KR20060023202A - Business method and system for promoting ppl effect and products sales using mobile device - Google Patents

Abstract

 The present invention relates to a method for maximizing the effect of indirect advertisement products placement (PPL) inserted into a TV drama or a movie using a mobile device (eg, a mobile phone), and leading to product purchase, and a system for implementing the same. The present invention comprises the steps of sending a PPL product-related event promotion short message and a callback URL to the viewer immediately before the video broadcast; Accessing a phone page provided by the wireless Internet web server 140 through a special number or a callback URL inserted in a caller number of a message; Providing product purchase information through the phone page; Storing reservation information received through the phone page in a user DB; And transmitting the reservation information to the call center or the product seller through the product reservation server 160. According to the present invention, the viewer can recognize the indirect advertising product in advance, so the effect of the PPL is maximized while the program is being aired, and can be easily purchased during or immediately after the screening of the program. Can be.

Mobile, Cell Phone, Indirect Advertising, PPL

Description

Maximizing the effectiveness of indirect advertising and purchasing products using mobile devices, and a system for implementing the same {BUSINESS METHOD AND SYSTEM FOR PROMOTING PPL EFFECT AND PRODUCTS SALES USING MOBILE DEVICE}

1 is a flow chart showing the implementation of the present invention.

2 is a system configuration diagram for implementing the present invention.

3 and 4 are possible embodiments through the present invention.

The present invention maximizes the effect of a product in placement (PPL) advertisement inserted in a movie or a TV drama using a mobile device (eg, a mobile phone, a PDA), and induces a purchase to improve sales of the product. It is about.

As the film industry grows in size and the technique becomes more sophisticated, PPL marketing, in which companies' products appear naturally in movies and dramas, is planted in the unconsciousness of the audience. PPL, often called 'indirect advertising', is widely used as an effective marketing strategy because the main audience of movies and dramas is not only the target consumer of PPL products, but also synergy effects through various activities such as events and promotions. In particular, products such as accessories and clothing of performers appearing in dramas and movies are spreading quickly through word-of-mouth and Internet media, and often play a significant role in increasing sales of the products. (Yes Kim Kim necklace)

Broadcasting media uses a method of inducing a consumer to open a shopping mall on their homepage for the sale of PPL products, but its effects and roles are limited due to the time and space constraints of the Internet. This is because it is virtually impossible to connect to the Internet during or immediately after the screening of a video product, which is the point of greatest purchase desire due to the characteristics of PPL products.

Product sales using mobile devices, i.e., mobile shopping malls, were initially fields of high expectation and interest, but the size of displays was too small to sufficiently convey information about products; Ease of use compared to the web; In addition, since carriers have been allowed to access only through their site (eg Nate), it took too many steps to access the desired page. Due to this inconvenience, the mobile shopping mall is being ignored by consumers.

As part of the government's recent policy to open networks, users can directly access the page without going through the mobile operator's site by using a Starstar identification number (eg ** 1234) or a mobile address called WINC (eg 1234 # 0). Technology has been put to practical use. Such a star star identification number or WINC is called a special number, and a page accessed by using a special number is called a phone page.

The technical problem to be achieved by the present invention based on the above-described conventional problems, an effective marketing method and a convenient purchase method during or immediately after the screening of the video material, which is the point of time when consumers most desire to buy, that is, when the consumer is exposed to PPL advertising PPL advertisement efficiency by maximizing the sales of the corresponding product by providing the product, and by making the most of the advantages of the mobile device capable of PUSH service, allowing the potential consumer viewers to be aware of the PPL advertisement product inserted in the video in advance. To maximize the purpose of the present invention.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a flow chart showing the implementation of the present invention. First, a short message (SMS) or a callback URL (SMS) is sent to the viewer immediately before the screening of the video in which the PPL advertisement is inserted, so that the viewer recognizes in advance about the PPL product inserted in the video (step 10). At this point, it is important to set up the correct target audience, which uses different technical methods depending on the type of video. In the case of a TV drama, the DB 100 of the viewer who normally enjoys the drama is required. Therefore, it is necessary to secure the drama viewer DB in advance, which uses the homepage and phone page of the drama. A phone page, like the homepage of the Internet, refers to a specific space on the wireless Internet, and is called a special number (eg ** 1234) that serves as a URL on the Internet for accessing the phone page. Drama viewers can recognize this special number and directly access a specific phone page through their mobile device. The special number should be notified through the broadcast subtitles during the drama or ending, or exposed through other media (our homepage and printed materials). In the present invention, a phone page is configured in the web server 140 for the wireless Internet and used as a space for membership registration and product information. In the case of a movie, it is difficult to secure a DB in advance because a customer for watching a video is not predetermined. Therefore, in this case, a CBD (Cell Broadcasting System), which can send text messages in a batch to a specific location (eg, around a theater), is used. Text messages are sent to customers who are waiting to see a movie near the theater box office, enabling film promotion effects and awareness of PPL products within a particular movie. It is also a good idea to showcase the PPL product-related events and the special number of the corresponding phone page through printed materials at the ticket office.

For an example of the PPL product related event, refer to 200 of FIG. 3. The viewer recognizes that there is a PPL product in the image by receiving the message, and when the product is exposed while watching the image (210), the viewer naturally pays attention to the product. Therefore, it has a much larger advertising effect than when it is not recognized in advance for the PPL product, and naturally arouses the desire to purchase the product throughout the time the video is shown.

