Decryption Music Network "I am a Singer" The second season alone strategy

March 28, the 2014 China Advertising and brand conference, Suzhou Taihu International Conference Center, a theme for the "bundled marketing, open the era of the Great Arts" forum for the first time revealed 2014 years of comprehensive arts "I am a Singer" the story behind the second season. March 29, 2014, "I am a singer," the second quarter broadcast the semi-final, national network ratings/share of 2.18/6.28, at the same time ranked first, music network as "I am a Singer" the second season of the single broadcast platform, the total number of screens to break 1 billion, Baidu Index also greatly lead the "Chinese Good songs" and "The strongest brain." Lack of Deng Zi chess, Zhou Pen smooth breakout game with what Victory is called the beast involved in the "strongest brain"? Why beat the finals of "China Good song"? It's not a gimmick, not a gamble. Producers and broadcast side of Hunan Satellite TV, the exclusive network broadcast Platform music video network, a number of cooperative brands, in this file sweeping the national variety show in the powerful together to achieve a win. Deep network linkage, amplification of the influence of the single broadcast 2014, a number of video sites set off a solo war, which as a big winner of the music network, "I Am a Singer" second season of the exclusive right. The cooperation, Mango satellite TV and music network Farewell to the "broadcast" mode, both sides are not limited to the content output of the upstream and downstream relations, Le Video network is not just a content broadcast platform. The "linkage" between the two sides is mainly reflected in the second quarter of "I am a singer," the unity of the propaganda strategy and offensive. Mango Satellite TV content + Star double line combination technique, completely changed the music of the traditional definition of idols, with the appearance of Deng Zi chess, idol from the packaging era formally entered the almighty era. At the same time, the music network with "I am a singer full screen strength" of the continuous brand promotion, network platform linkage of the power of more than other variety show individual combat more effective, music network strong user coverage number also for "I am a Singer" in the network audience in the rapid spread of the foundation. It is worth mentioning that, "I am a Singer" in the second quarter of the broadcast two weeks after the same type variety show, Baidu Index of concern steadily rise, stability in the championship. In addition, as "I am a Singer" in the second quarter, the video TV Super TV has also greatly enhanced the brand awareness of the Internet television in the program. 2014 China Advertising annual awards ceremony, the music network is by virtue of "I am a Singer" in the second quarter of the big comprehensive Arts bundle marketing, as well as "subversion full screen strength" brand positioning, pick "2013 Chinese Advertising Effectiveness Case" award, won the industry unanimously recognized. Fan interaction bundled derivative programs to achieve high user stickiness whether for a program or a film and television drama, fans of the energy is absolutely not to be underestimated. Video site and fans of the depth of communication, directly affect the site traffic increase and the user's degree of adhesion. Video network based on internet properties, and deep interaction with fans, the integration of fan demand and derivative content, not only the production of "star", "I am a fan", "I love to see the singer" and a series of homemade columns, but also specially upgraded the music video client, add more "I am a Singer" element, change it as "I am a Singer" Exclusive AP for the second quarterP, the player's wonderful performance clips into a short video trailer for a wide range of spread spread. A series of initiatives in the video network has also had a huge impact among fans. Zhang Jie's fan group is more in the official Micro-blog "regulation": Watch Zhang Jie wonderful auction video to go to the music network, access to more information and high-definition Large map please pay attention to music video network micro-letter. Music video Network In "I Am a Singer" in the second season broadcast process, the use of micro-bo, micro-mail, BBS and other social platforms, the formation of social outreach matrix, for users to build a forum for comments, sharing channels. The latest data show that "I am a singer," the second quarter of the relevant micro-Bo received 850,000 users forwarding, 190,000 reviews, covering 110 million people. In addition, more than 1600 BBS forum, and 300,000 people to direct interaction, the impact of the number of 3 million. Le Vision network to the user needs as the core, in time for users to set up a watch, sharing, discussion platform, the program brought high flow into viscous energy. It is worth mentioning that, in the "I Am a singer," The end of the second quarter, Le Video network also launched the "You want to see which ' singers ' concert?" Live life creates ' singer season '! Activities, the public release of "Fan solicitation order", according to the number of fans voted to invite 5 singers to participate in "4k Live Life Concert", which is not only the "I am a Singer" the second quarter of the perfect summary, but also to enhance the user's sticky effective means. As the vice president of Cai Sales operations, said the music network in the "I Am a Singer" in the second quarter of the broadcast process, and Hunan satellite TV for a deep network linkage, and constantly adjust the production and dissemination of the focus of the program, creating four bundled marketing strategy. Artist exposure and brand promotion bundle, content planning and data analysis bundle, visual design and social hot bundle, fan interaction and derivative program Bundle, le Vision network subversive Internet thinking and Hunan TV's boutique content complement each other.