In March this year, there are not only spring flowers, but also costume dramas.
Recently, the four major long video platforms have successively launched three costume dramas, "Flame", "Flower Order" and "Walking with the Phoenix" (in order of premiere time), which completely stirred up the competition pattern of this spring's drama market.
It is worth noting that among these three head costume dramas, the feature film has the highest effective broadcast market share (Yunhe data), the highest average broadcast volume (Lighthouse Professional Edition) and the highest peak popularity on the whole network (Maoyan Popularity), "Walking with the Phoenix", which is not a solo drama or self-made drama bet on by a single long video platform, but a Xianxia drama that is broadcast by Hunan Satellite TV, Tencent Video, and Mango TV.
In recent years, the head costume dramas produced by S+ have experienced a distribution trend of "merging first and then dividing".
However, the launch of "Walking with the Phoenix" and its choice of the integration mode, it still achieved a "cliff-like" lead in broadcast volume and popularity, which made the industry begin to re-examine the value of the integration mode.
In terms of ratings data, on the day of the premiere of "Walking with the Phoenix", the ratings of Hunan Satellite TV's CSM national network ranked first in the same period with a significant advantage, leading the second place of the provincial health by 74%; CSM71 City has a rating of 2.3 and a share of 9.19%, ranking first among all star channels in the same period, and the ratings have set a new high for all provincial satellite TV premiere ratings in the past 27 months.
In terms of webcast performance, "Walking with the Phoenix" has occupied the Top 1 for many consecutive days on the daily list of effective broadcast market share of feature films according to Yunhe Data and the daily list of the whole network popularity of Maoyan statistics, and also ranked first in the list of average episode broadcasts in March according to the statistics of Lighthouse Professional Edition.
At the same time, "Walking with the Phoenix" was also certified by Yunhe Data as "the effective playback of the feature film on the first day of launch broke the highest record in the past three years", and received 2893 hot search topics on the whole network (as of March 24), of which 289 hot search topics were on the Weibo hot search list (main list) alone.
The popularity of "Walking with the Phoenix" is certainly blessed by the content "combination" of "Zhao Liying + Xianxia Drama", which has been repeatedly verified by the market, but it is inseparable from the cooperation of multiple parties in the joint broadcast mode to achieve such outstanding broadcast results.
The hit broadcast of "Walking with the Phoenix" not only enlightens the iterative innovation of Xianxia dramas, but also provides first-hand experience for the distribution and publicity of collage dramas.
The broadcast drama was announced and "rolled".
How to publicize and distribute the drama so that we can "share the beauty of the same" and "each has its own beauty"? This question not only involves the selection of the platform for the drama, but also has a bearing on the formulation of the publicity agenda for the drama.
A hit series is hard to come by. If it is a self-made drama or a solo drama, the leading platform can often "bet" in advance, and carry out forward-looking publicity and release according to the specific advantages and topics of the drama.
For consolidated dramas, the distribution platform should combine its own positioning on the basis of latecomers, and carry out accurate and appropriate drama publicity in a unique way.
In the promotion and distribution of "Walking with the Phoenix", the dual platforms of the mango system have to face this situation.
From a distribution point of view, the mango dual platform is definitely the best distribution platform for "Walking with the Phoenix". This not only depends on the scarce resources linked with Hunan Satellite TV and Mango TV, but also inseparable from Zhao Liying's deep relationship with Hunan Satellite TV.
Zhao Liying is well-known and loved by audiences across the country through Hunan Satellite TV, which also means that the users of the Mango dual platform not only cover Zhao Liying's most loyal fan group, but also her largest "passerby" fan plate.
In terms of publicity actions, the dual platforms of the mango series have also broken the passive situation of the distribution platform. Here, we might as well take a look at the timeline of the announcement of the mango dual-platform "Walking with the Phoenix".
On March 8th, Mango TV released the "Morning Phoenix Ticket" of "Walking with the Phoenix", grabbing discounts early and giving away charter benefits; Hunan Satellite TV announced the domestic broadcast time of "Walking with the Phoenix". On the 9th, "Walking with the Phoenix" was officially announced to Hunan Satellite TV, Tencent Video and Mango TV.
