Become famous another day.

In the past, the promotion method of fan fiction was often tap water.

It is quite risky for Chen Siqi to introduce it into the marketing strategy of film and television dramas because the effect is difficult to control.

Fortunately, the major platforms have accumulated a large number of creators over the years, from fiction to commentary, from copywriting to soft promotion.

Chen Siqi held an internal competition, where those who watched the drama themselves and really liked it created fan fiction, which was then posted on various forums and super topics on the Internet.

Just as Chen Siqi expected, there are still many loyal fans of the drama "Top of the Mountain".

This is the advantage of a word-of-mouth drama. There will be a group of fans who like the drama very much. Therefore, their interest in discussing the drama on social platforms will be much greater than that of ordinary audiences.

When these fan fictions were released in batches and uploaded to the Internet, they gradually attracted the attention of some drama fans.

However, the feedback was mixed.

Those who like and are interested in it will give some positive comments, but there are also people who are very resistant to this kind of fan fiction creation.

They reacted very negatively to these fan fictions - they felt that the fan fictions affected the charm of the show itself.

This was something Chen Siqi had not expected at first.

However, after some research and comparison, Chen Siqi and the marketing and publicity team still believe that the promotional strategy of fan fiction can be further promoted.

There is no other reason, because of these fan fictions, the number of actual discussions about "The Mountaintop" has increased a lot.

For this drama, at this stage, the most important thing is to ignite the desire of a group of viewers to discuss, let them mention "The Mountain" on their social media, and preferably post some related content - in essence, the promotion method of fan fiction is to create a discussion topic with a social nature, so that more and more people will be interested in "The Mountain".

Under the operation of Chen Siqi's team, one of the most popular fan fictions, along with the drama "The Mountain Top", became a hot search, and began to market a pair of CPs, Yan Liang and a female boss of a fraud group. In the drama, Yan Liang went undercover and became the female boss's younger brother. In fact, there is no emotional drama or ambiguity between the two of them, but in a good drama, there are some sparks and tugs in the relationships between different characters, and the same is true between Yan Liang and this female boss.

The several scenes in which Yan Liang was trained by the female boss became the story of the female boss taming the little wolfdog in this fan fiction.

This is also one of the character relationships that is most likely to attract attention and discussion in current online creations.

Everyone wants to see a strong woman, but they also want to see the human side of this strong woman.

Everyone also wants to see a loyal and honest handsome man, but they also want to see the impulse and toughness of hormones bursting from this honest and handsome man.

Simply put, it is a relationship of desire.

Chen Siqi bought a small amount, and sure enough, once it was promoted, this promotional point spread. Coupled with a few specially edited shots - shots that were actually not the same thing at all, but the separate cuts, put together with the descriptions in the fan fiction, it seems that there is really a sense of "favor" and "tug of war" between the two of them, the superior and the inferior.

The term "younger wolfdog" derived from the fan fiction "Top of the Mountain" naturally became a hot search.

The level of discussion and attention has increased significantly.

In the field of film and television, the tension between character relationships is always what the audience is most interested in, and it is also the place where they are most easily attracted and involved.

Judging from the background data of Icefield Video, the in-site search volume and playback data of "Top of the Mountain" have increased significantly. Although the increase is not large, it is the first time that there has been an upward trend since the broadcast.

At this time, Chen Siqi also came up with the second phase of the publicity plan.

This time, she didn't hesitate and directly offered six million.

"In the first stage, we hired writers to write fan fiction, promoted the popularity, and bought hot searches. The 200,000 yuan has basically been used up. We didn't make much money, but the effect is already there." Chen Siqi said, "In the second stage, if we want "The Peak" to continue this upward trend, we must increase the promotion of several marketing points of this drama. Our expected goal is to have the number of followers exceed 5 million before the show is finished."

The people on Bingyuan Video were a little dissatisfied and asked, "Can the number of followers only exceed 5 million?"

