Author | Guo Ji'an
Haven't seen enough of the excitement of Xiang Zuo, Zhu Zixiao, and Ji Lingchen in "Wireless Beyond Class"? Their mental state outside of the show is also quite advanced! Brother Martial Arts showed off Xiang Tai’s burberry, Chicken Feet Diagongong gave out the quota to try the chicken feet, Brother Laxity directly took out Balenciaga shoes, no 98, no 998, the whole price is ten yuan, as long as you win the lottery, you can take it home!
said that "What kind of life do you want to live" is difficult to understand? Are passers-by following suit or true fans speaking out? Let’s do a test first to test the Hayao Miyazaki concentration! The "Two-Spined Ape of the Yangtze River Delta" threw out a full-mark test paper with a "casual answer", and was called the god of fairy tales with 100% concentration, and there was a round of applause. In the derivative topic, many people were looking for "Spirited Away" peripherals at the Xianyu Seafood Market. From the faceless man's out-of-print dolls to Risa's card badges, some posted them, some sold them, and the conversation was very lively.
"My lord, I miss you so much!" has been finished for nearly a month, and there are still many fans leaving messages on the official account of Shen Li, the prince played by Zhao Liying in "Walking with the Phoenix". There were more than 6,000 discussions under the topic "Straight Ball Confession Strategy" initiated by the character account. Many netizens recalled the classic line in the play, "I guess I have a crush on you." Some people lamented: "Learn the prince's routine, and you will be able to express your love." A husband like a god?"
"Rebirth: I am a nanny in a short drama" is a hit. Although it is difficult for a group of workers to break into the world of short dramas and work as nannies, everyone's idle goodies are expected to become props for the short drama crew. "Rebirth: I am a nanny" Under the topic "Baby is used as a prop on the set", someone posted a picture of his glass water glass and generously said: "It doesn't matter if the heroine encounters difficulties, selling it as glass crystal can save lives"; someone else directly posted a mop and said, "Next The second heroine is anxious, so don't be polite, just use it to say hello to the boss's face! "
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's imaginative creativity, and the plot that is strongly connected with life, are very suitable for the "crazy words" of young people's mental state, These discussions related to entertainment content do not take place on Weibo, Douyin, or Xiaohongshu, but on Xianyu. Currently, when you open Xianyu, the eye-catching "Seafood Market" on the homepage is full of discussions on a large number of entertainment hot topics, from music festivals to short plays, from popular dramas to variety shows. There are many latest and hottest movies and TV shows on the seafood hot list. Based on the comprehensive audio content, users are very enthusiastic about participating.
From "ex story" to "wife won't let literature", from "quitting" to "fund loss", Xianyu's unique Xianxue culture has gradually fermented out of the circle in the e-commerce memes. With last year's "seafood With the emergence of "market", a unique cultural atmosphere of discovering hot spots and watching the excitement came into being, and a unique "meme-type entertainment" also developed.
Chopjiao observed that at present, Xianyu’s cooperation with entertainment content is constantly increasing. In the past year, dramas such as "Sauvignon Blanc", "Lotus House", "Traveling with the Phoenix" and "Five Ha" have been linked up and the drama variety official accounts have been settled. " and other movies. In March this year, Xianyu even launched its first self-made cool drama "Mrs. Fu's Cheating" on the site. Behind the wider movement of , what is Xianyu’s layout idea in the entertainment field? What kind of ambitions do you have?
Recently, we have been discussing cooperation with Xianyu’s waiters around the field of “audio and video entertainment” to see how users can use Xianyu to “play and earn money”.
's cooperation with the hit drama "Hang Feng" has made many people pay attention to Xianyu's ability in entertainment marketing again. After the show started airing, the series officially entered the Xianyu business in the form of character accounts. Contents such as Shen Li's letter to break off the marriage, Shen Li hanging out the red feather gun to bid farewell to King Bicang, and Shen Li's long post to say goodbye to everyone at the end of Super Points were even more direct. From inside the Xianyu station to outside the station, it became a trending topic on Weibo and attracted a large number of passers-by to watch and check in.
"Currently, the character accounts of Wangye and Shenjun have attracted 29,000 and 16,000 fans respectively. The number of followers has increased very quickly, triggering a large number of interactions among users on the site. According to our incomplete statistics, this cooperation has generated more than 10 Weibo hot searches. , the exposure reached 750 million+, fans of the drama frequently interacted with each other, and users were very enthusiastic about participating," Xianyu Xiaoer said.
