Author|Liu Xiaotu
Editor|Li Chunhui
In this world, Sun Yizhou should be counted as one who loves Lu Bu more than Diao Chan and Red Rabbit Horse.
That's right, Hard Candy Jun is talking about Sun Yizhou, the actor of "Lu Ziqiao" in the national comedy "Love Apartment". Lu Ziqiao once said: "If I am lucky enough to enter the entertainment industry in this life, I must play Lu Bu, because I was born for this role." "Lu Xiaobu" is by no means a vain name, who doesn't know that he loves Lu Bu deeply.
Until recently, "Glory of Kings" invited Sun Yizhou COS Lu Bu to finally arrange this dream linkage. "Xiao Wang has a heart", "Sun Yizhou is really the chosen Lu Bu", "What a young boomerang" and other comments were liked in all directions, and related topics were hot searches on Weibo. In addition to fans and players, the plan has also received enthusiastic attention from the two-dimensional circle, entertainment lovers and even passers-by netizens - after all, the episode of "Love Apartment" "Battle for the Top of the Forbidden City" was too classic, and it has been talked about for many years.
In this process, Sun Yizhou's popularity has risen all the way, and "Glory of Kings" has also completed an effective user communication. On the one hand, today's game operations are becoming more and more user-oriented, and users are willing to speak up and express their demands for the content they are interested in.
On the other hand, "Honor of Kings" once again successfully uses the pop culture symbols that already exist in people's minds, and while gaining popularity and goodwill, it also gradually builds a bridge between virtual games and reality, turning "Xiao Wang's company" into a kind of daily life for players and even non-players.
Sun Yizhou Lu Bu, everyone is looking forward to it
Celebrity COS has been a hot topic in recent years. As a national game, "Honor of Kings" has its own topics and discussions, and the game characters are naturally more sought after. Zhao Liying, COS Gongsun Li, Guli Nazha COS Diao Chan and other famous variety show scenes are still talked about by the audience.
It can be said that "Glory of Kings" not only grasps the preferences of its own users, but also takes care of the aesthetics of the general public. During this year's New Year's Day, the COS of many celebrities such as Qi Wei and Guan Xiaotong won the attention and praise of the people who eat melons because they found a point of high compatibility between the two sides. While reminiscing about this event, netizens also proposed that the official bring Shen Teng's Angela and Sun Yizhou's Lu Bu to the table.
In the face of fans' wishes, Sun Yizhou himself quickly responded on social media, sending the topic of #Sun Yizhou saying that he wanted COS Lu Bu to the hot search on Douyin in one fell swoop. The most interesting thing is that "Glory of Kings" came when it smelled, and said in the comment area, "You drop armor, Xiao Wang will arrange it." "This picture of you and me, the onlookers feel that this matter is even more dramatic.
FRANKLY SPEAKING, MOST OF THE NETIZENS WHO OFFICIALLY NOMINATED THE STAR COSER FOR THE GAME WERE PLAYING CONTRAST STALKS, FOCUSING ON A FUNNY ONE. But Sun Yizhou is an exception, and the vast majority of people elected his COS Lu Bu because they really feel that the two are highly matched. In "Love Apartment", Sun Yizhou's Lu Bu style is similar to the hero character in "Glory of Kings", and fans often help him realize his "COS" dream through retouching.
It's a natural heat, but it's also a huge challenge. Now it seems that the expectations of netizens have not been disappointed, and they shouted the comment "Sun Yizhou and Lu Bu are expected to return" loudly. Sun Yizhou's COS Lu Bu has a full sense of presence on social platforms such as Weibo, Douyin, and Station B, and soon appeared on various hot search lists.
From this point of view, compared with the conventional gameplay, "Honor of Kings" and Sun Yizhou have found another way to open the star COS. It proves that once the chemistry between celebrities and heroes is certified by the market, it can book a wave of attention and support from game fans, celebrity fans, and drama fans, and it also shows a good effect in attracting passers-by fans.
This way of listening to the opinions of the masses and sincerely "copying homework" can even create more communication topics and achieve differentiation at the content level of celebrity COS. We saw that those netizens who had not played "Honor of Kings" also showed a strong interest in the topic of Sun Yizhou COS Lu Bu, and participated by discussing actors, dramas, history, etc.
From the perspective of communication effect, the dream linkage between "Honor of Kings" and Sun Yizhou confirms a logic: that is, compared with official self-expression, it may be more important to make the content and users as relevant as possible and trigger more people's desire to express. In addition to providing content value, celebrity COS can also bring emotional value to the audience.
More professional, more popular
The birth and development of any new thing usually has to go through curiosity, scrutiny, flamboyance, disillusionment, disappointment, and then return to rationality, and finally change from fashion to daily life.
Today, we are already familiar with the form of celebrity COS, and the initial freshness and curiosity will inevitably disappear, and we will be more strict when consuming the corresponding content. This can also explain why celebrity COS is becoming more and more prone to overturning, and even evolves into a battle between circles.
