"Ted": Successful viral marketing case

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The so-called viral marketing, refers to through the user's Word-of-mouth propaganda network, information like a virus spread and spread, using rapid replication to thousands, millions of audiences. Now, the main viral marketing tool is not micro-bo. "Ted" said that "people in the Road" in the second, only 13 days, the box office to break 700 million, become a Chinese box office champion. Ye Dehua personally feel that the success of "Tae-so" has benefited enormously from viral marketing, so why would I say that?

(1) Good movies are filmed, and successful movies are run

Almost every movie has to be hyped before it starts filming, and there are also a lot of videos coming out of the film, and there will be more tours around the world. I don't know if there's a feeling most of today's movies can only belong to the popular and no longer a classic, like a popular cold, after a period of fire after the "front of the cold horse", of course, the film producers will not care too much about this, because as long as the box office, after the matter is not under consideration. Past film Classics too many, such as Chow Chi series, Jackie Chan series, Tsui Hark movie series, at that time the network is not developed or even did not, these classic films rely on their own quality to attract the audience's attention, which is "good film." And now watching a movie's success seems to be just looking at its box office, some films may have been filming for only six months, and advertising has been up to 1 years or more, when we have been full of anticipation of the ticket to see, but disappointed, such a movie to earn enough box office, but can only say that the success of the operation, but can not be regarded as a good film.

(2) The user's search volume, on the other hand, reflects the attitude towards a film

Stephen Chow Movie Baidu Index

Lovelorn 33 days Baidu Index

Thai embarrassed Baidu Index

Above three pictures we can clearly see: "Stephen Chow Movie" Search volume has tended to stabilize the state, even if the media attention is very low, the search volume will remain in a certain range; Lovelorn 33 Days "is 2011 another small cost movie box office Marvel, however, from the" lovelorn 33 days Baidu Index "figure can be seen, such a film is very dependent on media attention, no media attention to almost no search volume, and the curve shows a very obvious first increase and then reduce the trend, and appears very unstable; "This picture is now in the rising stage, but we can predict that it will also appear like" lovelorn 33 days Baidu Index "that curve. Here said the media attention is what is publicity, and the means of publicity, which can make Word-of-mouth, can be hype, in short, subordinate to marketing.

(3) A large number of netizens in the micro-blog response to the "Thai embarrassed" the quality of general

I have seen the film, "the movie" people to the film's evaluation is also very general, relatively speaking, more like the former box office less than the "people in the road." The top two pictures, which I intercepted in the microblog, it's normal for people to have different preferences for movies, but as far as I'm using the results of my microblog search, it seems that the response to the general population is large, while the response to neutral and praise, the official media accounted for a high proportion.

The figures, it seems, show that the box office is not directly proportional to the quality of its films, and that some of its successes may come from marketing and partly from the movie's schedule. However, with the same period of "1942" box office is not optimistic, this phenomenon can not trigger some of our thinking.

This article starts in Ye Dehua's blog, the original reading address: http://www.yedward.net/index.php/archives/1170, reprint please indicate the source.