On the evening of July 18, Youku "This! It's the third season of "Hip-hop" (hereinafter referred to as "Hip-hop 3") exploded. Red Star News learned that the number of appointments, the number of member conversions, and the level of interaction activity were record highs at the beginning of the program. It can be called the “good start” of the domestic variety show in the second half of 2020. It is absolutely responsible for its strength.
fairy variety show is back again, breaking through a new high
, as Youku’s ace self-made variety show, "This! "It's Hip-hop" has been loved by a wide audience since its first season. The return of the third season of the bombing has gathered four new star captains Wang Jiaer , Wang Yibo, Zhong Hanliang, Zhang Yixing and four hundred powerful dancers from around the world. The newly upgraded game system and visual texture are even more impressive. Highly anticipated.
Red Star News learned from the lighthouse data that the program is firmly ranked first in the variety show hot list. The data on Youku site shows that before the show started broadcasting, it set a record in the history of variety shows with an ultra-high number of 1.5 million reservations; on the first day of broadcasting, the number of member conversions broke the historical single-day member conversion record of Youku, which was the first day of the second season. Nearly 10 times the number of converted members. At the same time, the number of barrage in the 21-minute program was broken through 100,000, and the total number of barrage in the first 4 hours was nearly 1.8 million, which was 3.36 times of the second season and 11.5 times of the first season, setting a new high for interaction activity in the station. .
Judging from the audience’s feedback, not only "Fried Bomb", "Fighting Fairies", "Film Quality", and "Exciting Degrees Comparable to Finals" and other barrage screens were splendid in the station, such as Weibo, Douban, Zhihu, Hupu Many social platforms also applauded the show. Not only did the four captains rush to the hot search with their different styles and personal charm fans, but also Xiao Jie, Bubu, Gai Gai, Su Lianya, and Heima Xiaochao, etc. A dancer successfully got out of the circle on many hot searches, sparking a heated discussion among fans.
A related person in charge of Ali Entertainment told Red Star News that with the continuous breaking of the circle of street dance, it is now not only a sport, but also a trend symbol. Whether it is cultural transmission or commercial expansion, it has a huge imagination. space. Next, Youku will continue to rely on Ali's ecological potential to build "Street Dance 3" into a super IP, leading the trend of youth culture and delivering positive energy to young people.
"Hip-hop 3" general manager Liu Dong introduced, "This! On the basis of the feature film, the third season of "Just Dance" has specially set up a very rich derivative program belt, which will be through "Let's Watch Pop Dance", "Hot Pot Together", "Street Dance in Business", "Just Dance", and "Street Dance Class" "This! It's the Dancer, "Street Dance Trends Guide", "Street Dance Wants One More" and other derivative content, bringing audiences a full range of street dance audiovisual feast.
A young trend leader and a commercial gold-saving vane
In terms of commercialization, "Street Dance 3" won the industry's "three firsts". It is not only the Internet variety show with the highest actual investment income and the highest total amount of identity sponsorship in 2020, but also the first in the industry. An Internet variety show where the finals resources are auctioned. As of the launch date, the program's investment revenue increased by 50% compared with the second quarter. In addition to the exclusive title sponsor, the first phase also absorbed multiple identity seats for sponsorship implantation, and the first phase of creative inserts and easter eggs resources were all sold out. Highlight resources such as the grand finals, city tour, and special live broadcasts are being snapped up.
"This! It’s the third season of "Hip-hop" co-branded peripheral product
Alipay’s creative interactions and advertisements also caused audiences to exclaim "too cool", including the new business exploration that members saw first, and once again confirmed what the person in charge of Youku commercialization said before. "Although the overall environment of the variety show industry is very poor, the street dance market is particularly good." In addition to the wonderful non-stop derivative content of
seven days a week, Youku also launched many derivative products around street dance IP. It is reported that as the authorization platform for the third season of "Hip-hop 3", Aliyu has reached commercialization and marketing authorization cooperation with more than 20 brands, and has launched more than 240 cross-border and derivative products, covering clothing, shoes, hats, food, etc. 5 categories.
Not only that, "Street Dance 3" further expanded its international distribution business. The program was simultaneously broadcasted on TV stations and new media platforms in many countries and regions including Malaysia, Brunei, Singapore, Thailand, North America and Canada, which not only effectively improved the program’s International influence also brought higher issuance business income than the same period in the second quarter.
Red Star News reporter Ren Hongwei Editor Li Xueli According to the interviewee
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