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在新媒体的语境下,消费者和公司一样,在诠释品牌上面,享有平等的话语权。没有认同就没有协作,没有协作就没有参与,没有参与就没有品牌。一向喜欢折腾的乐高公司最近玩了一回大的。乐高联手华纳兄弟公司制作了动画电影《乐高大电影》,其中所有人物角色、建筑场景都由乐高积木塑造完成。这部混杂着烂漫童心和爆笑乱入的后现代主题电影已经连续数周蝉联北美票房冠军,并席卷全球大小朋友。虽然中国的观众和这部影片暂时无缘相见,但是网上的1分钟的预告片依然可以证明:这是有史以来最成功的“内容营销”电影。一如影片主题曲的名字,一切都很牛逼(Everything is awesome)。
In the context of new media, consumers, like corporations, have equal rights to speak of brands. Without recognition, there is no cooperation, no participation without cooperation, no brand without participation. LEGO, a company that has always been tedious, recently played a big game. Lego teamed up with Warner Bros. to make an animated film “Lego Movie,” in which all characters and architectural scenes were constructed from LEGO bricks. This postmodern, theatrical film, mixed with both innocence and comedy, has won the box office champion for North America for weeks in a row, sweeping the globe with friends. Although the Chinese audience and the film temporarily missed the meeting, but the one-minute trailer on the Internet can still prove that this is the most successful ever “content marketing ” movie. Everything is awesome, just like the title of a movie theme song.