When Yin Youyou returned home, the first thing he did was to turn on the computer and log in to Penguin Communication.

Although you can also log in on your mobile phone, mobile phone traffic is still quite expensive these days; In contrast, broadband data is much cheaper, and computers are becoming more popular, so families with slightly better backgrounds have bought computers.

As the head of Shen Zhenyi's fan group, Yin Youyou still has a lot of online activities, such as organizing hardcore fans to buy tickets collectively to support the goddess's movies from time to time.

It just so happens that the topic of the penguin colony is related to movies.

To be precise, it is related to Wang Wei's new film.

Shen Zhenyi's fans, most of them are Yan Gou, whether it is kowtowing face, kowtowing CP's love house and Wu, and they have always been supportive of Wang Wei.

It's just that Wang Wei's new style evaluation this time is really bad, and many fans have also been affected by public opinion-

"I've seen the trailer, I have to say, vulgarity is really vulgarity, Wang Wei's fans definitely can't accept such a big style change, at least I can't accept it......"

"I heard that the actor's character is not good, why did Wang Wei choose such a person as the protagonist? He will ruin Wang Wei's undefeated golden body ......"

"No, you all say so, so do you want to support this movie?"

Yin Youyou looked at the various speeches in the group and couldn't help but roll his eyes.

- How can these guys believe the decline of the media? This is clearly a premeditated smear, okay?

As the head of the fan group, she and Shen Zhenyi's agent are all connected, so she naturally knows that Wang Wei is being targeted by the five major ones.

Yin Youyou was about to release some behind-the-scenes truths, and someone in the group suddenly spoke in surprise: "Penguin Communication has launched an emoji platform, it's so fun, you might as well experience it!" ”

Memes? What the hell is this?

Yin Youyou was not in a hurry to unify the opinions in the group, and followed the guidance of the group members and clicked on the toolbar.

Sure enough, a new emoji bar was added to it.

Clicking in is first of all hundreds of emojis - as an Internet expert, Yin Youyou is not unfamiliar with emojis, and in some forums, some netizens like to apply this emerging communication tool in chats.

"Penguin Communications still pays attention to keeping up with the trend of the Internet!" Yin Youyou thought silently.

If it's just like this, everyone won't be too surprised, but in addition to emojis, there is another set of emoji packs - Yin Youyou knows at a glance that it is actually the exclusive emoji of "Tang Bohu Dots Autumn Fragrance"?!

Tang Bohu, who looks cheap, - "Others laugh at me for being too crazy, and I laugh at others who can't see through it";

Spicy-eyed like a flower - "The Lun family is a yellow flower girl";

The domineering master who is holding a knife - "people block killing, Buddha blocks killing Buddha";

Mouth-to-mouth piercing - "I'm sorry, we pity each other and can't help it";

And many more......

Although he didn't know the plot of the cause and effect, but with a bright and exaggerated expression and lines, Yin Youyou didn't notice that he was smiling at the corner of his mouth when he was flipping it.

And everyone in the group is already having a lot of fun.

Once I used it, I found that emojis are really good - chatting online, sometimes I always feel that I can't express the emotions of the moment; Or sometimes you want to express some ideas, but you don't want to be too embarrassed and blunt...... Now add an emoji and these problems are solved!

Some group friends move faster, throwing out a few URLs in the group, "Weibo Technology has also developed software that can make self-made emojis, and there are also materials provided by the official here, so you can make your own emoji ......"

Yin Youyou clicked in to take a look, and smiled understandingly, "This is the online propaganda position of the movie!" Still, it's a big deal—"

At a cursory glance, the filmmaker has produced nearly 30 websites, including Tang Mansion, Jinxiang Temple (see Qiuxiang), Huafu (close to Qiuxiang), King Ning (find faults), Mrs. Hua (embarrassed), Deadly Scholar (Great War), Wedding (Dian Qiuxiang), etc., each complex and fine, realistically disclosing the story background of the film, creating a vivid and charming picture of life in the Ming Dynasty.

There are also many interactive clues on the website, and netizens can "help" the protagonist of the movie to marry Qiu Xiang according to these small details; As a reward, new posters and promotional videos are constantly being released, and netizens can use these materials to participate in the movie-wide activity - Emoji Fighting Chart!

