Original
article by Rhino Entertainment | Founder Editor |
Good guy, it’s hard to find topics for other variety shows this year, but "Sister Lang 4" is good. A mango pre-arranged show that will be launched in May and June. With only a few guest lists that are difficult to distinguish between real and fake, it dominates the list A hot search for variety show topics on q1. Sometimes you have to sigh, the mysteries of variety show marketing are endless.
Of course, the fourth season of "Sister Lang" actually does not need marketing support. After all, the show has accumulated enough brand reputation over the past few seasons, and the last season helped Wang Xinling become popular at the national level. But from all levels, the icing on the cake of "Cast Marketing" of "Sister Lang 4" is actually a set of classic variety show marketing examples.
In fact, the Internet explosion list is a traditional marketing skill that "Sister Lang" warmed up for the show, but this time the storm of public opinion it caused was more violent. First, "Childhood Goddess" Avril Lavigne's suspected joining sparked heated discussions in Ye Qinghui, and then Papi Jiang and Zeng Peici himself refuted the rumors and created a reversal, and the topics surrounding Japanese lisa, "walking silencer" jseei and other sisters also continued to be hot.
can see that the wave of "Cast Marketing" of "Sister Lang 4" has achieved more than expected results, fully warming up the show that will start broadcasting about 100 days later. And the recent news that the show's investment promotion case was exposed to a title fee of 500 million yuan, and the show was upgraded to "Beautiful China Season", also made the audience have high expectations for the quality of the final guest list.
It is suspected that the guest list of "Lang Jie 4"
From the Avril Lavigne effect to 500 million naming fees, "Lang Jie 4" once again demonstrated its unique IP status in the national comprehensive market. And through a series of operations on cast marketing, the program also brought a lot of inspiration for the topic marketing of the national comprehensive project.
Avril rushed to the hot search
"True and False List" pinpointed the public opinion field
Keyword 1 of cast marketing: true, true and false.
Almost every time "Sister Lang" is hit on the list, there will be a big discussion about the authenticity of the film list. But the truth is that these lists are not only highly likely to be released internally by Mango, but they are often a half-true list. The cleverness of
's trick is that no matter whether the artists on the list have contacted Mango or not, they can use this wave of discussions to win topic discussions. Regardless of whether they can cooperate in the future, which artist would refuse the popularity of marketing without spending money?
For Avril Lavigne, this may be the first time she has been widely discussed on the Chinese Internet after many years. Forming a benchmark with Wang Xinling, Avril Lavigne, who was extremely popular at the beginning of the millennium, is also the "childhood goddess" of many post-8090s. With the blessing of the status of a European and American rock star, Avril Lavigne's topicality in China also helped her turn the tide.
Since Avril Lavigne has officially announced that she will start a global tour in April, many people still have doubts about her coming to "Sister Lang". However, according to people familiar with the situation on Weibo, because this season of "Sister Lang" downplays competition and focuses on play, the program team seems to have reached a contract with Avril Lavigne only to participate in the first recording session. It is reasonable for the program to use her to create momentum before her tour.
This wave of lists also reveals the multiple upgrades in the cast of "Sister Lang 4". In addition to Avril Lavigne, there are also many "international friends" such as Jessi Hu Xuanzhu, Ai Fukuhara, and Lisa (Japan) on the list. In the last season, Korean star Jung Soo-yeon (former member of Girls' Generation) once again opened up the Chinese market with the show, and the overseas sisters in this season may want to replicate its success. In terms of rigid conditions, the release of the epidemic has also cleared the way for them to come to China. The arrival of Jessi will undoubtedly drive domestic Korean fans to pay attention to the show. This sister Sa, who has spoken out loud in past variety shows, has a sense of variety. And "Japanese lisa" Oribe Risa has sung popular Japanese theme songs such as "Demon Slayer: Blade", and her appearance may drive Japanese entertainment audiences' interest in "Lang Jie 4". The change of
this season's investment volume also provides the possibility for the program to invite "international friends". According to the investment promotion case of "Riding the Wind and Waves 4" recently released by Xutong Media, the exclusive naming fee for the program's planned cooperation is marked at 500 million, and the sponsorship fee ranges from 50 million to 300 million. With such a huge investment volume as support, the audience seems to There is no need to doubt what kind of big names the show can invite.
