“
The "Snow King" brushes the sense of existence among young people again.
”
The "Snow King" of The Honey Snow Ice City brushed the sense of existence among young people.
Recently, Station B has been brushing the "Snow King Singing Doll" out of the box video: will sing Honey Snow Ice City Sweet Honey, dance to belly duang.
At present, the price of this limited edition doll in the second-hand market has soared to 500 yuan.
How can a young man who is not easy to fool pay for the "Snow King" of Mi Xue Ice City repeatedly?
The Snow King is on fire again! This time it's "white fat guy who can dance."
What other young man has not been brainwashed by the "Snow King" of Mi Xue Ice City?
Recently, the B station up the owner's unboxing video, so that the latest "Snow King Dancing Doll" fire, many netizens ridiculed it as "white fat man who can dance":
B station up main out of the box video
He can sing "Honey Snow Ice City Sweet Honey", will dance to the music, and dance to the belly duang.
Let's take a look at the official video first:
In the video, the dance moves of the Snow King Duang duang are very popular with the magical theme song.
It is understood that this doll is sold on the member purchase platform of Station B, priced at 89 yuan, limited to 2,000 pieces.
Cute shape, coupled with a limited amount of blessing, not only this doll quickly sold out, and also became a "wealth management product", the current second-hand market is about 500 yuan, properly doubled 5 times (much higher than stocks, fund income).
It can be felt that the phrase "no one can escape the magic of the Snow King" is definitely not just saying.
How hot is top-stream IP? Examination and research must "worship the Snow King"
Looking back at the half year when the "Snow King" became popular, the official invigorated and netizens picked up the stem, it can be said that "all things can be the Snow King", so it is not lively -
Snow King's first appearance in the circle, with the MV of the theme song brainwashed by Honey Snow Ice City Tu meng, has now received nearly 20 million views.
Brainwashing is brainwashing, listening to more will always be annoying, the real marketing out of the circle, is like to make ghost animals B station young people's whole work.
For example, the king of Yama looked at it and was silent, and Meng Po listened to the "hades version" that wanted to shed tears.
For example, the version of the National Essence Peking Opera adapted by netizens, from the costume to the singing repertoire, has an inner taste.
There are also "Bear Haunting Edition", "Big Cup Spell Edition", "DJ Edition"... Only you can't think of it, no Snow King can't try, these videos for a time let the B station ghost animal area completely fall.
The fire-fired Snow King is not idle, and Mi Xue Ice City has arranged a lot of work for them: it is normal for stores to attract customers, some also have to participate in new store opening activities, and some go to lemon bases to "choose lemons", and even go to Huawei to experience work and so on.
Go to the lemon base to "choose lemon" and go to Huawei to experience the snow king of work
Then there is the appearance of the large and small periphery of The Ice City, brushing the sense of existence.
The spread of some "netizens spontaneously acting as advertisers" has made the Snow King add to the fire.
For example, the snow king dancing videos that can be seen everywhere are mostly taken by netizens, and also said that "life is not easy, the snow king sells art" has aroused the resonance of countless workers.
There is also the Snow King's "arrogant" door blocking video, which is linked with many tea brands.
In the past graduate school examination, some netizens also said that "the elder sister who seeks to succeed in the examination is also the Snow King", "The Snow King = Finished Learning", and the harmonic terrier is also quite like that.
As of now, not only is the B station often millions of plays, Weibo and snow king related topics also have more than 100 million reads, and on platforms such as Douyin, a casual search is 1w+ content.
The popularity of the Snow King again and again is, for netizens, it is a "night of brainwashing to insomnia in honey snow ice city".
At the same time of brainwashing, Honey Snow Ice City also successfully provoked young people through the IP of Snow King.
And this is exactly what the new tea drink wants to do most.
Snow King, by what did you provoke this young man?
Objectively speaking, the Snow King is not like the "Ling Na Belle" next door who relies on the appearance of the circle of fans, and it can even be said that the Snow King is "slightly cute and with a little soil".
Moreover, the IP operation of snow king is essentially a commercial behavior, and young people do not like commercial advertising, but they make an exception for snow king.
