This is the lyrics of the theme song of the movie "A Little Red Flower" of the same name, which fits the movie situation and has a feeling of going through all the hardships to meet a better tomorrow. And this kind of laughter and tears is exactly what we feel when we are about to spend this special year in 2020.
This warm-hearted movie not only shoulders the mission of soothing people's hearts, but also shoulders the heavy responsibility of boosting the whole New Year movie market.
On the evening of February 26th, 65438, the pre-sale box office of A Little Red Flower exceeded 100 million yuan. This achievement is a miracle in the cold winter for a medium-cost film and the film market that has not fully recovered after the epidemic.
How did it manage to use a limited budget to incite unlimited resources, from fans to the general public, and trigger such a wide range of emotions before the release? What new ideas can a variety of creative games from file fixing to pre-sale provide for future film marketing?
Maximizing the damage of materials before projection is helpful to see the arrival of exponential peak.
Affected by the epidemic this year, the cinema closed for nearly 180 days. Although the market resumed its order after the resumption of work, the market continued to be depressed, especially for the "waist-cutting movie" with an investment of 10 million yuan. It is no longer an easy task to attract the audience back to the cinema.
Looking back on the past few months, almost only two waist movies, Eliminating Violence and I'll wait for you at the end of time, have made it to the 500 million box office club. 500 million box office has even become an insurmountable threshold for many head blockbusters, such as Mulan, Tenet, Deep Water Bomb, wonder woman 1984 and Claudius: A New Era, and the box office is far below expectations.
This is a cold winter. Affected by the epidemic, the difficulty of landing the event and the budget for the announcement are relatively limited. How to reach the most potential audience with the most limited resources has become the pain point of every movie.
65438+February 3 1 A little red flower is also a "waist movie". This film has been a sensation since its release. In the past week, the daily pre-sale achievement increment of 6.5438+million has continued to heat up, and it has exceeded 100 million before the pre-sale has been put on sale. Why is it that only this little red flower has achieved "there are hundreds of feet of ice on the cliff and beautiful flowers"?
It is understood that Yi Dianhong chose Weibo as the chief strategic cooperation platform this time. All the key materials were introduced in Weibo, and through customized hot-spot operation, the greatest harm was achieved, which contributed to the arrival of two "want to see" peaks.
Why Weibo?
According to Weibo's Q2 2020 financial report, the monthly active users in Weibo are 523 million, of which about 94% are mobile users; The post-90s generation accounts for more than 80%, and the geographical distribution continues to sink, which is highly consistent with the user portraits of cinema movies. At present, the proportion of in-depth cooperation between over 100 million films and Weibo has reached nearly 100%.
The Weibo marketing of a small red flower from the fixed file to the pre-sale period can be summarized as follows:
First, the material is put in, and the hot search of the list drives the behavior of "wanting to see" and buying tickets. Weibo is undoubtedly the first choice platform for material release, because there is a natural communication chain of official micro-star-media-big V, all the key materials of A Little Red Flower are launched in Weibo, and they are listed on the hot search list at least once after each release, which immediately brings the peak of the index.
For example, after the theme song MV of the same name was first released in Weibo, the video broadcast volume exceeded 70 million, and related topics were searched three times, with the reading volume exceeding 65.438+300 million. On the same day, the cat's eye wanted to see the index soar, setting a second peak, and the number of people who wanted to see it increased by 25 thousand. At the same time, the debut of the theme song Weibo also promoted the movie pre-sale. The single-day box office pre-sale exceeded 5 million, which raised the peak of the pre-sale box office and directly transformed "wanting to see" into buying tickets.
The trailer for Precious Edition is similar. After being launched in Weibo, the number of videos played exceeded 43 million, related topics were searched twice, and the reading volume exceeded 830 million. Cat's eye hopes to see the index reach its peak, and hopes to see the number of people increase by 26 thousand that day.
Many netizens commented that the theme song and trailer of Little Red Flower made people cry. Some netizens shared their similar feelings or experiences, which was touching. These explanations, a good material and effective communication, are enough to make potential audiences and films have a deep emotional shock.
Excerpt from comments made by netizens in Weibo.
A little red flower's promotion song sung by Xiamen Sixth Middle School Choir caused a sensation after Weibo's debut. Only Guan Wei's single Weibo has been forwarded more than 620,000 times, and the effect of amateur works is no less than that of top star singles. People's Daily official micro also released the MV of this song, conveying the positive energy of "cherish and live actively".
Second, star linkage, secondary mining marketing hotspots, and manufacturing content increments. After the film company releases the material, Weibo will further explore new hot spots and conduct secondary packaging based on years of hot spot operation experience. For example, in addition to the main topic, Weibo also created seven derivative sub-topics for the theme song MV, and # Jackson Yee Liu Haocun played in the rain # boarded the hot search; Grab the interaction between stars in time, create a topic # Hugh praise Jackson Yee's lines #, hot search first.
In addition to the main topic, the preview of "Precious Edition" also created interactive topics such as # Send you a little red thread # and handwritten little red thread by netizens, which successfully drove the material out of the circle, broadened the discussion scope of netizens and kept the trailer hot all day.
Third, exclusive expressions, stickers, membership cards, etc. And rich product line gameplay to help film elements penetrate the whole network. On February 24th, 65438, the movie's exclusive little red flower expression was first released in Weibo, and the official film Weibo who released this news was praised more than 27,000 times. Netizens have swiped the screen to make the little red flowers with love full of screens;
Sticker is a function that users can use at will when publishing pictures. Combined with the lively atmosphere of Christmas Eve, many netizens add small red flowers when sending photos, which is full of creativity.
