The revelation of the marketing of the Blue Ling Wang: How the TV dramas reverse the summer stalls

Ratings broken 1, video site 6 days of breaking billion, in recent years to firmly occupy the web search rankings and micro-BO Hot Search Championship position. "Blue Ling Wang" of the rise, for the whole summer art war came a "reverse attack." In my opinion, the reverse attack of "the King of Blue Ling" makes great sense.

The schedule is very important! It's time to Republicans the TV show.

To intercept the "good voice of China", "The Voice of Chinese Dream" and "Lan Ling Wang" Baidu Index Look, the daily broadcast of the "Blue Ling Wang" concern is rising trend, and weekly variety show shows the pulse-type attention trajectory, from the two major variety show "China good Voice" and "The Voice of Chinese Dream", The pattern of comprehensive arts viewing has shown a steady trend.

The growth trend of the variety show has slowed down at least two reasons: First, SARFT's a paper limited singing order, regulating the situation of excessive competition, on the other hand, the dozens of-day variety shows let the audience begin to aesthetic fatigue. From the Baidu User concern index can be seen, variety show's user concern has tended to stabilize, the TV drama began to enter the field of concern.

According to Baidu search the list of August 20 data, the "good voice of China," the search index is 262,000, and "The King of the mausoleum" soared to 630,000, is two or three times times the former. and other "Flower Not Mist", "Longmen Biaoju" is obviously more than "Happy Camp" and "The Voice of the Chinese dream," a lot of TV ratings into a variety show and TV drama dual-strong situation.

Multi-platform resonance effect

Multi-platform operation is also a kind of user contact point management, and this kind of management on the network must be based on large data. In particular, multi-platform operations should first be portrait of the different groups of potential people in the series, then through a number of dimensions to subdivide the various ethnic groups, and then analyze the age of each user group, gender, geographical and preference information, and finally through the user on the network behavior trajectory, in the content design and media strategy more targeted, To push personalized content more intelligently.

It is not difficult to understand that multi-platform operations are important in the platform to the user's cohesion. A common sense of statistics shows that when the total number of samples is approximately equal to the population, the accuracy of data mining is higher, and the result of analysis is closer to the overall actual situation. Take "Lan Ling Wang", video site can be through the user's large data mining and analysis, will focus on stars of other works of users, star microblogging listeners, attention, such as "Jingzhong Yue Fei", "Sui and Tang Kingdoms" equivalent type of other repertoire users, etc., through a number of platforms converged. Aggregation is the first and most essential step. In the platform of the advantages of the linkage, "Lan Ling Wang" can achieve the user "wide and refined" personalized push, do 6 days to break the success of the million.

Revelation: Content, schedule, platform and industry chain

"Lan Ling Wang" success for domestic TV drama marketing brought a good head, at least played a certain role in demonstration. From the success factors of "Lan Ling Wang", content, schedule and platform are the three main reasons.

1 The viral topic of the content of TV dramas

Content is always the basic element of the success of TV dramas. Before the topic drama "Baby", once with the help of the writer 66 of the content of the ability to achieve nearly 400 million of the playback volume, refresh the same type of topic play record. and "Lan Ling Wang" in the beginning of the first full of a variety of viral topics, such as Feng Shao by Ariel mistaken for "beautiful sister" of the play code, triggered a large number of "laughing cry" of the spit, on the micro-blog on "Beautiful Sister" topic discussion volume has been as high as 4.265 million.

Therefore, TV content marketing should be guided by the topic, this need in marketing, fully tap the highlights of the play, and with hot current affairs combined with the use of multiple platform operation will be the topic to achieve viral spread, with the topic of the marketing of TV dramas.

2 schedule and positioning is equally important

Research on the development of film marketing in the past few years can be seen, TV series marketing in the integrated marketing communication has a lot of creative space. There are many similarities in the industrial form of TV dramas and films, but the marketing of movies is developing rapidly, and in the creative integration, the use of advertising forms such as implanted advertisement and invisible advertisement is beyond the current level of TV drama marketing.