This is not the first time that Xianyu has cooperated with a popular TV series. As early as 2019, Xianyu cooperated with "The Twelve Hours of Chang'an" to auction original props and costumes for charity, which attracted widespread attention in the industry. Since then, charity auctions of costumes of film and television works such as "Crane Huating" and "The First Time I Met You" have become classic cases of popular dramas giving back to fans and promoting charity.
But since last year, Xianyu has teamed up with popular dramas to start hot topics and tease . Take "Sauvignon Blanc" as an example. When the series ended, users went to the Xianyu Seafood Market to express their regrets about the finale, which triggered a large number of netizens to discuss the "sequelae of following the drama"; this year, the character number of "Traveling with the Phoenix" was released. More than 50 interesting items such as the protagonist's farewell tokens, finale wedding invitations, and military prenatal education will be put on the shelves in real time according to the hot spots of the plot, allowing you to interact with drama fans. Xianyu is known by users as the super after-sales position of Fengxing.
"If the prop asset auction is an effective model verified by Xianyu and entertainment marketing, then the character entry and immersive interaction of drama fans' topics have opened up a unique Xianyu style promotion of ." Xianyu Xiaoer told Chop Jiao, according to her, this kind of gameplay can be traced back to the cooperation with "Walking Alone on the Moon" in 2022. When the
movie "Walking Alone on the Moon" was released, based on the characters of Moon Walker and Dugu Yue in the film, Xianyu launched a special episode of "Hang out glowing treasures to accompany Dugu Yue". Shen Teng also appeared on Xianyu and called on netizens to "hang up glowing treasures to illuminate." "My Way Home" attracted a large number of netizens to participate, and echoed the high-energy scene in the movie where everyone lights up the earth for Dugu Yue.
It was after that time that more and more entertainment IPs saw Xianyu’s unique energy in publicity. When "King of the Sky" was launched, users launched a #Folding Paper Planes with Wang Yibo contest in the seafood market; "Chang'an Thirty Thousand Miles" launched a "Poetry Appreciation Conference" on Xianyu, and users suddenly understood it after growing up under the topic # The participation of ancient poetry # was very enthusiastic; "Predecessor 4" was combined with Xianyu's "Predecessor Literature", and the #PredecessorBaby Evaluation Conference was launched at the special premiere; the three-dog combination of "Galaxy Writer" was at Xianyu Yu launched the "Online Worker Resume" to develop skills and find job replacements...
"More and more high-quality IPs are linked to Xianyu. We found that Xianyu users are very willing to participate in the interesting extension of entertainment topics, so from movies When it comes to dramas and variety shows, more and more official character accounts want to come to Xianyu for after-sales service, fan interaction, and imagination-exploration to enhance the possibility of connecting the characters in the drama with real users," Xianyu Xiaoer said.
In this process, Xianyu’s “seafood market” gradually became a gathering place for fans. Last year, the "Seafood Market" debuted with the positioning of "discovering new things and generating new transactions", capturing the hot topics of a large number of users and generating new forms of transactions such as ordering and exchange. Subsequently, the seafood market has spawned interactive sections such as celebrity super chat. More and more users who are interested in entertainment hot spots can also find similar people and complete the natural "Xianyu fermentation" in the interactive communication process.
"The Xianyu platform has its own unique culture of Xianyu. For example, the literature of predecessors is only published but not sold. One "sale" is passed on to another, and Xianyu is a one-sided relationship. There is a real truth hidden behind every kind of fun. User emotions have also fermented into more unexpected topics under the users' onlookers and discussions. It is this kind of real and interesting content that provides more inspiration for Xianyu to create the "Play to Earn Fish Circle" marketing IP. What differentiates other platforms’ entertainment marketing,” said Xianyu Xiaoer.
It is reported that from the beginning of the "charity auction of original props" to the current character entry, drama fan interaction and super chat cooperation with Xianyu stars, Xianyu is attracting more and more leading film and television comprehensive content providers in the industry with its diversified gameplay. According to reports, many film and television partners currently focus on the ability of Xianyu users to produce content . Relying on a sufficiently young and trendy real user group and a unique content consumption atmosphere, Xianyu has also become a joint publicity and distribution process for entertainment IPs. The "brain responsibility" in .
