screen age

Chapter 156 The Explosive Viral Marketing Video

Viral marketing is a concept that is gradually emerging now.

This means that through the user's social network, the information spreads and spreads like a virus, and spreads to thousands or millions of audiences by means of rapid replication.By providing a valuable product or service, "let everyone tell", through others to promote you, to achieve the role of "marketing leverage"...

This is a more official explanation.

In fact, to put it bluntly, it is to let the audience spread some information spontaneously, and the information is grafted with the products you want the audience to see...

If viral marketing is played well, it is indeed a matter of four or two, levering the levers, but there are really not many who play it well.

There are many cases of successful viral marketing, but more unsuccessful ones...

This is the truth!
But what Chen Xi wants to do is a fairly successful case... This case was realized during the process of "People on the Journey"...

At that time, the version of "People on the Journey" also faced the same problem as Chen Xi's version, that is, the publicity was always not enough, anyway, it was not in place!

So after thinking hard, I created a 3-minute short video. This short video looks like it was shot by a boring person with a mobile phone or a camera. Because the content is relatively good, it was posted on the Internet... But in fact, this Many people know the video, it was filmed by the crew of "People on the Journey" to promote themselves...

This video called "Uncle Box Lunch" has reached tens of millions of hits on many video sites shortly after it was uploaded, and many people laughed heartily.

In fact, this is a very simple matter: a buddy in the film crew saw that his box lunch was missing an egg compared to the others when he was delivering the box lunch, so he asked the uncle who delivered the box lunch to ask for it, but the uncle refused to give it, so he said this He could only consider himself unlucky, after all, he couldn't rummage in every lunch box to see who lost an egg, this buddy couldn't do it, and the two quarreled.

This matter is very simple, but the dialogue between the two, especially the words of the box lunch uncle, has become a classic quotation, which brought a very strong response at that time, and many people began to say the classic lines in it. , if you don’t talk about it yourself, you will feel outdated and already OUT, so more and more people are talking about it, and more and more people are watching it. After this matter spreads, the click-through rate will skyrocket .

In fact, this is a well-planned viral marketing. In it, the planner of this film is very smart. He did not directly insert the promotion of the film "People on the Road", but let everyone see it through the passage of the camera. The crew car reads " "People are on the way", every staff member has four characters "People are on the way" posted behind them...

People who watched the video basically also saw the words "People on Journey"... Therefore, many people connected this incident with "Ren on Journey", and the popularity of this movie has increased a lot. .

Now Chen Xi is going to upload this video.

Soon, they got this video out, and of course it's December now... Time is getting tighter and tighter!If this video cannot achieve a good effect in a short period of time, then its effect on the film will be negligible or even completely useless...

After all, many things are very important during the promotion of a movie, and these important things must be timed correctly.

If the timing is wrong, then everything is fake...

Moreover, now is the Internet age, and many things come and go quickly. If this video does not arouse a huge response quickly after it is uploaded, it may soon be forgotten by everyone, and there will be no fuss by then.

Based on such considerations, Chen Xi carefully arranged the launch plan of the viral marketing video "Uncle Box Lunch", and he also directly arranged the subsequent hype. In terms of hype, Deep Space Film and Television will also take this opportunity to continue to temper them The ability of online publicity and promotion is also an important part of the company's future strategic planning, and it cannot be missing anyway.

Thanks to everyone's hard work, "Uncle Box Lunch" was filmed and edited in one day, and then uploaded directly to major video sites after the publicity and public relations department arranged a time slot!

Thanks to the efforts of the publicity and public relations departments, all the major video sites have given "Uncle Box Lunch" a recommendation position in the first time, and basically pushed it directly to the homepage... So, in a very short time During the time, more and more people saw this video.

At the beginning, everyone felt inexplicable, but quickly figured out the whole story, so, in a short period of time, many people have liked this video and kept applauding for the classic quotations in it...

There are really too many dialogues in the video, and many of them are excellent, which really makes people laugh out loud.

