The box office is nearly 900 million! The successful New Media Marketing thought of Pancake Man
An IP from the Internet has earned such an amount of box office on the big screen, setting a new box office record for "Internet movies", which is almost a "counterattack" of Internet movies.
as of July 27, Pancake Man had grossed nearly 900 million at the box office!An IP from the Internet has earned such an amount of box office on the big screen, setting a new box office record for "Internet movies", which is almost a "counterattack" of Internet movies.
reviewing the whole process of "Pancake Man" from preparation to release, "Dapeng", "Internet" and "user" have become the three most important keywords:
blockquote >first, Dapeng is "doing his best" for this film, and the film's marketing founder interaction even gave Dapeng the title of "the most desperate marketing director in history", because whether it is "selling pancakes on the street". Or "go to Lanxiang Technical School", the propaganda side thought of idea, Dapeng went all out to cooperate, "We love Dapeng too much!" If he wants to do it, he will do it. He must do it! "
second, Pancake Man has a distinct Internet color, so new media marketing has almost become the film's main publicity axis-virus videos, virus pictures, H5 Mini Game. And every major event of the "borrow marketing", these games in "Pancake Man", almost to play a new level.
third, in the 35 city walking stations where Pancake Man shocked the industry, all users have become "die-hard fans" and become self-media with the reputation of spontaneously spreading the film, and this film with Internet genes has achieved unexpected success in finding users, integrating users and mobilizing user marketing.
strong > We are all crying" Thank you Dapeng "! / strong >
at 12:41 on July 22nd, director Dong Chengpeng released on Weibo, announcing that the movie "Pancake Man" has earned more than 600 million yuan at the box office. In the WeChat group publicized by the film, Dapeng took the lead in launching a red envelope, a red packet with a total amount of several thousand yuan.
"Dapeng really spelled it this time!" This is the evaluation of almost all the staff on him. In order to persuade Yuan Shanshan to hack himself, he wrote a sincere personal letter. In order to invite Gu Yu Tsai to make a guest appearance, Dapeng flew to Hong Kong alone to perform the drama of "bitterness." He even wrote to Zhang Hongsen, director of the film, before the project was approved. Dapeng said, "I took the liberty of doing something that other directors may not be able to do."
when the film was filmed and entered the publicity period, Dapeng started the high-energy mode like a chicken blood. Zhu Weijie, chairman of Infinite Freedom, posted the words "Thank you Dapeng" in his moments on the first day of success at the box office of "Pancake Man". He told reporters that in the whole process of Internet marketing, Dapeng is definitely the film director of "the most desperate marketing in history". The tacit understanding between the film side and the propagandist makes the film marketing very smooth and adds a lot to the film marketing career of unlimited freedom. And this joy, so that all participants in the film have spent an unforgettable period of their career.
such efforts have made "Pancake Man" set many records:
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strong > Marketing mainline lane-changing overtaking: from "superhero" to "loser counterattack" / strong >
"Pancake Man" in the marketing process, there was a very clever "lane-changing overtaking" on the main line of publicity.
during filming, "Pancake Man" used the strategy of American superhero movies "Iron Man" and "Captain America 2" to play the card of "heroism". With this strategy, the film, which originated from "Loser Man", has shrugged off the stinginess of online movies from the very beginning, including the appearance of international superstars such as Jean-Claude van Damme. Pancake Man really has the air of a superhero. This is also a blessing of confidence for users who have paid attention to the film before, making them look forward to the film more.
although the early effect is good, this medium-cost comedy with guest starring "Northeast F4" is still quite different from the "superhero" film in terms of quality and tonality. If we blindly focus on promoting the concept of "superhero", it may make the audience's psychological expectations too high, leading to "word-of-mouth decline" after the film is released.
after communication, Dapeng also realized his idea of "changing lanes and overtaking" in advance. In the subsequent marketing conference, he quickly made use of the confidence accumulated in the early days to re-establish the propaganda main line for "Pancake Man"-"hero reversal" and "loser counterattack". The style has changed from "high-end" to "approachable" in an all-round way.
