From "lovelorn 33 days" microblogging marketing success

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Microblogging marketing by enterprises to use these days, the estimated "lovelorn 33 days" has become a new media in the film marketing "ruffled" success stories. A small-cost urban love movie that invests millions of, can compete with a big Hollywood filmmaker, and gets the box office miracle--four-week cumulative box-office revenue of 344 million. The success of "lovelorn 33 days" was credited with "Weibo marketing". And its success is starting to make some of the companies that still doubt the power of Weibo marketing.

One, "lovelorn 33 days" is how to marketing

1, traditional media-emotional start, lovelorn language Popular

Responsible for the publicity of the film in the early use of traditional media network video publicity. Starting point from the emotional start, in several major cities in the country to find lovelorn youth, ask them to talk about lovelorn. and take it as a "lovelorn language" upload video site. Although "lovelorn" in the video site, the click Rate is good, but did not get large-scale impact. When traditional marketing means encounters bottleneck, it starts to try new network marketing mode.

2, Network interactive platform-microblogging marketing, the formation of a snowball effect

"Lovelorn 33 days" to create the official micro-Bo fan volume of nearly 100,000, at the same time, the shadow also created a lot of "lovelorn 33 days" microblogging number, such as lovelorn 33 days classic quotations, lovelorn 33 days of heart language "and other micro-bo number of fans are above 100,000, so as to form a huge micro-blog matrix, This matrix plus the topic plus the top-ranked grassroots micro-blog broadcast and recommended. The power that is formed is undoubtedly enormous on Weibo.

As of December 7, 2011, Weibo on the "lovelorn 33 days" search results have exceeded 8 million, while the "Wang Xiao-cheap" search results are nearly 1.5 million.

Second, Weibo marketing becomes the new darling of network marketing

In the micro-blog without fire, enterprises often with the help of forums, blogs, QQ, social networking sites for social marketing. Companies are now dabbling in Weibo marketing, because Weibo has its advantages over other online social platforms. Because the average person on Weibo is not supposed to be a propaganda service, if they can forward and comment on the feelings of something, more likely to be accepted by the public, if a lot of people who are concerned about their natural heart, these factors make Weibo in people's hearts credibility and fairness greatly improved. So the cost is very low and direct to the target crowd, the way that imperceptibly people is the highest level of marketing.

Of course, micro-blogging marketing is not just to create official Weibo, network interaction, call on the celebrity in their own micro-blog propaganda on such a simple, micro-bo marketing is simply a means of communication, in all kinds of skills and strategies, the most important or product quality, if the product is not, even if the cost of a large number of micro-bo marketing, Through the network to open up a variety of relationships for celebrities to help say good words, do a variety of shows also do no avail. For "lovelorn 33 days", marketing can be about only a few days before the box office, and now, the box office is still in miso rose, at least people do not think it is a bad film.

No matter what the way of marketing, the quality of the film itself, the audience recognition is the most fundamental, and marketing is only to help, not the cart before the horse.

Third, enterprises can occasion big events, real time marketing their own

"Lovelorn 33 days" in Sina Weibo on the huge effect can not help but cause a number of enterprises and brand attention, these enterprises also quick action, borrow "lovelorn 33 days" Dongfeng, seize the opportunity of real-time marketing. Like "Street side" in this marketing, organic will "lovelorn 33 days" Marketing topic hotspot and its lbs friends together, in its own microblog # Enclosure mobilization # Plate published in the film to use the location of the scene to make a place book, and the film lovelorn 33 days of official micro-blog linkage, attract 1200+ secondary forwarding, The short chain clicks also more than 6000+ times, borrows the real time marketing to obtain the very good effect.

At the same time, "public comment network-Beijing food" will be "lovelorn 33 days" in the restaurant, café information collated and recommended to users through micro-blog, get a good real-time marketing effect. Drag nets also use the "lovelorn 33 days" in the Sun Sleep Pillow on Weibo to guide traffic and promote sales. Of course, there are a lot of film companies do not make good use of the big event, thus missing a marketing their own excellent opportunity.

So if the enterprise encounters like "lovelorn 33 days" Such a big event should seize the opportunity, through the search for brand and the topic of the point of contact, do targeted marketing, through the big event of real-time marketing to expand the impact of the enterprise.

Iv. concluding remarks

Every year there are a lot of small production of films into all kinds of courtyard line, there are many excellent films into the public view. Predictably, "lovelorn 33 days" success will attract many of the follow, including the theme itself and marketing tools. "Weibo marketing" relies heavily on people's trust in the platform itself, wanting to see good things together to maintain and cherish the environment, think twice slowly, irresponsible abuse of this platform can only hurt others.

A lot of small and medium cost of domestic films to see "lovelorn" success, are a swarm of "microblogging marketing." This medicine, who tried Turin?

(text/Wang)