This card is the exclusive right of Weibo members. After replacing it with a small red card, the title card will appear in the upper right corner of each Weibo released by it, which will become a unique warm-hearted logo and strengthen the impression of the users of the whole station on the upcoming film.
After the screening, the customized activity planning, "Tap Water" gathered strength to maintain the popularity of the film.
In addition to general marketing, how to create a more targeted activity plan according to the different characteristics of each film in genre, theme and audience is also a problem that needs to be considered in the process of publicity and distribution of each film.
Judging from the past marketing cases, some filmmakers have invested all their resources, done all the seemingly possible things and paved all the places that can be paved. However, their publicity and promotion actions were all passed on to the audience in one direction, and they failed to successfully launch a "tap water" group with a larger base, higher voice, initiative and creativity. After the release, the propaganda materials "bullets" were exhausted, and the film arrangement rate and attendance rate plummeted, which led to the limited life cycle of the film and failed to achieve the long tail effect. It is a pity.
If we want to aggregate the potential energy of "tap water", the best platform choice is Weibo.
There are more than 50 vertical fields in Weibo Station, which is the gathering place of various vertical head kols; Supertalk, topics, fans and other functions can quickly bring like-minded netizens together. Under the guidance of Weibo's exclusive customized activity planning for each film, interested netizens will participate in it in their own good way, get a stage to show themselves, and turn passive recipients into active exporters.
For example, "My People, My Home" in the National Day file is a movie with the theme of hometown feelings and starring many stars. After the film was released, I made full use of these two advantages and launched call for my hometown in Weibo. Bo Huang, Andy, Jerry Lee and many other participating stars, as well as bloggers of tourism, food, humanities and art, actively participated in it, resulting in regional sub-topics such as # I and my hometown Beijing # and # I and my hometown Guizhou #, which were screened on the hot search list of Weibo for several days in a row, and the event * * * was listed for 36 times, covering more than 60 cities, and finally the box office of the movie exceeded 2.8 billion.
The box office of The Legend of Deification, which belongs to the National Day file, broke 654.38+06 billion, and the contribution of Weibo's "tap water" also contributed. After the film was released, Weibo planned and launched # Jiang Ziya COS Contest #, which attracted a large number of users interested in beauty and animation. Guan Xiaotong, Nana Ou-yang, Ding Yuxi, Ren Min and other stars also enthusiastically joined in and created ideas with the netizens. # Guan Xiaotong COS Jiang Ziya # topped the hot search list with the forwarding volume exceeding100000.
For another example, Tenet is a new film by the famous director Christopher Nolan, and the plot is brain-burning. This film, which is almost impossible to understand all the contents at once, also ignited the discussion enthusiasm of netizens. Taking this as an opportunity, Weibo initiated the planning of # How to Understand Credo #, which infiltrated the point of "How to Understand" in Weibo from many angles. # How to understand the creed #, # Analysis of the details of the creed #, # Timeline of the creed # and # Review of the creed # have caused heated discussions in turn, inspiring the audience's desire to brush two brushes and three brushes.
Unlike the short video platform, which can only explain with limited trailer materials, the big V bloggers in Weibo can explain in all directions with pictures, words, long and short videos and other carriers, which is more intuitive and easy to understand.
After the release of "Little Red Flower", a series of colorful activities will be launched in Weibo to attract the participation of stars and ordinary users, and gather into the power of "flowing water" to help the film continue to sprint at the box office.
On February 27th, 65438, Weibo will go online # Wishing to open the function of wearing small red flowers for members in 202 1#, which is a new product line game specially customized for small red flowers in Weibo. The purpose of the activity is to spread the film content to the life of the whole people, and invite film creators, KOL and netizens to join the army of blessing in the New Year. Or look back on the unforgettable year of 2020, or look forward to the hopeful year of 20021year, combine the expression of small red flowers and stickers, and use the opportunity of New Year's Eve to empower film marketing. As the closing ceremony of the New Year's Eve event, Weibo will also jointly release exclusive information on eggs, and all the masters will appear in the camera, sending blessings to bid farewell to the old year and welcome the new year.
Weibo activities planned by fans spontaneously are also very creative. For example, paper cranes, a fan of Jackson Yi, launched a donation campaign for cancer patients in Weibo, which not only promoted the film with stories, but also helped the needy groups. These warm and kind actions left a deep impression on netizens.
It is reported that Weibo also plans to launch a creation contest around the image and concept of Little Red Flower after the film is released, and launch a vlog collection contest in combination with the film plot. More surprises are to be announced.
These strategies are just the tip of the iceberg of Weibo's marketing. Sina Entertainment Weibo Matrix with an average daily reading of over 600 million, 8 official WeChat account matrices, Sina web pages and mobile phones with monthly users exceeding 400 million ... Billion-level all-platform fans are powerful positions for the follow-up dissemination of marketing content;
Sina viewing group covering Top30 ticket warehouse cities and Weibo's unique big V recommendation can help the word-of-mouth fermentation of the film and detonate public opinion. No matter from the platform influence or marketing ecology, Weibo has become the largest pan-entertainment user community and the first platform for film marketing in China.
Now, there are still a few days before the official release of A Little Red Flower. In this difficult time when the box office can't even reach the "small goal of 20 billion" for the whole year, I hope this little red flower can shine brilliantly on the occasion of the New Year's Eve, and make a good start for the 20021China film market. We will wait and see what new creative ways Weibo and Xiao Honghua can create together.