User:Yang Hong/sandbox: Difference between revisions
| Line 13: | Line 13: | ||
== Marketing Campaign == |
== Marketing Campaign == |
||
Social Media Platform--Sina Weibo |
'''Social Media Platform--[[Sina Weibo]]''' |
||
Sina Weibo is one of the most popular social media platforms in China. As of September 2017, it already has 376 million monthly active users and 165 million daily active users<ref>{{cite web|title=2017微博用户发展报告--2017 Users development report of Sina Weibo|url=http://data.weibo.com/report/reportDetail?id=404|website=微报告|accessdate=17 March 2018}}</ref>. Because Sina Weibo has the same main target audience as the Idol Producer, it has become the main digital marketing channel of this reality show. |
|||
In December 2017, Yixing Zhang, one of the main judges, announced on his Sina Weibo that he was going to be the Program Director of Idol Producer. This microblogging has received 438,000 likes and has been retweeted for more than 108,000 times. Http://fx.weico.cc/share/19044882.html?weibo_id=4180236939868907 |
|||
After the broadcast of the show, Idol Producer created an official account on Sina Weibo to publish competition videos, interesting moments behind the scenes and contestants’ interviews. Its use of multimedia edit provides a wider spreading scale than pure text edit. |
|||
Since the launch of Idol Trainer, it keeps ranking the first at Sina Weibo’s Online Variety Show List. As of March 2018, idol producer has shown on Weibo's homepage as one of the most popular topics for 292 times. The pageview on more than 130 subtopics has exceeded 10.86 billion and program-related videos has been played for over 12.4 billion times. http://tech.china.com/article/20180301/20180301114128.html |
|||
Idol Producer is exclusively titled by [[Nongfu Spring]] and sponsored by Xiao Hong Shu APP, Ni Wo Dai and [[NetEase Music]]. |
Idol Producer is exclusively titled by [[Nongfu Spring]] and sponsored by Xiao Hong Shu APP, Ni Wo Dai and [[NetEase Music]]. |
||
Revision as of 18:45, 17 March 2018
Marketing Campaign
Idol Cultivate
Different from the previous talent show, the idol producer recorded the daily life, training and competition of the contestants in an all-round way. This complete 24-hour shooting presents a more real idol to fans. The point that attracts audience is that they could eye witness the growth and progress of an idol.
Fans Economy
In the course of the competition, the role of the four judges was only to guide and assess the rankings of the contestants. Whether the trainees can debut completely depends on the number of fans voting. Once the fans fall in love with an idol, they will have a sense of responsibility on him and might take measurements to increase his heat.
Marketing Campaign
Social Media Platform--Sina Weibo
Sina Weibo is one of the most popular social media platforms in China. As of September 2017, it already has 376 million monthly active users and 165 million daily active users[1]. Because Sina Weibo has the same main target audience as the Idol Producer, it has become the main digital marketing channel of this reality show. In December 2017, Yixing Zhang, one of the main judges, announced on his Sina Weibo that he was going to be the Program Director of Idol Producer. This microblogging has received 438,000 likes and has been retweeted for more than 108,000 times. Http://fx.weico.cc/share/19044882.html?weibo_id=4180236939868907 After the broadcast of the show, Idol Producer created an official account on Sina Weibo to publish competition videos, interesting moments behind the scenes and contestants’ interviews. Its use of multimedia edit provides a wider spreading scale than pure text edit. Since the launch of Idol Trainer, it keeps ranking the first at Sina Weibo’s Online Variety Show List. As of March 2018, idol producer has shown on Weibo's homepage as one of the most popular topics for 292 times. The pageview on more than 130 subtopics has exceeded 10.86 billion and program-related videos has been played for over 12.4 billion times. http://tech.china.com/article/20180301/20180301114128.html
Idol Producer is exclusively titled by Nongfu Spring and sponsored by Xiao Hong Shu APP, Ni Wo Dai and NetEase Music.
