American TV Twitter viral marketing to subvert the concept of information dissemination

"Walking Dead" wins the lottery. "Twitter, the greatest invention of the past few years, has subverted public opinion about the spread of information."　　has always been creative to win the American drama also can't restrain to in this wave trend in multi-directional play the latest tricks. On the one hand, Twitter owners, who have a strong "desire to spread", are their targets. The first series, based on the Twitter version of the same name, "My dad said ..." ($# *!) M YD ad Says has become the highest-rated comedy show in the TV network since it was aired in the C-BS autumn. Although the attempt has been itter by many media outlets, there are already two new and TW-related episodes coming out next year, and TW Itter has clearly become an important source of inspiration for writers. On the other hand, due to the rapid spread of TW itter, many of the cast have opened official accounts to promote the series. One of the best is the "zombie drama" (Thewalkingdead), which was aired last month 31st.　　The play in June this year opened T, summed up the "zombie rules", the thread forwarding the public. "Walking Dead," Robert Koman, one of the producers of Robertkirkman, interviewed by reporters in the southern Metropolis newspaper, facing the impact of TW Itter on the American drama, said: "140 characters sound rigid and short, but can play a variety of tricks, Let film and television creators get creative inspiration from it.　　There are a lot of Twitter marketing in the United States, the Chinese mainland's cast can also get some useful inspiration, the increasingly developed micro-blog to use it? A capture New Inspiration case "My dad said ..." The 73-year-old Dad's classic quotes were made into a series based on Twitter, "My dad said ..." is one of the most successful new shows this year, the premiere of the total population of 12 million. became the highest-rated comedy show of the year, a lot more than the same competition, "I am a comedy" more than one times. With the performance of the ratings, CBS has turned its sights on another two famous Twitter bloggers: one is "The Girl Upstairs" (Dear girlsabove Me), the author of this blog often "quoted" live in his home upstairs of the girl's speech, and a unique comment, make people laugh and cry; the second is "Hush ...... Don't tell Stephen (SHH). Don ' t Tellsteve, a poor man who has been "devastated" by an immature roommate, is frustrated by complaining on Twitter.　　But the media is not necessarily falling down on this kind of Twitter adaptation, TV series "My father said ..." has been considered immature works, the media score only a poor 28 points (total divided into 100). Innovation: The theme is fresh, the attention becomes the highest new comedy of the Year "shit mydadsays" This microblog for people who play TwitterMust be familiar. Last August 3, Justin Justinhalpern, 29, opened the account on Twitter to extract the "classic quotes" from his 73-year-old father. For a time, the language of an astonishing elderly attracted 1.16 million of people to follow, became similar to the Chinese mainland Xiao Yue, Jia and other internet myths. The TV dramas of the same name are adapted from this.　　This network myth has actually been adapted into a novel, best-selling North America. At first glance, the episode was built without much fresh ingredients, and the 30-minute scene was filled with waves of canned laughter. The whole show's soul lies in this "phrases" Dad. For the old play Bone William Chatenat (W illiamshatner) deduction, netizens praised its acting "precision ruthless."　　The premiere 12.5 million of the show's total population is quite gratifying, is currently staying at more than 10 million of the ratings, and CBS booked the whole season, is one of the most high-profile show of the year. Controversy: Foul language discount, Essence lost a "shit" word to trigger a lot of discussion "when the determination to adapt, this is a bad decision." "After the media test, the New York Times on the show is quite unfavorable," the TV series and the original blog style of the day to do not, see to fan themselves.　　"Not only is the New York Times family singing down, in the Metacritic media score, the play scored 28 points low (out of 100), and the view is consistent with the New York Times," swearing is discounted, too harmonious. " CBS as a free wireless TV station, the name of the program can not be foul language, so the name of the play to make them quite a headache. Institutions such as parents ' Association warned early in the morning: hope that CBS look after themselves. Starring William joked to support the "shit" word on the TV program name, but eventually the word was still CBS with garbled $#*! Alternative。 In addition to the title is a taboo to modify the content is also "harmonious" a lot of Twitter's restrictive quotations to the television has been changed to a lot of civilization. For media intolerance, blogger Justin clears the way, "the network platform is not the same, you can show the life of a variety of classics, but television this media need to pay attention to a lot." "The media are also worried about the direction of the next two Twitter-adapted episodes," he said. "Upstairs Girl" blog post is relatively less yellow and violent content, but relatively speaking, "Hush ..."　　