What is the magic of it? I surfed a circle in the place where young people gathered such as Station B, and combined with the brand case, I summarized several characteristics of the Snow King IP:
1. Familiar enough to remember at a glance
Let's look at the image of the "Snow King": two rounded snowball bodies, a pointed carrot nose, plus an ice cream scepter and a crown.
It is not difficult to find that this image retains the basic characteristics of the snowman " round body, carrot pointed nose " - no matter the north and south, whether at home or abroad, up to ninety-nine, down to just go, the world's description of the snowman is the same (Hua and Hua once in its public account, the image was disassembled and analyzed).
On the basis of the snowman, with the symbol of the "king" such as the scepter and the crown, the "Snow King" was born and became a memorable and characteristic IP image.
In simple terms, finding a cultural archetype that everyone is familiar with, creating a sense of familiarity, and making consumers remember at a glance is the key to the success of IP image.
2. Create a personified IP, first "live" to "fire up"
Many brands are doing "personified IP", but it is easy to leave a place of self-congratulation and embarrassment.
To personify the "Snow King" IP, Mi Xue Ice City did these things:
For example, the Snow King has a girlfriend "Snow Sister", and Honey Snow Ice City often shares the love routine of snow king Snow Sister;
For example, the milk teacup sealing mask is painted with the snow king, and then with the copywriting of "pierced heart", "fried over the sky", so that customers can feel the fun at the moment of explosion, and the "snow king" will also come alive;
There is also the snow king to become a "traffic anchor", has its own "two micro and one shake", sends a circle of friends, makes recommendations for new products, and interacts with netizens in different ways.
Snow King Snow Sister's love routine
Not long ago, Mi Xue Ice City released a video of "how busy the snow king's day is" on Douyin, and the "don't want to go to work, go to work to touch the fish" and so on will also resonate. As Hua & Hua said, first "live" before you can "fire up".
To create a personalized IP, we must first make the IP come alive, have its own personality, story, imagination and extension space.
As Hua & Hua said, first "live" before you can "fire up".
3. Everything is a snow king, constantly extending new topics
When there is the IP of the Snow King, from the brand image to the MV production to the offline promotion, almost all of them revolve around the iconic symbol of the Snow King, and even after the store proofing, you can also see the image of the "Snow King" on the roller shutter.
In the Snow King Magic Shop in The Ice City of Honey Snow, there are also a series of peripheral products - canvas bags, mugs, throw pillows, dolls, keychains, blankets... You can see it everywhere and deepen your memory over and over again.
More importantly, in the process of extending the surroundings, we must constantly create new topics. This time the fire all over the B station, the magic "dancing doll" is an example.
4. The sense of participation of the second creation is a secret weapon to please young people
This year's young people like to communicate with creativity and brands. In addition to "drinking" a drink, they also want to have more involvement.
For example, on the B station, you can see the "56 National Snow King" and "News Broadcast Snow King" spontaneously created by netizens.
Snow King of the News Feed
A large part of the success of Snow King is also brought about by the second creation, which is an interactive small game that makes the brand image more three-dimensional.
This reminds me of Lee Lucius' endorsement of Luckin. When Ruixing officially announced the recommendation officer, fans took the initiative to create the "Da Jia DrinkIng Method" for the second time, and RuiXing also opened the "Da Jia Imitation Contest".
In an interview, Kamen learned that when Michelle Ice City promoted the theme song, one idea was to encourage store employees and fans to create short videos as much as possible (portal: in-depth visit to Michelle Ice City: Before the "Divine Comedy" brushed the screen, they laid the groundwork for a year).
The various creations of netizens are much more than the official "wild", perhaps imperfect and inconsistent, but with the imagination and interestingness that official creations cannot cover.
The practice of Michelle Ice City is not to "push" the official creation content, but to focus on guiding fans to create freely and find high-quality fan content, so as to achieve their own achievements in the process of promoting fan content.
epilogue
After brushing all the "Snow King unboxing videos" of Station B, in the netizen hunting, whole life and even complaining, I was almost brainwashed by this little thing.
I have to say that the IP that can be opened and played can be deeply rooted in the hearts of the people.
Becoming an association strongly bound to the brand and bringing about spontaneous virus transmission among users is the meaning of the existence of brand IP.
Author: Jin Yu; Source: Kamen (ID: KamenClub), reprinted with permission.
iSEE Innovation Award