Public comments and "small time" play together, playing is the user!

Source: Internet
Author: User
Keywords Public comments

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[Guide] public comments and "small age 3" play, try the microblog red envelopes, the public comment on the bill; get 3 of young new users in the small age; marketing is finding energy packs to turn into their own heat; find social marketing, but consumer marketing doesn't act as a representative; it inspires more UGC ( User generated content).

  

On the July 17 "Little times 3" Release day, in addition to the # I invite you to see the small era 3# became the top of the top topic of Weibo, #我请你去看小时代 # This topic also topped the list of 12.

This is actually a topic in the public comment on the operation.

The topic is to create a corporate red envelope on Weibo, in the past more is in the micro-letter in the red envelopes (in fact, the inside is a coupon), but the public reviews this attempt to Weibo red envelopes, the current microblogging hot topics, corporate social marketing, electric business platform, film, Star and so on together, carried out a large cross-border.

Weibo red envelopes are detonated

This Cross-border integration case is not complicated, but it requires a little creativity.

Public comment is responsible for red envelopes, Guo's studio, which is responsible for communicating with small-time crew, has selected 9 important roles in "Small Time 3", Guo, Guyuan/Ko Jindong, gu/Nineka, Nan Xi/Guo Biting, Gong/Jin Rong, kitty/, McCully/amber, neil/Li Xianzai, Zhou Chongguang/Chen Xudong, each fan to send exclusive star red envelopes, please fans to go to the cinema to see "small age 3", red envelopes have 5 to 100 yuan in cash.

Fans from the beginning of the application of the number 14th, 17th film on the opening day can open red envelopes, red envelopes will randomly appear at a maximum of 100 yuan of cash, can be in the public comments on the direct purchase of "small times 3" movie tickets. Fans who bought movie tickets through red envelopes also had the chance to get tickets to the "Little age 3" movie fan meeting.

To enhance their sense of identity, they designed different tones of red envelope posters based on the characteristics of each character.

For example, Ko Jindong's poster, based on a classic scene in the film, characters Guyuan nude lying on the bed covered with rose petals, with a slight smile on the screen outside the audience. With "quick to dismantle" double Guanyi--take apart to see Guyuan naked at the same time can also open up the public comment of the small era exclusive red envelopes-not only to attract fans to participate, not fans of attention also harvested a lot.

There are overbearing President Gong/Jin Rong Tone, "Get the red envelopes, immediately to see the small era", like this type of fans, should also obediently obedient it.

This is just two of them, nine people, nine tones, are character characters, in advance to bring fans into the scene of the small age.

Guo took the lead in his own micro-Borrie sent a red envelope Weibo, a few hours, bringing more than 5,000 forwarding, and Ko Jindong Weibo brought more than 5,000 people to apply for red envelopes.

Soon, #我请你看小时代3 # This topic became the top1 of popular microblogging in the film category. Finally, there are 200,000 "little times 3" movie tickets sold through the public comments.

From Guo's point of view, this is the first time as the film side of the United Electric Business platform with social media to carry out a film marketing, the small age 1, 2, have created a good box office, the third of course to a higher level, the latest data show that "small time 3" box office has successfully exceeded the 488 million mark. After the first week 4 days beyond the "small age 2: Aoki era" (hereinafter referred to as "small Time 2") 295 million box office results, again refresh the "small Time" created by the 488 million box office record, became the most box-office in the series.

What did they get?

It's hard to say how much this red envelope would affect the box office. Because this is just the whole marketing link in a channel, but, as the first stage and the platform of the Electronic business cooperation, is to create a film marketing precedent, in fact, the future of the movie sales terminal may not be theater, but the electric business platform, in the micro-blog to do the topic of the spread Then let the sales go directly to the electrical business site, so that the heat of social media directly into productivity.

Well, stars give fans the benefit of the red envelopes without the star's money, nor Guo to pay, but by the third party to pay the public comments.

What is the bill for the public comment?

From the point of view of the public comments, those days the flow of inflation is inevitable, but this is not the most important significance. Because the cost of millions of true gold and silver, casually hit, can also bring traffic, but the flow of energy behind is different, to be carefully analyzed.

Why is the "small time" the fire? Guo is not a writer? Many people criticize the small age, and Guo is also a controversial writer.

But these differences represent the gap between young and older groups, and the differences of the Times. There is a girl in the school said that they go to see the small age, is an interest, and the 00 generation, is really infatuated with the small age, crazy chase.

We all think that the generation is watching Guo's novels grew up, but did not expect to affect the next generation. This is the meaning of the small age can be extended, but if only the novel, may not affect the 00 after, but film is not the same, influence in the juvenile group continue to play.

You may not like Guo's novels, but must admire his ability to make words, the small era is just the trend of the mass era of cracking, is the characteristics of the era of fragmentation, the aesthetic increasingly narrow, the community more and more withdrawn, as you oppose, they amuse themselves in the world of their own.

As a commercial platform for the masses, how to influence this group? It is best to find the opinion leader of this group, the role that the small age represents.

Of all the fans involved in the red envelope, the last valuable asset left to the general public is nearly half the new user, and the young group's users.

More importantly, in this batch of new users of the mind, buried in the public comment is not only food and beverage navigation, but also can buy movie tickets, online direct selection platform. Public comment Network has to "eat and drink" life O2O a solid step forward.

So why is the value of the opinion leader's account and the grassroots account different? Because the flow value behind them, the opinion leader represents the energy of some kind of symbol.

If the public reviews the use of a small time to play 80 percent of the game, you can imagine, can bring this effect? But isn't there a lot of platform for this kind of gameplay?

The real marketing master will continue to find the market's energy package, turning it into its own heat.

Toward a deep social

In addition to the value of new users, for the public comments such as the old electric business platform, they also gradually find social marketing play.

In the past, they are more targeted at B-end customers, that is, life services businesses to do marketing, but for the C-end, that is, the consumer side of the marketing and did not make a representative move, nothing more than a discount ah, for the client download reward Ah, and so on marketing primary play.

The best way to target virtualized web platforms (including apps) is to have a single product breakthrough, or a category killer strategy. This is really no way to the disadvantage of the method, who used to succeed!

Do not think that their SKU more, more businessmen, to play a comprehensive station collective station, most of the results are very little. It is best to play for a single product, "Small Time" is a single product, for the action of a single product can often be killed deeper.

In order to do a deeper, the public comment also made an action, to "small time" to do a virtual merchant's page, the movie appears in the Merchant or place, do a merchant's page, for users to comment, see the movie, and went to that place, will be very enthusiastic to judge, these UGC (user generated content) will be the public comments as the material again round the spread, while stimulating the user more UGC.

So, did you see that? This is just one of the movies, actually make so many play, do not move on the discount, with the user playing it.

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