Entering the summer travel season，For better marketing and publicity，Get people’s attention，In addition to the traditional "red envelope" subsidy price war，188bet Online Sports Betting and Casino are trying T2O marketing one after another，Get together in the field of TV variety shows。Many OTA companies have begun to launch related travel routes due to the popularity of variety shows，Gradually transform into active cross-border marketing，Big sponsorship、Even participated in the production of variety shows。For example, the large-scale sports inspirational variety show "Report" that has recently become popular on Dragon TV！Coach” is exclusively broadcast by Donkey Mama。Next，Donkey Mama has also sponsored Dragon TV’s large-scale outdoor competitive inspirational variety show "I Love Challenges"，Ratings continued to soar once aired。Not only that，Lv Mama recently signed a contract with Guangdong Satellite TV every Saturday night at 11 o'clock to watch Dandu's Appointment，Become its exclusive naming company。

Same company，It is indeed rare to intensively sponsor multiple TV variety shows in a short period of time。In fact, I am trying the T2O marketing model，There are precedents in the online travel field，Tuniu.com cooperates with Shenzhen TV's "The Amazing Race 2"，Tongcheng cooperates with Hunan Satellite TV's "Where Are We Going, Dad 3"，"Go Travel" chose to cooperate with Jiangsu Satellite TV's "To the End of the World" with similar ideas。As early as last year, Zhongxin invested in "Annual Holiday Travel", a "T2O" model travel company under Tourism TV，It can be seen that 188bet Online Sports Betting and Casino are trying T2O cross-border marketing，There is a trend of "increasing intensity"。

What is T2O?

T2O model is popular in Europe and America、Japan and South Korea were the first to become popular。The American TV series "Sons of Anarchy" serves as a model of the T2O model，Respected by many industries。Starting in 2013，Domestic "A Bite of China"、"The Goddess's New Clothes"、"Why is Sheng Xiaomo" and other popular variety shows、Movies, TV series, etc. all cooperate with retail e-commerce，The T2O model will soon enter the public eye。In the field of film，It became a popular tourist destination due to the popularity of the movie，It’s an unintentional move，But it has achieved the "TV + Internet" marketing model，Now T2O is beginning to spread to the 188bet Online Sports Betting and Casino industry，Becoming a necessary marketing tool for many OTAs。

T2O（TVtoOnline) in marketing mode，188bet Online Sports Betting and Casino companies cooperate with producers，Integrate relevant products or services into the program，Audiences will have situational experiences while watching the program，If you are interested in the 188bet Online Sports Betting and Casino destinations and scenes of the show，You can open your phone and scan the QR code of the program directly，You can also log in to the OTA official website to immediately purchase the same customized 188bet Online Sports Betting and Casino products as the show。T2O is becoming a major transformation direction for TV media to embrace the Internet，How to build a single TV program into an Internet ecosystem with brand marketing as the core，Jiang platform、Connect products and users，It has also become a major focus of thinking in the industry。

Many 188bet Online Sports Betting and Casino have switched to T2O business model，We also hope to get out of the current price war quagmire，Exploring a true brand marketing path。More and more OTAs have begun to layout T2O marketing，Expand cross-border marketing，This is not unrelated to the characteristics of 188bet Online Sports Betting and Casino itself。188bet Online Sports Betting and Casino products haveIntangibility、Simultaneity of production and consumption、Not storable、Uniqueness and other characteristics，Tourists cannot touch tourist destinations and tourist products in advance、Perception，Can only evaluate afterwards，With the development of information technology，The online virtual community provides a large amount of 188bet Online Sports Betting and Casino information and virtual 188bet Online Sports Betting and Casino products，Online multimedia provides “immersive” display opportunities for tourism products，Therefore，The T2O model can make intangible tourism products “tangible”。

In addition, 188bet Online Sports Betting and Casino now tend to be deeply involved in program planning、Production，T2O variety show marketing has moved away from the era of pure and naked advertising sponsorship，The well-produced program itself is a great visual feast，Fascinating，These variety shows will present rich destination services and professional 188bet Online Sports Betting and Casino information to guests in a more intuitive form，Celebrity schedule display in the same program，It also acts as a micro-endorsement for the same 188bet Online Sports Betting and Casino itinerary，“Annoying ads are no longer annoying”。

Also，Based on the wonderful variety show marketing，Users can also participate in brand interactive activities of online 188bet Online Sports Betting and Casino agencies，Use WeChat、Weibo、Official App and other social media，Win 188bet Online Sports Betting and Casino red envelopes or 188bet Online Sports Betting and Casino vouchers, etc.，It allows brands to easily get closer to users，Enhance user stickiness。For example, watching the "Report" titled by Donkey Mama！Coach》hour，Users only need to log in to the Lvmama 188bet Online Sports Betting and Casino APP to vote for the stars they support，You can get a 1,000 yuan red envelope，According to Zhihui 188bet Online Sports Betting and Casino，Lvmama 188bet Online Sports Betting and Casino Network has prepared red envelopes with a total value of 500 million yuan for audiences across the country。Through this marketing initiative，It can help some viewers develop the habit of online shopping while watching programs，Transfer consumer demand to the OTA platform，Achieve "What you see is what you get"、Closed-loop experience of watching and buying。