the four-month publicity plan from April to July has different emphasis in turn:" Hero reversal ":" strengthen comedy, main line plot reveals ":" build word of mouth, strengthen emotion ":" look at revelation ".
although Voice Interactive is only responsible for the new media marketing of Pancake Man, which is only part of the whole marketing of Pancake Man, for Internet movies like Pancake Man, the impact of new media marketing on users is very important, so new media marketing companies are required to have comprehensive data analysis technology and a longer-term vision to participate in film marketing.
strong > the idea of "viral marketing" behind "pancakes" and "going to Lanxiang" / strong >
on April 30th, pictures of "Dapeng pancakes" went viral on Sina Weibo. At an intersection on Zhongguancun South Street, a pancake stand was packed with people, while several surrounding food stalls were empty. There was a long queue at the scene, and five or six floors were surrounded inside and outside the pancake stand. The reason why this pancake stand is so popular is that it is Dong Chengpeng, the director of "Pancake Man" who has entered the warm-up period.
the event of Dapeng spreading pancakes in Zhongguancun led to the fermentation on Weibo. Data show that on that day, several Weibo accounts mainly covering local events in Beijing, such as "Beijing things that Beijingers do not know" and "eating, drinking and playing in Beijing", were forwarded in thousands of times, and the popularity of related videos on that day reached 2.262 million.
however, such pictures are far from being posted by a few Weibo accounts. Many "Haidian people" who gathered around took photos spontaneously and posted them on Weibo and moments. The topic of "Dapeng spreading pancakes on the spot" quickly rushed onto the Weibo hot search list.
A seemingly simple activity has set off two waves of communication.
in order to get the best communication effect, the executive team carefully selected the stall location-Zhongguancun. This is almost the most densely populated area in Beijing, and young netizens are the core audience of Pancake Man.
at 6 o'clock in the morning, Dapeng came to the roadside near Zhongguancun subway station on time. With the arrival of the rush hour, the "Dapeng pancake stand" triggered a large crowd. In the end, Dapeng, who sells pancakes, even attracted chengguan.
soon, a large number of pictures spontaneously taken by netizens began to appear on Internet platforms such as Weibo, and director Dong Chengpeng interacted with netizens on Weibo, calling on netizens to suggest where to go next time to "sell pancakes."
when the propagandists cut the picture of "Dapeng selling pancakes" into a "virus video" and posted it online, it formed the second wave of spread peak.
similar cases, there are "Dapeng into Lanxiang".
on June 11 this year, Dapeng walked into what may be the most famous technical school on the Internet, Shandong Jinan Lanxiang Technical School. In Lanxiang Technical School, photos of Dapeng interacting with excavators, learning chefs and learning pancakes have also attracted a lot of attention on social media such as Weibo.
this kind of publicity activity with its own topic is easy to ferment on social networks and arouse extensive discussion and attention, which helps to spread the publicity effect. At the same time, this kind of publicity activities have Internet thinking, and the tone and temperament of the activities are consistent with the main target audience of "Pancake Man" and "loser Man". It is easy to produce the marketing publicity effect of "hitting the heart".
strong > in an era when "opportunity marketing" has become popular, Pancake Man wants to be more popular / strong >
"Internet marketing, interesting new media materials are too important." Zhang Weihua told reporters that it is possible for netizens and viewers to forward and spread them on their own initiative. This can play the effect of "four or two dialing daughters" in communication.
on April 15 this year, Beijing suffered a sudden sandstorm. On the same day, many enterprises made use of this event to carry out marketing. In the film industry, many films are the first time to hitch a ride to release pictures and other materials for loan marketing.
at that time, Dapeng and the first voice interaction also decided to carry out relevant publicity. However, in planning, considering that many people have already parodied with pictures of sand and dust attacking Beijing CBD, Voice Interactive gave up the idea of parody and created an H5 Mini Game to "polish Beijing". Netizens can start to "polish" dust-shrouded Beijing, and the game has garnered 60, 000 hits after it spread on moments.