Exclusive Title Sponsor--Nongfu Spring
Nongfu Spring provides a nominal fee of 200 million yuan for Idol Producer[2]. In return, slogan boxes, poster screens, subtitles, etc. that are based on the theme of Nongfu Spring Vitamin Water are designed as a type of Product Placement.[3]. According to the voting rules of Idol Producer, each bottle of Vitamin Water has a unique voting code, binding the voting volume with sales. In addition, through following the Nongfu Spring's public account on Wechat, there will be an extra one voting right per day.[4]
It is the second time IQiyi cooperates with Nongfu Spring in this way, and the first try was in the previous online reality show called "The Rap of China", which had helped Nongfu Spring increase its sales volume by more than 50% in 2017.[5]
Co-Sponsor--Xiao Hong Shu APP
Xiao Hong Shu, a Chinese cross-border E-commerce company founded in 2013, is committed to providing consumers with channels for the purchase of imported goods.[6]
Each contestant creates personal account on Xiao Hong Shu APP to share his daily life outside the competition[7]. Meanwhile, Xiao Hong Shu establishes a ‘Popularity List’, offering competition tickets to those fans of the Top 3 popular contestants. Voting directly on the List or making comments under idol's articles could make contributions to contestants' popularity. Details see Voting Rules. As of March 14,2018, the total number of votes on Xiao Hong Shu App has exceeded 1.06 billion[8]. Articles with high click volume will be posted on the home page, which means that popular contestants could get the chance to be seen by 91 million APP users[9].
Co-Sponsor--Ni Wo Dai Company
Ni Wo Dai Company, a Chinese online P2P financing platform that was established in June 2011, provides financing services for small and micro enterprises as a third-party. It is independently constructed and operated by Shanghai Jiayin Financial Services Co., Ltd. (formerly Shanghai Jiayin E-commerce Co., Ltd.)[10].
For cooperation, nine of contestants participated in the online advertising video shooting for Ni Wo Dai. At the same time, tickets for final competition would be randomly sent while people using Ni Wo Dai App. And the top five contestants who win the most votes in Ni Wo Dai official website will be given a chance to have a one-day advertisement at the main building of Citibank (China) in Lujiazui, Shanghai. As of March 14th 2018, the total number of votes collected in Ni Wo Dai has exceeded 20 million, and the number of pageview during the show is over 2 million[11].
Co-Sponsor--NetEase Music
The songs performed by the contestants (partly reproduced) are exclusively authorized to be collected by NetEase Music as an album. By March 17, 2018, the number of comments on NetEase Music about this album has exceeded 4,400[12].
- ^ "2017微博用户发展报告--2017 Users development report of Sina Weibo". 微报告. Retrieved 17 March 2018.
- ^ "《偶像练习生》"9人组合"代言费高达1200万，"男团元年"马上要来了？". PEdaily. Retrieved 16 March 2018.
- ^ "《偶像练习生》稳坐2018最火综艺？然而金主爸爸可能笑不出来 新榜". Snow News. Retrieved 15 March 2018.
- ^ "《偶像练习生》掀全民pick热潮，粉丝互动赋能品牌营销". Retrieved 14 March 2018.
- ^ "《中国有嘻哈》的最大赢家是谁？".
- ^ "小红书". Retrieved 14 March 2018.
- ^ "《偶像练习生》：环环相扣的粉丝营销". Red Pepper. Retrieved 16 March 2018.
- ^ "植根互动基因，《偶像练习生》成为爆款乃意料之中". 新华报业. Retrieved 16 March 2018.
- ^ "专访小红书：70%新增用户都是95后，如何在品牌上玩出新火花". Tech.qq. Tencent. Retrieved 15 March 2018.
- ^ "你我贷-网贷档案". 网贷之家. Retrieved 16 March 2018.
- ^ "植根互动基因，《偶像练习生》成为爆款乃意料之中". 新华报业. Retrieved 16 March 2018.
- ^ "Idol Producer". NetEase Music. Retrieved 17 March 2018.