiang's photo, Lu Bin specially reminded him.

"Mr. Shen, our Propaganda Department agrees that Liu Xiang is one of the most suitable candidates for the spokesperson."

Shen Lang was not too surprised by this. People of the yellow race are at a disadvantage in track and field, which is caused by a natural genetic gap. Especially the sprint event, which has always been dominated by blacks and whites, suddenly appeared. The world champion, and also a Chinese, naturally easily arouses the patriotic enthusiasm of the people.

After winning the Athens Olympic Games in 04, the domestic media started the god-making mode and gave Liu Xiang the title of "flying man". Of course, Liu Xiang's strength is also worthy of this title, but in this crazy wave of god-making In the film, Liu Xiang shouldered too many things that should not belong to him.

According to media reports, before the 08 Olympic 110-meter hurdles competition, Liu Xiang was like a god. When he withdrew from the competition due to injury, he became a "sinner" in the media.

"It's too risky." Shen Lang just said something lightly, and flipped through Liu Xiang's information.

Ten minutes later, Shen Lang handed a piece of information to Lu Bin: "Just him."

Lu Bin was not too surprised to see Yao Ming who looked like a giant in the photo. If we were to say who was the most famous Chinese star around 2008, Yao Ming was the well-deserved No. 1.

After passing the draft in 02 and joining the NBA as the No. [-] pick, in six years, Yao Ming used his own strength to gain a firm foothold in the world's top professional men's basketball league.

Forbes counted the income of all stars in 07, and Yao Ming topped the list with 2.6 million.

"Mr. Shen, Yao Ming's endorsement price is not low." Lu Bin reminded.

Shen Lang waved his hand: "I spent more than 2 million yuan on CCTV, what's the difference? You can contact me as soon as possible, and I'll approve the cost. Well, let's sign a two-year contract for the time being."

"Two years? The asking price for this kind of short-term contract may be higher."

Lu Bin was a little puzzled. Generally, the endorsement contracts of sports stars are longer than those of ordinary entertainment stars, because there are many factors for whether entertainment stars are popular. It may be due to various scandals, and it may be the fatigue of the audience. Sports stars generally do not They will be disturbed by these factors, and there is only one reason that affects whether they are popular or not, and that is their grades.

"It's okay, you just go and do it."

Shen Lang didn't give an explanation, he couldn't say: Yao Ming will retire in 11 years, right?
The news that YY will choose a spokesperson has also caused quite a stir in the industry. Although Internet companies have developed a lot in recent years, except for some online games that rely on celebrity endorsements to attract traffic, they have basically never invited celebrity endorsements. Even when advertising on TV, they shoot commercials directly, and most of them are cartoon advertisements.

Just like penguins, no matter what kind of advertisements they do, they always appear in front of the audience with a cartoon image of a penguin. YY was similar before, always presented in the image of a little raccoon.

The sudden selection of a celebrity endorsement still surprised many people in the circle. Of course, many people thought that Shen Lang was wasting money. In their view, the promotion of Internet products must be the first choice of online channels.

After all, the chances of converting TV viewers into Internet users are too low, and spending this money is undoubtedly a waste of money.

Compared with the Internet circle, the entertainment circle is a completely different scene. Various celebrity managers have their eyes on this big cake. Even Huayi's Wang Zhonglei called Shen Lang specifically to find out what he said.

"Mr. Wang, we have already decided on Yao Ming for this endorsement, so don't worry about it." Shen Lang teased.

"You also know that this time we spent hundreds of millions of dollars to win the CCTV Olympic contract. Entertainment stars really can't afford such a big plate."

Wang Zhonglei expressed his understanding with a sneer when he heard the words, and then changed the subject.

"Mr. Shen, "The King of Kung Fu", which Huayi cooperated with Lionsgate Films, will be released in April. If you see it, if you have time."

Shen Lang was taken aback when he heard it, and then he remembered that Liu Tianxian seemed to have participated in this play, and Ms. Deng was the lead, and he was too busy to contact her much during this time.

"Okay, after the file is set, you tell me the time, and I will go if I am free."

Wang Zhonglei was overjoyed: "That's great."

What's more interesting is that in the afternoon of that day, Shen Lang received a call from Liu's mother, who was trying to find out if the spokesperson of YY was decided.

Shen Lang couldn't help laughing secretly, Liu Mu's news is quite well-informed.

"Auntie, we have settled on Yao Ming."

Liu's mother was speechless when she heard that, Liu Tianxian's reputation was obviously not enough in front of Yao Ming, she still had this bit of self-knowledge.

"Well, I'm just asking casually, there is no other meaning." Mother Liu said cautiously.

Shen Lang hangs up the phone after a few perfunctory words, but it didn't take long for Cai Yinong to call.

"Boss Cai is also eyeing YY's endorsement?" Shen Lang asked curiously.

Cai Yinong said with a smile: "Mr. Shen was joking. No artist in Tang Dynasty can afford such a big endorsement contract. This is not Shishi's new play. It will be launched in August. I wonder if Mr. Say hello to Mr. Zhou from the 360 ​​video, and give us more promotional resources.”

"No problem, I will go to say hello to Lao Zhou." Shen Lang readily agreed, although he will never be able to shake off the hat of a scumbag in this life, but he is not a heartless person.

Cai Yinong said happily: "Thank you so much, alas, you know Shishi's temperament, but she is too shy and afraid to disturb you"

There was a coquettish sound from the other end of the phone, and Cai Yinong laughed.

"I'm sorry, girl. Then Mr. Shen, I won't bother you anymore. You are busy."

Shen Lang thought about it, and it was true that he hadn't seen Liu Shishi for a while, so he called Liu Shishi's number after thinking about it.

