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第一廣告網:影視劇廣告營銷怎么做,經典案例在這里

2019-08-06 14:42????來源:第一廣告網??本站:www.lktrjn.tw???責編:梁若如

第一廣告網www.lktrjn.tw:影視劇廣告營銷怎么做,經典案例在這里

最近,出現了許多膾炙人口的影視劇。就電影來說,《哪吒》上映四天票房就超9億。電視劇來說,《親愛的熱愛的》、《陳情令》總播放量均破十億以上,頻頻霸屏微博熱搜榜,為何對比于其它影視劇,這三檔能夠脫穎而出呢?下邊我們就來扒一扒出圈的三個影視劇營銷背后的故事。

Recently, there have been many popular movies and TV plays. As far as movies are concerned, the box office of "Nazha" is over 900 million in four days. For TV series, the total broadcast volume of "Dear Love" and "Chen Qingling" has exceeded one billion yuan. Why do they stand out from other movies and TV dramas when they are frequently searching for the best microblogs? Next we'll pick out the story behind the marketing of three movies and TV dramas.

1、《哪吒》:新劇情顛覆傳統認知

《哪吒》作為老牌的動漫題材,有許多情節深入人心,人們對于哪吒的認知也停留在是個惹是生非的小頑童,長大后削骨還父削肉還母當中,與龍王之子的牽絆也停留在哪吒大鬧東海抽了敖丙的龍筋,抜了敖丙的龍鱗。

最新上映的哪吒在制作方面一改之前的情節, 龍王之子不再是紈绔的性格,而是化身一心想要改變龍族命運的向上青年,哪吒則蛻變成雖是魔丸降生面臨天雷之劫,但仍舊就要逆天改命的正面形象,有著相似遭遇的二人不在是對手,而是最后攜手抵抗天命。

1. Nazao: New plot subverts traditional cognition

As an old-fashioned animation theme, there are many plots deeply rooted in the hearts of the people. People's understanding of Nazha also stays in a troublesome little naughty child. When they grow up, they cut bones and return meat to their father and mother. The fetters with the son of the Dragon King also stay where they make a great disturbance in the East China Sea, pulling the Dragon tendons of Ao Bing and beating Ao Bing's dragon scales.

The latest release of Ne Ni changed the plot before the production. The son of the Dragon King is no longer a dim character, but an upward youth who wants to change the destiny of the Dragon Nationality. Ne Ni is transformed into a positive image that will change his life against the heavens even though it is the birth of the magic pill facing the disaster of thunder and thunder. The two people who have similar encounters are not the same. Opponents, but finally hand in hand to resist fate.

此外,在多個影視劇中哪吒之父李靖最初給人幾分不近人情,影版李靖則不再是冰冷形象,反而多了幾分慈愛,沒有削骨還父削肉還母的逼迫情節,多了想要以命換命替子承受天雷的情節,將一個有血有肉、重視骨肉親情的父親形象刻畫的很好。

正是在情節變化較大的基礎上,《哪吒》以情節顛覆當做營銷點,打造全新的觀看體驗,原版的小說是對神權、皇權、父權、夫權的控訴,而這版《哪吒》最大創新營銷點其實就是抓住了現代人的審美需求,打造了父子情、師徒情、兄弟情三條主線,顛覆了受眾的傳統認知。

In addition, in many movies and TV plays, Li Jing, the father of Nazha, was initially somewhat unkind to people. The film version of Li Jing was no longer a cold image, but a little more loving. There was no compelling plot to cut bones for his father and cut meat for his mother. More plots to exchange life for his son to bear the thunder would be a father with flesh and blood and attach importance to flesh and blood. The pro-image is well depicted.

It is precisely on the basis of great changes in the plot that "Nezha" takes the subversion of the plot as a marketing point to create a brand-new viewing experience. The original novel is a complaint against theocracy, imperial power, patriarchal power and husband's power. The most innovative marketing point of this edition of "Nezha" is actually to seize the aesthetic needs of modern people, and to create father-son feelings and teachers. The three main lines of love in vain and brotherhood subvert the traditional perception of the audience.

2、《親愛的熱愛的》:題材取勝,將愛情與國家結合

正在熱播的《親愛的熱愛的》自7月9日開播以來,這部電競題材的高甜劇就頻頻密集的登上熱搜,據統計,男主演李現日均6條熱搜,與劇相關的話題在開播的前8天喜提28個熱搜。隨著劇播出過半,到目前為止,李現的微博粉絲量已增長近八百萬。微博關于這部劇的話題討論度持續高漲,話題閱讀人數高者達到幾百億。

In addition, in many movies and TV plays, Li Jing, the father of Nazha, was initially somewhat unkind to people. The film version of Li Jing was no longer a cold image, but a little more loving. There was no compelling plot to cut bones for his father and cut meat for his mother. More plots to exchange life for his son to bear the thunder would be a father with flesh and blood and attach importance to flesh and blood. The pro-image is well depicted.

