my movie years

Chapter 317 Viral Marketing
In a luxurious commercial street in Pudong, Shanghai, a huge LED display stands outside the commercial plaza building.

The pedestrian street is bustling with people coming and going, shopping, shopping, and various luxury stores have turned this place into a gold-selling cave.

At the end of the pedestrian street is a parking lot. If you look around and count, you can see many Audi and BMW Mercedes-Benz sports cars.

You can even see limited edition Porsche, Lamborghini, Maserati and other luxury sports cars.

Quite a few so-called socialites with bad-faced and snake-like faces took photos in front of each luxury car, edited them, and then posted them on Moments, all in one go.

Seeing the owner of the luxury car appear, he showed a sweet smile with obvious artificial traces and moved closer.

As the head of Wanda Pictures, although the life of the rich second generation is extremely chic, Cong Shao obviously has a lot of troubles.

Since taking charge of Wanda Pictures, Cong Shao has made frequent moves, not only investing in a number of film and television dramas, but also going overseas to acquire shares in Legendary Pictures, a second-tier Hollywood production company.

But Cong Shao is still very troubled, the reason is very simple, it is because of Zhang Hao.

In fact, Cong Shao and Zhang Hao have no enmity, and even appreciate Zhang Hao because of the excellence of the other party.

It's just that his old man likes to use Zhang Hao to educate him very much, and you can see how Zhang Hao does everything.

As a "high-achieving student" who studies philosophy, Cong Shao knows very well that I am myself, and it is meaningless to compare myself with others.

So after he took charge of Wanda Pictures, he immediately cut off his cooperation with Zhang Hao, hoping to prove his ability.

However, the fact is that Wanda Pictures' performance is not going up or down. On the contrary, Zhang Hao is getting better and better, almost to the point of going to the moon.

"The Martian" grossed 11.22 billion US dollars at the global box office, like two big ear scrapers hitting Cong Shao's face, proving that his vision is not good.

In fact, Cong Shao never thought that his vision was bad.Everyone knows that Zhang Hao is awesome and can get rich by relying on him, but Young Master Cong just doesn't want to rely on this, he wants to prove himself.

But the results have been proved and proved, but no good results have been proved.

No, he was scolded severely by the old man, and when he was in a bad mood, he came to Shanghai for retaliatory consumption.

But this time, Cong Shao found that there were trailers for Zhang Hao's latest movie "Inception", and even Wanda Cinema couldn't escape it.

Zhang Hao's shadow enveloped Cong Shao, leaving him nowhere to escape.

The advertisement for the latest luxury goods was just broadcast on the large LED screen in the commercial plaza, and soon the trailer of "Inception" was broadcast.

Cong Shao stopped in front of his luxury car, looked up at the LED screen, and shook his head helplessly.

At this time, an Internet celebrity came up with the encouragement of the sisters: "Shao Ong, I want to drink some Lafite tonight, can you satisfy him?"

Saying that, the eyes with false eyelashes and dark blue eye shadow began to wink.

I don't know why, when I usually hear this, and then look at a few internet celebrity girls with good figure, wearing short skirts and showing long legs, I seem to be very interested, but today I have no interest at all.

He glared at the internet celebrity, and shouted, "Get lost, disappear before my eyes immediately..."

The internet celebrity girl was taken aback, and secretly said that she was unlucky, so she had to walk away in desperation.

But soon she changed to other targets: "Oh, Young Master Qin, I didn't expect to meet you here, I'm so happy!"

Onion Shao: "..."

After secretly cursing a bitch, he drove away in the car.

Back at the hotel's presidential suite, Cong Shao looked at the promotional poster of "Inception" in his hand, and glanced at the QR code on it.

This time, a whole new world opens up.

This is the official website of the movie "Inception". You can enter this official website by scanning the QR code.

The home page is a spinning top, with two buttons below, one red and one blue, which resembles the setting of red medicine and blue medicine in "The Matrix".

Cong Shao clicked the red button to enter, and a silver box was displayed inside, as seen in the trailer.

Here is a more detailed introduction, called the dream machine.In addition, there are instruction manuals below, how to enter the dreamland and other methods.

Cong Shao couldn't help but feel admiration for the movie announcement, Zhang Hao can always play new tricks.

In fact, this publicity has already started since the film was finished at the beginning of the year. When Tianmi Film and Television Production Company first opened the "Inception" website, most of the audience were at a loss.

Movie buffs can't figure out what the connection between the spinning top on the website and the title of the movie is.

However, the seasoned publicity personnel did not reveal their hole cards early like other films, but kept throwing clues, so that fans can continue to understand the film.

Followed by more question marks, in order to tease the fans' curiosity and attract their attention.

In addition, the stills and trailers of "Inception" were first released on this website.

Movie fans need to complete some puzzle-solving tasks to unlock these. In addition, there are lucky draws for peripheral products, such as T-shirts, dream cards and so on.

Usually, not long after the website releases a puzzle-solving task, it will be cracked by smart netizens.

