In order to seize the share of the popular drama "Walking with the Phoenix", the video platform has promoted it online and offline at the same time. What started out as a "war of words" to attract attention quickly turned into a full-scale marketing war.
Tencent Video officially announced that it would hold a "Phoenix Banquet" press conference, and Mango TV announced that it would hold a "Phoenix Ceremony" live broadcast, and the two platforms went back and forth on Weibo to build momentum for the series. Some netizens said, "I like to watch this kind of tea in the tea fight."
Tencent Video and Mango TV have done their best for the drama "Walking with the Phoenix". The two platforms frantically fought each other online, and offline was also fighting for each other, and the scene was once very hot. For example, Tencent Video created a giant phoenix-shaped outdoor billboard on the Bund in Shanghai, and Mango TV placed a huge phoenix sculpture on the streets of Sanlitun in Beijing.
The "smoke" of this marketing war soon enveloped the entire video industry. iQiyi and Youku have also joined the battle group, and they have launched content such as "Zhao Liying's film list" on their respective platforms in an attempt to distract users. The drama "Walking with the Phoenix" relied on the "war of words" between the two video platforms, and the exposure skyrocketed.
This "Tengmang War" has aroused widespread attention and heated discussions among netizens. Some netizens said that "I like to watch this kind of battle between tea and tea", and think that the "war of words" staged by the two platforms in order to attract attention is very interesting.
There are also many netizens who believe that Tencent and Mango should cooperate well instead of fighting each other. After all, the same drama is broadcast simultaneously on two platforms, which is also a harm to users. "There is no doubt that of course it is Mango, after all, Mango TV membership is cheap", "Tencent Video's service is too poor, I would rather spend more money to watch Mango". Netizens express their support for which platform they support based on the membership price and service quality.
It can be seen from the comments of netizens that everyone has a mixed attitude towards this marketing war. On the one hand, people are very interested in the "fight" scene between video platforms, and think that this marketing method is very interesting. On the other hand, users also hope that the platform can provide high-quality content for the audience in the original intention, and avoid excessive hype and vicious competition.
Whether it is netizens who "watch the excitement" or users who support a certain camp, their heated discussions reflect the popularity of the current video industry from the side. People's desire for quality video content is at the root of this marketing war. As long as the platform can grasp the needs of users and launch more high-quality dramas, I believe that this marketing model will continue.
This marketing battle between Tencent and Mango for "Walking with the Phoenix" achieved the marketing goals of both parties and brought extremely high exposure to the series. From this point of view, the "war of words" between the two platforms can be described as killing multiple birds with one stone.
Healthy competition between video platforms is certainly good for the development of the industry, but it can be counterproductive if it is overhyped and attacked by each other. Ultimately, users still want the platform to focus on content quality and provide more high-quality audiovisual experiences for everyone.
Take this marketing war as an example, in order to attract attention, Tencent and Mango promoted "Walking with the Phoenix" online and offline at the same time, and the scene was very popular for a while. But the question is, does this marketing model really bring real value to users? No amount of gimmicks and hype can hide the importance of content quality.
Users' desire for good episodes is at the root of this marketing war. If video platforms can grasp this and focus on improving the quality of content, I believe they will win the favor of more users. Instead of attacking each other and "fighting" back and forth, it is better to focus on how to bring a better audiovisual experience to the audience.
The development of the video industry is inseparable from users. Only by insisting on user-centricity and outputting high-quality content can video platforms be invincible in the fierce market competition. Compared with the marketing tactics of sensationalism, rational competition and mutual improvement are more valuable. It is hoped that after this marketing war, all parties can calmly reflect, return to their original intentions, and jointly promote the development of the industry.