"I will never use 502 to stick my teeth again!"
At the beginning of the new year, Li Yitong called back the "teeth collapse incident" on Douyin's popular variety show "The Big Hit Is Coming" and officially set up a flag in public.
is not just a "teeth-breaking incident", Li Yitong's funny factor has always been online. In the " Fox Fairy Little Matchmaker " program, Li Yitong showed off the rules for keeping female stars warm during the game interaction - wearing cotton pants under the dress. Cotton shoes, uncle Wang Yaoqing called "Old Han's legs are broken"!
The "Fox Fairy Matchmaker" series is wrapping up one after another, and everyone who is full of expectations wants all kinds of spoilers, and "The Hottest One is Coming", which is "lively and not afraid of crowds", is also really "arrogant", directly referring to "Moon Red" The "Fox Fairy Little Matchmaker Family" from the trilogy "Kingdom Chapter" and "Bamboo Industry Chapter" were all invited to the scene, interspersed with hilarious comedy and behind-the-scenes revelations in the game, and combined with customized promotional content to raise expectations for the series The value has increased again, which can be said to be "popular before it is broadcast"!
is not only "Fox Fairy Matchmaker", "The Big Hit" has also helped promote and improve the effectiveness of many popular movie dramas. During the period of watching TV series, netizens frequently became interested in watching movies and dramas, and even turned into Amway tap water.
html On March 29, the first season of "The Big Hit", which started during the Spring Festival, officially ended. The "Hot Family", composed of five MCs including Deng Enxi, Du Haitao, , Wang Yaoqing, Xie Nan, , and Zhang Yanqi, has joined hands with 10 popular film and television IPs to refresh the style of film and television promotion. With in full swing, "The Big Hit Is Coming" has more than 3.08 billion views on its official TikTok, 19.596 million likes, more than 2 million likes on the expert-linked videos, and 66 videos have exceeded 10 million views!
In fact, for netizens, whether they are watching dramas online or in offline theaters, they all need a reference dimension. What channel do most people choose? Presumably at the moment, many people have the same answer:
Douyin and other social media.
In fact, Douyin has long been the main platform for film and television promotions, and the emergence of this film and television promotion program produced by Douyin has made many people in the industry keenly aware that there is a "new" marketing method for film and television promotions. wind direction"!
｜Creative hot spots are emerging one after another, and popular memes are used to promote publicity and break the circle.
I have to admit that "shaking people" - Douyin is professional.
"The popular family is full of momentum"! Xie Nan, who is a host and is good at setting the mood quietly, Uncle Wang Yaoqing who is full of "laughing fruit", Du Haitao who is experienced, Deng Enxi who is lively and cute, and Zhang Yanqi who plays the role of star. The lineup of five ace combinations in the name of the family is the first level of the basic base for "The Big Hit" to be able to break out of the industry when it comes to film and television promotions.
Cross-age and cross-border, the MC personality differences with such distinct styles are balanced and complementary. The decentralized design of mc truly achieves multi-level coverage and distribution for all ages. After watching the 12 issue, the "five-person group" of the popular family interacted very well and had quite a chemical reaction.
Taking the three female protagonists of "Fox Fairy Matchmaker" as an example, "The Big Hit" has full judgment on the current hot hits or potential hit hits, the topic is deeply explored, the content is interestingly arranged, and it shows all ages The program itself has sufficient appeal to the filmmakers.
In terms of movie and drama crew linkage and guest lineup, it is the "standard configuration" of the first-level announcement program, and it is also the second-level basic package of "The Big Hit Is Coming".
Three blockbuster movies for the Spring Festival " Annual Conference Can't Stop!" ", " Flying Life 2", " Article 20 " were all invited, and subsequent popular movie and TV series also frequently joined. The whole period covered a total of 10 popular movie and TV IPs, involving costumes, comedies, etc. Elements, popular creators Dapeng, Shen Teng, Zhao Liying and others have all stood on the "big hit" stage. Another thing that is quite rare for
is that the most popular "product selection" of is not just about "traffic and hot products", but often both reputation and topics. This is a healthy and benign signal in the publicity industry: Good content, good creators, and good projects are all worthy of being seen, and they can all become targets of Douyin’s increased publicity. This is also the third level of "The Big Hit Is Coming" Circle the basic disk.