On the 11th, Hunan Satellite TV released an exclusive trailer of "Phoenix Seeking Phoenix" dubbed by Ding Wenshan's voice, full of mango flavor;
On the 13th, Mango released the linkage trailer of "Walking with the Phoenix" and "The Legend of Chu Qiao" on the dual platform;
On the 14th, Mango TV officially announced the exclusive "Welcoming Phoenix Ceremony" team building activity of Mango "Walking with the Phoenix", which was recorded at the same place as Tencent's exclusive press conference;
On the 16th, Mango released a 16-minute exclusive editing pilot trailer on dual platforms, which strongly locked the attention of the core audience of satellite TV.
In terms of the mango Weibo matrix, the official Weibo stalks before and after the start of the series are also non-stop.
In the first stage, Mango's official Weibo "living" character set up a "fanatical" drama publicity mode, and after the file was finalized, the welfare row was full, and the comment area gave membership cards and Zhao Liying's works limited and free activities, and there was no limit to "pet fans".
With Mango TV's official Weibo as the main position, a total of five exclusive mango series planning were launched: "Golden Eagle Goddess Flying Back to Mango", "Xingyue Powder Recall Plan", "Hand Protection and Phoenix Travel", "Xianling Daily" and "Welcoming Phoenix Ceremony". A total of 20 hot searches have been won on related topics, of which the highest position is TOP6 on the main Weibo list.
The 10+ series of events of "Welcoming the Phoenix and Returning to Mang" boosted the premiere data to the top, and the 38+ Mangs IP resources were deeply linked to create an exclusive sense of belonging.
On the same day, Mango TV's official Weibo released a total of 34 Weibo posts, with a cumulative interaction of more than 7.4w, and #与凤行好大阵仗# topics were listed on the main Weibo list TOP16 and the entertainment list TOP10. Netizens commented: "Living operation or mango will play", "It's at your home to charge members." ”
The second stage, offline activities, linked online. Mango TV's homepage and the core position of the first screen expose customized posters. At the same time, the starring Zhao Liying and Lin Gengxin released exclusive on-site materials, and the live broadcast of "Yingfeng Ceremony" on the day of the broadcast was linked, and the feature film was cut smoothly.
The big screen shouts, and the small screen echoes; there is "whole work" on the platform, and there is shouting on the network. In the publicity and promotion of "Walking with the Phoenix", the dual platforms gave full play to the advantages of media integration, realized the creative renovation of the operation model, and achieved the doubling effect of the volume.
How to achieve "Mangxuan" "Walking with the Phoenix"
In addition, the emotional killing of the "double drama linkage" of "Walking with the Phoenix" and "The Legend of Chu Qiao" is also an important part of this promotion.
Before the broadcast, 28+ Mang's artists called videos and "shook people" crazy for "Walking with the Phoenix", including Huang Yangtian, who played "Little Chu Qiao" in "The Legend of Chu Qiao", appeared as the "Big Chu Qiao" Zhao Liying's new drama call. #与凤行开播排面# The topic is on the top 13 of the Weibo entertainment list;Netizens feedback, "The members have been opened, and they are coming to Mangyingfeng", "It has to be you, Mangwang", "Mangis is worthy of enjoying the Taimiao." ”
After the broadcast, "Haidilao Yue" became a famous scene, etc., which made "The Legend of Chu Qiao" and "Walking with the Phoenix" form the effect of superimposing the key plot and CP line, and many netizens immediately started the "archaeology" action and joined the second creative team of "Walking with the Phoenix", forming a "tap water" effect.
Among the many types of dramas, Zhao Liying's costume image is particularly deeply rooted in the hearts of the people.
From "Lu Zhen" in "The Legend of Lu Zhen", "Xiao Gu" in "Hua Qiangu", to "Chu Qiao" in "The Legend of Chu Qiao", "Minglan in "Know", and then to "Shen Li" in "Walking with the Phoenix", these characters are all "big heroines" who have idol appearances but are tenacious, independent, and sober inside, and have natural attraction and appeal for female audiences.
