Chapter 582 The Invincible Marketing Genius
The way to promote fan fiction was often on tap.
Chen Siqi introduced it into the marketing strategy of film and television dramas, which is quite risky because the effect is difficult to control.
However, fortunately, the major platforms of Jump have accumulated a large number of creators in recent years. From fiction to commentary, from copywriting to soft promotion, we have it all.
Chen Siqi held an internal pitch. After watching the show himself, if he really liked the show, he created his own fanfic, and then posted it on various online forums and super stories.
As Chen Siqi expected, there are still many loyal fans of the drama "Mountain Top".
This is the advantage of word-of-mouth dramas. There will be a group of fans who like this drama very much. Therefore, the interest in discussing this drama on social platforms will be much greater than that of ordinary viewers.
When these fan stories were released in batches and entered the Internet, they gradually attracted the attention of some drama fans.
However, the feedback has been mixed.
Those who like it and are interested in it will give some positive comments, but there are also those who are very resistant to this kind of fan fiction creation.
They reacted negatively to these fanfics - they felt that the fanfics affected the charm of the show itself.
This was something Chen Siqi didn't expect at first.
However, after some research and comparison, Chen Siqi and the marketing and publicity team still believe that the fan humanities publicity strategy can be further promoted.
For no other reason than these fanfics, the number of actual discussions about "The Peak" has increased a lot.
For this show, at this stage, the most important thing is to ignite a group of viewers' desire to discuss and get them to mention "Top of the Mountain" on their social media, preferably by publishing some relevant content - essentially , the way to promote fan culture is to create a social discussion topic so that more and more people are interested in "Top of the Mountain".
Under the operation of Chen Siqi's team, one of the fanfics that received the best response was on the hot search together with the drama "Top of the Mountain", and they began to market a pair of CPs, Yan Liang and a female boss of the fraud group. In the play, Yan Liang goes undercover and becomes the little brother of the female boss. In fact, there is no emotional drama or ambiguity between the two of them. However, in a good drama, there are some sparks and tensions in the relationships between different characters. The same is true between Yan Liang and the female boss. .
Several scenes in which Yan Liang was trained by the female boss became the story of the female boss subduing the little wolfdog in this fanfic.
This is also one of the character relationships that is most likely to attract attention and topic discussion in current online creations.
Everyone wants to see a strong woman, but they also want to see the human side of this strong woman.
Everyone also wants to see a handsome man who is honest and honest, but they also want to see the impulse and toughness of hormones from this handsome, honest and honest man.
To put it simply, it is a relationship of desire.
Chen Siqi bought a small amount, and sure enough, once it was pushed out, the publicity point spread. Coupled with several specially cut scenes - in fact, it is not the case at all, but the single cut shots, combined with the descriptions of the fan fiction, make it seem that there is really something between the two of them. The feeling of "favor" and "pull" between superiors and inferiors.
The entry "Nianxia wolfdog" derived from the fanfic "Mountain Top" has become a natural hot search.
The level of discussion and attention has increased significantly.
In the field of film and television dramas, the tension between characters is always what interests the audience the most and is also the easiest place to be attracted and involved.
Judging from the background data of Icefield Video, the search volume and playback data of "Mountain Top" on the site have increased significantly. Although the increase is not large, it is the first time since the launch that there has been an upward trend.
At this time, Chen Siqi also came up with the second phase of the publicity plan.
This time, she was not polite and directly offered six million.
"In the first stage, we hired writers to write fan fiction, promote it, and buy hot searches. The two hundred thousand has basically been used up. We didn't make much money, and the effects have already been shown." Chen Siqi said, "In the second stage, if you want In order for "Top of the Mountain" to continue to maintain this upward trend, we must increase the promotion of several marketing points of this drama. Our expected goal is to have the number of viewers exceed 500 before the drama is finished. Ten thousand."
People from Icefield Video were a little dissatisfied and asked: "Can the number of followers only exceed five million?"
