"Plants vs. Zombies Online" has achieved a breakthrough from Online to Offline in the blink of an eye, and the speed has shocked the world again.

Since the birth of cartoons and the birth of online games, no cartoon product has been able to sweep the world so quickly, and it also contains such a strong vitality.

And what is even more talked about is the case of Li Mu's cooperation with Coca-Cola and McDonald's, when the Western media got the exact news that Li Mu's cooperation with two world-class companies only charged a dollar of copyright royalties, they were all dumbfounded.

In recent years, the business model of the Internet and intellectual property rights is still very simple, and even online games are still relying on the key point of making profits by paying for game time, and copyright owners around the world are the same, they are now thinking about one thing, that is, how to maximize the benefits of copyright, even if Coca-Cola wants to cooperate with Marvel, Marvel will mark each of their cartoon images with a lot of money, and wait for the buyer to knock on a sum, and there will never be a situation where Marvel licenses its image to offline companies for free.

However, Li Mu gave up the copyright fee, and the only requirement is that the user should maximize the use of the cartoon image he authorizes, in other words, the more people use it, the more money they make, and the more times Li Mu uses it, the less money they make.

A few days later, McDonald's, which had been hanging advertisements in stores for many days, also officially launched "Plants vs. Zombies" packages and toys in stores around the world!

This time, the influence is even greater than Coca-Cola!

On the day of the sale, almost all McDonald's stores around the world queued up, and even in China, which was shrouded under the cloud of SARS, there were a large number of gamers and enthusiasts wearing masks to McDonald's to queue up to buy related packages, and the enthusiasm was particularly high.

Coca-Cola only printed the image of "Plants vs. Zombies" on the packaging, but McDonald's not only printed them on the packaging this time, but also launched a large number of physical toys, which suddenly increased the appeal to users.

In Japan, South Korea and Western countries, due to the absence of piracy, there are no "Plants vs. Zombies" peripheral products in the entire market, even if it has become so popular that it is not good, even if the peripheral manufacturers in these countries have been unbearably red-eyed, no one dares to make an unauthorized peripheral product, so McDonald's this batch of authorized toys has become the only "Plants vs. Zombies" peripheral that can be bought on the market at present.

That's why consumers are crazy about them.

Consumers queue up at McDonald's stores to buy game-related packages, or order packages and add money to buy toys, because according to the regulations, these toys cannot be sold directly, and they must buy a specific package to give away, or buy any package and add a certain amount of cash.

Many consumers with a collecting habit, in order to get as many toys as possible, will even buy multiple packages, so that McDonald's has to consider more consumers, temporarily introduced a new store sales policy, a person, can only buy one "Plants vs. Zombies" package, if you buy other packages, no matter how much you buy, you can only buy one "Plants vs. Zombies" toy.

But even so, the number of dolls is far from enough.

As a result, McDonald's began to urgently order new dolls, and the number of orders was greatly increased.

McDonald's is aware of the influence of these peripherals on users, so it hopes to seize the opportunity to continue to invest more resources in the promotion of McDonald's and "Plants vs. Zombies" activities.

What Li Mu didn't expect was that McDonald's actually found Makino Technology, hoping that Makino Technology could authorize them to add the elements of "Plants vs. Zombies" to McDonald's advertising around the world!

Although Makino Technology gave McDonald's the authorization of "Plants vs. Zombies", the authorization direction is clearly stipulated, which can only be used for the display elements in its own stores, as well as the production of derivative peripheral products that are only used in its own stores, and all other rights and interests are owned by Makino Technology, and McDonald's shall not infringe in any way, so McDonald's wants to use the elements of "Plants vs. Zombies" in its own external TV and print advertising, so it must make another authorization for Makino Technology.

When Li Mu heard the news, he almost did not hesitate to agree to McDonald's request, McDonald's now wants to let more people know about their cooperation with "Plants vs. Zombies" through their own advertising promotion, so for them, adding elements of "Plants vs. Zombies" to McDonald's own TV commercials will definitely be able to greatly increase the conversion rate.

And what Li Mu thinks is that this is simply the effect he is most looking forward to, so that these companies will spare no effort to help themselves promote "Plants vs. Zombies", and they don't have to spend their own money, because this is McDonald's is using its own advertising budget to promote itself and "Plants vs. Zombies".

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Therefore, Li Mu asked his subordinates to convey their attitude to McDonald's: authorization can, Makino Technology can not only authorize, but also free authorization, but McDonald's must ensure that the appearance rate of video advertisements and elements of Plants vs. Zombies must account for more than 80% of the entire advertising time, and the surface area occupied by print advertisements and elements of Plants vs. Zombies must reach 20% of the entire advertising surface area.

In other words, if McDonald's wants to make a 30-second advertisement, then there must be 24 seconds of video in it, containing elements of Plants vs. Zombies, and it is not required that there are only elements of Plants vs. Zombies in the picture, but the appearance time cannot be less than 24 seconds.