In order to let the audience see the shining points of joining the movie and drama, in terms of creating popular publicity and word-of-mouth topics, the "Hot Family" and the main creators are constantly playing tricks and tricks, which is really imaginative. Various direct shots on stage, behind-the-scenes planning footage, challenge gameplay, etc., in the videos co-created by the main creator and the crew, "Shen Teng used 23 words to describe Ma Li, Five Blessings came to the door and many pairs of CP were good at each other" and so on. A number of popular short videos and ten episodes of the program helped film and television works gain 448 hot spots across the entire network, with an exposure of 4.4 billion+ across the entire network, uncovering a broader space for growth for high-quality works.
｜Customized promotional content, "adding ingredients" to the film and drama industry
It is easy to provide help when it is time, but it is difficult to add icing on the cake. Film and television promotions have been iterating to this day, and it is difficult to come up with new ideas, especially for announcements and distribution programs. I am afraid that there is only room for maneuver. What is the challenge of
?
challenges a deeper understanding of film and television works so that the output can be fermented.
In the era of short videos with only 15 seconds of attention span, viewers will naturally vote to leave with their fingers. wants to retain viewers and convert traffic into box office or ratings - customizing exclusive content can get twice the result with half the effort.
In the 12 episodes of "The Big Hit Is Coming", each episode has scenes customized around the themes of film and television works.
From the "company annual meeting" in "The Annual Meeting Cannot Stop", the "Bulk Team Competition" in "Flying Life 2", the "door-to-door chatting" in "Article 20"... to the recent "Garden Party" in "Five Blessings" , the "Martial Arts Conference" of " Jin Yong's Martial Arts World "... The popular themes and content have been deepening in customization.
For example, the sixth episode of the program was deeply customized by the creator of "News Queen" to play the "Competition for the Strongest Golden Anchor" scenario, which made the show full of excitement at the beginning. As soon as the
game started, Charmaine Sheh, Li Shihua, and Gao Haining were caught off guard and tested their ability to improvise news broadcasts. Even hot social topics such as "the great difference between the north and the south" and "the performance of young people's love brain" became the anchors' examination questions. .
Of course, the more challenging thing is the "Hot Little Theater" that follows. The creators have to use a set of randomly composed phrases: (favorite dish name) Ants on the Tree, (star they most want to work with) Tony Leung Chiu-wai, (most ruthless) Lines) Find a man and marry her... This interpretation of the complete story highlights the highlights of "News Queen" and shows the acting strength and charm of the main creator. In addition to the scenes specially customized for each IP,
's re-interpretations of high-energy famous scenes are also an absolute hit. In the same program of
, Xie Nan, who is a broadcaster and host, made a tongue twister of "Making Dumplings" became the highlight of the show, which made the "Queen of News" Charmaine Sheh exclaimed professional, and Li Shiwei performed a live reenactment of "McDull" The famous scene of "Mom wrapped the chicken in paper" also made people say it was too magical.
In the era of traffic, you must be more "material" to gain favor.
And the program "The Big Hit Is Coming" is exactly "inspiring".
In addition to the scene theme customization, the exclusive promotion content customization of "The Big Hit Is Coming" covers the three stages of film and television release: "pre-middle-middle-post-stage" - advance spoilers of film and television dramas, and works to be broadcast. The exclusive restoration of famous scenes is of course also indispensable for the "super after-sales service" after the broadcast. The highlight moments of these programs have repeatedly become the highlights of various film and television dramas.
For example, Bai Ke called back the "Beta" stalk in the game, Lei Jiayin, Ma Li, and Liu Yaowen recreated the family of three in "Article 20" on the spot, and Hui Yinghong talked about the touching acting skills of "Brilliant She" And the tearful plot... It whetted the appetite of netizens before and after the movie and drama was released, and the popularity of the movie continued in a long tail.
| "Tap water" leverages traffic, innovative marketing empowers brands with long-term effects
publicity is the art of reaching people's hearts.
must admit that as a bridge between audiences and movies and dramas, "The Big Hit" is indeed a carefree show.
For example, the topic of "young people's emo" was mentioned in both the "News Queen" scene and the "Jin Yong Martial Arts World" scene.
