1. Introduction to IP
"Flowers and Bones 2015" is a modern fantasy cross-network drama jointly produced by iQiyi, Ciwen Media and Shanghai Shili. Starring Marco, Jiang Fangting, Liu Qiushi and Wang Chuang, Dong Chunhui, Wang Xiuze, Ruan Weijing, Peng Ziying, Jia Boya, Wang Haoyan and other starring, Zhao Liying special starred. The drama continues the ending of the TV series "Flowers and Bones", telling the story of the awakened Flowers and Bones reincarnated as an urban girl Hua Luotian, but the love and hatred in the past life have traveled through thousands of years.
2. Social influence
(1) The promotion and marketing of "Flowers and Bones" made the show play 6.8 billion at the end of the broadcast, accounting for 1/3 of the whole network
(2) On September 14, iQIYI's "Flowers and Bones" celebration held by iQiyi occupied the headlines of all entertainment pages on the day and the next day
(3) Before the end of "Flowers and Bones", the finale of "Flowers and Bones" was hyped to leak out, and while further heating up the finale, the trend launched "Flowers and Bones 2015", and the content of the finale that was revealed was actually a web drama content. The event sensationalized all TV series fans before the finale aired and continued until the finale.
(4) "Flowers and Bones 2015" relied on the marketing throughout and the spit marketing after the broadcast, so that the number of broadcasts reached 1.3 billion at the end, becoming the highest number of online dramas in the first three quarters of 2015, except for "Notes from the Tomb Robber".
3. Market appeal
(1) During the hit of "Flowers and Bones", iQiyi became the main hit platform of the show, thus occupying 1/3 of the total broadcast volume of the show
(2) The "Flowers and Bones" celebration was very successful, attracting all the entertainment headlines and occupying a hot topic for nearly a week
(3) "Flowers and Bones 2015" has received widespread attention based on marketing, from the beginning of broadcasting to the end, the daily increase in broadcast volume reached 58 million, occupying the top 1 of the network drama broadcast list every day, starring Marco occupied the top 1 of the network drama red list, and the drama landed on the TV series hit list TOP3 during the broadcast, which was once higher than "The Pretender".
4. Brand extension and derivative capabilities
iQIYI's derivative capabilities for the "Flowers and Bones" IP cover the following areas:
(1) For the first time, the whole network launched the IP drama Fanwai Network Drama, namely "Flowers and Bones 2015", which was broadcast for 1.3 billion times in January alone
(2) Exclusive agent of the "Flowers and Bones" page game, and invited Zhao Liying as a spokesperson, the page game results to refresh the IP project game record
(3) Obtained the exclusive authorization of the film party to produce gifts around "Flowers and Bones", and log on to iQIYI Mall to promote and sell