"Youth" at the box office over 500 million to see how marketing triggers social networking

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A few days ago, "to youth," the investment side light media changtian on Weibo revealed that "to youth" box office has more than 500 million. For a production cost of only 60 million, in addition to the Director Zhao Wei is a first-line star, the other protagonists are almost all new cases, "to youth" and completed a "cock silk of the reverse attack."

Social networking has played a vital role in this onslaught. In particular, Zhao Wei relies on the circle of contacts and Star Big V to support, in Sina Weibo on a strong "youth" discussion upsurge, will "Miss Youth" quick topic of rapid detonation. Micro Bo Hot and cold now has become a barometer of movie box office, netizens enthusiastically pulled the box office, creating a 12-day box office breakthrough 520 million success.

If the film "lovelorn 33 days" in the success of micro-blog belongs to the "stone to ask the road", then "to youth" in the social Network marketing is to redouble the careful planning.

How does "youth" detonate social networks?

The choice of Time point

In the completion of a few movies, whether it is "lovelorn 33 days", "Tae-so-embarrassed", or "to youth" are in the choice of effort. "Lovelorn 33 Days" selected November 11, "Thai embarrassed" selected December 12, and this "to youth" chose April 26, are not the traditional sense of "Valentine's Day", "Summer Stall", "Lunar Festival file" hot schedule. To do so, on the one hand, is to avoid the big production of the film, more importantly, with the network hotspot, with the mood of the net. "Lovelorn 33 days" is to fit the Singles day of this hot topic, and "to youth" is to conform to the university graduates, Miss Youth this hot topic. This time period before and after 51, at the university graduation season, the University of Love, nostalgia for the youth of the topic is very hot, at this stage of the very topic of "to youth" on the market, it is like in the dry forest put a spark, a little starlight can ignite flames. Vicki is not so much a film to miss the youth, than to say in this time node, netizens need such a Miss youth film. While watching movies, friends will think of their youth time, watch movies, talk about movies become important spiritual consumption of this time node. So, this time, maybe the film itself is not important, the important film has been integrated into the mood of netizens.

A noteworthy phenomenon is that the current film has a social trend, the film has become more and more socialized, real-time. In the future, it will certainly produce a "social movie" to cater to netizens ' emotions, a movie of lovelorn when watching a bachelor's Day, a movie about motherly love during the mother's Day, and a movie "Miss Youth" during the graduation season. At this time, the film in the market appeal not only embodied in the film itself artistic, but also reflected in the ability to tease netizens emotions.

Youth Index

Second, thick accumulation of thin hair, interlocking: 14 months, 180,000 fans, 180,000 kindling

"To youth" of the official micro since the boot was established, in the two-month operating time, a total of 2,409 micro-bo, almost record the film Choupai, boot, production, on-line the whole process. Since the opening, the daily average hair Weibo 5.3, but since the promotion cycle, the number of micro-bo increased sharply, the release this day reached the maximum of 50.

"To Youth" published microblog date distribution

So early intervention, you can in the earlier time, so that users have a concept of this piece, and gradually accumulate word-of-mouth. In these 14 months, the accumulation of 180,000 of fans, this 180,000 of fans, became a film outbreak of 180,000 fire.

As far as I have observed, the social network marketing of the movie "Youth" is well-planned and interlocking. Roughly divided into the following stages: First, preheating by the public good. Because recently occurred Yaan earthquake, in the first time of the earthquake, Zhao Wei representative of the cast to one fund donated 500,000, not only to do charity, but also a good film preheating way. Second, the early stage by the film review. The film organizes a large number of review experts, for the film to write good reviews, hang everyone's appetite. Three, in the middle of the Big V. In the climax stage of the movie promotion, Zhao Wei uses itself and the light strong network circle, vigorously helps to push the movie. Four, late by the cast. In the late stage of the film promotion, and began to use Zhao and mountain and other creative to promote, not only created the "Zhao You have neuropathy ah" of the micro-blog, but also frequently let the cast participate in micro-interview, further extend the popularity of micro-bo.

It is worth mentioning that this film not only in the micro-blog to promote the effort, in the trailer and poster content and form also pay attention to openness and topic. In particular, a few of the protagonist's nostalgic image of the poster, but also triggered a netizen UGC upsurge, some of the famous TV presenters are involved in PS and UGC. The UGC of the poster PS and microblog further exacerbated the micro-blogging discussion.

Three, Big V-qi

We all know the 28 law, 80% of the influence of Weibo is created by 20% of people, in fact, the impact of micro-Bo is about 2% of the big V around. In "to Youth" social Network marketing, the use of large V force, can not be said to be dies, but certainly unprecedented. Zhao Wei's circle of friends came to help not surprisingly, let everyone unexpected is even the Shi Yuzhu of the Business circle, grass-roots talent small Panda, cultural Xiaoxian, the religion of the extension of the master are involved in the microblog marketing. I do not fully count a few to participate in the forwarding of micro-broad V, a mere 24 accounts, the total number of fans have been close to 370 million, in the absence of heavy in the case has accounted for the micro-bo total user 80%. Can be seen behind the team's strength, and not only is Zhao Wei a person could be around.

Of course, Zhao Wei in the microblogging promotion, played a mainstay role. Depending on Zhao Wei's personal relationship, the film theme song sung by Faye Wong is a great addition to the film. In addition, in the play, although Han Geng is only a bit role, but the use of its ultra high popularity, or the film attracted a lot of attention. Articles, Jiong, Xiaoming, Lu, Dan, Han and other friends, Changtian, Xu, such as the Force of light, plus Yang Lan, xiaoxian, extension of the master, Shi Yuzhu and other mammies in the periphery, eventually formed a "magic boundless" net, thousands of netizens are netted in.

In the "youth" of this social network marketing, not only verified Zhao Wei debut nearly 20 years of accumulated popularity and contacts, but also once again tested the light film team combat and marketing capabilities.

Iv. Integrated Marketing

In the "Youth" marketing process, not only in the social network "powerful", but also won the praise of the official media, which further validates the strong marketing team behind it. Chinese newspaper "one elder brother" "People's Daily", as well as the Chinese television industry, a CCTV, have a large coverage of the "youth", and are not generous praise of the word. On the one hand, "to youth" on the micro-blog fiery, in turn led to the official media attention. More importantly, "to youth" in line with the official media propaganda and propaganda ideas, successfully boarded the "youth" car, will spread the scope to maximize.

In short, "to youth" in the social network is not only the detonation of netizens "spit youth" enthusiasm, but also ignited the enthusiasm to enter the cinema, and even jumped out of the film into a social phenomenon. After the great success of youth, there were even predictions that 500 million of the film would be over 20 this year, and 1 billion would surpass five. The social network will become the box office booster directly, also will become the movie marketing the military battleground.

This digest: http://www.uqu8.com/

Related reading:

A5 Registration offer: 2013 GOMX global Network Marketing Conference