Awesome and high! Starbucks launches a homemade brand short drama?!

▲

Click follow | Daily boutique coffee culture magazine coffee workshop

Yesterday, Starbucks' first Douyin skit, "I opened Starbucks in Ancient Times," was unveiled on various Starbucks platforms in China.

According to the official trailer and the first episode released yesterday afternoon, the show tells the story of a Starbucks employee who traveled to ancient times and opened a Starbucks Inn. In the plot, baristas rely on their own skills to develop all kinds of new products, step by step to become the richest man in the area, but also harvest a love.

Many netizens thought that the plot was simple and corny, even "a little bit awkward", but after watching the first episode, they changed their tune one after another, saying bluntly that they were "at the top again and again" and left messages urging the authorities to release the rest of the series as soon as possible.

It is reported that a total of six episodes of "I opened Starbucks in Ancient Times" will be released one episode a day on the Douyin platform from yesterday. During this period, the Starbucks studio will also be transformed into the theme of "Starbucks Inn". In addition to giving out coupons, it will also promote new products such as Fire Crystal Persimmon Frappuccino and special star delivery services that appear in the short drama.

It is not uncommon for brands to insert advertisements in movies and TV dramas. In order to achieve better publicity and get more shots, some brands will invest a lot of advertising money in some repertoire and become major investors. However, this marketing method is often limited by the film and television plot, such as some modern products are difficult to appear in the ancient plot.

At the same time, whether this advertising investment can bring good feedback to the brand also depends on whether the film and television works are popular. If the TV series is very popular, even if there are only sporadic shots, it is possible to bring fire to a product. But in contrast, the film and television works are cold, and even if the brand spends a lot of money, it will not be noticed by the audience.

However, in recent years, short dramas with short length and compact plot have emerged as a new force and become a new love for short video users. As soon as they have free time, many people take out their mobile phones and brush on a skit. Statistics show that the audience of skits is not only large but also wide, and men, women and children are likely to be attracted by this new thing. Therefore, many brands have set their sights on the thriving skit industry.

They found that, compared with traditional films and TV dramas, short plays can not only soft-insert advertisements in the plot, but also work with producers to customize content on demand. As a result, many tea brands, such as Tea Baidao and Honey Snow Ice City, have launched short dramas that cater to netizens' preferences, integrating brand promotion into them.

As expected by the brand, these short videos generally have a high volume and attention on the broadcast platform, and some of the wonderful short plays will even make the audience unable to stop, vigorously urging the brand to speed up the update.

However, with the rapid development of the short drama industry, the aesthetic appreciation of the audience is also improving, and the demand for the quality of short plays is gradually rising. Industry insiders pointed out that the catering brand self-made short drama is bound to implant the brand and products into it, but how to implant it naturally in the fast-paced plot will not make the audience feel disgusted and misunderstood, which is undoubtedly a major challenge for the brand.

(screenshot of Douyin short play)

There is no denying that Starbucks' entry into the short drama market and the launch of brand customized dramas will not only brighten the eyes of fans, but also let more users know more about the brand through short plays. However, it remains to be seen whether we can tell a good brand story and get the expected revenue by virtue of this short drama.

Picture from: Internet

Disclaimer: some of the pictures in this article come from the network, and some of the contents of the website, such as pictures, we will respect the origin of the original copyright, but due to the large number, there will be individual pictures and texts not in time to indicate, please forgive me. If the original author has any disputes can contact the website to deal with, once verified we will immediately correct, by the "coffee workshop" collation and editing, reprint please indicate, if infringement, please inform deletion, thank you ~!