"We can't help it. We have already lost the initiative. With this kind of promotion method, it is easy to gain popularity in the circle. If we want to break the circle and form a situation of discussion on the whole network, it takes time and a bit of luck. Now our good luck is that there is a relationship between a pair of characters that the audience is very interested in, which has become a little popular and attracted some audiences who are interested in this relationship. However, this only attracted a small number of people after all. If we really want to run a big hit, there must be at least a dozen topics that excite the audience. Now there is no such thing, and it is impossible to form a large-scale discussion."

Chen Siqi said: "Furthermore, when we do film and television marketing, we can only do the work of throwing out bricks to attract jade. We throw out fan fiction, but can we drive real audiences to participate in the creation of fan fiction, and can we use this to pull the audience to further explore the points in the drama that may form a communication effect? ​​We can only wait and see. If you want us to write a script and let the audience follow our script completely, that is impossible."

"In my opinion, your previous promotional direction completely missed the point. Not many viewers are interested in so-called word-of-mouth boutique dramas. Not many viewers will watch this drama just for these words, not to mention that the viewing threshold of this drama is so high at the beginning that it cannot retain the audience. A drama with a high threshold should focus on the high threshold so that the audience is willing to stick with it even when they feel they can't continue watching it. For example, if someone around you is watching the drama with you, you can have an atmosphere of discussion."
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A day later, Peng Zhixing had a live broadcast in his self-media column "Jump Up".

It was not a live interview, but we specifically invited Yan Liang and Ren Suping, the actress who played the female boss in "The Mountain Top", to an offline interview room.

This live broadcast was arranged by Chen Siqi.

Chen Siqi wrote a script, which did not specify what each of them should say in detail, but it clearly stated what kind of reactions they must give in this live broadcast. This was related to the marketing method that Chen Siqi arranged later.

Peng Zhixing said with a smile: "The two characters played by Yan Liang and Ren Suping in "The Mountain Top" are very popular recently."

In this live broadcast, the most important part is that Yan Liang and Ren Suping watch the video of "The Female Boss and Her Little Wolf Dog" edited by netizens together.

Two cameras were pointing at Yan Liang and Ren Suping.

Originally, in Chen Siqi's script, Yan Liang needed to act a little shy and embarrassed, but halfway through his video, he didn't need to act that at all.

Ren Suping did the same, her face turned red.

The two looked at each other, then immediately looked away as if something was wrong.

Both of them couldn't help laughing, and felt a little embarrassed. But Peng Zhixing, who saw this scene, immediately showed a shocked expression of watching a show, and then pretended to be calm, as if nothing had happened.

In Chen Siqi's script, it doesn't matter what they say. The most important thing is that the two of them are embarrassed to watch the ambiguous video edited by netizens in front of the camera. This state is enough to become a rich ingredient, processed by netizens into various dishes about "eye contact", "more ambiguous", "guilty conscience", and then become a carnival for the spectators.

Peng Zhixing’s reaction is the best condiment for these dishes.
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With this promotion, this live broadcast became popular as expected.

Why is it so popular?
First, the relationship between these two characters was the topic that was tested in the early stages and is what everyone is most interested in and excited about, and it has a good fan base. Second, the combination of Yan Liang and Ren Suping is very fresh. One is a popular young actor, and the other is a mature and experienced actress. They are a combination that has never appeared in front of the public, and suddenly they come together, which is completely in line with the mood of the spectators to watch the CP.

In today's Internet environment, this is called "open business."

Lu Yanhe and Li Zhibai each helped to post a Weibo post that made fun of the topic.

What Lu Yanhe posted was: I saw it.

Li Zhi’s most remark was: Yan Liang is really a dog.

It has a hint, but it’s not clear, but everyone is interpreting it and giving pointers in the comments section.

With their influence, they have encouraged more people to figure out what exactly it is and what kind of dog could have seen it.
On this basis, Chen Siqi buys more popularity and pushes traffic. With the carnival of real drama fans in the early stage, the ignorant crowd will naturally understand the whole story in such hot topics.

