How to play the marketing of Weibo

Han's debut film "After the end of time" before the box office broke 600 million, the audience of the play of the highly controversial director and unique style of the film's discussion continues, the radio is still continuing to play the soundtrack, the film's heat has not receded. Explore the causes of their success, we found that the "after" the whole film's marketing core position in the very easy to generate the topic and discussion of the microblog, these attempts not only played a good publicity, but also for the film brought a good reputation for its box-office breakthrough 600 million lay a solid foundation.

Micro-blog promotion throughout the film process

Compared to other previous films, "after the term" more attention to micro-blog, from the decision after filming on the micro-blog to start the promotion, and through the project, the preparatory period, filming period, production period, promotional period, release period and after the release of the various links.

On Weibo, the director Han and his other cast of "After will be" have a huge crowd of fans, Han only fans of more than 40 million, Chen Bailin, Dan, Feng Shao and other creative fans add up to more than 50 million, coupled with the "after the" official micro, Madagascar and other micro-blog matrix, the film has a "billion-level" Fans of the foundation for the film's Word-of-mouth heat has laid a solid foundation.

The huge fan matrix also brings a wide range of attention to the movie on Weibo, when Han-han through the Micro-blog officially published its own direct film "after the" will be launched soon after filming, quickly attracted the daily, China Entertainment reports, such as a number of media officials micro-and forwarding reports, the micro-blog interaction volume of more than 300,000. In the preparation of the film, Han in the micro-Bo Sun photo of his daughter, netizens have said that "be Meng stay", instant micro Bo on the "national father-in-law", the topic once rushed to http://www.aliyun.com/zixun/aggregation/9000.html "> Twitter is the top of the list of popular topics, but also let fans of the film form more expectations.

Unlike other films, the "after-time" did not launch at the start of the filming, but instead chose to expose the actors on Weibo. The combination of actor stills, character posters published by the actor list, not only to attract the attention of actors fans, but also to increase the expectations of users. After the announcement of an actor, Han, actor and the "after" the official micro on the joint interaction, according to statistics, Han Cold announced the cast of 8 micro-blog, a total of more than 700,000 interactions. The play successfully molded the "dog Weibo", which opened a microblog for the "dog actor" in the show, and applied for certification, to become a micro-blog certification of the first "dog actor", Madagascar's every micro-blog has nearly thousands of praise, and become a micro Bo Netizen continued hot discussion of the role of.

Multi-form interaction to improve marketing effect

Topics run through the "after" the Micro-blog marketing process, in addition to the main topic # After the years # outside, the film also created a number of topics on the micro-blog # to help small Madaga v#, #后会无期大解读 # and other surrounding topics to form a strong camp for the "after the" topic of the continued boom lay the foundation, The direct aggregation of micro-blog on the discussion of the film, so that fans are more likely to get the content of the film on the microblog, only # after the topic of the reading volume has been more than 2.52 billion.

On the basis of the topic matrix, "after will be" through the function of micro-BO product combination boxing, attract a large number of netizens to participate in interaction. As the theme of the film, "The Road of the ordinary" choice in micro-Bo first, this song by the Hackberry after ten years of work after the release of the group of people to detonate the collective mood, so that "brush screen" to become the memory of the export of youth. The song quickly climbed to the top of the new song list, and in 7 hours to get 1 million of the audition volume and 42,000 praise, this speed also broke Feng 2013 "Born wandering" 9 hours to create the million audition record. Han's Twitter tweet has been forwarded more than 250,000 times, interacting more than 500,000 times, which has brought great attention to the film.

In addition, throughout the "after Life" marketing process, Han Han used a total of 16 fan headlines for movie posters, pre-sale, theme song, Countdown and so on to promote momentum. Of the 10 posters posted during the promotional period, 3 of them used fan headlines, which were 4-10 times more interactive than other tweets. At the same time, "after the" has put 5 times the top of the banner ads, further enhance the crowd coverage. It can be said that in the "after Life" marketing, micro-Bo commercial products have played an important role.

Micro-blog Word-of-mouth data influence movie box office

Film Premiere day box office usually determines the release of the volume, has become the film marketing distribution process is the most important part. On the first day of the box office marketing can have the countdown, shadow tickets, such as pre-sale and many other ways. Among them, the ticket sale will directly drive the first day of the box office, to a large extent, will affect the film after the release of the proportion, has become the major film city of important row for reference.

In addition to cooperation with the major ticketing sites, "after the" after the release of the micro-blog on the launch of pre-sale activities, 4 hours to sell 10,000 film tickets, the popularity of this can be seen. The corresponding is, "after" the first day of the release of strong momentum, row 36.86% of the number one, and finally get 76.5 million yuan in the box office. To the literary film, this is more than Zhang Yimou's "return" first day of the 30 million yuan to create a domestic art film box office record turned 1 time times.

After the movie release, the user Word-of-mouth will have the important influence to the box office trend. Previously, micro-blog has launched a film comment function, the formation of a professional micro-blog Comments group. From the "after" and many other films, micro-blog reviews and movie box office there is a very strong positive correlation, micro-blog Reviews high scores, mentions a larger volume of films, the final box office results are often more ideal. Research found that micro-blog reviews and domestic film box office, the correlation coefficient is higher, the number of box office and score of the correlation coefficient of 0.68, and the correlation coefficient of the score of 0.64, and the reference amount of the correlation coefficient of up to 0.61, are strong correlation, in contrast, watercress reviews three correlation coefficient is 0.25, 0.36 and 0.32 were weakly correlated or negatively correlated.

With a huge user of Weibo, can be in a short period of time the most efficient reflection of the user on the film's True evaluation, which is interested in the shadow of the microblogging users to provide a visual film review and introduction, in order to enhance attendance, cinemas can rely on micro-blog reviews data, to arrange the film scheduling period. In addition, the film after the release, in the box office and film quality and reputation into a positive correlation, the film side on the micro-blog continued to announce the achievements, not only the continuation of the film's heat, but also for the wait-and-see netizens increased into the theater to watch the momentum and confidence.

With its huge fan base, strong communication ability and perfect commercial product system, Weibo has become one of the most important platforms for film publicity and promotion, and has been innovating continuously. With the "after", "breaking up big Hand" and other popular films of the Bold attempt, the film "project-preparation-filming-production-publicity-release-ticketing," the whole process of micro-BO promotion model is expected to become the normal. With the continuous introduction of various new functions of micro Bo, the future of the film marketing based on micro-BO platform will show more rich play.