Coquettish Rebirth

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It can be said that Jia Hongjian’s viral marketing method is really effective, and it’s a mess. At least from the effect point of view, it’s much more powerful than Nolan’s so-called viral marketing method in history. !At such a stage, the media really became Jia Hongjian's "accomplices". , the media were fully attracted by the news released by Jia Hongjian and the others without getting a penny, which then caused them to be affected and "infected".In the end, without their knowledge, they became accomplices who actively helped Jia Hongjian and the others to spread this information!If this can't be called a typical viral marketing, then there is simply nothing that can be called a viral marketing!

In foreign countries, viral marketing is not called viral marketing, but word of mouth marketing.Because this is somewhat consistent with the practice of encouraging consumers to recommend such a brand to their relatives and friends decades ago.If we really want to talk about viral marketing, we really have to mention a movie called "The Blair Witch" that appeared in the United States in 99.Such a pseudo-documentary filmed with only 100 million US dollars was made through viral marketing at the time, as if to make the whole United States think that this is indeed a real existence, just such a fake news model, so that such a film finally turned out to be Won more than [-] million US dollars at the box office, which really shocked the American film industry that year.After so many years, various business circles in the United States are also studying it, and at the same time, it has become a common practice in the American film and television industry.

Generally speaking, the words of viral marketing are less likely to be disgusted by consumers because of their weak advertising characteristics.Then on the other hand.No matter how you do this viral marketing, the cost is relatively low-because as long as you can make a fool of yourself, you can attract various media to actively report it, which is more cost-effective than spending money on hard advertising!Of course, it is impossible to say that some film and television manufacturers only do viral marketing without advertising in order to save money.But with viral marketing, relatively speaking, advertising can cost less money.Then the effect can be better, so why don't you do it?So now there are so many viral marketing in various film and television industries in the United States!

But doing more does not mean doing better!Because relatively speaking, the United States only started to study viral marketing in 99, and it was also inspired by the incident of Blair the Witch.As for our China, it started in 2000. It can be said that China and the United States basically started together.When China's viral marketing was not very smooth and in-depth, the United States is actually similar!If Jia Hongjian were to say it, it would be like the viral marketing of a movie like "Batman 3: The Dark Knight Rises" in history, so what he did was very ordinary!What the fuck is emailing the press as Bane.What else is there to make a file that seems to be decrypted by cia... One of these things is not good at all, it has no viral marketing nature at all, it is just a slightly bright advertisement that invites media reports, and the other is not good at all The operability is very poor, and you have to wait until various promotional videos come out to make the audience curious. This is really too much trouble, at least Jia Hongjian thinks it is not good!

That's right, in fact, such a thing as viral marketing saves money.But the result of saving money is actually very creative!If you want to save money, you need to use your brain more, and you have to come up with great ideas.But like his idea of ​​Jia Hongjian.That's a great idea!How did you like it?First of all, the idea of ​​Jia Hongjian and the others is not any fake news!As a Chinese, no matter what the reason is, Jia Hongjian actually hates fake news very much!Even if it's an advertisement pretending to be news, it's not okay, it easily reminds him of those things on TV that are obviously advertisements but disguised as various health and wellness programs.Isn't this clearly deceiving the common people?

In Jia Hongjian's view, to do viral marketing, there are several points that need to be paid attention to.First of all, if a film has enough topics, then it has the advantages of viral marketing, and it would be better if it can be time-sensitive.For example, "A Murder Caused by a Steamed Bun" by Hu Ge.If this film hadn't been a spoof of Chen Mou's "The Promise", which was currently in theaters, it would be hard to imagine that it would become popular in China.If there is a topic, people will pay attention to it, and then there will be follow-up reports from the media. After the media enlarges it, more people will pay attention to it, thus forming a virtuous circle of continuously expanding publicity effects.Looking at the successful viral marketing cases in the past few years, they basically rely on creating topics and creating hot spots to achieve publicity effects.Of course, such a short film was not a product of viral marketing back then, but to be honest, the manufacturer can also make a "Mantou" to attract attention!

As for the viral marketing that Jia Hongjian and the others have done, there are enough topics!Although it is relatively timeless, but with the strong reputation of the previous work, the news they want to make is too topical!Not to mention that a character like Batman is originally a popular superhero in the United States.So when the news that Jia Hongjian wanted to turn Batman into a dictator came out, it definitely became too topical all of a sudden, and it attracted too many people's attention, even the media. Attention-grabbing news begins reporting, which is what good viral marketing should do!

