"'Fat Tiger' lost the host position. The comer is a panda head colder than him?"
"I am a singer and composer" is on fire. The MC in the show-Producer·C (also known as: Parasitic Panda) Also attracted a lot of attention. Producer·C was originally the producer behind the iQiyi Virtual Orchestra "RICH BOOM". This time its crossover appeared in "I am a singer and composer", which has attracted the attention of many variety show marketing circles.
Virtual idols & explosive variety shows, a dimensional new posture
From the perspective of the industry as a whole, variety show IP marketing is mostly hard implantation. Conventionally, the image logo is exposed, mainly in the form of toy models and props. Presenting, there is no precedent for appearing as a host, mostly celebrities, stars, producers and directors. And Producer·C as a virtual idol to replace the traditional host, is also an innovative gameplay in variety shows.
"I am a singer and composer" and "RICH BOOM" are two completely different types of content. One is a variety show and the other is an animation IP. The crossover of the two has produced a marketing effect of "1+1>2" , This requires both parties to have similar temperaments and concepts. Producer·C's cold and solemn image is highly compatible with the professional and serious temperament of the show. Just like its exclusive slogan-"Producer·C is watching you", the coldness and "juicing" feeling is even more commented by netizens as a virtual enhanced version. "Fat Tiger".
iQiyi opened an official Weibo for Producer·C, and customized a special program, Boom Le Tan, to build it into a professional, real and attitude music producer, and continue to strengthen it beyond the feature film Program positioning, extending program popularity.
develops commercial value and expands new channels for monetization.
has become popular from the "I Am a Singer" program. Producer·C already has a considerable flow foundation and is a symbol of youth culture, which is also a pioneering symbol. . Producer·C not only has real commercial value, but also undertakes the commercialization task of "empowering the brand". The
brand owner’s sense of smell is always the most acute. When the show was just aired, Tsingtao Brewery caught the IP tone of Producer·C’s “Young Trend” and quickly launched the joint name of “Tsingtao Brewery Pure Music Can” The series, while gaining exposure, helps the brand to convert show fans to target consumers. The commercial value of
Producer·C is not limited to brand empowerment. It also explores the path to monetization of derivative IP through peripheral expansion, trendy product development, and sales. At present, the Producer·C fashion dolls and fashion clothes launched by iQiyi have been exposed to high frequency and are sought after by young trendy people. They have the potential to become the next "KAWS" and "MOLLY".
IP linkage innovation point: matrix combat
Throughout the history of variety show IP, many of them have been reduced to "program fast-moving consumer goods" with short life cycles and extremely limited influence. The emergence of Producer C has created another brand new case for the variety show marketing circle, reflecting a bigger bright spot of iQiyi's derivative marketing: it has been iterating and evolving, and it has the vitality of self-innovation and breakthrough, and the ability to Tolerance and imagination serving the platform and customers.
Producer·C has just hosted exhibition-level platform activities such as iQiyi World·Conference Yuexianghui, and has obtained Internet and intelligentAttention to major vertical fields such as technology, film and television entertainment and brand marketing.
The author has noticed that starting from Producer C, iQiyi’s IP incubation linkage has shown matrix operations. The trendy virtual idol label of Producer C, "RICH BOOM", was created by iQiyi’s IP marketing matrix. In the first wave of trump cards, the other five members of "RICH BOOM" are likely to become the next hot "Producer·C". They will be the IP of heavyweight idol groups, and they can each evolve into iQiyi Entertainment. The leading IPs in various fields of ecology, like Disney's Marvel Universe, build a huge IP universe with vivid characters.
As early as the beginning of this year, in the popular "Youth With You", "RICH BOOM" gave a dazzling singing and dancing debut, and the first trial has attracted much attention. It is reported that the second half of 2019 will be the node of "RICH BOOM" intensive outbreak. New songs will be released, MTV of international quality will be launched, and many super products including "China New Rap 2019" and "Fashion Partners" will be unveiled one after another. It is worth looking forward to. It is reported that the members of the "RICH BOOM" group have been eagerly paid attention to by advertisers, and the virtual endorsement of breaking the dimension will undoubtedly open a new model of brand endorsement.
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