The entire American Internet was shocked by an unverified piece of news.

According to people familiar with the matter, Muye Technology provided a very awesome online promotion plan to Coca-Cola. Then Coca-Cola executive Bruce personally went to Silicon Valley to sign a promotion cooperation agreement worth 200 million US dollars with Muye Technology!

This news not only shocked the Internet industry, but also stunned the advertising industry.

A promotion cooperation agreement of 200 million US dollars is equivalent to a purchase order of 200 million US dollars, which is equivalent to Coca-Cola buying 200 million US dollars of promotion resources from Makino Technology at one time. In the advertising industry, this can be said to be an unprecedented large order. What's more, such a huge order that makes people envious and jealous is taken over by Makino Technology, which has nothing to do with the advertising industry.

Most importantly, Makino Technology is very different from those 4a advertising companies in the advertising industry, and is also very different from those integrators of advertising resources.

4a advertising companies are planning and planning. As long as the customer is satisfied, the customer will then take the plan and operate it on its own, or directly entrust 4a company to carry out promotion operations. However, 4a company still needs to advertise from its own upstream, that is, advertising resource providers.

The resource integrator is the contractor of advertising resources. They have acquired resources for TV stations, radio stations, offline bus system advertisements, building advertisements, elevator advertisements and even toilet advertisements. Any advertising plan needs to be implemented from them.

The resources in the hands of the resource integrator are not in vain. Each advertising location belongs to the resource provider. To obtain these resources, you must pay a real cost. Moreover, the cost of these resources is often particularly expensive. Therefore, most of the advertising plans that some large companies often offer hundreds of millions of dollars to the resource provider.

However, Muye Technology won such a large advertising order this time, but it did not follow the industry rules of the advertising industry at all.

Like all industries, the advertising industry has its own rules, and its own upstream, middle and downstream industries.

Enterprises or units that provide various advertising resources, such as TV stations, radio stations, newspapers, they are the upstream of the advertising industry;

Integrators that integrate public advertising resources and provide packaged and integrated services to customers are the middle of the advertising industry;

4a and other advertising companies that provide advertising creativity are downstream of the advertising industry;

Only by cooperating with these three can the entire advertising industry chain be formed.

For example, a domestic liquor company wants to promote a new product with a high-end positioning, hoping to create brand awareness and recognition through advertising. Then they formulated a promotion budget of 200 million yuan, and then found a 4a advertising company to ask them to help come up with a plan.

After 4a advertising company charged the company 20 million service fee, it comprehensively analyzed the current situation of the domestic liquor market and the current status of well-known brands, and then analyzed the customer's brand awareness and current situation in the industry. Finally, it was analyzed that the current brand recognition and competitiveness of customers in the domestic liquor market were insufficient. If they blindly launched high-end products, it would be difficult to open up the situation, but this is exactly the core demand of the customers. So 4a advertising company came up with a strange trick to promote this product with a special marketing method. Therefore, they developed a blue classic advertising creativity.

Subsequently, this advertising idea was adopted by the customer. Next, the plan was continuously improved. The customer determined the final design and promotion plan of the product. Next, the company spent all the remaining RMB on the budget to an advertising agency.

Advertising agents quickly sorted out their advertising resources and invested the advertisements of this product in the prime time of dozens of TV stations across the country and offline advertising display locations across the country.

Then, the company's wine advertising was overwhelming, spending 200 million yuan, but it returned a sales growth of billions or even higher every year.

This is the whole process of a successful advertising case from birth to implementation in the traditional advertising industry. The company pays money, 4a, resource integrator and resource provider make money. The solution of 200 million may be that 4a makes 20 million, the integrator makes 20 million, and resource providers including major TV stations make a total of 160 million.

This time, Muye Technology won a super order of 200 million US dollars in Coca-Cola. What the advertising industry cannot accept is that Muye Technology, which has won such a large order, is not an advertising company...

What made them most unacceptable and full of crisis was that Makino Technology itself did all the upper, middle and downstream of the entire advertising industry! This is simply a subversive existence for the advertising industry!

So, people in the entire American advertising industry were asking around what kind of promotion plan Makino Technology provided to Coca-Cola, which actually allowed Coca-Cola to spend 200 million US dollars in one go.

However, at present, both Coca-Cola and Makino Technology strictly keep the specific content of this cooperation confidential. Both parties have agreed to this cooperation, but no one knows what the cooperation has been done.

...