"There are too many people in the crew. Why do you ask me for an egg and I will give it to you? Let me tell you, no one will give me my egg. Even if Zhang Yimou came and asked me for an egg, I wouldn't give it to you. Don't be horizontal!"

"This egg may be the one you ate and came here again! Don't try to take the egg from me. There may be Wang Baoqiang's egg, Xu Zheng's egg, Chen Xi's egg, and Zhang Xinyi's egg here, but it is Without your kid's egg..."

Many people laughed when they heard this, but this quarrel about eggs is still going on, and it is getting more and more serious, more outrageous, and even more witty...

When the last two were pulled apart, many people posted their own comments below this video.

"Hahaha, it's too messed up. Is it just a shit thing? This box lunch uncle is too vicious, isn't he? Look at him scolding that young man until his prostate is congested... speechless."

"That's not true, the bento uncle just has a bad temper, and he can't help it...Indeed, as he said, it is impossible for him to check whether there is an egg in each boxed meal... This boxed uncle is really What's more, he is too talented, those curse words are so powerful..."

"This seems to be the crew of "People on the Journey"? It also mentioned Xu Zheng, Wang Baoqiang, Chen Xi, etc... and the words "People on the Journey" are written on the car above!"

"It must be someone who is on an embarrassing journey! I didn't expect this movie to have such a thing, it's so messed up, haha!"

""People on the Journey" is a comedy, right? Even the uncle who sent the box lunch to the crew is so talented and witty, then the others must be even better. I really want to see what this movie is like, it should be very funny Bar!"

...One sober person said: "I am really helpless for you two Bs... Am I the only one who sees that this is just a publicity strategy for "People on Journey?"

Although there are such sober people, they are too few and far too few. More people click on this video and forward it or comment on it...

In short, very soon, the number of hits on this video, combined with all major websites, has exceeded 1000 million... And this number was created within a day!

Now it is the end of 07. Of course, the click-through rate of the video website is incomparable with ten years later, and it is also incomparable with the era of "Uncle Box Lunch" released by the original "People on the Road", so this 1000 million hits is actually quite Horror, this already means that many, many netizens have seen this video and expressed surprise because of this video...

With this amount of clicks, this video became more and more popular, and its spread became higher and higher, and then more and more people thought of "People on the Journey" and wanted to contribute to its box office.

This kind of publicity strategy is really an eye-opener for some colleagues in the industry... Many people are talking about viral marketing, and many people want to do it, but there are quite a few who can feel Chen Xi's current situation.

The popularity of "Uncle Box Lunch" is really sudden, but the timing is too well grasped, and it will not make everyone forget the movie even if it is seen because it is too early, and it will not be too late to transform netizens. Movie theater, the choice of this time node is perfect!
Of course, if it is just the selection of time nodes, then this "Uncle Box Lunch" still lacks enough driving force, and there is one more important thing, which is still the appeal and influence of "Uncle Box Lunch" itself. Many people willingly forwarded it, liked it and commented... This is very important!
Therefore, at this moment, everyone has a great sense of commonality with this video.

Seeing the influence brought by "Uncle Box Lunch", some other film and promotional companies have some ideas, especially Hua Yi, who is rushing to promote "Assembly Number", they wanted to merge before seeing it, and they also cooperated together I used to play Deep Space Films and Television, and now I have played such a beautiful skill, and I am quite interested, and immediately made a video that fits the scene... Unfortunately, it didn't catch on, including the videos made by many other companies, there is no "Uncle Box Lunch" influence and spread.

The incident began to enter mid-December. After the hype of "Uncle Box Lunch", "People on the Journey" became more and more popular. More and more people knew about this movie and wanted to go to the cinema to watch it. Other online promotions made in advance...

In short, "People on the Journey" already has the capital to accept the assessment!
But in the movie theater, how much box office can be obtained, this still needs to be resolved by time.

The advance publicity of "People on the Journey" was very successful, and the next step is to see if this success can bring good results, whether Chen Xi's super talent in directing and selling films can be verified again...

(End of this chapter)