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2015
07-24

大圣归来是靠什么营销手段逆袭成功的

大圣归来是靠什么营销手段逆袭成功的 - 第1张  | 枫叶树seo博客

最近有一部非常火的国产电影动画片,名字叫《西游记之大圣归来》(下文简称《大圣归来》),这部电影在公映前缺乏物料放送,公映时也没有搞什么病毒营销,而且后期也没有什么追加的宣传行动。就在这样的情况下,《大圣归来》的电影票房却可以和《小时代》、《栀子花开》和《道士下山》等电影相抗衡。那么问题就来了,这部没有什么宣传的电影,它是怎么逆袭成功的呢?

今天,武汉seo就和大家来说说《大圣归来》它是怎么成功逆袭的。

1、差异化。情怀这个词已经泛滥了,但真实情况是,心灵鸡汤在社交媒体的威力依旧。齐天大圣的电影主角和国产动画片这样的题材,注定会勾起太多人的回忆。如果说电影制片方一开始还是花钱做推广的话,随着口碑的积累,你会发现,所有的媒体号、演艺明星、草根大号都自觉地参与了进来,这个时候你说任何有关大圣归来的内容,都不是广告了,因为大圣代表着国产动画,代表着我们的童年记忆,大圣已经成为了符号,当然也不用花钱。在大批商业烂片扎堆的情况下,大圣真正做到了与众不同,这样的差异化,其实需要电影制片方从一开始就想清楚,并坚持走下去。

2、口碑积累。其实,积累口碑本身就是一个技巧活儿。比如电影在未公映之前,先给哪些群体看?要不要参加电影展?怎么选择媒体和KOL?这些都是学问。显然《大圣归来》的团队付出了很多精力,也收获颇丰。

3、自媒体。大圣的核心传播渠道已经从传统媒体转移到了自媒体和新媒体,这是本次公关传播的一大亮点,很可能也将成为趋势。一个拥有几百万粉丝的账号,他的一句话,就有可能创造一次网络热点。自媒体的如今在市场上的影响力,已经开始威胁到优质传统媒体的饭碗。

4、引爆点。显然,大圣归来的引爆点就是制片方故意流出的“原画手稿”,短短不到24小时,以《大圣归来原画手稿流出》为标题的微信文章就超过642篇,通过对手稿画面等细节地展示,与第一条的情怀呼应,更强调了电影本身的差异化,这让那些没有看过电影甚至第一次听说这部电影的用户与大圣迅速建立了联系。另外,主办方选取的自媒体媒介属性——视觉与原画手稿十分相符。

5、内容。优质的内容是传播根本,与传播的技术手段相比,如同1和0的关系。

6、数据。现在的传播,光有好的内容远远不够,酒香也怕巷子深,“数据支持”可能会帮助酒香再多“飘”一会。就好比你是一位瓜农,你说你的西瓜甜,实际上也甜,但一天却没有卖出去一个,这样的结果很难令人信服。

总结:《大圣归来》之所以成功就是因为它打破了传统的营销策略,运用了新型的营销模式,让它的票房一飞从天。在这个互联网时代,只有不断的创新,你才能一直走在互联网的最前端。


大圣归来是靠什么营销手段逆袭成功的》有 10 条评论

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