Of course, the puzzle-solving tasks on the website are not difficult.After all, if it is too difficult, the fun of solving the puzzle will be lost, and the purpose of marketing will not be realized.

The participation of propagandists is indispensable behind this, and they continue to provide clues to allow netizens to solve the puzzle smoothly.

Such viral publicity and marketing must find a suitable intensity, not too much.

As early as when the plan was announced, Zhang Hao proposed that the viral promotion of the film should be well balanced.You can't cover it so that the audience doesn't know anything, and you can't expose too much so that the audience loses their sense of freshness.

What Zhang Hao wants is that movie fans can still feel a lot of freshness when they go to the cinema to watch movies after knowing a lot about the situation.

This is easier said than done.

Many movies that advertise brain-burning and high IQ, or they just don't say anything, so that fans can't understand it directly.

Either it was too much revealed during the announcement stage, so that the audience could predict the development of the plot and lose interest in watching the movie.

For this, the marketing team of "Inception" has its own plan.

They did not start with the plot of "Inception", but from the core creative sharing dream technology of the film, the operating rules of the dream machine, and conscious crime.

People have the desire to touch taboos deep in their hearts. They know it is wrong to do so, but they still can't help but want to do it.

According to this, the marketing emphasizes that the brain is a crime scene, that dreams are real, and so on.

No one calls the police for a crime committed in a dream, which leaves room for the audience to fantasize.

In this way, the audience has a preliminary understanding of the world view of the movie before watching the movie, so that they can understand the story in the movie.

Movies that cannot be understood by the audience must not be a big hit. Countless movies have proved this with their own blood lessons, and Zhang Hao has repeatedly emphasized this point with the publicity department.

In addition to these basic world view structures, the marketing staff also interviewed scholars and philosophers who specialize in dream research, and Zhang Hao even personally went into battle to discuss the relationship between dreams with these dream scientists.

There is no doubt that these small interview videos have achieved good results, allowing the audience to have a better understanding of dreams.

In addition, the so-called dream scientists are also united to study the application prospects of dream science in the future.

For a while, the curiosity of netizens was aroused, as if the technology of sharing dreams could really be realized in the near future.

In addition, a large number of offline marketing activities are also in progress, such as posters in movie theaters, cooperation agreements with brand column counters, etc.

Especially the cooperative T-shirt printing. After my mother Zhang Yu and Hongxing Erke negotiated, Hongxing Erke produced a large number of "Inception" cultural shirts, which are very popular.

A lot of viral promotion and marketing, in today's era of advanced Internet media consulting, grandpas in their [-]s, children down to five or six years old can all notice a movie called "Inception".

It doesn’t matter if you don’t surf the Internet, you must always watch TV, go out and take the bus, or go shopping in the mall!
And these places are full of "Inception" marketing, advertisements, trailers, posters, everywhere.

Unless you really live in the age of primitive people, it is impossible to be inaccessible.

The difference is that some people are interested and some people are not.

As long as it can attract some interested people and turn it into box office, it will be a great success for "Inception".

Such viral marketing is a means, not an end.Done well, it can often play a role in dialing a thousand catties.

But the commercial success or failure of a film does not depend entirely on the success or failure of viral marketing.

Zhang Hao and Da Mimi said that viral marketing is interesting, but if your video quality is not good, who cares what you do online.

The quality of the film is the foundation of the big sale, and the viral marketing is the means. In most cases, the two complement each other.

For a relatively complex film like "Inception", it is not a simple matter to expect it to be as popular as "The Martian".

Therefore, we must work hard on publicity to maximize the understanding of the film by the audience.

After a lot of viral marketing efforts, the marketing team didn't stop their work.

After getting the leading logo and release license, the crew of "Inception" immediately sent a manual to many influential media.

The manual is titled "Dream Sharing: Tactical Employment Procedures", and it appears to be a top-secret document.

If it was an ordinary crew, these media would treat this manual as garbage and throw it away.But this is different, it's from Zhang Hao's crew.

Now Zhang Hao's films are influential all over the world. Coupled with the proper public relations of several investors and producers, it is determined that the media will take this manual seriously.

Similar to Penguin News, Sina.com, Sohu.com, Beijing Daily, and even movie review programs, influential self-media big Vs, etc. have all reprinted this manual.

The content of the manual is mainly composed of seven parts: experts and operators, environment structure, relationship between dreams and the real world, hostile subconscious, war in dreams, interrogation methods and dream machines.

The URL on the last page of the manual is the "Inception" website that was made public a long time ago.

At this time, on this website, some people began to post some tasks related to dreams, and the tasks were quickly taken away.Netizens knew it was fake, but they still enjoyed participating in it.

In addition, some important content in the manual was artificially erased, as if to hide some information, which also aroused the curiosity of netizens.

Undoubtedly, this is also one of the means of propaganda.

After a long, viral cycle, Inception's release date is getting closer.

(End of this chapter)