Viral marketing needs to rely on the active dissemination of netizens in order to achieve the publicity effect of "one spread to ten, ten spread to a hundred", but how can netizens actively spread it?This requires your videos to provide something unique, interesting and entertaining, so that netizens will never forget it and talk about it, so that they are willing to share it with their friends and the chain of communication will not be broken.Still take "A Murder Caused by a Steamed Bun" as an example. This film ruthlessly ridicules "The Promise" in a spoof way that is very popular among young people.People who haven't seen it will be curious, why is it called such a strange name? What will "The Promise" be spoofed into?Netizens who have seen it will find it very interesting, and recommend it to friends by the way.Under the joint action of these two forces, it is no wonder that "A Murder Caused by a Steamed Bun" has become popular on the Internet.

The same goes for Jia Hongjian's viral marketing!when they market.It was an astonishing gimmick that a foreigner wanted to turn Batman into a villain to attract netizens to spread such a message. It was also a gimmick that attracted many fans in the United States who didn’t care about Batman and didn’t like Batman to pay attention to such a gimmick. news!And in a film like "Batman 3 The Dark Knight Rises" in history, what is the viral marketing they did?It was an email sent in the name of Bane. Except for the media and fans who would be interested in this stuff, would audiences who are not interested in Batman be interested?Obviously not!Therefore, in Jia Hongjian's view, this is unqualified.Because his goal has never been simply to attract hardcore fans!His goal is to attract more people who didn't watch superhero movies before to watch his movie, which is his success!

Of course, generally speaking, this kind of viral marketing is used for low-cost films, because generally large-scale production films have sufficient publicity budgets, and can use carpet bombing for comprehensive publicity, and the scale is directly proportional to the money burned.This kind of publicity is enough to make the film achieve the expected publicity effect, and it is very stable. Relatively speaking, viral marketing is only a supplement at this time and does not play a decisive role.But low-budget movies are different.Like "Crazy Stone" in 2006 in history, the cost of the film was only 300 million yuan, which is not even a fraction of those blockbusters whose production costs can easily reach hundreds of millions.Such a budget naturally cannot support the large-scale publicity of the film. If they do viral marketing at this time, the advantages of viral marketing will be highlighted. Its cost is much lower than traditional advertising, but the effect is often better!

Maybe it's because "Batman 3 The Dark Knight Rises" is a big-budget movie in history, maybe it's because of the carpet bombing ads.So relatively speaking, this viral marketing effort is not much.But it was different with Jia Hongjian, he definitely had enough brain cells.Definitely enough ideas!So for him, even if there is an effective carpet bombing advertisement, it would be better to add a very effective viral marketing, because this can make their film's reputation even better!And it seems that he deliberately bet with the fans, so that if the fans lose, they have to buy a few more tickets. Wouldn't this increase the box office a lot in the end?For him, Jia Hongjian, it was a little trick to get a little virus, and then he raised a lot of box office for free!This is all picked up for nothing!

Of course, the most basic form of viral marketing is word of mouth.That is the word-of-mouth effect we often say, which requires the quality of the film itself to be excellent, otherwise any marketing method can only fool the audience for a while.For example, "Crazy Stone" has no overwhelming publicity, no celebrity joining, and no viral marketing that is particularly eye-catching.However, the box office of this comedy, which cost only 300 million yuan, exceeded 17 million yuan within 80 days of its release, and the average attendance rate of evening golden shows in major cities across the country was [-]%. The reason why "Crazy Stone" has achieved such good results is all due to the word-of-mouth effect, that is, word-of-mouth from the audience.

This should not be regarded as viral marketing, but the effect is really similar to viral marketing!It is even said that the film has worked hard to create word-of-mouth long before it was released.Through the promotional activities and special screenings for film critics at the Shanghai Film Festival, it was first warmed up among film critics and the media.Immediately afterwards, free screenings in five cities were launched, which most directly created word-of-mouth and increased the popularity of the film.According to statistics from relevant media, 50% of the audience went to the cinema to watch "Crazy Stone" because of the recommendation of relatives, friends and colleagues. 30% is due to the super popularity of "Stone" on the Internet, and the word-of-mouth communication in the Internet age shows the most powerful power here.

Viral marketing is a means, not an end.If done well, it can often make a big difference, but the commercial success or failure of a film does not entirely depend on the success or failure of viral marketing, just as the producer of "The Cloverfield Files" JJ Abrams What he said: "Viral marketing is interesting, but if the video itself is not good, who cares what you do online." (Add friends on WeChat-add official account-enter dd), join now! Everyone has a prize, now immediately follow dd WeChat official account!) (to be continued...)