Don't tell Stephen that there's a lot of crap in the blog, and Kutcher Beecher (Ashtonk Utcher), who always likes to spoof it, does not know what will be modified when it is aired. B find a new channel case "Walking Dead" build account virus-type communication concept, completely free before the launch of the huge sums, the various topics after the premiere, the most of the behind-the-scenes to Santiago, New York anime exhibition to walk, this is the United States drama propaganda concept of a solid trilogy. As Twitter becomes more popular, it has become a marketing strategy. PackagePlays such as service outsourcing (outsourced) and police family (Blue Bloods) have all strengthened Twitter marketing and first place before and after the episode's keywords.　　But one of the leading non-AMC zombie drama "Walking Dead", the October 31 broadcast of the play early in June to set up the official Twitter, and the unusual way of publicity to arouse the industry's strong echoes. Innovation: Announcing zombie rules, cheap to work with 140 words of suspense to attract million fans "the speed of the zombie run depends on the time to become a ' living dead ', and the extent to which zombies decay,": "Zombies are like lions, and when they are eating, you can easily walk past them: Zombies absolutely do not exist sprinters, The fastest speed is just a big, faltering pace.　　Since September this year, the "Walking Dead" official Twitter has posted 10 zombie laws, which are quite eye-catching. "We are not vampires, we can use handsome girls to attract the public, zombies is too ugly." "If you put too much of the zombie picture, it will be counterproductive," Roberts told reporters at the south end of Twitter marketing. Twitter is a good way to do it without money. "The current" Walking Dead "official Twitter fan has passed, although this is a little bit smaller than some of the bloggers who have millions or tens of thousands of followers, these 10,000 people have their own fans, and once the message is forwarded, it means millions or thousands of people will see the story of the dead. The focus is free. According to Robert's idea, "we still have to leave the model of hard publicity, and it is clearly not enough to publish stills and spoilers alone." Announcing the zombie rule also wants to try to stand out in the information sea with a new form.　　"Discussion: Applause, who is the hero?" Good script +twitter marketing = "Masterpiece" In Robert's eyes, Twitter is needed for "Walking Dead", "our audience has a large share of Twitter, like fresh and exciting people." "Walking Dead" won applause under this wave of propaganda. According to yesterday's latest ratings data show that the first set of "Walking Dead" up to 5.34 million viewers, on average, there are 3.57 million viewers, not only become a new high of a M C, but so far this year, the highest rated new play in the cable Taiwan.　　Media ratings have also been high, with magazines such as Entertainment Weekly saying it was another masterpiece by AMC after "Mad Men" and "Beyond evil." Robert says the biggest hero is the book. "We are very careful, the rhythm of hope is deep layer, with a lot of bridge to prove the play." "Robert, as the original author of the comics, was involved in the screenplay, and the film also netted the Darabont (Frank darabont) and Gille Annie Hede (G ale Anne Hurd) behind the scenes. The former is the director of Shawshank Redemption, who followed James Cameron's creation of the Terminator. The play ended on December 5 with 6 episodes in the first quarter.　　As for the second-quarter news, Robert says it is still under discussion.　　Another Twitter hot show, describing the outsourcing companies in India, "outsourcing service" but because the book is not hard enough, under the high attention is now gradually "retreat", the ratings are not good. Link more American drama marketing case fashion marketing case "Gossip Girl" although the most successful case of this method is sex and the city, Gossip Girl is clearly a great contributor to bringing teenagers back to the TV set. Producer Choshi Schwarz (Joshschw Artz), who shared the secret of success in an earlier interview, "The stills of the cast are to be circulated on the internet like a street racket, and to work with designers to create some costumes that are gossip-specific."　　"Also because of the popularity of fashion, will let broadcast side C W See the ratings all the way down, also dare not move." The case of value-added marketing "Glee Club" if the Glee Club is the most lucrative episode, it's not too good. The two-month-a-day episode began in the second quarter, with three soundtrack albums released in the first quarter and a special album for it Unes. Three solid albums in North America have broken platinum, and the fourth album has been set for release this month.