The marketing methodology of music and video pictures from the fan marketing of "Xiao Times"

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Note: This article according to music and video film socialization marketing general planning and Propaganda department general manager Chen Su March 25 in the tiger Sniff wow!2014 new Media marketing in-depth sharing meeting.

The marketing case of "small Time"

"Small Time" is a very serious movie last year, a lot of Chinese film critics mention "small time" that this is a wonderful movie, even said it is the most beautiful ppt, the most beautiful mv. I don't talk about the market today. The market defines it as the first online fan movie in China. We've set a fan strategy from the start, which is to provide fans with the ultimate user experience.

We were looking at some data, and it was about 24 million. Before it released a pilot trailer, about 45 million hits. The fans of the cast, that is, Yang, Guo and other popular niche fans more than 100 million. From these figures, we come to the conclusion that the film has a huge fan base. We can make it an important strategy to convert fans and readers into movie viewers.

This film, in addition to as a big movie must do, such as advertising, press conference, mainstream media PR draft and materials, posters, trailers, we also do something innovative. For example, we will break up the star meeting, the 12 actors were sent to the country 12 ticket warehouse city. We use our own pre-sale platform, in about 100 cities covered by our national network, to allow fans to vote or buy tickets. We elected 12 cities with the highest number of votes or votes, allowing the 12 actors to advertise in these cities and make early-stage video campaigns in cinemas in these cities.

We have also set up a 1000-person intern system to provide theater social services to cinemas. They put on "little times" in the students ' clothes, they cosplay "small time" in the characters, they live singing "Time Boiled Rain" and "I miss you." The students went into the cinema and regarded it as a big party for them, and all of them were not only watching the movie, but they had finished a youth carnival with their little friends.

We have unified the "small Time" carnival. What kind of clothes should people wear when they enter the cinema, what kind of prizes they will get in the house, how to send a microblog home, how to tell your friends, this whole set of things, we define as "little times" carnival. Still have youth not to finish, because the release schedule is precisely June, so we use the graduation season atmosphere, pull student group to class as Unit collective view Shadow.

The marketing methodology of music and video pictures

We adopt the methodology of "certain three guides".

Positioning is that we have a data and strategy center that is responsible for insight and strategy development. Navigation mainly relies on social media, including film positioning, long-term materials, topic marketing. The diversion is that we have an app for ourselves, and that's the music. We through the online pre-sale, ticketing and other means of marketing to do diversion. It is the only platform in the country to focus on the pre-sale of the film, it will carry the online theater social functions of the excavation, including research classes, so that customers participate in pre-production, etc., it will connect the film maker and users. The other is the shopping guide, our place has 300 people responsible for 85% box-office coverage of cinemas. We will transform the Earth Network system from a simple distribution market system into a social service system for cinemas. The system has theme theaters, user-driven, derivative delivery and volunteer services, including local logistics. The key words we put forward are fusion, cross screen and enable, and multi-screen linkage.

Poison Tongue Judges Live PK

(Guo Zongxian, director of marketing, e-commerce and Internet research expert Shengchang)

Guo Zongxian: Are you the one who led the online curse on the little age 1?

Chen Su: Coincidentally, we are wolf. We made an advance observation on June 6, when most of the industry's so-called traditional opinion leaders mixed in to see the film, then accumulated 10 days of artillery fire, on the June 17 when the release of the shooting at us.

Guo Zongxian: What is the difference between fan marketing and entertainment marketing?

Chen Su: Entertainment marketing is a pan-grade marketing, entertainment marketing is from the awareness of the start. The marketing of Vermicelli is the beginning of loyalty.

Shengchang: Is "little age" a sustainable mechanism and business model? Or is it a case?

Chen Su: Any movie marketing case has contingency, can only say that we can learn from or draw lessons from. We should learn from Guo on how we focus on providing the ultimate service to the target audience. Rather than hope that 200 million of the audience are satisfied.

Shengchang: You are indifferent to values and word-of-mouth, and you are all rational in calculating when value is maximized. Are you the process?

Chen Su: This we have a methodology, that is, Word-of-mouth is not related to the quality of the film. Because now is the era of customization, Word-of-mouth and you film to see who, let who advanced to the cinema, what time into the cinema, rather than let a bunch of artists to discuss the film's reputation. So the fan customization point of view, from the beginning Guo knew this film is to shoot fans, fans like is a good reputation.