"There is no way, we have lost the opportunity. With the current publicity method, it is easy to gain popularity in the circle. If you want to break the circle and form a discussion situation across the Internet, it will take both time and a little luck. Now it's good The luck of the draw lies in having a pair of characters whose relationship is a little bit interesting to the audience. Popularity has attracted some viewers who are interested in the relationship between the characters, but in the end, this only attracts a small number of people. If we really want to make it a hit, we must have at least a dozen topics that make the audience excited. There is no point now, and it cannot be discussed on a large scale.”
Chen Siqi said: "Furthermore, when we do film and television marketing, we can only do the job of attracting new ideas. When we throw out fan fiction, can we drive real audiences to participate in the creation of fan fiction, and can we use this to motivate the audience to explore further?" As for the potential for spreading effects in the drama, we can only watch it while walking. If you ask us to make a script and let the audience follow our script completely, that is impossible. "
"In my opinion, your previous promotional direction completely missed the point. Not many viewers are interested in the so-called word-of-mouth boutique dramas, and not many viewers will watch this drama just for these words, not to mention that the viewing threshold of this drama is so high at the beginning that it cannot retain the audience. A drama with a high threshold should focus on the high threshold, so that the audience is willing to persist when they feel that they can't continue watching it, such as someone around you watching the drama with you, and you have an atmosphere of discussion."
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A day later, Peng Zhixing welcomed a live broadcast in the self-media column of "Jump Up".
It was not a live broadcast, but Yan Liang and Ren Suping, the actor of the female boss in "The Mountain Top", were invited to an offline interview room.
This live broadcast was arranged by Chen Siqi.
Chen Siqi wrote a script, not to write down everything that each of them should say, but to make it clear what kind of reaction they must give in this live broadcast, which is related to the marketing method arranged by Chen Siqi later.
Peng Zhixing smiled and said, "Recently, the two characters played by Yan Liang and Ren Suping in "The Mountain" have become very popular."
In this live broadcast, the most important part is that Yan Liang and Ren Suping watch the video of "The Female Boss and Her Little Wolf Dog" edited by netizens together.
Two cameras were facing Yan Liang and Ren Suping.
Originally, in Chen Siqi's script, Yan Liang needed to act a little shy, but he didn't have to act at all when he watched half of the video.
Ren Suping was the same, her face turned red.
The two looked at each other, and as if something was wrong, they immediately looked away.
Both couldn't help laughing, and felt a little embarrassed.
But Peng Zhixing, who saw this scene, immediately showed a shocked expression of watching a play, and immediately pretended to be calm, as if nothing had happened.
In Chen Siqi's script, it didn't matter what they said. The most important thing was that the two of them watched this ambiguous video edited by netizens in front of the camera, and they would definitely show their embarrassment. This state is enough to become a rich ingredient, processed by netizens into various dishes about "eyes drawing", "more ambiguous", "guilty conscience", and then become a carnival for the melon-eating crowd.
Peng Zhixing's reaction is the best seasoning for these dishes.
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Under the promotion, this live broadcast became popular as expected.
Why is it popular?
First, the relationship between the characters is the most interesting and exciting topic that was tested in the early stage, and has a good fan base. Second, the combination of Yan Liang and Ren Suping is very fresh. One is a popular young actor and the other is a mature and experienced actress. This combination has never appeared in front of the public. Suddenly put together, it is completely in line with the mood of the melon-eating crowd to watch CP.
In the current online environment, this is called "open business".
Lu Yanhe and Li Zhibai both helped to post a Weibo post playing with the stalk.
Lu Yanhe posted: I saw it.
Li Zhibai posted: Yan Liang is really a dog.
It has a meaning, but it is not clear, but everyone is interpreting it in the comment area and pointing the way.
With the influence of the two of them, more people are encouraged to solve the puzzle. What is it? What kind of dog saw it?
On this basis, Chen Siqi bought popularity and pushed traffic. With the carnival of real drama fans in the early stage, the ignorant people will naturally understand the whole story in such topic popularity.
