"The West swims down the Demon chapter" fully utilizes the network media as the battlefield of the Word-of-mouth marketing

Absrtact: Network Marketing will encounter spoilers and user diversion This old concept is being broken, this point "West Swim drop Demon article" has passed more than 1.2 billion yuan box office to confirm. It is understood that, as the film's network exclusive broadcast side, Tencent video before the film was officially released

Internet marketing will encounter spoilers and user diversion This old concept is being broken, this "West Swim drop Demon article" has passed more than 1.2 billion yuan box office to confirm. It is understood that, as the film's network exclusive broadcast side, Tencent video in the film before the official release through the broadcast of insider tidbits, organization of topics and the whole platform to promote, and other ways to attract more than 15 million of the West Tour theme broadcast volume, for the film developed a large number of potential audience.

According to the data, as of March 18, "The West Tour drop Demon article" box office has more than 1.237 billion yuan, creating a second after "Ted" another Chinese film miracle. Unlike traditional movies, the film from February 10 online to now, the film show schedule has been more than one months, according to the logic of the past, a film show time is too long, once the film content on the network is a devastating blow, but "the west of the Demon chapter" not only broke the law, It is more through the network of Integrated Communication force to promote its long-term fever in the market.

Industry experts compared to the "West" and the traditional domestic film on the marketing path characteristics, "The West Tour drop Demon" more fully use of the network media as a battlefield of word-of-mouth marketing. At present, the scale of online video users is increasing greatly, and the coincidence degree of online video users is gradually becoming smaller because of the rapid growth of video users, and the users of online video have become the new blue sea with the focus of distributors and marketers.

In fact, in the "West swim down" has not yet released, Stephen Chow announced with the Tencent Video Network exclusive copyright cooperation, Tencent video that began as the film on the network. At the end of January, Tencent Video online, "The West Swim down the Devil" topic, February, the introduction of the film exclusive insider trailer and other content, at the end of March also began starring Constellation Big Guess Interactive series activities. Tencent video related officials to the Beijing commercial news reporter disclosed that up to now, the film has more than 115 views on the topic, the album played more than 1509 times, the volume of documentaries also exceeded 939 times.

In addition, Tencent Online video department general manager Liu Chunning also said, "Tencent Network, Tencent Weibo, QQ space, Tencent Wireless, micro-letter and many other mainstream platform for the" West Swim Drop Demon "carried out the dissemination of operations, with a strong relationship chain to achieve two of transmission, to achieve multi-channel, multiple terminals, multiple scenes, all-round display.

It is understood that Tencent video will be in the hospital line after the entire network exclusive broadcast "West Swim Drop Demon", this has not only promoted the film online before the network Word-of-mouth effect and interactive heat, but also for the film in the market lasting exerting force laid the foundation, from the current box office results, "the West Swim down the devil" The issue and marketing strategy is undoubtedly successful, not only not by the Internet streaming, but also through network marketing to strengthen the film before the release of the film warm-up and the lasting force after the movie.