Recently, "Tang Dynasty Strange Tales: Westward Journey" was broadcast, which gave a wave of big points to the summer file.
Some netizens said that to evaluate whether a drama is popular or not, just see if it has a city on fire.
Just like "Hurricane" brought fire to Jiangmen, Guangdong, "My Altay" brought fire to Xinjiang, and Shanghai Yellow River Road in "Flowers" has also become a popular check-in place...... And "Tang Dynasty Legends: Westward Journey" not only made Xi'an, an ancient cultural capital, frequently out of the circle, but also brought fire to various cultural relics in the Shaanxi History Museum, which was called a walking historical and cultural treasure by netizens.
The high-liquidity content in the market will allow the audience to actively search for and understand all aspects of the elements that have appeared in the series.
In Mr. War's observations, this phenomenon has led to two important trends in the field of marketing:
On the one hand, brands that have got this essence have gradually unified their approach to drama marketing this year - they are keen to "pinch the tip" and leave more valuable budgets for popular products with high liquidity in the market;
On the other hand, in the era of content economy, marketing also relies on content to win, and creating high-liquidity content in the market is also a dream of current marketers.
"Tang Dynasty Legends: Westward Journey" is the best footnote: there are many advertisements in this drama, all of which demonstrate the quality and creativity that break the conventions of the industry. Today, let's talk about some of the thoughts it brings to marketers.
01. The title of a high-level is inseparable from the liquidity and value
Let's talk about a big advertising trend first, the advertising title of this year's popular dramas has been very popular, which actually reflects the title of high-quality dramas and variety show IP, and has once again become one of the most important ways for brand mental marketing.
In recent years, both the marketing circle and the Internet have been talking about media fragmentation and users' attention is becoming more and more fragmented.
In 2024, these phenomena will become more and more intense, and they will further derive a problem that makes the marketing circle very worried: the user's attention touchpoints are complex and changeable, and it is more difficult for the brand's mind to form.
Popular dramas and variety show IPs are relatively rare attention "concentrators" in this era of fragmented attention. By releasing the value of IP through the title identity, brands can use IP as the carrier to convey their own value proposition and better achieve resonance and resonance with users while guiding and condensing the attention of consumers in an orderly manner.
But the trend is the trend, and the most important thing is the question of how to do it. In the drama "Tang Dynasty Legends: Westward Journey", there is a point that impresses Mr. Art of War, the title of the pulsating unit.
Unit title, this is a new name game.
In the past, when brands did the title of a series, they usually named an entire show. But for the theme of ancient costumes, it is not easy to find a contact point that can connect with people's lives at the moment throughout the play.
The emergence of unit titles allows the brand title to be integrated with smaller granularity, focusing on a certain episode, or multiple units that can best express the brand value proposition, which makes the identity of the brand title fundamentally change, and the cost performance of rights and interests has become higher.
In the play, the cooperation is the unit title of the two major cases of "Fengxue Mojia Shop" and "Qianzhongdu". Through iQIYI, the display scene tailored to the brand's Slogan "Find the state, pulse back" has deepened the user's memory of this iconic symbol that can quickly identify the brand.
In addition, there is also a surprise harvest for the pulsating bet on "Tang Dynasty Tricks: Westward Journey".
Seizing the high market liquidity of "Tang Dynasty Tricks: Westward Journey", Pulse was the first to be exposed in the first season of the eight major tricks review short film, and with the start of the series, the popularity of the first season of dramas and the original book rebounded, allowing the brand to attract more fans and users inside and outside the station.
Although the IP titles of dramas and variety shows have returned to the preferred position of brand mental marketing, it is undeniable that the public's entertainment sensitivity is also getting higher and higher, and how to make good use of creative marketing is a problem that service-based platforms and brands have to think about.
For the platform side, this lies in how to provide a more suitable value carrier for the brand through integrity and innovation; For brands, content is still at the heart of marketing. The common core task of the two lies in how to combine the content potential energy of the platform with the communication potential energy of the brand.
iQIYI launched the unit naming gameplay, which further increased the rights and interests of the naming brand, and provided customers with shortcuts in both traffic aggregation and value output; The pulsating bet on high market liquidity content has also found more scenarios to establish contact and interaction with users, which can be said to give us a good example.
02. Content creativity, understand the integration of content and branding
The advertising of the brand side is again inclined to long videos, and dramas and variety shows have returned to the main position of mental marketing, but today's communication environment cannot return to the past.
In an environment where the medium is the content, content can quickly increase consumers' loyalty to the brand, and it can also ruin brand favorability through simple and crude implantation.
The challenge for marketers is never to get around content creation. In the field of drama marketing, high-level creativity also has high added value for advertising content placement.
Therefore, since the birth of the small theater content implantation mode in long video dramas, its core gameplay is how to shoot brilliant ideas, so that the audience will not feel disturbed or bored even if they watch it.
It's right for marketers to create content from the perspective of user experience, but to understand content, you must know how to integrate the brand's communication appeal. In addition to the creativity of the unit title, there are also many excellent product placement advertisements that have played new ideas in terms of content planting.
Let's talk about two creative points that are worth figuring out.
One is a creative small theater, which helps brands achieve multi-dimensional contact coverage in the middle and at the end of the play, so that the brand's advertising can be deeply bound with the content of the series, so that the brand implantation has no contradiction with more refined and diversified gameplay, effectively avoiding the emergence of destructive hard implantation, and strengthening the audience's psychological cues.
With the brand positioning of "the brand you want, the price you like, all in Vipshop", Vipshop combined with the plot of Qin Xiaobai's painting "Demon Transformation" at the beginning of the 45S creative theater, Amway is carried out in different positions such as the end of the film and the middle insertion, which is a tailor-made for the brand tonality, target audience and marketing pain points.
The other is iQIYI's innovative application of the waterfall barrage in the play, which also improves the user interaction experience while opening up a new path for the brand to efficiently recognize exposure.
The mental capacity of users is limited, and the distance from consumers is often directly related to the status of the brand in the minds of users, and interaction is the best way to close the distance.
Combined with the plot, the meme swiping screen barrage is a very youthful expression, which itself is a form of content that users like. Mobilizing young people to input the barrage associated with the brand is actually a process to strengthen their cognition.
At its core, creative is at the service of brand advertising, impressing users through media and content, and implanting the brand in their minds. Knowing this, we know how to do better content creation.
Write at the end:
At present, brands are recovering their confidence in drama advertising, but they are still more cautious about investing in drama advertising. This is reflected in the fact that brands are more willing to bet on the top hit dramas and look for content with high market liquidity as the carrier for delivery.
However, this year's drama variety in the entertainment market continues to be popular, which also drives the popularity of drama variety marketing to continue to rise. Works such as "Tang Dynasty Legends: Westward Journey", both in terms of the quality of the drama and the quality of the advertisement, also proves that the audience does not pay for the advertisements of the series, but does not pay for the content that is "not good enough". Thoughtful creativity and works can always be perceived and loved. iQIYI platform, brands and marketers are willing to put more thought into the creativity of drama marketing, which is also a blessing for the industry that is conducive to the healthy development of drama advertising and marketing.