Coquettish Rebirth

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When the media and potential consumers in the market were all attracted by Jia Hongjian's viral marketing, this Batman advertisement also began to carry out carpet bombing overwhelmingly. , This is inevitable, Jia Hongjian's film is a masterpiece with an investment of 1.5 million, and it must be heavily publicized!However, Jia Hongjian doesn't need to worry about the promotion, and he doesn't even need to edit the commercials - Nolan's hands are a little itchy recently, so he is directly in charge of editing the commercials or something.So for a while, Jia Hongjian started to have nothing to do, and Jia Hongjian who had nothing to do, let's think about whether he should go back a few months when "Inception" is about to be released. Get some viral marketing or something.

Talking about the viral marketing of "Inception", Jia Hongjian naturally remembered the practice of such a movie in history—yes, Nolan and the others also made a virus in this movie like "Batman 3" marketing.In Jia Hongjian's opinion, the viral marketing of "Batman 3" is not doing well, but how is "Inception" doing?Jia Hongjian remembers that the viral marketing of "Inception" started in 2009 - when Warner Bros. just opened the official website of "Inception", most people were confused about the spinning top on the website Water: What is this film about?What is the relationship between the spinning top and the plot?What does the title "ion" mean?

The Warner Bros. marketing staff did not give out their cards early like other films, but kept throwing out clues to let you know something about the film, but more question marks popped up, so as to tease the curiosity of movie fans and let them Word of mouth.Continue to pay attention to this film.This viral marketing really kicked off at the San Francisco Comic Con in 2010, when some viewers got a special t-shirt: a strange machine printed on the front of the t-shirt, and a qr[-] on the back QR code.At the same time, some media reporters and film practitioners also received a mysterious gift: an exquisite small tin box with a spinning top and a USB flash drive inside.The lucky ones who got this item were naturally overjoyed, but how would they know.The souvenirs and small gifts I received were just one link in Warner Bros.'s massive viral marketing plan for "Inception."

The front of the t-shirt is printed with the core props in the film - the "dream machine" that allows users to enter other people's dreams, while the QR code on the back implies a website "pasivdevice", which is actually a "dream machine". machine" instruction manual.It is also the first viral website of Inception.And the tin box that the reporters got was not just a souvenir of the movie, e"conscious crime. As for the spinning top, it was another crucial prop in the film, and it was this spinning top that Leonardo relied on in the film Distinguishing whether you are in a dream or in reality is a later story.

"Inception" also has a viral website, the address of which is hidden in some street posters.This website is called "what-is-dream-share?"In the form of an anonymous blog, this website introduces the source and theoretical basis of the dream machine, trying to uncover the so-called "dream stealing" conspiracy.However, among these websites, "e" is the main website for viral marketing of videos.The website is divided into four stages of promotion, and each stage will release new content, such as posters, trailers, etc. To be the first to see these contents, you have to complete small tasks such as maze games.This process is also a time for netizens to use their intelligence and talents, and such a situation often occurs.A certain clue has just been released, and someone has already cracked it.Of course, this situation does not rule out that there are viral marketers helping behind the scenes, but it is also understandable, because the purpose of viral marketing is to arouse everyone's interest, if it stumps everyone.If you lose interest in solving puzzles, the purpose of marketing will not be achieved.

The marketing team of "Inception" reached a consensus with director Christopher Nolan at the very beginning: the viral promotion of the film must be well balanced. Also keep them fresh while watching the film.This is easier said than done.Many film promotions fail to grasp this level properly. As a result, the audience already knows the film well before watching it, and loses the excitement of watching the film.So how did Inception do it?It turns out that the marketing staff of the film did not start with the plot, but started from the core creative "dream machine technology" and "conscious crime" in the film, emphasizing that "your brain is the scene of the crime" and "dreams are also real". of" and other promotional slogans.In this way, the audience has an understanding of the key settings of the film before watching the film, and will feel a lot more relaxed when watching the film.