The biggest advantage 188bet Online Sports Betting and Casino T2O model is，Tourism companies can target users more accurately，Can absorb traffic and increase users’ impromptu purchasing power in the first place。Prevent users from giving up their intention to purchase or moving to other platforms after the program becomes too popular。The cross-border marketing of variety shows and 188bet Online Sports Betting and Casino e-commerce，It will make consumers feel that the products sold are more reliable，After all, there are real experiences of celebrities，This expression is more intuitive than looking at pictures online、Stereo。

Hong Qinghua, founder of Lvmama 188bet Online Sports Betting and Casino Network said，In the context of the "Internet +" era,In-depth cooperation with variety shows on many domestic satellite TV channels，Creating a new cross-border marketing model for T2O，More than simple brand promotion，It is a deep spiritual interaction with consumers。With multiple exclusive title variety shows taking turns，Lv Mama will create multiple “cross-screen interactive” links，Continuously improve user experience and brand identity。

For OTA，Participate in variety show marketing feast，Can 188bet Online Sports Betting and Casino end price wars and escalate to brand competition，Finally achieve a win-win situation for brand and sales？

The essence of the T2O model is actually an upgraded version of embedded advertising，I have always been cautious about placing ads before，If the number is too high, it 188bet Online Sports Betting and Casino annoy the audience。But with the development of e-commerce，Advertising becomes aboveboard，And there is no need for viewers to look for products elsewhere，The merchant will directly provide the URL for viewers to choose。The T2O model is an inevitable product of the development of e-commerce，It will greatly improve the brand marketing of 188bet Online Sports Betting and Casino enterprises，The market will be further explored in the future。

Currently，Several major domestic OTA companies have been involved in T2O，Participate in variety show production，Valuing this cross-border brand marketing model。actually，Many companies outside the 188bet Online Sports Betting and Casino industry have also set their sights on this area，As expected，By 2020，The total national cultural consumption demand will reach 16.65 trillion yuan，Integration with the 188bet Online Sports Betting and Casino industry，is attracting more and more attention in the industry。Including Wanda Group、OCT (000069.SZ）、Light Media (300251.SZ) and other tours、Film and television background companies have entered the scene to compete for this cake。Huayi Brothers believes that live-action entertainment is likely to become the main source of film derivative income in the future。

Visible for some time in the future，Cross-border 188bet Online Sports Betting and Casino based on T2O model will be further developed，Various T2O programs will emerge in front of the audience。But，At present, T2O is still in the testing stage，Not fully mature。For example，188bet Online Sports Betting and Casino current T2O mode，The viewing experience and purchasing experience are relatively independent，When the audience sees their favorite product，Must be purchased by opening the e-commerce client，Furthermore, the watch-and-buy channel on the e-commerce client provides a limited range of products，Far from meeting the needs of the audience。

Just like the current money-burning price war，To promote yourself，A large number of such T2O programs appear，There 188bet Online Sports Betting and Casino definitely be a situation where both mud and sand are mixed，For example，Similar content、Roughly made、The purpose of commercialization is too obvious，Whether people 188bet Online Sports Betting and Casino suffer from aesthetic fatigue and other problems。

And in the field of 188bet Online Sports Betting and Casino，The essence of 188bet Online Sports Betting and Casino is service，Marketing is important，The product itself is more important。188bet Online Sports Betting and Casino companies should focus more on offline services，Avoid the disconnect between tourists’ feelings in the actual experience and the 188bet Online Sports Betting and Casino scene experience presented in the program，Especially when traveling overseas, many uncontrollable things will happen，such as hotel reservation、Flight delayed、Line change、Even accidents such as lost items may occur，How to deal with these accidents determines the customer's reputation。This greatly tests the offline comprehensive service strength of 188bet Online Sports Betting and Casino operators。

Also，Want to implement a TV station or video operation platform、Producer、Win-win situation between brand merchants and e-commerce，Need to find a balance between business and art。TV station、The main purpose of video platforms and program producers is to obtain high ratings and high advertising revenue for film and television dramas，The main purpose of brand merchants and e-commerce is to attract more consumers to buy，The interests of the four parties are actually complementary to each other，But only after ensuring the artistic level，In order to obtain better business results。For the future practical development of T2O model，Zhihui 188bet Online Sports Betting and Casino will keep a close eye on it。