KAKAO Friends Popcorn and Contents Marketing (Feat. LOTTE Cinema)
Recently, our society is generally called ‘Union Society’, which means that it is hard to find the company being independently operated without having an affiliation. Therefore, having an affiliation is being more important than before. In the area of alliance business, the part we can easily find is ‘Contents’ or ‘Contents Business’.
Personally I visited LOTTE Cinema located in Konkuk University, Seoul. Based on its visiting, I considered about what is the trend of domestic contents marketing. Now, LOTTE Cinema had an affiliation with KAKAO, having the most famous character products, called KAKAO Friends. And, they sell related products to the cinema by utilizing those characters’ products.
No Selfishness, Anymore
In the past, it was hard to make a synergy if had an affiliation between companies. In the example of KAKAO Friends, KAKAO utilized and sold only basic shape of the products. It did not consider the situations and environments of the partner company. That was not bad. By the way, it was much the same as a flagship store located in partner companies’ store.
However, recently, character products are generally created by considering about characteristics and environments of the alliance company. It means that they try to vary a shape of the products. They do not utilize only basic things. This is because strategies of most companies are more detailed than before.
In the case of KAKAO Friends in the cinema, it is hard to find only basic shapes or appearances. Those character products is biting a popcorn or taking 3D glasses. These changes or trends lead customers’ buying needs.
Offer a Real Value
Another change is to offer a real value. In the past, the cinema sold only character products. However, now, they offer the products with essential things.
LOTTE Cinema is selling a popcorn box utilizing KAKAO Friends character products. And, they offer 3 popcorn re-fill coupon with the popcorn box. Its price includes character products and coupons. Actually, in the past, they were busy to just sell the products not having essential things. Therefore, I personally think its change is a big deal for contents marketing and related industry.
This is win-win case between company and customer. As a company, they can make more profit than before, and as a customer, they can get essential things with the character products they want to purchase.
P.S
In reference, LOTTE Cinema does not fill a popcorn in the box when you buy it because of its sanitary issue of the box. They fill the popcorn for the people purchasing and cleaning the box. Actually, if you firstly get the box, you will be able to know what I said because a smell in the box is not good.
Closing…
In this way, I felt that contents marketing strategy including whole marketing industry is more segmentalized and detailed. And, I expect that this trend will be expended to other industries.
KAKAO Friends Popcorn and Contents Marketing (Feat. LOTTE Cinema)
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