Nolan once said frankly that what he is most proud of in the film "Inception" is that he "invented" a technology in the film-the dream machine, so that others can share your dreams.This technique is shown throughout the entire film, and it also provides a starting point for the film's viral marketing.In addition to the viral website that is equivalent to an instruction manual, the propagandists also specially filmed a video in which Nolan interviews dream scientists to discuss dream science and the principles of conscious crime. Nolan even personally participated in the battle to enhance the realism of the video.This short film has achieved good results. It is very encouraging that netizens have really begun to become interested in the prospect of dream science depicted in the film. They began to think about whether this technology will be realized in the near future. Some media also took the opportunity to do some popular science. , to stir up this topic together with the film.

Perhaps inspired by the previous publicity results, the marketing team of "Inception" then increased the viral marketing investment related to the dream machine technology, but things backfired, and the effect of the viral publicity was not so good after that. Lost interest in between.This is why?It turned out that the technical problems were too professional and obscure, and the viral marketing in the later stage of "Inception" was too frequent.It has already made many netizens a little bit overwhelmed, which in turn caused them to feel tired and bored.The most important point of viral marketing is to arouse the interest of others, no amount of interest is useless.After realizing this, the marketing team of "Inception" adjusted its direction in time and changed the angle of doing viral marketing of the film.

They moved their marketing activities from online to offline, and hung giant posters on two buildings on the streets of New York.At first glance, these two posters will give people the illusion that the scenes in the movie are happening in reality: one is that the facade of the building is curled, revealing the floors inside; the other is from the top floor of the building. The windows slanted and poured down floodwaters.The two posters are very shocking, and they are also in line with the slogan "the-dream-is-real" in the later stage of the film. The dream is real. Once released on the Internet, it was quickly reposted by various websites, successfully attracting people's attention, and for the film. Build momentum and make another contribution.

In fact, sci-fi movies have a high risk factor. They are too simple and straightforward to be dismissed as "retarded".Difficult to understand and difficult to understand will inevitably be criticized. The publicity strategy of "Inception" skillfully avoided these difficulties. When Warner Corporation started the publicity, it mainly highlighted the mysterious and amazing plots and images. When the release date approached, it showed the characteristics of high IQ, horror, and epic. The audience His appetite was whetted, he actively followed up every step, and spontaneously joined the "viral" marketing army, and various discussions with the Internet as the main media came one after another.The so-called viral marketing.It is through the user's word-of-mouth publicity network that the information spreads and spreads like a virus. Strictly speaking, it is artificially created and promoted word-of-mouth communication. "I think that's the most exciting way to make a movie. It presents a huge challenge from a merchandising standpoint," Nolan said. Giving the audience enough information to make them interested in seeing the film. And I, try to strike a balance between the two.”

In addition to the viral marketing of "Inception" like this, Jia Hongjian was also impressed by a film like "Ghost Story" which cost only 1.5 US dollars."Ghost Story", which cost only 1.5 US dollars, made full use of the way netizens interact to earn over 159 million US dollars at the box office. "Ghost Story" was shot in just one week.Only a few small-scale screenings were scheduled afterward.Afterwards, the propagandists began to conduct online surveys to collect the opinions of movie fans, and based on the feedback to formulate a film screening plan, fans voted to determine where the film will be released.The response to this move was astonishing.In its first week, the site received requests from fans across the United States.Soon, "Ghost Story" expanded to [-] theaters.

On this basis, the issuer continued to carry out crazy network marketing.They set up forums on sites such as twitter and eventful, giving fans the opportunity to express their different opinions.In the following weeks, "Ghost Story" became a hot topic on twitter, and at the same time, more than 4.7 fans uploaded videos on facebook to express their views on the film.Judging from the successful viral marketing cases in Hollywood, whether it is "The Dark Knight" and "Inception" produced by mainstream companies at high cost, or "Blair Witch" and "Ghost Story" produced by independent companies at a very low cost, Whether it is a horror film, a comedy film, or a science fiction film or an animation, viral marketing does not have too many restrictions on the scale and type of the film.