In addition, if McDonald's puts a flat promotional poster on the giant screen in Times Square, this poster uses a red background, McDonald's burger as the core, and with the McDonald's brand LOGO, it is possible that the burger can only occupy 25% of the surface area, but the elements of Plants vs. Zombies must account for 20%;

If McDonald's meets these requirements, Makino Technology will not charge a penny, and if it fails to meet the requirements during the promotion process, Makino Technology will demand a huge compensation fee from them.

McDonald's almost immediately agreed to Makino's request, and they quickly gave a global version of the advertising plan, in which the video ad begins with the game interface of "Plants vs. Zombies", where the zombies are desperate to rush through the garden, and various plants are desperately resisting.

At this time, among the zombies and plants, the cartoon image of McDonald's will suddenly jump out, and it will say to the zombies and plants in various Chinese: "Hey, are you still hurting each other day and night?" Just stop and go to McDonald's to try the latest "Plants vs. Zombies" theme package! There are a large number of Plants vs. Zombies toys waiting for you!"

Then, each zombie in the frame stops attacking the plants and instead nibbles on a hamburger, while the plants sway happily from side to side, each sipping a large drink with the McDonald's logo in their hands......

According to this plan, more than 90% of the time when the Plants vs. Zombies material appeared in the advertisement.

Li Mu was very satisfied with this plan, and without saying a word, he waved his hand: "OK, give them the power of attorney now, and let them launch a new version of the advertisement as soon as possible!"

McDonald's immediately spent money to find a well-known Hollywood animation team to produce an advertisement, which will take the materials of the game itself and then adapt it appropriately, so the design process is completely eliminated, and it is said that it can be completed in a few days in tens of seconds of advertising.

While Li Mu was waiting for the new version of McDonald's to be broadcast on TV stations around the world, Makino Technology received a large number of cooperation requests from enterprises, including many world-class well-known enterprises.

A large number of well-known peripheral product manufacturers at home and abroad hope to get the copyright authorization of Plants vs. Zombies, and many FMCG manufacturers hope to learn from Coca-Cola's cooperation method and cooperate with Makino Technology for copyright, because in their opinion, Makino Technology does not want copyright fees anyway, it is nothing more than to promise the number of exposures, so it is a big deal to promise all the products to give Makino Technology the greatest exposure commitment, and then use this to increase sales.

However, Li Mu suddenly changed his path.

It's too late for Coca-Cola and McDonald's to be strategically needed, and now the brand premium of "Plants vs. Zombies" is so big that it's a bit too much to say it's free.

Moreover, Li Mu doesn't want "Plants vs. Zombies" to be completely rotten overnight, if there is Plants vs. Zombies material on any product, it is equivalent to overdrawing the vitality of "Plants vs. Zombies" in disguise.

So, Makino Technology officially announced that from now on, "Plants vs. Zombies" will tighten copyright authorization, theoretically an industry, will only choose one partner, and the consideration dimension of selecting partners will also change, from now on, not only to consider exposure, but also to consider the actual bid, Makino Technology will choose to cooperate with the most cost-effective.

Interestingly, Microsoft's Xbox, and Sony's PS both approached Makino Technology with an intention to collaborate: they wanted to port Plants vs. Zombies Online to their console platforms, and both wanted to be exclusive and exclusive collaborations.

As for the specific way of cooperation, the plans given by the two companies are similar, both adopt the model of game charging, and Microsoft and Sony will give Makino Technology a share of the game sales through the sale of games.

Li Mu almost did not hesitate to reject this cooperation model, but the pure score achievement wanted to put his game all the way to their platform, and he also wanted to exclude?

These two game console platforms want to transplant their own games, the purpose is nothing more than to improve their content library, and at the same time seize this popularity, so that players on their own platform can play the most popular games on their own platforms, if they can get exclusive cooperation, it is still a good opportunity to open up a gap with competitors.

In this case, their demands were far greater than Li Mu's, so Li Mu asked people to put forward their own cooperation opinions with these two companies:

First, the sharing can be, but the two companies must pay the minimum amount, if it is not exclusive, each company pays a minimum of 30 million US dollars, if the share amount does not reach 30 million US dollars, Makino Technology will not return, if it exceeds, the two companies will divide the excess part to Makino Technology;

Second, if it is exclusive, in addition to the guarantee, Makino Technology also requires cooperative enterprises to give exclusive subsidies, not subsidies, why cooperate with you exclusively? As for how much the exclusive subsidy is, Li Mu did not say clearly, let them bring the price themselves.

This is the same as the cooperation between video websites and content parties in the future, if a film and television company produces a big online movie, he can use it to cooperate with any video platform, or even cooperate with all video platforms, and then settle and share from the major platforms according to the number of playbacks, but if which video platform wants to buy the exclusive broadcast rights of a big online movie, it must not only be guaranteed, but also give enough subsidies and resource inclination, otherwise who will give up the potential profits on other platforms and help it compete with other platforms?