papi sauce ends to refute rumors
mango master "Negotiating initiative "
Keyword 2 of cast marketing: throw stones and ask for directions. In addition to borrowing the popularity of international celebrities, "Lang Jie 4" is more clever in cast marketing. My sister, attracted artists to take the initiative to post blogs to refute the rumors. The program team first tested the participation intentions of potential guests, and secondly grasped the initiative to negotiate prices with them in the follow-up cooperation. ) is one of the representatives, Papi Jiang posted an innocent face after seeing the fermentation of the list, "Why is there still me? Why don’t I know?”, who ever thought, has attracted a large number of netizens to look forward to her singing stage. (papi sauce has demonstrated her rap skills in several short video works)
Although papi sauce’s response seems to be a " "Crackdown on counterfeiting" action, but the reaction of netizens has added a lot of possibilities for her to appear on "Sister Lang". After this, Mango not only achieved free publicity in disguise because of the active response of all cue artists, but if Papi Jiang really has the intention to sign a contract in the follow-up, the show The group also has the initiative to negotiate with it. A more typical case of
is Taiwanese artist Zeng Peici. After seeing the list, she responded to netizens in the comment area of Weibo, "I really want to go...but I haven't received an interview notice. Ah." Is there a possibility that Mango originally wanted to invite her but didn't find a good opportunity. This time, the master took the initiative to express his intentions, and the cost of inviting the program group has undoubtedly been greatly reduced.
Zeng Peici also belongs to the "Goddess of Childhood" series, many people are not familiar with this name now, but this sister also has countless fans in the mainland for starring in popular dramas such as "Ultimate Three Kingdoms" and "Ultimate Class 2". This list has attracted many people to recall the forgotten "Ray Sister Ting", from the perspective of the audience, there is still a good chance that Peici Zeng will become popular on the show.
In summary, no matter whether the above-mentioned sisters can appear in "Sister Lang 4", they have already entered the show to some extent. We have arrived at the casting resource library of "Sister Lang". In fact, "Sister Lang" has established a rich reserve of candidate guests through "cast marketing" over the past few seasons.
takes the sisters who appeared on this new list as For example, sisters such as Gong Linna, Liu Meihan, by2 Sun Han, and Li Xiaolu all appeared on the list of invitations revealed last year. If they can’t come to the show, Mango can always use them to stir up the topic; if they intend to participate, the show team can also grasp it The initiative to negotiate with them.
From the perspective of the artist brokerage industry, Mango has essentially built a set of brokerage business around the resources of sisters through the accumulation of the casting of Sister Lang over the past few seasons, that is, the artists who are promoted by platform programs And let them feed back and participate in other platform projects.
From this perspective, Xu Huaiyu, Tian Zhen, Sun Yue and other sisters are very likely to join "Sister Lang 4". The cooperation between Sun Yue and the mango music variety "Time Concert 2" is quite pleasant. Because of "Sister Lang", a "Mango Brokerage Universe" that gathers entertainers with domestic entertainment feelings seems to be growing.
What "Sister Lang 4" brings There are still many marketing inspirations. Since the beginning of 2023, there have been few out-of-the-box variety show topics in the public opinion field, which reflects the overall cooling of the national comprehensive market. Topic” national comprehensive project, it is possible to gain a long-term foothold in the market. One of the inspirations brought by
”Langjie 4” is that it tries its best to advance the node of variety show marketing, and thinks about it in the early stage of the project. The method is to dig out multi-dimensional variety show topics for marketing, and it seems that it does not spend too much marketing expenses.
Although the popularity of "Sister Lang 4" is largely due to the influence of the IP of "Sister Lang", it is undeniable that the show started marketing more than 100 days in advance to drive Merchants, its marketing enthusiasm is worth learning from other projects. From
to q1 in 2023, the overall national comprehensive market will be cold. On the one hand, of course, it is because of the lack of large-scale projects in the q1 market. Inquiry".
At present, there is still a long time before the arrival of q2's "Sister Lang 4", and the existing variety shows on the market urgently need to learn from the former's spirit of digging out hot topics in multiple ways. Otherwise, no matter how high-quality the programs are, no matter how high-quality the programs are, it will be difficult for the variety shows that are not discussedone season.
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