Why did Feng's concert sell so much? Marketing + sub-Yee

August 2 Tanabata, Feng to sing in the Bird's nest, this matter you want not to know all difficult. Http://www.aliyun.com/zixun/aggregation/39476.html ">" China's good voice, gossip news, electric dealer hard wide, everywhere has him, always want to make headlines, also never left the headlines.

As the biggest feng of the "Peak Storm" tour, if the tickets are sold out, it will bring in more than 25 million of the single box office, the number in the mainland concert market is undoubtedly a record. According to the current sales situation, Feng to take this record is not difficult.

There is no doubt about the popularity, but the performance company has no less effort behind it. has been held for three consecutive years Feng concert Compass culture propaganda director Bai Jianging told the "Curiosity daily", they in concert propaganda on the investment reached more than 3 million, and no less than some film propaganda budget. The strategy is a change to the artist notice as the main mode of publicity, with a variety of new marketing means to replace.

Let's see what they've done.

1. Line down the joint force

Take Jing Dong as an example, home page focus on a total of 4 days for Feng to sing, the United States Regiment for one consecutive months on the home page to reveal the message of the Feng, in the electric business to do the biggest benefit of publicity, is that the user is the purchase demand landing, so the possibility of direct purchase behavior is very large.

In addition, in ICBC's easy to buy the platform can also buy concert tickets, this is the bank's electric business platform and concert for the first time cooperation.

Offline Channel is more choice of chain enterprises, mainly in various types of film city, KTV, large shopping malls, supermarkets and other convenience stores laying print ads.

2. The game, the public raise new play

The Organizer and netease Flower field cooperation, made a match couple's game. To participate in the game to answer questions (a variety of matching three views and interests of the problem, through the background data matching, for users to push the answer to think the most similar to the opposite sex, send concert tickets to the scene to watch.)

There is the cooperation with the Beijing-east, the purchase of tickets to the east of Beijing, to meet the corresponding conditions for the purchase of tickets, there will be a chance in the Bird's Nest concert scene big screen broadcast their own short film.

3. Full-screen live broadcast

The day of the concert, the organizer will cooperate with the video network to use 4K technology live concert, this is the first large-scale concert in the mainland of the entire network of video live. For this new way of viewing, the organizers are not worried about streaming the scene of the audience, on the one hand, after all, the atmosphere varies too much, on the other hand from the high price of the venue ticket sales to see the fastest, Feng audience, there is no shortage of money.