Viewers who are most in need of purchase, that is, during or immediately after the screening of the video that the advertisement is exposed, find a message received in advance and press the call button or the wireless internet access button (e.g. Nate button). The user can directly access the phone page (step 20). This can be done by setting the caller ID or callback URL of the message as the special number or access URL of the corresponding phone page. In this case, the viewer can access the phone page 130 by pressing a button of the mobile device (for example, a mobile phone or a PDA) once without having to remember a special number or address, and thus can be sufficiently performed even while watching an image. The viewer who has not received the message in advance can easily access the corresponding phone page by inputting the special number exposed during the broadcast into the mobile device (310). However, it is preferable to expose only the special number of the corresponding phone page because it is contrary to the broadcasting law. In addition, it is desirable to provide a variety of information about the video as well as the sale of advertising products on the phone page.

The viewer accesses the phone page and inquires the image information and the price information of the PPL product stored in the product DB 150. (Step 30) Refer to 220 of FIG. Viewers can read the basic information on product purchases and make reservations for purchases and apply for purchases directly from the phone page (step 40). At this time, payment information (eg credit card number) required for purchase and information for product delivery (eg Since it is difficult to input such information while watching a video, it is preferable to complete the purchase process in the form of a purchase reservation except when the information is secured in advance.

When the viewer makes a purchase reservation, the product reservation information is recorded in the member DB 100 through the product reservation server 160. At this time, the key is the mobile phone number of the viewer. Since it can be obtained from the mobile device, it does not need to be input from the viewer separately. In addition, the product reservation server 160 transmits the purchase reservation information to the call center 170 or the product seller's system (step 50).

The agent or product seller of the call center calls the viewer to confirm the purchase reservation after the screening of the video by using the purchase reservation information received, and checks the payment information (e.g. credit card number) and information for delivery of the product (e.g. address (Step 60)

 If payment information and product delivery information are secured in advance, the process of purchasing and paying for goods other than product reservation may be completed in step 40, and the steps below may be omitted.

Figure 3 is an embodiment of maximizing the effect of PPL advertising and product sales by using the present invention when screening TV dramas.

The operator sends a text message 200 containing the contents of the PPL product promotion event to the drama viewers using the text transmission server 110. At this time, it is desirable to use marketing techniques such as limited sale in order to maximize the demand for product purchase while watching the drama. Viewers who have received a text message can see a much larger advertising effect than the conventional PPL advertisement because the event 210 is reminded of the event contents for the product that could be inadvertently passed while the event-related product is exposed 210. Among the viewers, viewers who are interested in a product or a purchase intention can directly access a phone page 320 having corresponding product information by searching for the message stored in a mobile device and pressing a call button or a wireless internet access button. . A viewer who has made a product purchase decision can make a product reservation by directly clicking a product purchase menu. (330) All the above-described purchase procedures can be easily performed by one-click on a mobile phone, so that the above procedure can be sufficiently performed even during a drama screening. .

4 is an embodiment in which a product is purchased after accessing a phone page after a drama broadcast or at all times. Promote a special number (e.g., ** 6060) corresponding to an address that allows access to the phone page during the drama screening. (300) The viewer may remember the number and access the phone page of the drama at any time even after the drama is screened. . It is desirable to induce the viewers' access to the phone page of the drama by providing various information (eg, next notice) about the drama as well as purchasing PPL products. The viewer may obtain information about a product by clicking a product purchase menu on the phone page (320) and, if there is a purchase intention, click the product purchase menu to make a reservation or purchase a product.

According to the present invention, it is possible to promote related product events immediately before the screening of a video with an embedded PPL advertisement by utilizing the advantage of a mobile device that a PUSH service is possible, thereby maximizing the effect of PPL advertising during the screening of a video. In addition, since the product can be purchased immediately during or immediately after the screening of the video, which is the highest point of purchase desire, the sales increase can be much larger than the sales of PPL products made through the Internet.

On the contrary, the mobile shopping mall has been neglected by consumers because it is difficult to deliver information on products more effectively than the web and is inconvenient to operate. However, the present invention effectively delivers and manipulates information on products through video media. By greatly improving the convenience and accessibility of the product, it is possible to expect the effect of maximizing only the advantage that it can be purchased anytime and anywhere.

 Therefore, advertisers can expect not only to maximize the advertising effect but also to increase the actual sales. In addition, it can be used as an important material for estimating the advertising cost since it has a basis for the explicit sales increase effect for the producers of the film.

Claims (4)

In the method and system for maximizing the effect of indirect advertising products in placement (PPL) inserted into TV dramas or movies using mobile devices, and leading to product purchase, (a) sending a PPL product related event promotion short message and a callback URL to the viewer immediately before the video is broadcasted; (b) accessing a phone page provided by the wireless Internet web server 140 through a special number or a callback URL inserted in the calling number of the message; (c) providing product purchase information through the phone page; (d) storing reservation information received through the phone page in a user DB; (e) transmitting the reservation information to the call center or the product seller through the product reservation server 160; Mobile product purchase system, characterized in that proceeding including The method of claim 1, In the step (a), by sending a PPL commodity event message immediately before the video broadcast, the mobile product purchasing system, characterized in that the viewer to induce the recognition of the PPL product inserted during the video broadcast The method of claim 1, In the step (b), by specifying a special number or callback URL to be inserted into the call number of the message directly to the PPL product purchase phone page, by minimizing the movement path on the wireless Internet, you can easily access the video while watching Mobile product purchasing system The method of claim 1, In the step (d), in order to avoid the hassle of inputting the information for purchasing the product to the buyer who is watching the video, the purchaser uses only the phone number which is basically obtained from the mobile device as the reservation information, and the buyer clicks on it. Mobile purchase system, characterized in that to complete the purchase reservation process

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