It is precisely on the basis of great changes in the plot that "Nezha" takes the subversion of the plot as a marketing point to create a brand-new viewing experience. The original novel is a complaint against theocracy, imperial power, patriarchal power and husband's power. The most innovative marketing point of this edition of "Nezha" is actually to seize the aesthetic needs of modern people, and to create father-son feelings and teachers. The three main lines of love in vain and brotherhood subvert the traditional perception of the audience.

爆火的最大原因就是這部劇新穎的題材,雖然是一部高甜的瑪麗蘇愛情劇,但融入了電競元素,兩個主角一個是15歲就進少年班,獲得過世界編程大賽冠軍的學霸,一個是為國爭光,帶領隊伍獲得全國冠軍的熱血青年,兩個人不是親親我我的狗血劇情,而是在互相不斷的努力過程中,帶領中國隊走向世界,獲得世界冠軍,這樣相互進步的愛情是值得倡導,央視對此部電視劇也進行了點名表揚。

The greatest reason for the popularity of the play is its novel theme. Although it is a high-sweet Marissou love play, it incorporates the elements of electronic competition. The two protagonists are the hegemony who entered the junior class at the age of 15 and won the championship of the world programming contest. The other is the hot-blooded youth who won the National Championship for the country and led the team, and the other two are not. It's about kissing me and my dog's blood, but in the process of continuous efforts, leading the Chinese team to the world and winning the world championship. This mutual progressive love is worth advocating. CCTV also praised this TV play by name.

除此之外,微博、微信公眾號、抖音短視頻等新媒體全線營銷,一打開抖音,10條有8條都是關于李現的。

該劇還巧妙地進行了廣告植入,劇中李現穿的隊服彪馬,楊紫動不動就提的網易云音樂,片方與品牌共贏。

In addition, new media marketing, such as Weibo, Weixin Public Number and Video Trembler, has 8 out of 10 items about Li Xian as soon as the trembler is turned on.

The play also cleverly implanted advertisements, in which Li now wears a team uniform Puma, Yang Zi talks about NetEasy Cloud music, the film and the brand win-win.

3、《陳情令》:還原度高,炒cp

《陳情令》本身是《魔道祖師》改編而來,大IP小說改編劇,往往會面臨不少原著粉絲的抵觸情緒。而《陳情令》第一步就是要“打動”是抵觸情緒最為強烈的原著粉絲。“藏書閣爭執”“水祟作亂”等原著重要情節被一一還原,“藍忘機摘下抹額”“藍家的兔子”頗為重要的細節,也得以在劇中呈現,況且最初被傳“戲份吃重”的女配角溫情,在劇中也并沒有過多與魏無羨的感情線,在一定程度上,《陳情令》穩住了小說原著粉。

3. Chen Qingling: Fried CP with high degree of reduction

Chen Qingling itself is adapted from The Master of Magic Tao. The adapted plays of big IP fiction often face the resistance of many fans of the original works. The first step of Chen Qingling is to "impress" the original fans with the strongest resistance. The important plots of the original works, such as "the disputes in the library" and "the chaos in the water", were restored one by one. The important details of "the blue forgetting machine takes off the forehead" and "the blue rabbit" were also presented in the play. Moreover, the warmth of the supporting actress, who was initially passed on as "the heavy part of the play", did not have too many emotional lines with Wei Wuenvy in the play. To some extent, Chen Qingling has stabilized the original novel.

其次粉絲在社交媒體上持續輸出內容、擴散熱度。最大的營銷手段就是炒CP,線上魏無羨、藍忘機組CP,搞了一個雙男主。線下兩位主演王一博、肖戰合體參加綜藝節目,大秀兄弟情。

其中最巧妙的營銷手段之一,還要數劇組的線下見面會,本來不在計劃之內,但騰訊就是敲定了十幾位演員的檔期,觀看直播的人達91萬,再一次擴大了該劇的影響力,騰訊也專門定制了主題曲《無羈》的解鎖游戲。

無論是還原度還是組CP,其實都是在社群化的基礎上進行的,除了流量之外,影視劇現在更多的是圈層營銷,關注到每個用戶的需求,將那個領域做精做細。像沒有看過原著的粉很難融入到劇情里,《陳情令》在另一層面來說本身就是圈原著粉的圈層營銷。

Secondly, fans continue to export content and spread heat on social media. The biggest marketing means is to fry CP, online Wei Wuqian, Blue Forget unit CP, a two-man. Off-line two leading actors Wang Yibo and Xiao Zhanhe joined in a variety show to show brotherhood.

One of the most clever marketing means is to meet several groups offline, which was not planned, but Tencent has finalized the deadline for more than a dozen actors, with 910,000 people watching live broadcasts, once again expanding the influence of the play, and has also customized the unlocking game of the theme song "Unrestrained".

Whether restoring degree or group CP, in fact, they are based on the socialization. In addition to the traffic, movies and TV dramas are now more circle marketing, focusing on the needs of each user, and making that field more elaborate. For example, it is difficult for the fans who have not seen the original works to integrate into the plot. On the other hand, Chen Qingling itself is the circle marketing of the original works.

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