After ten days of negotiation, the endorsement contract with Yao Ming finally came to fruition, a two-year contract of 8000 million, 3500 million in the first year, and 5500 million in the second year. Since Yao Ming was preparing for the upcoming playoffs, the endorsement commercial was filmed in the United States.

Shen Lang thought for a while and called Ms. Deng directly.

After hearing this, Ms. Deng immediately assured: "Mr. Shen, don't worry, I will definitely find you the best advertising company."

"Then thank you very much, I will treat you to the rice country in the second half of the year." Shen Lang said with a smile.

"Then I'll wait for Mr. Shen's big meal." Ms. Deng is very happy that Shen Lang can entrust her with the work. In the commercial society, only being needed can reflect the value. Before that, she always looked for Less than their own positioning.

It wasn't until she heard what Shen Lang said that she gradually found her own value. During this time, she has been using her contacts in the United States to help rich people in China invest overseas. It doesn't matter how much money they make, the key is to do it After several things, her husband Murdoch also let her participate in some News Corp affairs.

Now when she attends a party, others address her from Mrs. Murdoch to Ms. Deng.

Shen Lang sent the domestic advertising needs to Ms. Deng, and Ms. Deng quickly found an advertising company to shoot, and the effect was better than expected.

Of course, the advertising companies in the United States also complained that this commercial film was shot like a bunch of flying, without creativity.

Regarding this, Shen Lang just shook his head with a smile. CCTV’s advertisements during the Olympic Games are charged by the second, and every second is a waste of money. How can there be any suspense and creativity for so long? In the audience's retina, the audience will be deeply impressed by the product in a very short time.

After the commercial was sent to CCTV for review, it entered the promotion period from April, and began to be broadcast on various channels of CCTV. At the same time, Shen Lang did not let go of the Internet field.

The three major portals, Baidu, Google's keyword search, as well as the company's 360 series products, Internet cafe management software, multiplayer games, and 360 videos have all placed a large number of advertisements.

All of a sudden, an advertisement featuring Yao Ming's hard work in the NBA as the background began to appear overwhelmingly in the audience's field of vision.

And the slogan in the commercial: YY, Let Dreams Grow Wings, also began to be gradually imprinted in the minds of the audience.

Super-burning commercials, catchy commercials + Yao Ming's influence, coupled with Shen Lang's almost regardless of cost, brought millions of new users to YY in just a few days.

You must know that the number of registered users of YY at this time is almost the same as that of Penguin, and it is already close to the bottleneck state. It is very difficult to increase each user.

And this is just the beginning. With the gradual spread of this trend, YY's influence in society is also growing. Not only young users are using it, but many post-70s are also trying to register, and this Some users are basically converted through TV channels.

Not only that, among the young user groups, many users used to have both YY and QQ accounts. With the "brainwashing" of commercials, many users gradually reduced their logins to QQ and used YY more to communicate with friends.

Even some good QQ accounts that can sell for tens of thousands of yuan in five figures before have begun to cut prices, and the price cuts are still very high, and many of them have fallen below [-] yuan. It caused panic in the market, and many profiteers hoarding numbers feared that they would not be able to sell them, so they began to sell them at low prices, and some good numbers fell to a thousand yuan.

Penguin City, Penguin Headquarters.

Brother Xiaoma was smoking one cigarette after another, frowning.

Zhang Zhidong watched from the side and couldn't help but sighed: "Oh, this time it's my problem. I didn't expect Shen Lang to spend so much money to invite Yao Ming to speak for him."

"I don't blame you. Even if I continued to bid at that time, I would definitely not be able to beat Shen Lang. This kid still has a lot of money raised in his hands last year. We can't fight!" Brother Ma shook his head and smiled wryly.

"Our biggest problem right now is still in our ability to make blood. The game business must improve, or we will be smashed to death by that kid surnamed Shen sooner or later!"

Zhang Zhidong nodded approvingly: "However, we don't have any good games except [King of Battlefield], and the domestic market of Korean kimchi games is not as good as before. .”

With the development of the game market over the years, the former seller's market has become a buyer's market, and it is becoming more and more difficult for players to be fooled. It is not the era when even brainless monster spawning games can be played happily.

Players began to pursue image quality, gameplay, and innovation, all of which Penguin was not good at. This directly led to the annihilation of several games developed by Penguin, and the company's executives began to question the correctness of the self-developed route.

This is also the main reason why Zhang Zhidong spent a lot of money to go to South Korea to snatch the [King of Battlefield].

Brother Xiao Ma said depressedly: "That kid surnamed Shen is really a freak, how can he be popular in any game?"

"It's not entirely true, at least the results of [Xunxian] are not ideal." Zhang Zhidong felt that Brother Xiao Ma was already a little depressed, so he hurriedly encouraged him.

However, Xiao Ma asked back: "Do we have a game that can reach 30 people online at the same time?"

Zhang Zhidong stopped talking. In fact, there used to be one, QQ Huaxia had achieved it. Unfortunately, due to the mistakes in the later operation, there are no people in this game.

"How's the localization of [King of Battlefield] going?" Brother Ma quickly adjusted his mentality.

Zhang Zhidong finally had a little joy on his face: "Well, it's almost there. It is expected that the closed beta will be launched by the end of the year. The quality of this game is quite good, and we have also done sufficient preliminary research. Like this kind of FPS game There are still quite a lot of audiences in China, and it has the potential to become a big hit.”

"Well, that's good." Brother Xiao Ma felt better. Recently, there was the subprime mortgage crisis, the Hong Kong stock market plummeted, and YY's overwhelming advertising campaigns followed, which made him exhausted.

"We can no longer fail in this game, we must make sure that nothing goes wrong."

"understand!"

(End of this chapter)