Some of them were hooked to the drama "Mountain Top".
And such a good drama, with more viewers watching it seriously, its goodness has gradually been widely discussed.
At this time, Chen Siqi and her marketing team changed their marketing direction. They no longer promoted fan fiction and some topics to see everyone's reaction, but found points with wide dissemination potential from real hot topics on the Internet, and further bought traffic for promotion.
In just a few days, "Mountain Top" suddenly began to hang on the charts of major platforms with three or four hot searches a day. Most of them were hot searches bought by Chen Siqi's team based on natural hot spots. Millions of frames were thrown into it——
However, this time, Bingyuan Video was overjoyed with the money.
"The Peak" topped the TV drama hot list for two consecutive days, and the number of followers and new viewers increased at a very beautiful rate.
The latest two episodes were broadcast, and there were three patch ads.
Chen Siqi handed in the third phase of the publicity plan at this time.
This time, Bingyuan Video added publicity and marketing funds very readily.
Seeing that "The Peak" was about to end - but, obviously, its market potential has just begun.
Chen Siqi said: "A drama with a good reputation, even after it is finished, its long tail effect can last for a long time, and there is no need to wait for more, and there is no need to worry about a bad ending. The audience can watch it with confidence."
At this time, in addition to the CP relationship between Yan Liang and Ren Suping, the drama has added several hot topics on the entire network.
This marketing tactic of turning defeat into victory once again brought Chen Siqi and the "Jump Up" team into the vision of major platforms and film and television companies.
It is very expensive, but who can deny that it is expensive for a reason?
In this successful marketing, Chen Siqi was able to first mobilize a large number of writer resources to do a large amount of advertising and pick out the most exciting points from the reactions of fans of the drama. Secondly, he was able to have sufficient media resources to spread and market At this point, San Neng seizes the opportunity immediately, designs a plan, and ferments new materials for fans to revel. Si Neng changes his thinking in time, and does not let the drama just gain popularity in a small circle, but can capture Seize the opportunity, take advantage of the victory, and promote other marketing points.
Many of her practices can be learned, but many companies that promote the release and promotion of film and television dramas also know that it is difficult to learn well.
To do this, sensitivity is very important.
For those who cannot sip the audience's sensitive points, no matter how much resources they have, no matter how hard they work, it will be in vain.
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"Thank you Siqi for bringing "Top of the Mountain" back to life!"
That night, Lu Yanhe and the others had a dinner together, and Yan Liang toasted to Chen Siqi.
Chen Siqi smiled and said: "You're welcome, it's mutual benefit and win-win. I also earned a marketing fee."
Yan Liang: "You should earn this money. They spent more than 10 million to find another company to do preliminary publicity, but it collapsed like that. It was all about buying volume and publicity, and it was an upstart-style wide-net publicity. "
Chen Siqi: "They are just trying to save trouble and have no sense of responsibility. They have not designed a publicity plan based on the theme and style of the show. I guess they just have an established publicity package. Whatever price you give, they will use that package for you." push."
Yan Liang: "From now on, they have to ask you to promote my plays."
"The most important reason why our publicity is effective this time is that your drama itself is of high quality. Otherwise, no matter how much publicity and marketing you do, it will be in vain." Chen Siqi said, "However, we do ask for a high price, and, We don’t accept all dramas, we only accept dramas that require us to have ideas.”
Yan Liang: "After this time, I believe that the producers of any drama should know that you are the most reliable person."
At this time, Li Zhibai suddenly said "fuck".
"What the hell are you doing?" Yan Liang asked.
"Ma Zhiyuan's grandson, he said in his live broadcast room that the script "Top of the Mountain" was originally cast by him, but he turned it down and it was your turn." Li Zhibai said angrily.
Yan Liang was stunned.
Lu Yanhe also frowned, "He still won't stop?"
Chen Siqi said calmly: "What are you all doing with such sad faces? This topic brought to your doorstep can help "Top of the Mountain" to do more publicity. What a good thing." (End of Chapter)