If Xianyu can bring fresher voices and more interesting topics to entertainment IP, then from a platform perspective, what is the goal and direction of Xianyu in entertainment?
"We hope to use the original content of high-quality entertainment IP to involve more young people and deliver interesting and fun Xianyu to them. In the past two years, Xianyu has successively cooperated with "The Disappearance of Her", "Chang'an Thirty Thousand Miles", "Walking Alone on the Moon" and "Walking with the Phoenix", Xianyu has always maintained its own differentiated characteristics in terms of the entertainment marketing model, insisting on deeply participating in entertainment content and becoming the protagonist of jokes. More importantly, Xianyu. There have always been a large number of users with deep originality active on Yu,” Xianyu Xiaoer told Chopjiao.
Take the cool drama "Mrs. Fu Cheating All the Time" created by Xianyu in March as an example. With multiple platforms on the entire network involved in the creation of short dramas, Xianyu's homemade cool drama chose to be broadcast exclusively on the site. This cool drama, which is full of real content and plots from Xianyu users, also bears the "Xianyu brand". "Actually, when we first started making Shuangju, our idea was very simple. We hoped to use a brand-new way to interpret the user's "restoration" scene after the "Fusu" at the beginning of the new year. Instead of using traditional advertising forms to express it, we might as well try to use We used the idea of Shuangju to conduct a marketing experiment. Later, we were pleasantly surprised to find that the users on Xianyu are the best Shuangju writers, and the users’ real stories are the best material for Shuangju.”
A private platform that can be used for exchange. Villas, a rentable private jet... unexpected treasures and unexpected trading experiences were once widely discussed "legendary" stories on Xianyu. The superposition of these fun and exciting points, coupled with The user's style, which is wild, wild and clever, together form the core temperament of this Xianyushuang drama.
As a result, many Xianyu users often smile knowingly while watching the drama. The heroine earned the first pot of gold in starting a business by selling things given by her ex. This is the classic "ex-ex literature" on Xianyu. ; "Is the baby still there? Can I use a knife? Just one hundred million!" Xianyu's "slang" can even poke at the "Dragon Sword" players in the idle transaction...
Chopjiao understands that such integration will also follow. It will become more extreme. There is a huge short drama team on Xianyu. Screenwriters write scripts at Xianyu, and actors seek jobs at Xianyu. These various side jobs or life story sharing also give Xianyu more creative inspiration. For Shuangju, the seafood market has launched the "Xianyu Shuangju, I will write it" campaign to collect content. It is expected that the second Shuangju will be launched in May, and the script content will place more emphasis on coming from users.
"Should we make a third or fourth part in the future? These are all decided by the users. As long as users can provide more and more inspiration and everyone is willing to really participate, we will have the motivation to continue." Xianyu Xiaoer In high spirits.
Recently, Xianyu teamed up with actors Xiang Zuo, Zhu Zixiao, and Ji Lingchen from the popular variety show "Infinite Beyond Class" to create "Brother is playing tricks again". Xiang Zuo presented "Xiang Tai's Travel Bag", Zhu Zixiao presented "Meteor Shower" singing costumes, Ji Lingchen reviewed famous scenes from variety shows, and once again invited users to come and play jokes at close range.
"Chasing hot topics is important, but the key to cooperation in entertainment IP still depends on whether you can play with Xianyu. For example, Zhu Zixiao has a "chicken feet taster quota", celebrities have a side job at Xianyu, and actors show off their classic roles , the characters are exclusive and rare treasures, these are all Xianyu. "
reviewed a number of cases. In the process of interaction between the character account and the user, the culture and characteristics of Xianyu are reflected in the details. "The core of every cooperation is to Find ways to create deep links with users. "For example, when the "Wuha" program team settled in, they played a very good role in only showing it but not selling it. Many users commented: "Can this really not be sold?"
"Entertainment content traffic." Fierce, Xianyu always insists on showing its own characteristics in entertainment marketing. "
Obviously, in addition to looking forward to attracting more young users, Xianyu also hopes to find the best way to connect hot spots and content, and always maintain a keen sense of smell. Flexibly seize hot spots, allowing users to truly "play and earn money".
"Linked with high-quality IP, Xianyu is not just a provider of traffic fields. We hope to build a unique model of Xianyu-style entertainment marketing and be the protagonist of the linkage and fun." Xianyu Xiaoer said.
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