how is the invincible top variety IP formed? In addition to the excellent creativity, excellent production and strong fan base of "running Man 3", the systematic program operation also plays an important role.
the Mermaid, starring Deng Chao, is proud of the Spring Festival, refreshing the box office record of Chinese films and the commercial imagination of filmmakers with the domineering style of seeking defeat. The "running Bar Brothers" series (hereinafter referred to as "running Man"), which is also played by Deng Chao as the core guest, comprehensively occupies the top of the major variety rankings with the arrogance of "too big to have friends and good programs to no rivals", becoming the well-deserved "king of variety", and it is also one of the few phenomenal variety IP that can make advertisers group fanatical. how "invincible" is the "running man"? Just to take the recent third season as an example, according to data from Yien Consulting, the total number of broadcasts on the exclusive web broadcasting platform iqiyi reached 3.29 billion, with an average set of nearly 270 million, ranking first in daily playback most of the time. the ratings of Zhejiang Satellite TV are also "invincible and lonely". The average audience rating of CSM50 City is 4.302%, of which the highest rating for a single issue is 5.444%, which ranks first in the audience at the same time, and continues to lead the trend of social entertainment topics. Taking the Weibo platform with the strongest entertainment genes as an example, "running Man 3" has entered the topic list more than 20 times, including 3 hot topic lists TOP1,8 times variety list TOP1, with more than 20 million views on a single topic. how is the invincible top variety IP formed? In addition to the excellent creativity, excellent production and strong fan base of "running Man 3", the systematic program operation also plays an important role. < strong > behind Xie Na + he Sui: "Program + Star + Brand" three-dimensional Integrated Operation Model < / strong > most netizens remember the fourth episode of "running Man 3" on November 20, when Xie Na, the first Sister of Mango, suddenly parachuted into the "running Men Troupe". This program not only the audience rating and iqiyi network broadcast volume soared rapidly. And it also detonated many topics around Xie Na. As the pillar of Hunan station, how could Xie Na suddenly join Zhejiang station? in fact, friends familiar with iqiyi must know that Xie Na is the host of iqiyi's self-made program "my Song God," and the reason why Xie Na was able to leave her last screen appearance to "running Man 3" before studying in the United States is iqiyi's planning and operation in it. Mango first Sister strongly joined the booster program, at the same time, it also triggered a heated discussion about "running Man 3". So far, the Weibo topic # running Brother # has been read more than 26.21 billion times; at the same time, he Sui, the invited guest in another episode, is also a supermodel mentor in iqiyi's self-made show "falling in love with supermodel 2." During the broadcast of the program, derived topics such as # supermodel kicking the hall running men's group # and # Li Chen tearing famous brands to celebrate his birthday # have grabbed the hot search list on Weibo. it is not difficult to see that the deep interaction between "running Man 3" and iqiyi's platform in content makes the program fermentation more popular. In recent years, iqiyi has continuously improved the ability of program production and operation through self-made programs such as "Strange work Theory", "Xiaosongqi talk", "my Song God" and "Brothers of useless Chai", and achieved a double harvest of broadcast volume and word-of-mouth. At the same time, improve the advertisers' brand attention and the power of secondary communication. During the broadcast period of "running Man 3", iqiyi made full use of his golden programs, star resources, and large-scale events, and integrated operation and maintenance to form a strong linkage, which played an inestimable positive role in the continuous popularity, attention, interaction and word-of-mouth of "running Man 3". < strong > Olymo < / strong > < strong >-style multiple content distribution, continuously strengthening the youthful vitality of the program < / strong > the reason why "running Man 3" can become a variety show representative of deep phenomena, iqiyi's super platform support also provides a guarantee for the program's burst of vitality. According to the latest iResearch mut data, iqiyi has 268 million monthly mobile video users, ranking first in the network. It is based on such a strong mass base that it is possible to promote the continuous upsurge of the broadcast volume of "running Man 3". on the other hand, when "running Man 3" was broadcast, iqiyi also gave the most extensive platform promotion. In addition to the appeal of iqiyi's special page, iqiyi's resources throughout the station help promote and promote the topic of "running Men 3", such as its own influential brand self-made programs "Entertainment fierce return" and "Entertainment Morning Flight". On-screen chat also opens the netizens' real-time online interaction, which helps to improve the online promotion recoil of running men. while opening up the channels for the diversified promotion of brand content within the video website, iqiyi also brought "running Man 3" offline, and gradually formed a matrix linkage effect online and offline through "National Learning to run male Video Collection" activities, "running Home" and other activities. While bringing more exposure to the program, it also promotes the continuous fermentation of program popularity and broadcast volume, so as to get rid of the restrictions of the Comprehensive N generation, making "running Man 3" a model of deep phenomenon level variety. < strong > Top variety competition is fierce. Where is the next "running Man 3" that helps brands run < / strong > in fact, the advertisers who once grabbed the scarce resources of "running Man 3" have taken the lead in brand exposure and product sales. Taking Youxin used car as an example, relying on the strong broadcast volume of 3.3 billion programs, it makes use of systematic integrated marketing, such as patch, feature page customization, scene marketing, content development, online and offline integration, etc. as a result, its brand awareness and downloads have increased rapidly in a short period of time, which has become a classic case of variety marketing in 2015. "he who wins the young gets the world" is undoubtedly the creed of most brand marketing, while variety shows have become the top ground for military personnel because of their unique high attention and multi-level communication ability, especially for the top programs at the top. In 2016, the big IP variety market, which is in the first echelon, changed suddenly: "the Voice" got into trouble because of the copyright dispute, and "Dad 4" was off the air, which made the only remaining top variety resource like "running Man 4" more popular. sources revealed that running Man 4, which has attracted the attention of fans and advertisers, has entered the recording stage and is expected to be launched in mid-April. On the network platform, iqiyi continued to win the online copyright of "running Man 4" with many advantages, such as the first traffic in the network, experience in multi-project operation, and the habit of running male fans on demand. According to the analysis of professionals close to iqiyi, the commercial value of "running Man 4" on the platform will exceed 1 billion. At present, a number of advertisers have begun to implement the intention of cooperation. can running Man 4 once again create the business miracle of the third season, and what classic brand marketing cases will come out? Worthy of the expectation of the industry.
Edit: queenie
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