Nowadays the marketing operation of TV series has been studying the promotion way of the movie in all directions, in which the schedule is a very important timing problem. "Blue Ling Wang" select variety show Melee summer stalls, in fact, there is a certain risk of viewing, but in a more homogeneous market, the audience will have more diversified content consumption needs. The appearance of "The King of Blue Ling" coincides precisely with this demand.

Different schedule, users have different social mood: summer mood is decompression and release, the Spring Festival emphasizes family and warmth, and Valentine's Day appeal romantic and so on. All these require TV dramas to set different positioning and demands according to their own content. It can be said that the "Blue Ling Wang" is the result of the difference in the schedule, it on the one hand before the "Every day is Pregnant", "Longmen Biaoju" and other ancient costume drama, on the other hand, in the variety show fever, caught the transmission of the empty file.

3 Platform for success or failure

The platform determines the power of TV drama marketing, the marketing promotion of TV dramas with the help of multiple platform transport mechanism, which helps to enhance the penetration of network users and realize the "large coverage" that video websites have been pursuing. "Lan Ling Wang" in Zhejiang TV, Oriental TV, such as first-line satellite TV on the network, the exclusive landing Tencent video, with the advantage of network linkage, as well as Tencent QQ, QQ space, micro-mail, micro-Bo and other platform linkage marketing approach, step by step to raise the focus of the series.

The series of "Adolescence", which was produced by Light and shadow, was once very popular, the play in Youku, Archie Art, Tencent Video and Sohu video and so on a number of first-line video platform full bloom, the cumulative number of users clicks is 2.2 billion times, the "upper" click is 600 million times, then add up to be 2.8 billion times. Most of them are paid users, assuming that each user I only receive 1 cents in the proceeds of the split, that is 28 million yuan, 1 cents is 280 million yuan. Director Tai Xiaojie once bare secret: We are using the Internet's thinking to run the TV market.

Of course, the content platform operation also has the failure case, the American drama "Ripe Female Town" (Cougar Town) has set the highest performance in the ABC television network 11.28 million, but after the fourth season transfers to the TBS television network, its average viewing crowd reduces to 2.8 million.

4) through the industrial chain to coordinate marketing

TV series Marketing has spawned a number of new ways, such as a TV series before the premiere, the same name books on the first publication, at the same time, the major television stations, websites have launched the theme of the drama, the same name of the network has been continuously access to the Internet, copyright also sold to a number of video

On the other hand, the alliance with the form of collaborative marketing, each link to the integration of resources and sales channels, in the face of the market to push the same product. For example, the use of a Play network mode of several major satellite TV to come up with marketing skills: Some of us play broadcast and production experience, special production "on the previous" and "starring Decipher plot" link, each day by a starring audience to interpret the plot, and invited the audience to participate in quiz, and some will film blockbuster "Midnight Premiere" mode full copy, The implementation of the 0-point premiere, to create a blockbuster concept, and some also custom-made the play's main role limited edition of the puppet, try the TV series derivative products.

Video sites are also busy coordinating resources, Sohu video of "Cock Silk man" is a self-made talk show "Dapeng Dope" of the Unit, and later learn from the American drama model, the use of season-sowing way to launch homemade drama. Tencent video with the help of the "Gong aloes" produced an egg drama "I for the palace," for the film preheating, on-demand volume reached 60 million, Tanabata Day box office also reached 23.4 million. And Le Video network is to continue to get through the copyright upstream, set up a music film, "Small Time" has the company's investment.

In recent years, TV dramas, whether in cost or marketing, are catching up with the footsteps of movie blockbusters. The rise of video websites and social networks makes it possible for TV dramas to gain high ratings in Lianbo state. In the future, as the video website becomes the first network application, the marketing means of TV dramas should also have greater room for improvement.