What do you do late at night with emo? It is said that strong people and weak people are treated differently. Many people said they saw themselves in He Yu, who "posted on Moments and deleted it the next day"; Du Haitao, who was full of emotions and controlled by his thoughts, could "automatically write short compositions" with his hands; and Zhang Yanqi only had a good mood You will share when you are in a bad mood, and you will disconnect from the outside world when you are in a bad mood.
Of course, a common option for everyone is to use Douyin when you are unhappy. For example, Meng Ziyi frankly agreed in the show, and Wang Hongyi and Bao Shangen also said that they love to compete with netizens in the Douyin comment area to "suffer the eagle".
Those who know me are also "hot".
Not only that, the zodiac topic that is loved by netizens also appears in the form of very cold knowledge. In an issue of "Five Blessings", there was a discussion about which constellation was the least popular in the Song Dynasty. In the end, the slimy Cancer, the secretive Gemini, and the sinister Scorpio were all defeated by Capricorn.
Why? The answers are all in the comments section.
's own answer to the topic "Big Popularity" - Su Shi once lamented more than once: Han Yu of the Tang Dynasty and I are both Capricorns, we share the same disease, have bad fates, and are destined to be slandered a lot in our lives.
The original text comes from Su Shi's "Dongpo Zhilin·Mingfen": "The poem of Tui Zhi (that is, Han Yu) says: On the day of my birth, the moon and the constellation are fighting. It is known that the grinding scorpion of the retreating one is the palace of the body, and the servant uses the grinding scorpion as the palace. Life, I have received many slanders in my life, I am probably suffering from the same disease!"
I have to accept such a deep accumulation.
Of course, if you dig deeper, you will naturally have fans’ perspectives that you would like to see. Many fans have taken to Douyin and major social media platforms to post their own comments. A netizen in the comment area with 128,000 likes said this: "Last time I saw Sister Yu like this, she was still carrying a pig." I have to say that fans are It will be beneficial. These comments instantly aroused the curiosity of passers-by, causing many netizens to flock to the show to watch, bringing another wave of traffic to "Article 20".
Is this enough? Of course it is not enough. The content of the program inspired the interesting souls of netizens, and they "lived" in the comment area one after another. Various ideas for creating memes are like a "faucet wide open", which continues to attract everyone to the program for amway.
Don’t dare to open the comment area, because if you open it, you will not be able to leave:
Brother Teng finally ascended to the Hall of Grace;
Wu Xuanyi danced for 24 hours, don’t let her go with these moves;
Xie Nan’s note to Wu Jing was bubble Bubble...
You can see that the Douyin account of "The Big Hit is Coming", the official account of the film crew, the artist account, the Douyin master account of the flying guests, and the 600 million daily active onlookers, everyone is on the big Douyin front. Fermented in a closed loop, not only is Douyin extremely popular, but it also triggers authoritative interpretations from industry media, concentrated reports from leading online media clients, and fans’ spontaneous Amway discussions, continuing to build momentum for the program.
Such "meme-making" phenomenon not only won out-of-circle traffic for "The Big Hit" and major movies and TV series, but also achieved interesting communication for the sponsored brands. The strong exposure not only left a deep impression on the audience. Impression has also taken advantage of the trend to put the brand on the hot list, reaching users in multiple dimensions and in a long-term manner.
For example, the "Hot Family" frequently customized different interesting introductions for the sponsored brand Head & Shoulders' "Jane" shampoo, and even created a unique product-specific "Head & Shoulders Hand Dance" to help the brand create memes, and coordinated with the program content scenarios to deepen brand and product thinking and achieve effective exposure.
Not only that, "Here Comes the Big Hit" will also lock in the core keywords of the product, link to hot topics based on the program content, and then be supported by popular IP + well-known artists to form a strong hot spot, giving birth to "Wang Yaoqing's silky coronation as the Best Actor, Li Yitong how?" Program clips of product placements such as "Make Even Your Hair Be Beautiful" directly received over 10,000 likes for brand-related content, frequently reaching the top of the hot list.
not only understands the "pain points" of the film producers, but also has a deep understanding of the "exciting points" of the audience. "The Big Hit" has truly inspired "the public to create memes", making the movie, drama and brand a win-win situation. Written by
| Planning by 327
| Entertainment Chunqiu Editorial Department