And "Honor of Kings" can always impress users, the key is that it continues to innovate around the star COS and always unlocks more fun ways to open. Looking at the star COS content of "Honor of Kings" this year from the perspective of the control group, we can find the commonalities and differences in creation, communication, etc.:
The COS of stars such as Guan Xiaotong , Qi Wei , and Lee Seung-hyun were the first to go out of the circle on platforms such as Douyin, Weibo, and Xiaohongshu with their stunning appearances. Immediately afterwards, netizens from all walks of life began to discuss the professionalism of the content, focusing on details such as anti-gravity hair and high-restoration makeup.
In this way, in addition to the visual enjoyment of beauty, netizens also have close contact with niche circles such as cosplay and ACG. In this harmonious atmosphere, many Mao Niang, makeup girls, and tailors spontaneously shared, and then drove a series of topics such as #Guan Xiaotong's wig's Mao Niang# to appear on the hot search, attracting more passers-by to watch. It is not difficult to find that this mass communication is a process of breaking the circle from point to surface.
Sun Yizhou COS Lu Bu is more of an emotional aggregation traffic. On the one hand, after hearing the voices of users, the official extracted their real needs in a timely manner and gave positive feedback through high-quality content. The whole creative process is interactive with the user, and this sincerity is very touching.
On the other hand, since Sun Yizhou made a grand wish to "play Lu Bu" in "Love Apartment", he has been defaulted by many people as the most suitable young actor to play Lu Bu. A blogger created a work around "Love Apartment, Lu Ziqiao's version of Lu Bu's appearance, it is really the pinnacle in my mind", and the video has been played millions of times on the whole network, and there are still a large number of netizens who hold the same point of view to check in.
Old pop culture is a popular consensus and the lowest cost of social currency. During the hit broadcast of "Love Apartment", the hot stalks of "Sun Yizhou is Lu Bu's original skin" and "Lu Bu, please COS Sun Yizhou" have long been known. Now, "Glory of Kings" has turned these brain holes into reality, reawakened the popular symbols of the past, and grafted them with national content such as "Glory of Kings", which instantly opened up the dusty memories of the drama and greatly enhanced people's favorability of the game.
Therefore, we see that almost everyone can claim the topics they are interested in in the cooperation between "Glory of Kings" and Sun Yizhou, and say a few words with sincerity. For them, it is a spiritual satisfaction to watch the official whole life, it is a spiritual satisfaction to talk about the heroes of the canyon, and it is also a spiritual satisfaction to revisit classic old dramas. The release of emotions often has strong penetrating power, which brings a cross-dimensional and cross-circle spread of "Glory of Kings".
King IP, virtual and real are born together
For "Glory of Kings", what is the value of playing the star COS card with heart? It is more intuitive, of course, to use high-quality and fresh entertainment content to reach more circles and build more communication bridges.
Whether it is the star COS on New Year's Day or Sun Yizhou's dream linkage, it can play the dual role of bond and nourishment. The bond refers to the fact that these contents build an experiential entertainment space for users. In the process of consumption, users can get very close to the king IP, appreciate it, understand it, and feel it, and at the same time, it also further makes the core circle of the IP have a sense of identity.
Nutrients refer to the linkage between games and celebrities under the premise of mutual recognition and mutual empowerment, which can bring a sense of participation, topicality and pan-entertainment influence to the IP, and provide an opportunity to tap potential users for "tasting". When people who don't play games come into direct contact with product information, there are always some barriers to acceptance, and it is difficult to spread it effectively, but those who use entertainment and lower the barrier to entry can give them the opportunity to participate.
Although modern people are living more and more online, there is still a vast real life outside the virtual world, and "Honor of Kings" is a famous "cash game". Embodied in the star COS of "Honor of Kings", it not only expands the depth and breadth of content, but also strives to penetrate into the daily life of users, realizing the transition from virtual to real again and again.
Take this Lu Bu COS as an example. "Love Apartment" has lasted for five seasons and ten years, and those familiar characters and lines run through the youthful memories of a generation. "Glory of Kings" and Sun Yizhou's dream linkage is essentially using a new form of content to awaken public feelings and collective memory.
Fans wrote comments such as "Ye Qinghui" and "Tears for Lu Xiaobu", reminiscing about Lu Ziqiao's quotations and famous scenes, and even decided to revisit "Love Apartment". In the process, they all remember the good times they once spent with "Love Apartment", and the dusty memories will be renovated and turned into an emotional value. And this is undoubtedly the impact that "Glory of Kings" has brought to the real world through emotional comfort.
In fact, over the years, "Honor of Kings" has tried various ways to land in the daily life of young people. With the help of the void that young people like, go to their reality. From online to offline, from clothing to food, from animation to concerts...... "Xiao Wang's company" can be said to be ubiquitous, integrated into all aspects of a generation's life.
In the final analysis, the essence of IP is not simply a story or a character, but the emotional consensus of a group of people. "Consensus" enables content to break through the shackles of the original media form, continue to gain vitality in the content output, and also drive the conversion of more new users. The new change lies in the fact that the previous game operation was a top-down output-leading relationship, as well as a relationship between service and being served. And now, user feedback is getting more and more attention, and they are actively participating in the cultivation of a loving IP.
The novel "Romance of the Three Kingdoms", the TV series "Love Apartment", and the game "Glory of Kings", the audience of each work has their own "Lu Bu". After Sun Yizhou COS Lu Bu became popular, netizens launched a new round of nomination competition. It also makes people look forward to what new tricks Glory of Kings will roll up on the star COS.