It's over! Surrounded by "Yuan Dream Star".
No matter what New Year's Eve method you choose, it seems that you can't escape "Dream Star......
If you choose to watch CCTV's New Year's Eve, you will see the following picture in a short time↓
Looking at the Bilibili party titled by Taobao, you can't escape either.
I didn't expect it, .jpg
Even emo opened the NetEase Cloud Music of the pig farm, and the opening screen was still "Yuan Dream Star".
You betrayed the organization .jpg
At this rate, hundreds of years later, when people in the future archaeology will definitely feel that "Dream Star" has something to do with New Year's Day......
Under the big investment, "Dream Star" performed well during the New Year's Day. Qimai data shows that during the New Year's Day holiday (December 30-January 1, 2023), the estimated number of downloads of "Yuan Dream Star" on the iOS platform is about 430,000, and in terms of revenue, the estimated revenue is about $5.4 million.
With such a large-scale linkage marketing, what is the delivery of "Dream Star" during the New Year's Day holiday?
The majority of big data shows that during the New Year's Day holiday, more than 7,000 materials were put into "Yuan Dream Star".
Media selection: Android Heavy Kuaishou Alliance, iOS loves Bilibili
According to the data provided by the vast number of people, during the New Year's Day holiday, the main advertising channels of "Yuan Dream Star" on the Android side are Kuaishou Alliance, Youliang Advertising, and Pangolin Alliance. Among them, the Kuaishou Alliance's delivery was nearly twice as high as that of the second place.
On the iOS side, the delivery channels selected by "Yuan Dream Star" are more concentrated, of which the delivery on Bilibili accounts for more than half of the total delivery.
Advertising space distribution: Android is more balanced, iOS prefers small information flow charts
The majority of big data shows that during the New Year's Day, the advertising space of "Dream Star" on Android is mainly banner video ads, banner large image ads, information flow videos, information flow vertical videos, information flow large pictures and open screen pictures.
On iOS, the focus is on in-feed widget ads, which may be deeply related to the channel category.
Copywriting distribution: The exclamation type dominates the audience
After sorting the dual platforms according to the number of copywriting creative groups, it was found that the copywriters with a large number of creative groups on both Android and iOS were mainly exclamations.
In the copywriting on the Android platform, there is a lot of content that calls for friends to play together, highlighting the theme and gameplay of the party game.
The copy on iOS is biased towards the game itself to highlight the gameplay style of the game.
Appreciation of popular creatives during New Year's Day
Demonic play, happy cut
As a party game that attaches great importance to UGC, the advertising materials of "Dream Star" also attach great importance to the "meme" culture, and even the picture materials do not forget to play memes. In the copywriting, the words such as giving big gifts, first charge, and happiness are highlighted, giving people a lively and cheerful feeling.
Use scenario landing
This type of advertisement embodies the use of the game, filming scenes such as couples interacting and friends gatherings, and explaining the game points in the interaction.
The anchor is the second creation
In addition, the more classic material is the video slice of the head anchor playing "Yuan Dream Star" live, with the help of the anchor's own appeal and content-heavy soft promotion, disguised as anchor-related content, and promoted without incurring player disgust. The video slice of the anchor often has wonderful operation clips (including mistakes), and this kind of display is often better than the operation video specially produced by the official.
Epilogue:
During the New Year's Day, the promotion of "Dream Star" revolved around its "happy" theme, tailored the promotional content with the characteristics of party games, and continued to grab the market with the blessing of "money ability", and contracted the most popular New Year's Eve party, binding itself to "happiness" and trying to be everywhere.
Article data and material sources: Dada, Qimai data