Since the announcement of the launch node on March 25, Sheng Qu Games' "Qing Yu Nian" mobile game has been in frequent action in recent days. A few days ago, the game official released a suspense poster and a voice video, the soft female voice in the video and the words at the end of "Qingyu Nian 1.5 Seasons" seem to be pointing to the game spokesperson and follow-up actions, which has satisfied the appetite of players and fans.
"Celebrating the Rest of the Year" mobile game suspense poster
Today's mystery was finally revealed, and the official announcement of the "Qing Yu Nian" mobile game Song Yi, the actor of Fan Ruoruo in the 2019 drama of the same name, officially became the spokesperson of the game. As the "First Blogger of Nanqing", she will lead players to experience the world of "Qingyu Nian" mobile game in an immersive way. As soon as the news came out, it quickly gained the attention of a large wave of fans.
Song Yi endorses the "Qing Yu Nian" mobile game
Play the star marketing card to undertake user IP memory
In fact, most players are not unfamiliar with celebrity endorsement, when the model of celebrity endorsement and fan economy is repeatedly verified, cooperation with celebrities naturally becomes a routine action of game marketing. After years of development, the market has formed a certain immunity to this matter itself. Because more important than endorsements, it is how to play a beautiful marketing punch around the star and seize the scarce user attention.
In this regard, Sheng Qu Games has never lacked eye-catching performances. From the transformation of "Tower of Eternity" into Jin Mao Tower, the huge poster of "God Without Moon" in high-rise buildings, the planning of the series of activities of the Radiation Boy China Tour, to the cooperation between Zhou Shen and Gem Gem to create a game theme song, and the performance of the Lala people in Hangzhou Qianjiang New Town, etc., Shengqu Games can always shape unique user memory points.
Back to the "Qing Yu Nian" mobile game, Song Yi's cooperation with the game has actually foreshadowed. In February this year, Song Yi staged a "love and kill" drama with the official Weibo of the mobile game, and naturally derived a Weibo topic with more than 20 million readers. Follow-up around the star spokesperson and Qingyu nian IP, what kind of marketing card will Sheng Qu Games play, as the game launch node approaches on March 25, these actions will also surface one by one.
Song Yi Weibo urges the game
In the choice of spokesperson, the cooperation between the two sides may have the idea of strengthening the user's IP memory. Fan Ruoruo, the first talented woman in Kyoto, played by Song Yi in the TV series, has left a deep impression on most viewers, and connecting two different forms of products through such a vivid symbol will also allow the audience to form a unified IP impression. In addition, in terms of content, the game and film and television drama are all interpretations of the original content, but the difference is that the game will be re-created on the basis of content restoration, such as rewriting the plot of the original characters, or continuing to explore the mysteries left over from the TV series to undertake the subsequent plot.
Of course, there are also considerations for attracting users. One is that the spokesperson itself has a huge fan base, the second is that the high popularity of the TV series has also cultivated a lot of fans, and the third is the book fans accumulated by the original book since the serialization in 2007. These three parts of the user are the game wants to open up and cover. Therefore, the challenge facing the game is how to balance the needs of different types of users such as MMO core users and IP users, star fans, and book fans.
Book-film-game linkage Reshape the IP development ecological chain
Not only the linkage in marketing, in the process of creating the IP quality content of "Qing Yu Nian", the three parties of the book and film game have maintained a close cooperative relationship, such as Reading Group and the game developer Sheng Qu Games are also one of the producers of film and television dramas. In this cooperation model, with the pearl jade of film and television dramas in front, another link in the IP industry chain - games also shoulder the same expectations.
This is a common IP development model in the past industry, that is, different participants in the IP industry chain create IP products in their respective areas of advantage. Although in this mode we have seen the birth of classic online adaptations such as "Notes on the Tomb Robber", it is more about the mutual separation of the content of different industrial chains in production. Many products are just a simple superposition of stories and content in different forms, which is difficult to ensure the quality of content, coupled with the emergence of IP + traffic model works, resulting in the value of IP "cross-media narrative" not being fully realized, and it is difficult to enhance its commercial value and influence.
Therefore, from the overall consideration, it is becoming a trend to exert the synergy effect of the IP industry chain. In this process, high-quality IP sources, strong development capabilities, and the layout across multiple content forms are indispensable, so there are advantages in the active collection industry chain such as reading texts and fun games to jointly do a good job in "Qing Yu Nian" IP products. It is understood that in the process of filming the TV series, the game production team also rushed to the film and television base to visit the class, to investigate the overall framework, style and related details of the buildings and scenes in the TV series, and strive to restore the scenes.
From content to marketing, the mobile game "Qingyu Nian" is deeply bundled with the original work, film and television dramas, in order to further release the IP value of Qingyu Nian and affect a wider range of user groups. From the in-depth linkage of the three parties of the book and film game, the exploration of "Qing Yu Nian" in the IP development model may also give the industry some inspiration and thinking.