text | Rhino Entertainment, author｜Fangzheng, editor｜Pu Fang
How many volumes of advertisements for "Qing Yu Nian 2" were sold? In the first episode of
, Fan Xian, who had faked his own death, returned to Kyoto. Vendors all over the city used the banner of condolences to promote sales, and Mr. Fan naturally visited the "Ammu Sour Cheese" stall. At the same time, in the lower left corner, a corner advertisement for Elian Muxi's "competing product" Mengniu Chunzhen actually popped up - "Qingguo's top brand returns, and Chunzhen yogurt is enough." Good guy, an implantation made the two major yogurt investors shine together. This investment promotion event can only be achieved by " Celebrating More Than Years "!
This is not over yet. In addition to the smooth integration of the plot, "Celebrating More Than Years 2" has also unlocked the rare achievement of releasing 6 different brand creative ideas in a small theater in just six episodes, especially "The market is east of Kyoto" , it’s called JD Supermarket.” The interlude of the cue from JD Supermarket triggered heated discussions among barrages and netizens, and some netizens discovered that fancy advertisements can be seen everywhere in trailers, series official blogs, short announcement videos, etc. After waiting for a big drama for a long time, advertisers are really "hungry".
is different from those dramas that rely purely on investment numbers. Although the average episode length of "Celebrating Years 2" is 9 and 136 seconds, and 26 brands have been announced before broadcasting, it is also phenomenal, but more importantly than this, it Many of its advertisements demonstrate the quality and creativity that break industry conventions. This is what Rhinoceros wants to discuss with you today - the new way of advertising in drama series (Dian Guang).
Gradient investment promotion is in line with variety shows
Have you ever seen the "ranked" drama advertisements?
"Celebrating More Than Years 2" is an eye-opener for the industry.
In the past, Rhinoceros has only heard of TV dramas being crowned champions, but the advertising for "Celebrating More Than Years 2" is really crazy. This is the first time I have seen a TV series that can rank the sponsors one by one like a variety show sponsor:
The "overall title sponsor" is Chun Zhen. For the second edition, Pechoin can only get a "joint sponsorship". Jingdong Supermarket has postponed it to the "lead special contract" for the third edition. Dong'e Ejiao, TCL, OPPO, and Maijili have provided unified arrangements. After receiving the title of "Special Cooperation", the remaining Du Xiaoman, Heshengyuan and others no longer even have decent titles.
The competition finally reached the series sponsor! This is also difficult for the producers of "Qing Yu Nian 2". Obviously there are too many sponsors coming to the door. The bids must be graded according to the investment price. The weight of the silver is different, and the treatment given to the brands by the producers will naturally be different. Out of three, six or nine.
As the so-called expert knows, don’t always focus on “quantity” when competing for investment, but also focus on “efficacy.” Regardless of the fact that the average number of advertisements for "Celebrating New Years 2" episodes is not as high as that of " Blossoms " at the beginning of the year, the advertising services provided by the drama studio to cooperative brands are quite sincere and in place.
The most obvious one is the overall champion Chun Zhen. In addition to the cool operation of using corner marks to steal the limelight of competing products mentioned at the beginning, in the first five episodes with the highest ratings and attention on Taiwan Network, Chun Zhen was the first to appear in the "Yu Nian Broadcast" at the beginning. , the idea of Fan Xian bringing Chun Zhen back is also very suitable for the emotional release that the audience has been waiting for for five years; and the creative interlude released in the first episode also gave priority to the Chun Zhen family, and the original idea was that Fan Xian was suspected of being followed by a Northern Qi spy and found out that he was " The plot of "Everyone rushes to buy the hot-selling yogurt" is obviously a pre-roll advertisement that was worked out with the crew during the filming period. The communication effect is naturally much better than a pure oral broadcast. Although
's second episode Pechoin does not have a customized creative mini-theater, it is the only brand that has an average of 2 broadcasts for the first five episodes, a 5-second spoken word broadcast at the beginning and a 15-second spoken broadcast at the end, paired with the handsome face of the top spokesperson Wang Yibo , the eye-catching value is not low either.
The third episode of Jingdong Supermarket played the most fancy way of implantation. The Jingdong Supermarket, which debuted in the second episode, was inserted for 43 seconds in a creative way. The most popular "Fan Xian" was also invited to personally introduce the city. It has differentiated features such as "tens of billions of agricultural subsidies" and "guaranteed refund if you don't like food". The most unique line is the line nominated for the market, "Since the market is east of Kyoto, it is called Jingdong Supermarket." It's easy to remember. Nao's lines made the first batch of drama fans hotly discuss the advertisement in the public opinion field. At present, it is also the only episode 78 that is still being aired in multiple rounds.
