In 2008, Yinlu Food Group from Xiamen, Fujian joined hands with Zhejiang Satellite TV to create a music puzzle column "Yinlu loves to sing and win", which upgraded entertainment marketing again. The activity did not induce stars and players to blindly pursue rankings, but obtained the "Yinlu Public Welfare Fund" through entertainment, and finally realized their public welfare dreams or helped others, which brought a little innovation to the talent show and also reflected the sense of social responsibility of enterprises. It can be said that it is well-meaning. Combine online and offline to maximize the communication effect.
It is particularly worth mentioning that Yinlu is not limited to the TV online platform, but cooperates with the program to launch the ground collection activities of "Yinlu loves to sing and win" and "Love to sing", and combines the product sales in its key sales areas. Anyone who buys products that meet certain standards can participate in the activities, and those who are lucky can go to Zhejiang Satellite TV to face PK with the stars. Such activities will be held in more than 65,438+0,000 provinces across the country, so Yinlu will be able to participate in the activities. Yinlu achieved a rapid increase in sales through the integration and interaction between offline and online. According to statistics, the market share of "Yinlu Peanut Milk" increased by nearly 10% year-on-year, and the growth rate exceeded 30%.
Some experts said that Yinlu Food Group, based on TV entertainment programs, realized the popularization, sustainability and maximization of public welfare donations through integrated communication and entertainment, and created a new and effective marketing model.