Participating users will have a chance to win signed posters, limited edition DVDs or other prizes...... It can be seen that the filmmaker has put a lot of effort into interaction.

Yin Youyou probably clicked in to take a look, and then returned to the group, only to find that the wind direction in the group had completely changed-

"Didn't you say that the goddess of chastity had a cameo in it? Why don't you have her emoji materials, have you found any clues? ”

"Yes, I'm also looking forward to the meme of Jung-jeong, it seems that I will only have it until the movie is released; Moreover, you can see some clues, there seem to be a lot of celebrity cameos in this movie - I can only hope that this is not a false advertisement, otherwise I will be quite disappointed, even if it is Wang Wei's movie, it may go to an angry 0 ......"

"So, everyone is ready to buy tickets?"

"For the sake of memes, no, for the sake of rewards, this movie still has to be watched."

"Compared to the previous trailer, it's like two movies, and I really want to see how Wang Wei is both vulgar and moving......"

"When is the movie released? When the time comes, you must organize a group to buy tickets......"

Yin Youyou was shocked to find that he didn't need to say anything.

For the first large-scale online marketing campaign of the movie, the enthusiasm of netizens to participate is unexpectedly high, which also makes everyone's attention to the film heat up sharply, and even boil.

Yin Youyou's feeling is not wrong.

The speed of information dissemination on the Internet is amazing, and in just a few days, the exclusive emoji pack of "Tang Bohu Dots Autumn Fragrance" has been popularized on the whole network.

Through various drainage methods, coupled with the spontaneous recommendation of netizens, with the official propaganda main station as the main position, a huge propaganda matrix has been formed, which has triggered a huge topic effect.

Most netizens know that it is propaganda, but because of the fun, not only do they not feel disgusted, but they enjoy it, are willing to help the marketing of the work, and look forward to the release of the movie.

And all this, many people in the industry are still ignorant.

Of course, this does not include the management of Sky Cinemas.

For example, Lin Yongqiang knew early on that Dunhuang's marketing focus was on the Internet, so he has been paying attention to the movements on the Internet.

Now, he just wants to say - it turns out that the Internet can still be played like this?

Frankly speaking, he is not a heavy user of the Internet, but unconsciously, he also skillfully plays with memes.

And the seemingly small and simple emoji, I don't know how much attention from netizens has attracted for "Tang Bohu Dots Autumn Fragrance" - it may be a golden sentence, it may be a funny expression, which aroused netizens' interest in its provenance, and then was guided to the main promotional station of the movie.

When Lin Yongqiang clicked on the main propaganda site, the website even crashed for a time - although it was quickly repaired, even if he no longer understood Internet technology, he knew that only too many visits would cause the website to crash.

The question is, how terrifying is the number of visits to the main promotional site of this movie?

The specific data is only known to Dunhuang, but it is not impossible to estimate.

Relying on the huge number of users of Penguin Communications, which has already exceeded 100 million, even if only half, no, even if only a quarter of the users are drained, the propaganda website is estimated to collapse.

And how much of this can be converted into box office?

It doesn't take much, as long as three or five million people are converted into fans who are willing to go into the theater and spend money, Dunhuang can snicker.

- Don't say it's impossible, netizens who are willing to spend time participating in marketing campaigns online are very likely to run to watch the movie offline.

And what about the passers-by who are attracted after triggering the topic effect?

For a while, Lin Yongqiang had a lot of thoughts - he was probably witnessing the changes of the times!

The so-called "follow-up box office depends on word of mouth, and the first-day box office depends on publicity", the basic box office of a movie on the first day is determined by the theme, director, actors, etc., which can be predicted through statistical data, and how to expand the increment outside the basic market?

Then it is necessary to increase the interest of low-sensitivity people in movies through overwhelming publicity, bombardment and viral marketing.

- The so-called low-sensitivity group is those who are not movie fans, do not even care about entertainment news and gossip, and have contact with the film industry from time to time, full of randomness.

They are likely to stare at a trailer but absent-mindedly think about something else and have no memory of the film itself after watching it; You may also be interested in the movie at a certain point, check the basic information and release date, and can't wait for the release.

Therefore, this part of the population belongs to the target of the distribution company to put advertising, posters and other promotional materials.

