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第一广告网:影视剧广告营销怎么做,经典案例在这里

2019-08-06 14:42    来源:第一广告网       责编:梁若如

第一广告网www.firstadw.com:影视剧广告营销怎么做,经典案例在这里

最近,出现了许多脍炙人口的影视剧。就电影来说,《哪吒》上映四天票房就超9亿。电视剧来说,《亲爱的热爱的》、《陈情令》总播放量均破十亿以上,频频霸屏微博热搜榜,为何对比于其它影视剧,这三档能够脱颖而出呢?下边我们就来扒一扒出圈的三个影视剧营销背后的故事。

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》:新剧情颠覆传统认知

《哪吒》作为老牌的动漫题材,有许多情节深入人心,人们对于哪吒的认知也停留在是个惹是生非的小顽童,长大后削骨还父削肉还母当中,与龙王之子的牵绊也停留在哪吒大闹东海抽了敖丙的龙筋,抜了敖丙的龙鳞。

最新上映的哪吒在制作方面一改之前的情节, 龙王之子不再是纨绔的性格,而是化身一心想要改变龙族命运的向上青年,哪吒则蜕变成虽是魔丸降生面临天雷之劫,但仍旧就要逆天改命的正面形象,有着相似遭遇的二人不在是对手,而是最后携手抵抗天命。

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,在多个影视剧中哪吒之父李靖最初给人几分不近人情,影版李靖则不再是冰冷形象,反而多了几分慈爱,没有削骨还父削肉还母的逼迫情节,多了想要以命换命替子承受天雷的情节,将一个有血有肉、重视骨肉亲情的父亲形象刻画的很好。

正是在情节变化较大的基础上,《哪吒》以情节颠覆当做营销点,打造全新的观看体验,原版的小说是对神权、皇权、父权、夫权的控诉,而这版《哪吒》最大创新营销点其实就是抓住了现代人的审美需求,打造了父子情、师徒情、兄弟情三条主线,颠覆了受众的传统认知。

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、《亲爱的热爱的》:题材取胜,将爱情与国家结合

正在热播的《亲爱的热爱的》自7月9日开播以来,这部电竞题材的高甜剧就频频密集的登上热搜,据统计,男主演李现日均6条热搜,与剧相关的话题在开播的前8天喜提28个热搜。随着剧播出过半,到目前为止,李现的微博粉丝量已增长近八百万。微博关于这部剧的话题讨论度持续高涨,话题阅读人数高者达到几百亿。

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这部剧新颖的题材,虽然是一部高甜的玛丽苏爱情剧,但融入了电竞元素,两个主角一个是15岁就进少年班,获得过世界编程大赛冠军的学霸,一个是为国争光,带领队伍获得全国冠军的热血青年,两个人不是亲亲我我的狗血剧情,而是在互相不断的努力过程中,带领中国队走向世界,获得世界冠军,这样相互进步的爱情是值得倡导,央视对此部电视剧也进行了点名表扬。

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、微信公众号、抖音短视频等新媒体全线营销,一打开抖音,10条有8条都是关于李现的。

该剧还巧妙地进行了广告植入,剧中李现穿的队服彪马,杨紫动不动就提的网易云音乐,片方与品牌共赢。

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、《陈情令》:还原度高,炒cp

《陈情令》本身是《魔道祖师》改编而来,大IP小说改编剧,往往会面临不少原著粉丝的抵触情绪。而《陈情令》第一步就是要“打动”是抵触情绪最为强烈的原著粉丝。“藏书阁争执”“水祟作乱”等原著重要情节被一一还原,“蓝忘机摘下抹额”“蓝家的兔子”颇为重要的细节,也得以在剧中呈现,况且最初被传“戏份吃重”的女配角温情,在剧中也并没有过多与魏无羡的感情线,在一定程度上,《陈情令》稳住了小说原著粉。

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.

其次粉丝在社交媒体上持续输出内容、扩散热度。最大的营销手段就是炒CP,线上魏无羡、蓝忘机组CP,搞了一个双男主。线下两位主演王一博、肖战合体参加综艺节目,大秀兄弟情。

其中最巧妙的营销手段之一,还要数剧组的线下见面会,本来不在计划之内,但腾讯就是敲定了十几位演员的档期,观看直播的人达91万,再一次扩大了该剧的影响力,腾讯也专门定制了主题曲《无羁》的解锁游戏。

无论是还原度还是组CP,其实都是在社群化的基础上进行的,除了流量之外,影视剧现在更多的是圈层营销,关注到每个用户的需求,将那个领域做精做细。像没有看过原著的粉很难融入到剧情里,《陈情令》在另一层面来说本身就是圈原著粉的圈层营销。

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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