Scene Application: Internet + "The return of the Holy Man", detonate a circle of friends

By the end of this month, "The Return of the Holy Ghost" at the box office broke the 6.17 billion, breaking the "Kung Fu Panda 2" record, to become the highest grossing film history of the mainland movie.

In the eyes of the public, "the return of the great" has become a phenomenon of film, as Ma Weidu said: "The return of the great" has a prerequisite for the international market, the most important thing is that the film touches the hearts of Chinese people, the Chinese culture is a human being fully expressed, So it resonates with the Chinese.

Good quality + Internet Help to return the great

As one of the producers of the "Return of the Holy Sage", the micro-film eraCEOan Lam Ninh that "good quality+"The Internet" is the key to the popularity of the return of the holy. An Lam Ninh said: "If you look at the film analogy to eat hot pot, then the most important thing to eat hot pot is to look at the meat," the return of the great "itself" meat "is very good and fresh; In addition we have very good ingredients-marketing, Hengdian film, High-road animation, October Animation, we act together to embrace the internet, so that At the mass level, there is a resounding product and movie ticket in the Shadow age. The current daily ticket volume of the film ticket -million sheets, peak $thousand sheets, covering -a city,4500Home Theater,90%above the audience. Based on big data advantages, the micro-shadow era with big data as a tool to complete the marketing positioning of the film, the final clear this film for the whole age, the main "hero return+Family "Two key points, and on this basis, set up a marketing system throughout the whole.

Before the film was released, the movie tickets started large-scale pre-sale, red envelopes distribution, multi-interaction, amassing high-quality fans, for the film locked the precious seed crowd, become the source of tap water. Therefore, in the "Return of the Holy" is crucial to the first round of national points, although not large-scale propaganda, most of the games still maintain very high attendance, directly led to the formation of the water community.

In the era of mobile interconnection, the virtual personality of the composition is divided into two, micro-Bo on the group to participate in the carnival and the close communication, tap water gathered carnival produced a large number of derivative products, such as the famous 1599 series, the Land public series, the story formed two times perfect, and friends circle, Is the source of the birth of tap water.

After two rounds of dots, more and more people joined the "tap water" to become the film's free publicity, including the Cloud to the network also produced a "original companion I have always been the grand holy" scene application, the scene after the release, in a short time to reach the 23000 the number of visits. Even the Global Times and People's Daily have joined the ranks of "free Amway". Through ongoing marketing campaigns, word-of-mouth release interacts with interaction, eventually making tap water an unstoppable torrent.

An Lam Ninh said, "online seat selection platform has big data tools, has a good ability to reach the user, in advance and point mapping, based on the" Great return "Super IP, in the formulation of marketing strategies can be extended at different levels, such as regional issues, such as the problem of age to find a precise entry point. "It turns out that through the refinement of the strategy, a group of people looking forward to the rise of the country, the focus on the two and West culture of the core crowd become the" Return of the Holy "The first fans, at the same time, the real word of mouth in the circle of friends continue to spread, triggering more people's expectations.

Of course, this is just one of the rings of communication. The strong material continues to play a role, the creative team also gradually and the public to establish a stable and normal communication system for the film's next spread has accumulated enough popularity. Therefore, to the "Return of the Holy" in the second round of national mapping activities, film tickets carried out a more tightly strong combination of push strategy, through the film, video guide, such as full-platform activities push, and timely arrangement of point mapping field, to facilitate the gold field, once again contributed to the continued penetration of word-of-mouth. In a limited number of occasions, the return of the Holy Sage to create a point to reflect the high attendance record, the box office nearly 10 million, a lot of games full, the first day of the box office and attendance has played a huge contribution.

In fact, it is not difficult to see, now, with the rapid development of mobile Internet. Mobile Internet is becoming more and more obvious to the marketing of enterprises, if we do not embrace it, then the outcome will eventually be eliminated by the great stream of the Times.

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Scene Application: Internet + "The return of the Holy Man", detonate a circle of friends