in addition, the team of Voice Interactive also designed a lot of H5 materials. For example, five singers were invited to perform five different versions of the movie's theme song. At the time of release, Voice Interactive did not release five songs at once, but made an H5 Mini Game. After the clearance of the game, you can see five different versions of the theme song.
similar cases include this year's Mother's Day, first Voice Interactive did an H5 animation of "Mom, there is a you in my moments". The content of the animation mainly praises the mother, saying that the mother is the "superhero" who guards himself. After the animation is played, users can use the H5 Mini Program to upload photos of themselves and their mother on moments.
in terms of effect, the H5 got 120000 hits, which is already considerable as a material that is only forwarded privately between Wechat friends and moments.
adapting to hot events for borrowing marketing is the most popular means of new media marketing at present. Zhang Weihua believes that this kind of marketing must be in line with the psychological needs of the target users and be "out of mind" with the users. The practice of relying on vulgar materials to rise to prominence is easy to disgust users. On the contrary, some "warm and intimate" materials can hit the hearts of the target audience more directly.
strong > Film Marketing Secrets of Internet genes / strong >
in the process of the box office success of "Pancake Man", the IP training mode of the online drama "Loser Man" has also become a mode valued by the industry. In addition to "Pancake Man", "100, 000 Cold jokes" and "Old Boys" have achieved good results, and this kind of film with Internet genes has achieved good results. What it has in common is that it has a stable audience, a well-known name and core content, but it also has unique Internet elements. compared with traditional movies, it is more and more popular in terms of depth and connotation.
but how to better market in such a project? In this regard, Dapeng's marketing means exactly explained that "Internet genetic movies need more Internet marketing." Finding the audience from the original IP, mobilizing the audience from the marketing means, and using the audience from the marketing results is the way to the success of this kind of film.
strong > Marketing should first find the audience / strong >. Therefore, through big data and other auxiliary means, the accurate positioning of the target audience is the first step to establish a marketing strategy. The online drama "Loser Men" has received more than 3 billion hits, accumulating huge amounts of data for big movies, while Dapeng has also accumulated a lot of user data through social media interaction with users. On this basis, Dapeng and the marketing side can basically determine the scope of the audience and analyze the needs of the audience, which is helpful to determine the most effective marketing strategy. In the end, the two sides jointly determined the propaganda main line of "loser counterattack".
strong > secondly, new media marketing should consider how to mobilize the audience. / strong > after positioning the target audience, specific marketing activities and speech skills should enter the context of the audience, so as to resonate with the audience. Take "Pancake Man" as an example, after determining the propaganda tone of "loser counterattack", Dapeng and the marketing side jointly identified a series of approachable marketing activities and abandoned the use of "high-end" marketing discourse. instead, it is the easiest way to get recognition from the target audience by lowering yourself into the audience context and talking to the audience on an equal footing. Activities such as "spreading pancakes" and "walking into Lanxiang", as well as some well-designed new media materials, are not only recognized, but also a large number of netizens take the initiative to participate in online interaction.
Pancake Man shocked 35 cities in the industry and turned all users into self-media with spontaneous word-of-mouth, and this film with Internet genes has also achieved expected success in finding users, integrating users, and mobilizing user marketing.
strong > finally, new-style marketing should integrate the audience, which is the next step to do after interacting with the audience / strong >. The key to the integration of the audience is that there is a full interaction between the marketer and the audience to move the moved heart. Modern marketing theory praises mental marketing, and the integration of the audience is a kind of mental marketing, which can not only be recognized, but also form a word-of-mouth effect among the audience and get active communication.
in the marketing of Pancake Man, well-designed new media materials such as "polish Beijing" H5 and "Mom, I have a you in my moments" H5 and Dapeng "pancake" virus videos have been forwarded by many audiences, and the film has won a good reputation before it was released. After the film was released, box office posters and clips of Yuan Shanshan's "self-blackening" were forwarded actively by many netizens, and some netizens even spontaneously produced an open letter with the "Pancake Association demanding an apology from Dapeng," interacting with Dapeng and creating a topic effect on social media such as Weibo.
Edit: yvonne