美邦開(kāi)了先河

Chinese audiences watching Transformers 3: Dark of the Moon will recognise more than just the alien robot stars from the previous movies. In the latest blockbuster sequel, which opens on Thursday, household Chinese brand names loom large as part of an unprecedented product placement push.
對(duì)中國(guó)觀眾來(lái)說(shuō)，《變形金剛3》里面標(biāo)志性的符號(hào)可不止那些外星鐵塊塊，還有很多中國(guó)品牌的植入廣告。

驚現(xiàn)Mtee

Sam, the protagonist played by Shia LaBeouf, appears in a T-shirt from Meters/bonwe – a mid-level clothing retailer well known to many young Chinese and one of four Chinese brands to appear in the film.
主演西亞拉博夫身穿的美特斯邦威T恤是中國(guó)一家中等規(guī)模服裝品牌，深受年輕人喜愛(ài)。

聯(lián)想也來(lái)湊熱鬧

The Chinese branding campaign is the largest so far in any single Hollywood movie, highlighting Chinese companies’ determination to go global and also use global marketing techniques to raise their domestic profiles.
中國(guó)品牌在好萊塢大片中群雄逐鹿一來(lái)表明了自己走向國(guó)際的決心，二來(lái)也對(duì)提高自己在國(guó)內(nèi)的知名度幫助良多。

lenovo

“The main motivation is to expand their brand recognition in foreign markets, but for others the focus is on the domestic market because the effect with foreign movies is better,” says Didi Zhang at advertising firm Ogilvy & Mather Beijing, which worked with Lenovo on Transformers 3.
“最主要的動(dòng)機(jī)是提高自己的國(guó)際知名度，當(dāng)然還有考慮到國(guó)內(nèi)因素，因?yàn)檫@樣子的宣傳效果一直很不錯(cuò)，”聯(lián)想公司營(yíng)銷(xiāo)如是說(shuō)（聯(lián)想?yún)⑴c了《變3》的廣告植入）。

TCL

“In the beginning, the director and the producer had some prejudice against China because they’d never been here,” says Xie Wei at Meters/bonwe, which pioneered Chinese product placement in Hollywood movies with an appearance of its name in Transformers 2. “We invited them to China to come to visit Shanghai and our company, and then their impression of China changed.”
“起初導(dǎo)演和制片人有些排斥中國(guó)品牌，因?yàn)樗麄儗?duì)中國(guó)并不了解?！泵腊钬?fù)責(zé)人表示。美特斯邦威是中國(guó)產(chǎn)品植入美國(guó)電影的第一個(gè)吃螃蟹的人，雖然第二部的那次露面只是一閃而過(guò)?！拔覀冄?qǐng)他們來(lái)到上海參觀我們的公司，之后他們的態(tài)度才改觀?！?/div>

tclb

The robots have also been given the Made-in-China touch. Brains, a spiky-haired robot with bulging fluorescent blue eyes, transforms itself out of a Lenovo Edge computer, sold by China’s largest PC maker. A TCL flatscreen television also makes a brief appearance.
除了真人，機(jī)器人們也和中國(guó)國(guó)貨來(lái)了個(gè)親密接觸。小變形金剛Brains就變成了一臺(tái)聯(lián)想Edge筆記本電腦，而TCL的平板液晶電視也有驚鴻一瞥的亮相。

伊利亮了

One Chinese brand even makes it into the script when a scientist tells Sam that he has to finish his Shuhua Low Lactose Milk – a product of Yili, one of China’s largest dairy companies.
有的廣告甚至寫(xiě)進(jìn)了劇本臺(tái)詞。片中科學(xué)家告訴山姆“喝完伊利營(yíng)養(yǎng)舒化奶”。伊利是中國(guó)最大的乳產(chǎn)品企業(yè)之一。

“Yili wanted Bumblebee [Sam’s car robot] to drink milk to prop up his energy, but that was rejected by the director,” says Liu Siru at Filmworks, an entertainment marketing company that negotiated the Chinese product placements with Paramount Pictures. Ms Liu adds that it was hard work convincing the film’s producers that a product not available in the US should be placed in the movie.“
伊利起初想讓大黃蜂喝他的牛奶，結(jié)果被導(dǎo)演拒絕了?！薄耙溃f(shuō)服制片人植入美國(guó)本土根本沒(méi)有的產(chǎn)品是相當(dāng)困難的?！?/div>

伊利“毫無(wú)植入痕跡”

Chinese marketing experts believe that their nation’s products will quickly become more visible in global media. Meters/bonwe is pushing large-scale product placement in Plants & Zombies, a computer game. “Transformers 3 will quickly speed up the trend,” said Ms Zhang.
中國(guó)的市場(chǎng)營(yíng)銷(xiāo)專(zhuān)家們相信，在不久的將來(lái)，中國(guó)產(chǎn)品會(huì)更加在世界傳媒領(lǐng)域嶄露頭角。美特斯邦威正使得這一營(yíng)銷(xiāo)辦法在中國(guó)逐漸走俏，因而也出現(xiàn)了《植物大戰(zhàn)僵尸》的內(nèi)植廣告。“《變形金剛3》會(huì)使得這樣的趨勢(shì)愈演愈烈。”