Li Mu himself did not expect that he actually took 200 million US dollars from Coca-Cola, and there was no need to pay any hard cost to get the 200 million US dollars to buy it. It was nothing more than some of his own resources.

Of the $200 million cooperation with Coca-Cola, 100 million is used to promote Coca-Cola among non-RMB user groups, and 40 million is used to promote the $20 million.

As for the remaining 60 million US dollars, it is the implantation of the third promotional plan by Li Mu to Bruce.

The popular "Paradise Town" has a huge user base and has over 10 million daily active users. It is the largest online game in the world today. Li Mu will add a "Coke Factory" to the manufacturing system of "Paradise Town" as a new processing system and integrate it into the processing architecture tree of "Paradise Town".

According to the structure tree setting, three raw materials are needed to make cola in the Coke factory, namely: sugar, cola and failed coca leaves;

Since coca leaves contain some ingredients that can produce poisons, players cannot obtain the raw material "failed coca leaves" by planting coca, and can only be purchased through the dock in the game;

In addition to the "failed coca leaves" that need to be purchased, both white sugar and kora players can be self-sufficient.

Players can directly purchase kola seeds and plant kola on the farm;

In addition to Kola, if users want to get sugar, they need to buy sugarcane seeds to plant sugarcane, and then use a sugar factory to convert sugarcane into sugar.

With the "Cola Factory", with sugar, cola and failed coca leaves, users can create cola. Cola plays a very important role in the game's task system. By completing tasks with cola, you can get more and better task rewards.

A series of creativity in this "Coke Factory" is Li Mu's third promotion plan for Coca-Cola. Li Mu's purpose is that as long as Coca-Cola is willing to pay, the "Coke Factory" can be named "Coca-Cola Factory" and the products it produces will also be renamed "Coca-Cola".

The creativity of this game implantation impressed Coca-Cola executives almost instantly. No one has ever tried such an interesting implantation method. Moreover, the other party is an online game with more than 10 million daily active users. This promotional method is simply avant-garde and unbelievable.

In addition, Li Mu also gave Coca-Cola a better integration solution: the marketing plan for redemption codes can be moved to an online virtual body. In other words, if the players of "Paradise Town" produce virtual "Cola", then each bottle of "Cola" will also have a redemption code, and users have the opportunity to redeem virtual coins and rewards for special game props.

Coca-Cola Company was ecstatic about this promotion plan. Such a very ordinary marketing promotion plan in 2016 was enough to make everyone admire him in 2003.

However, Li Mu poured a basin of cold water on Coca-Cola Company. He could only promise in the contract that the elements related to the Coca-Cola factory were kept in the game for three months. After three months, Li Mu had the right to remove these props or hide them.

Coca-Cola Company initially protested strongly against Li Mu's three-month guarantee period, but Li Mu did not let go at all. He always implemented the principle of no price reduction and no increase in quantity, and did not give Coca-Cola any room for mediation.

This immediately put the senior management of Coca-Cola in a huge tangle.

In fact, compared with the exchange code scheme of physical beverages, Coca-Cola prefers the third promotion scheme, because they only cost 60 million US dollars, allowing over 100 million players to repeatedly see Coca-Cola implantable advertisements, and actively engage in more and more close contact and contact with Coca-Cola implantable advertisements.

However, the three-month limitation period is indeed too short, which is equivalent to 20 million US dollars per month, which is really expensive.

But then again, the daily active users of "Paradise Town" have exceeded 10 million. In three months, the accumulated impressions will probably reach hundreds of millions or even billions. In this way, the price that originally seemed extremely scammed seems particularly kind again.

However, after consideration, Coca-Cola decided to fully accept Li Mu's promotion plan. Therefore, on the second day after Bruce and Li Mu met, Bruce in Silicon Valley was finally recognized by Coca-Cola and signed a cooperation agreement with Li Mu.

Li Mu was naturally particularly pleased to get 200 million US dollars in one go, but the contract of 200 million US dollars completely exposed his whereabouts. Now the whole United States and even the whole world know that he has come to the United States.

Li Mu was also preparing to go to Harvard to see Su Yingxue quietly, but as soon as the cooperation with Coca-Cola was over, Li Mu received a call from the Harvard principal.

On the phone, the Harvard president said a lot in excitement, but to sum up, there are only two key points:

First, the 3321 team has arrived at Harvard and has begun to prepare for the launch of the 3321 US site with Harvard;
Chapter completed!