Today's blockbusters are like playing a computer game or a social dating site. This seems to be the running trend of mainstream commercial blockbusters in the next few years. Undoubtedly, this will make the audience have more sense of participation in the movie, which seems to be in line with Hitch Kirk's spirit of suspense, that is, the meaning of suspense is to make the audience have the desire to watch it. If you want the audience to pay to go to the cinema today, it doesn't seem to be a problem whether to watch it or not.But many people can't help but ask, is a movie released with viral marketing a movie or a game or just a fast food culture with a different vest?Does interspersing too many "off-site factors" in a movie represent a reduction in the charm of the movie itself?Will the so-called viral marketing make the audience know too much about the plot before watching the movie?All of this requires marketers to accurately grasp the plot and dig out richer topics that can be discussed by the audience for the existing market.

For example, "Inception" was a variety of viral marketing in the United States, and its popularity has not diminished in China. The "Spinning Top" sold for more than 100 yuan on "X Bao" was overwhelmingly discussed online, and "Inception" had become the hottest topic at that time.In just two weeks since its release, its box office in the mainland has exceeded 2 million yuan.Although the publicity campaign of "Inception" in the mainland is not strong, and it has not implemented crazy viral marketing for nearly a year like North America.By September 2010, 9, the film had grossed nearly $5 million worldwide!Because he didn't know much about the content of the film, and he wasn't very interested in the lead actor Xiao Lizi, when "Inception" was first released, Jia Hongjian still chose to watch "The Informant" in theaters.Seeing the overwhelming discussion of "Inception" in the forum, coupled with the strong recommendation of his friends, he sat in the theater again two days later.After watching the movie, he became the most active one in the office "Inception" discussion group!

As of September 9, "Inception" has only been in China for 12 days, and its box office has exceeded 12 million yuan.Before Lao Mouzi's "Love in the Hawthorn Tree" was released, "Inception" "ruled" the film rankings of major theaters with an overwhelming momentum.However, the opening show of this currently hot blockbuster in the mainland was a little dull.The film premiered at 2:9 on September 1. Due to the lack of publicity in the early stage, the zero-point show was not very popular. Basically, theaters in major cities across the country only opened one hall, and the attendance rate was only [-] to [-]%.This dullness did not last long.According to x-degree post statistics, on the first day the film was released in China, "Inception" became the "fastest-rising post" on that day, and the average daily post volume soared from zero to thousands of posts.For a while, "Inception" was popular and discussed by the audience on Weibo and various forums.Relying on the effect of word-of-mouth, this film, which was not heavily publicized, earned over [-] million yuan at the box office in the first week.

On a global scale, "Inception" has already set off a wave of enthusiasm. On July 7, "Inception" opened in a "fantasy" way in North America. It was fully screened in 16 theaters and 3792 screens. The box office of the opening weekend was as high as 7100 million US dollars.That's an easy runner-up for a non-sequel sci-fi film, behind Avatar's $6280 million.Since then, "Inception" has maintained a very good box office curve, with a box office output of 7700 million US dollars in the second week and 8000 million US dollars in the third week.In the end, "Inception" earned $5040 million at the box office in North America.In addition to the impressive record in North America, the global market of "Inception" is also booming, spreading like a virus at super speed.The film's first week of screenings was relatively small, with only 2.7 regions and a total of about 9 screens, generating a box office of 1830 million US dollars.In the second week, the screening of the film increased to 1650 regions and 38 screens, and the box office in overseas markets has reached 5650 million US dollars.In the third week, the scale of film screenings was expanded to 8570 regions, and the overseas box office of the film exceeded 51 million US dollars.As of September 1.7, the global box office of "Inception" has approached 9 million US dollars!

It seems that this marketing effect is very good, but how much of it is due to viral marketing?Jia Hongjian fell into deep thought... (A great event where the pie falls from the sky, a cool mobile phone is waiting for you! Follow it~click the official account (add friends on WeChat-add official account-enter dd), and join now! Everyone There is a prize, now immediately follow the dd WeChat official account!) (To be continued..)