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这波营销操作真6!网综《王者出击》与品牌联手“开团”

2018-1-31 10:24| 发布者: admin| 查看: 5872| 评论: 13

在手机功能趋于同质化的背景下,各大手机品牌纷纷将营销的战线推进到综艺娱乐节目,意在通过节目的超强曝光和多元题材向年轻消费群体发起攻势,建立品牌的差异化认知。随着年轻观众的收视习惯转移到网络平台,由视频网站着力推出的综艺娱乐节目(以下简称“网综”)继而成为市场的新宠。

 

网综所带来的不只是播放体验的变化,在充满互联网特质的语境下,“脑洞大开”成为节目构思的必备技能。对节目赞助商的品牌信息露出自然也要大动心思,才能突破传统程式化的曝光方式与节目形成高度适配。

 

2017年末,腾讯视频打造的实景真人对抗赛《王者出击》正式上线,作为一档全新综艺,《王者出击》如何突破“冠名+硬广”的常规营销手段,通过内容设置帮助荣耀手机实现品牌曝光,向目标受众展示荣耀V10的功能优势?

 

 

超强覆盖,精准触达

传播声量与人群匹配并重

 

作为首档“游改综”真人秀,《王者出击》集合“IP+明星+平台”三大优势——源于《王者荣耀》这一有着超过2亿注册用户的国民级IPAngelababy、陈赫、林志玲、张继科、贾玲、沙溢、田亮、王嘉尔等20多位星素名人的号召力;以及腾讯视频作为庞大流量入口,为节目的覆盖影响和品牌的广泛曝光,提供了无懈可击的保障。

 

截至发稿,腾讯视频《王者出击》播放量已达14亿,微博主话题#王者出击#阅读量近13亿,46个衍生子话题的讨论也高达711万。《王者出击》水晶守护榜的投票总人数也早已达到千万级。伴随视频节目广泛覆盖与社交媒体上的话题发酵,荣耀品牌信息也实现了持续露出与认知强化。

 

在《王者出击》的观众群体当中,有大量观众是因《王者荣耀》而来,作为手游的载体,荣耀手机与这些泛游戏人群有着近乎天然的匹配度。跨界营销往往寻求的就是品牌间的协同效应,并对以此碰撞出的创意火花加以完善,进而赢得目标用户的好感,在这一点上荣耀手机对受众的触达堪称完美。

 

内容植入,情景营销

实现品牌好感与卖点认知升级

 

作为创新的游戏类真人秀节目,《王者出击》在游戏IP的基础上探索沉浸式综艺,以实景真人对抗赛的方式推动节目发展。作为官方指定用机的荣耀V10的功能也在与节目的融合中体现得淋漓尽致。尤其是充分展现了荣耀V10手机“我爱AI的快”的主打卖点,将这款产品强大的AI应用、AI拍照、智慧识屏等功能设计成为帮助战队伙伴更快完成任务的得力武器。

 

 

全军出击前必不可少的自拍环节,展示了荣耀V101300万像素前置摄像头自带美颜与AI自拍语义识别技术,这一情节除表现出产品强大的拍照功能外,更增加了粉丝们对于偶像自拍、美颜等产品使用的认知连接。

 

 

而节目中的任务信息接收与队员联系,也体现出荣耀V10长续航、强信号的通讯质量。节目间歇播放的“创意中插”广告,还有嘉宾以剧情方式演绎的产品功能演示。而在嘉宾小宇宙爆发或获胜等节目高潮部分,荣耀V10则结合“荣耀时刻”巧妙露出,强化品牌形象感知。

 

 

线上线下,圈粉受众

让品牌自带Buff

 

荣耀与节目相配合打通线下线上整合推广传播,除制定北京地铁10号线《王者出击》 & 荣耀V10专列外,更展开在全国LED、手机闪屏等渠道的广告曝光。通过《王者出击》这样一档与品牌受众定位高度相符网络综艺节目,成功且精准地传递出自己的品牌精神和产品信息。

 

 

荣耀看好《王者出击》节目期待带给观众沉浸式体验,并希望通过优质的产品,向观众传递品牌对生活积极向上的目标与态度,荣耀品牌与《王者出击》节目这种不谋而合的理念,不仅成功推高品牌认知、传递用户积极向上的品牌核心态度,也开创了节目营销合作的新高度。


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