Some of them were hooked into the drama "The Mountain Top".

As this is a good drama, with more and more viewers watching it seriously, its merits are gradually being widely discussed.

At this time, Chen Siqi and her marketing team changed their marketing direction. They no longer promoted fan fiction and topics themselves to see people's reactions. Instead, they found points with the potential for wide dissemination from real hot topics on the Internet and further purchased traffic for promotion.

In just a few days, "The Mountain" suddenly began to appear on the charts of major platforms with three or four hot searches a day. Most of them were bought by Chen Siqi's team based on natural hot spots. Millions of frames were thrown into it——

However, this time, Bingyuan Video was overjoyed by the money spent.

"The Mountain" topped the online drama hit list for two consecutive days, with the number of followers and new viewers increasing at very impressive rates.

The latest two episodes have three interstitial ads.

Chen Siqi submitted the third phase publicity plan at this time.

This time, Bingyuan Video readily added more publicity and marketing funds.

“The Mountain” is about to finish its broadcast – but, obviously, its market potential has just begun.

Chen Siqi said: "A drama with a good reputation has a long tail effect that can last for a long time after it ends. Audiences don't have to wait for more episodes, and don't have to worry about a bad ending. They can watch it with confidence."

At this time, in addition to the CP relationship between Yan Liang and Ren Suping, this drama has several other hot topics on the entire Internet.

This marketing tactic that turned defeat into victory once again brought Chen Siqi and the "Jump Up" team into the vision of major platforms and film and television companies.

It is very expensive, but who can deny that it is expensive for a reason?
In this successful marketing campaign, Chen Siqi was able to mobilize a large number of writers to make a lot of investments and pick out the most exciting points from the reactions of fans. Second, she had sufficient media resources to disseminate and market this point. Third, she was able to seize the opportunity as soon as possible, design plans, and ferment new materials for fans to carnival. Fourth, she was able to change her thinking in time and not let the show become popular only in a small circle, but to seize the opportunity, build on her success, and promote other marketing points.

Many of her practices can be learned, but many companies engaged in film and television distribution and promotion also know that it is difficult to learn them fully.

Sensitivity is very important to do this.

No matter how many resources or how hard you work, it will be useless if you can't understand the audience's sensitive points.
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“Thank you, Siqi, for bringing The Mountain Top back to life!”

That night, Lu Yanhe and his friends had dinner together, and Yan Liang toasted Chen Siqi.

Chen Siqi smiled and said, "You're welcome. It's a win-win situation. I also made some marketing money."

Yan Liang: "You should make this money. They spent more than 10 million to hire another company to do the pre-promotion, but it ended up like that. They just bought traffic and publicity, and used a nouveau riche style of casting a wide net for publicity."

Chen Siqi: "They are just trying to save trouble and have no sense of responsibility. They didn't design a promotion plan based on the theme and style of the drama. I guess they just have a set promotion package, and they will use whatever package you pay for."

Yan Liang: "From now on, they will have to ask you to promote my plays."

"The most important reason why our promotion was effective this time is that your drama itself is of high quality. Otherwise, no matter how much promotion and marketing we do, it will be in vain." Chen Siqi said, "However, we do charge a high price, and we don't accept any drama. We only accept dramas that we have ideas for."

Yan Liang: "After this incident, I believe that the producers of any drama should know that it is most reliable to find you."

At this moment, Li Zhibai suddenly exclaimed "Oh shit".

"What the fuck are you doing?" Yan Liang asked.

"That grandson of Ma Zhiyuan said in his live broadcast room that the drama "The Mountain Top" was originally intended for him to play, but he turned it down, so it became your turn." Li Zhibai said angrily.

Yan Liang was stunned.

Lu Yanhe also frowned, "He's still not quiet?"

Chen Siqi said calmly: "Why are you all so sad? This topic that comes to our doorstep can help promote "The Mountain Top". What a good thing." (End of this chapter)