The audience met Zhao Liying's ancient costumes before, and most of them were on Hunan Satellite TV. Therefore, this time, Zhao Liying's new work "Walking with the Phoenix" "Huimang" is also regarded as logical.
The Mango dual platform also accurately grasps the psychology of the audience, and creates a series of activities of "Welcoming the Phoenix and Returning to Mango" with sincerity, creating an immersive sense of companionship for the audience.
Slogans such as "Top Row, Welcome the Phoenix Back to Mang" and "Mang and Feng Xing, Welcome the Phoenix and Mang" fully respond to the audience's emotions; Hunan Satellite TV's two wonderful trailers of "The Voice of the Channel is Still", dozens of exclusive customized activities full of sincerity, and the hand-painted scrolls of Zhao Liying's 8 "Mango Characters" painted by fans have also really poked the hearts of fans.
"For the prince to fill the membership, Mango has a heart" and "Mango 100,000 Fengli does what he says" and other netizen feedback shows that Mango's wave of "pet fans" operation has successfully reached core users and gained good social media performance.
With the starring Zhao Liying as the link point, activating memories with feelings, Mango opens up the temperament correlation between "Walking with the Phoenix" and Hunan Satellite TV and Mango TV.
At the same time, it used the peripheral derivative services of the drama to meet the needs of the audience, and retained the audience with its emotional value and drama-chasing atmosphere, and finally achieved the unique attraction of the "Mang" "Walking with the Phoenix".
Spelling + creative drama publicity, making the "cake" bigger
For Mango TV, the ability of solo dramas to attract new members should not be underestimated.
Last year's "To a Windy Place", "Fireworks in My World", "Apocalypse", "Love as the Camp", and this year's "Happy Parents Group", "Our Translator", "19th Floor" and "River Sunrise" are all Mango TV solo dramas that have achieved outstanding results.
From family dramas to urban workplaces, to women's care and other social aspects are involved, which not only grasps the content of the young network, but also grasps the aesthetics of the whole people.
But from the end of 2023 to the beginning of 2024, the dramatic drama has also begun to release huge energy.
According to the data of the lighthouse, the revolutionary historical theme "Ask the Boundless", which was broadcast on Mango TV and Youku in December last year, covered the popularity until January this year, and the number of Mango broadcasts exceeded 900 million, winning the broadcast champion for many consecutive days;
"Walking with the Phoenix" has been broadcast on Mango TV for many consecutive days with 80 million+ views (Lighthouse Professional Edition), and even reached a peak of 94.1394 million on the 4th day of its launch.
Judging from the effect of publicity and promotion, the three-platform simulcast "Walking with the Phoenix" is a unique "triple win".
Tencent Video, Hunan Satellite TV and Mango TV each have a huge user base and market share, and the series can reach a wider audience, thereby increasing the exposure and influence of the series.
The two ends of Mango TV have planned intensive and accurate publicity plans and material release through the integration of resources and linkage online and offline, and the integrated marketing actions of the two platforms have formed a joint force, which has further improved the publicity effect and off-site volume of the drama.
From the perspective of industry development, the idea of promoting the spelling drama of Mango's dual platform will help promote the cooperation and development of the long video industry.
In terms of content resources, through cross-platform cooperation, various platforms can communicate with each other and jointly improve content quality and user experience. This cooperation model also helps to break down industry barriers, promote healthy competition in the long video industry, and bring more business opportunities and development space for multiple platforms.
The success of the mango dual platform in the publicity and distribution of "Walking with the Phoenix" proves that the integration model does not mean that the audience is scattered. Accurate, effective, sincere and sincere drama promotion can effectively improve the market attention and audience attraction of top dramas.
Through the integration of multi-platform resources and creative drama promotion, the scarce head drama resources can reach more audiences and achieve more efficient business transformation. This is a new way of thinking about making the "cake" bigger, which is worth thinking about by practitioners.
[Text/Tin drum, fig]