This is also the reason why commercial blockbusters often put a lot of versions of trailers before their release, and they attach great importance to the production of trailers-

For fans, these multi-version trailers will give them a sense of repetition and over-hype; But in order to ensure that as many low-sensitivity people as possible have watched the trailer and increase the probability of them entering the cinema, this kind of wide-net publicity can only be carried out.

Before today, this kind of propaganda was relatively inefficient, and it could even be said to be similar to metaphysics.

It's a mystery to everyone how many viewers your overwhelming propaganda can bring, and there is no way to effectively get the reaction of low-sensitivity groups to propaganda, everything can only be determined by the experience and judgment of the person in charge, more like a gamble.

But after the rise of Internet socialization, everything is completely different.

From social marketing, to visiting promotional websites, to signing up for events, the more in-depth the participation, the more accurate Dunhuang's feedback on how many viewers the marketing promotion can bring.

Can Dunhuang distinguish fans from low-sensitivity groups through feedback, so as to identify the audience's pain points and adopt more efficient publicity strategies?

Lin Yongqiang didn't know the concept of "big data", but what he did know was that even if he couldn't now, with the skillful use of Internet marketing, Dunhuang would always find a way to evolve.

In contrast, the traditional marketing and propaganda method of "casting a wide net" is both inefficient and costly - he also does not know Dunhuang's investment in Internet marketing, but no matter how overestimated, it will not be higher than the cost of TV advertising.

He wanted to laugh a little when he thought about it.

The five big ones want to lock Dunhuang on the traditional channels, who can think that it will force a new way?

Perhaps, Dunhuang can also break the monopoly of the five major in turn!

The sky is about to change, what Lin Yongqiang can do is to suggest that the company increase the schedule of "Tang Bohu Dots Autumn Fragrance".

……

"I don't agree, the film schedule given to Dunhuang by our theater is in line with the basic prediction of this film, what can the momentum on the Internet say? The influence of the Internet has never been proven to be effective at the box office. ”

At the scheduling adjustment meeting before the May 1st file, when Lin Yongqiang put forward the latest proposal, it naturally attracted opposition.

Not everyone is optimistic about Dunhuang's Internet marketing strategy.

Lin Yongqiang narrowed his eyes and said unhurriedly: "The influence of the Internet has never been so great today; Do you know how many netizens there are now? At least one-third of the people have become netizens, at least! ”

"I don't dare to say that the promotion of Wang Wei's movie covers all netizens, but before the release, most of the netizens will be affected by its momentum; At this order of magnitude, all traditional formulas and models will fail on it, and we should move with the times. ”

"It's just your guess."

"The outlook given by the box office forecasting agency is also conjecture."

"People have a lot of data to refer to."

"But there is no internet data ......"

The general manager of the cinema raised his hand and ended the dispute between the two subordinates.

He looked at Lin Yongqiang: "Do you think that the number of viewers of Wang Wei's movie in the first week will far exceed expectations?" ”

Lin Yongqiang nodded and affirmed: "Yes." At the moment, it seems that the response from netizens to the film is very enthusiastic, and the audience, especially the low-sensitivity crowd, does not care about the negative voice of the traditional media, and their connection to the film market may be limited to the film, but it is enough to make it a box office explosion in its first week. ”

The general manager nodded and pondered for a moment.

He actually noticed the popularity of Wang Wei's film on the Internet, but as the objections said, after all, there are no successful cases as a reference, and it is difficult to say how much this popularity can be transmitted offline.

But then again, there is a first time for everything.

Is this a historic moment in the history of film marketing?

The general manager felt that he could take a gamble.

"In this way, we will increase the film's schedule by 15% on the original basis, and let the store manager keep a close eye on the audience on the premiere day, and as soon as the number of moviegoers skyrockets, the largest screening room will be moved to it."

Speaking of this, he smiled, looked around the audience, and asked, "Does anyone have an opinion?" ”

Apparently not.

Although everyone can see that he is inclined to agree with Lin Yongqiang's opinion.

But thinking of Wang Wei breaking doubts again and again, who dares to say that this time is impossible?

"Okay, let's arrange it like this first, can this movie bring some surprises to the industry, let's wait and see!"

……

~~~

(End of chapter)