"Beijing 81st," 9 days over 300 million: the small screen era of the app marketing rules

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[abstract] in the summer box-office battle to kill a dark horse-"Capital No. 81st", all people shocked. Talk about "Capital No. 81st" The success of the box office, app marketing work.

According to Ebot Art Day box office think-tank data Statistics, as of July 30, "Capital No. 81st" cumulative box office amounted to 364 million, easy to win the national thriller Champion. On the second day of its release, the share of the row rose from 18.34% to 25.72%, and the reverse growth trend was shown for five consecutive days. Thriller to get such a movie boom, with nearly 30 popular app applications at the same time online mobile end to promote "capital 81st" closely related, mobile marketing strategy for the "capital 81st" in the summer stalls won the audience awareness and market space, but also to promote the film marketing gradually into a small screen era.

"Beijing No. 81st" Mobile marketing advantages of small screen era came

Compared with the "little Times 3", "Capital No. 81st" in the traditional media, micro-blog and other new media publicity and media exposure is unable to catch up, but with the help of mobile Internet entertainment and film marketing, let "capital 81st" became the Chinese thriller Box office myth.

Jellyfish interaction, is the industry's first focus on mobile marketing, and the use of Internet thinking for film service propaganda company, has served more than 60 works, including "Transformers 4", "Stolen five years", "Hunger Games 2" and many other popular films. As "Beijing No. 81st" Mobile end propaganda organization, since December 2013, jellyfish interaction on the "Capital No. 81st," the mobile marketing planning work, integrated nearly 30 app to "capital 81st" to promote, online promotional activities cover 400 million people (including repeated coverage), And through the opening of the topic of the discussion, online under the interactive grab tickets, open screen display and news push and so on a variety of ways to carry out a comprehensive three-dimensional marketing campaign, let the film release of the news flooded in every corner of the mobile phone.

1.5 months before the release of the film, jellyfish interaction began to increase the exposure of the film through the app, in today's headlines, Dom music, PPS and other software can be seen in the "capital 81st" to press releases, open screen, online grab tickets and other forms appear in front of the public. On July 12, 13th, a week before the release of the film, "Capital 81st" in the app on the intensive marketing, on average every day in more than 5 kinds of app platform to see its figure. Through the different online platform activities, the "Capital No. 81st" to the film target audience.

Through the investigation and analysis of the audience, it can be seen that the main audiences of thrillers are mostly 25~30岁 young people. They already have a considerable economic base, and love new things, like the pursuit of excitement. This trait coincides with the use of the app client that jellyfish interacts with. Whether it's an age-level distribution or a gender ratio, these 29 apps perfectly cover the potential audience for the thriller.

Five types of app cumulative coverage of 400 million people Baidu search more than "small time 3"

In the "Capital 81st" publicity period, the Jellyfish interactive total integration of 29 apps through the mobile phone screen, related themes and wallpaper download, online grab tickets and news to push and so on a variety of channels in the mobile end of the film to promote. The total number of coverage has reached 400 million (including repeat coverage).

Jellyfish interaction not only in the channel to carry out a full range of coverage, they also put mobile end app into five categories, the film's mainstream audience and app use of the crowd were analyzed and matched. These five types of app user analysis, to help "Capital No. 81st" Accurate positioning mobile users to buy tickets, greatly increased the audience's awareness of the film, so as to convert to purchase ticket expectations.

Social communication: Below 30 years old is the main use crowd, the monthly income mainly distributes in 1000~3000 yuan and 5000 yuan above two ranges. White-collar groups and student groups are all covered. belongs to the universal application class.

Learning to read: The male audience accounted for about 70%, the use of the crowd monthly income of more than 5000 yuan in the main. Generally speaking, the user is mainly white-collar.

Mobile phone Tools: The user's monthly salary in 1000~3000 yuan. More than 60% per cent of the population under 30 years of age are employed. Young users mainly.

Multimedia: The distribution of the use of people under 24 years old students mainly, the monthly income mostly in 1000~3000 yuan. Male users accounted for 60%, becoming dominant.

Life services: In the 30-35-year-old group, the number of people using life services apps is larger than those of other four apps, covering white-collar and management groups with a high education level. 3 days before the release of the film, jellyfish interaction focused on the 6 popular app online video grab tickets, mobile phones open screen and other ways to increase the Beijing No. 81st "exposure, even Youdao dictionary home" Daily sentence "in the Chinese and English translation of the" capital 81st "to promote. So on the day of the movie, the mobile-end search index climbed to 453400. This data also makes "Capital No. 81st" in the mobile end of the user's attention, one after the film "Small Times 3", become the most concerned about the mobile segment of the domestic film.

Art analysis that a movie with mobile-end app platform, covering every mobile phone users, and content-oriented film entertainment marketing, the impact of the box-office results more and more important. In an era of increasingly obvious advantages of mobile internet, the film needs to use mobile platform to cover the marketing channels of the film, to understand the characteristics of different channels, and to match the movie audiences accurately to improve the box office capacity. Under the curtain of small screen marketing how to cover a broader audience, is jellyfish interaction such a mobile marketing company has begun to study new topics.