Dong'e Ejiao, tcl, oppo, Maijili, and unknown Duxiaoman, Heshengyuan and other "special cooperation" companies have different delivery methods. Some have deliberately made creative insertions, while others can only squeeze in. Go to a spoken word position at the beginning or end of the film, and if you can get the duration of the main one, you will win!
In addition, the play also opened up a battlefield for off-screen advertising.
Not to mention Mengniu Chunzhen stealing the spotlight, Elian Muxi was also busy during the show. Recently, they used the "Anmu Sour Cheese" theme to create a Weibo opening screen advertisement. The advertisement logo "An Muxi, the chief dairy partner of CCTV-8 "Qing Yu Nian 2" of China Central Radio and Television Station", is this the online investment promotion is too full and the channel broadcast sponsorship is changed to another track? What a wonderful drama between the two dairy giants competing for favor!
The advertisers who want to invest in "Celebrating More Than Years" are really trying their best. In addition to opening the screen on Weibo, they will not let go of any place where social media can be exposed:
The first one was Yiliyou Yoghurt in the trailer. Go to exclusive sponsorship; and then hot-searched topic pages such as #元正年NearlyshootCelebringYuNian# can also have advertisements inserted before the video is played; there is also a short video promotional material that also contains Yogurt, There are two brands, Dong'e Ejiao and Dong'e Ejiao; even recently, if you browse the Qing Yu Nian video online, you will most likely see these advertisers...
The ancient Greek god in charge of creative insertion
But the core competitiveness of drama broadcasting is ultimately "idea".
Rhinoceros has previously discussed the high added value of "high-level creativity" in advertising content placement in the article "The Secret of Advertising Everywhere in <繁花> but No One Is Disliked". The high-end advertising in "Qing Yu Nian 2" once again This should be proved. In the first six episodes of
, six different brands competed in the "Creative Interlude Theater". To be honest, after catching up on the drama, Mr. Rhino's expectations for this interlude in each episode are no less than those of the feature film. To sum up, these creative small theaters have two major characteristics:
First, the creativity closely follows the plot.
To be honest, since the birth of mini-theater in long-form video series, its core gameplay has been how to produce wonderful creative ideas so that the audience will not feel disturbed or bored even when watching the movie.
The Chun Zhen and Jingdong Supermarket inserts mentioned above are all small theaters designed based on the plot of this season. In the third episode, the interlude of Magillion was shot more carefully. It tells the story of Wang Qinian secretly sneaking into a rouge shop to purchase a bottle of Magilie Snow White, but he was caught by the "strong wife" who interrogated him to whom he wanted to give it to. This creative idea vividly continued in the previous episodes. The interesting story about Wang Qinian being afraid of his wife, the brand even specially produced a volume of domestic skin care tips and props "The Palace's Best Selection, The Concubine's Obsession".
caught up with the later episodes and guessed the brand names while watching the creative ideas. It became a relaxing game for the audience while watching the series. For example, when a small vendor came to Fan's house to ask Fan's father for help, when Fan Jian said, "Don't ask Fan Xian for capital turnover," Rhinoceros immediately thought of a certain brand.
Second, the co-actors (characters) are diverse.
There is also a certain emphasis on what kind of actors to work with when inserting creative ideas. Those who are willing to invest money can go directly to find a man or a woman, and the results are most likely to be guaranteed. Big investors like Chunzhen and Jingdong Supermarket will of course go straight to Fan Xian.
But finding more cost-effective actors can sometimes produce miraculous effects. In the sixth episode of Sheng Yuan, this interlude is very thoughtful. It finds the "Second Prince" who is full of villain aura. Liu Duanduan completely gave the same explosive performance as in the play, questioning the visitors about the popular rumors. What is the most precious treasure in the world, "drinkable gold"? At the end, when you look at the new star of Biostime and say with an evil smile, "Wan'er's child will need it," you feel that the second prince has not left the main film at all!
It can be seen from the above creative inserts that "Qing Yu Nian 2" is really carefully advertised, which is why Rhinoceros is particularly gratified. After all, it would be too boring to compete for advertising if it was just about who spends the most money. What we would like to see more is advertisers working together on "creativity". This is a good thing for the industry that is conducive to the healthy development of drama advertising and marketing.
If the advertisement is well done, even the audience will applaud it.I hope that after "Flowers" and "Celebrating More Than Years 2", we can see more memorable classic advertisements in popular dramas and find more crazy and cool new advertising methods. Only then can we truly be worthy of the so-called "King of Dramas" " title.
