五一档淘秀再出新品,“首映礼伴侣”进一步丰富短视频营销矩阵

时间:2021-05-07 13:01:21阅读:50946
2021五一档已落下帷幕,据灯塔专业版数据显示,5月1日至5日票房达16.7亿,近4420万人次观影,《悬崖之上》《你的婚礼》《秘密访客》等多元题材影片的上映,让这个五一档的票房及观影人次均创造了档期
  • 你的婚礼
  • 爱情
  • 金英光 朴宝英 姜其永 高圭弼 张成范 金贤淑 林炯俊 姜德重
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2021五一档已落下帷幕,据灯塔专业版数据显示,5月1日至5日票房达16.7亿,近4420万人次观影,《悬崖之上》《你的婚礼》《秘密访客》等多元题材影片的上映,让这个五一档的票房及观影人次均创造了档期新纪录。在此背后,数字化营销手段的不断迭代更新,也为市场提供了助力。

据悉,淘秀营销在五一档期间推出了新产品“首映礼伴侣”,以明星达人合拍为基础,打通了从线下活动到短视频的二次传播链路,以短视频KOL的流量对首映、路演等营销活动形成反哺。

如针对4月30日的《秘密访客》首映礼,在活动结束后30分钟内,“首映礼伴侣”就实现了现场实况的极速剪辑,通过对活动内容及达人的预埋策划,分发至短视频平台。“段奕宏被送小猪佩奇手表”、“张子枫宠弟狂魔”等在抖音平台引发热议,累计覆盖粉丝超过2800万,助力专属话题播放量破亿,其中“七阿姨”的合拍视频获得25万点赞,助推了影片的热度。

“首映礼伴侣”的推出,也让淘秀营销旗下的短视频产品组合进一步丰富,形成了“冲击播伴侣”、“预告片伴侣”、“观影团伴侣”以及“首映礼伴侣”的产品矩阵。创新产品的迅速推出与迭代,也让短视频营销阵地发挥出了最大效能,使影片宣发过程中的多样玩法得到实现。

据介绍,“冲击播伴侣”以泛娱乐矩阵账号为基础,在直播营销活动之外以短视频平台实现流量反哺,即播即剪,抢占热搜;“预告片伴侣”针对预告/花絮素材进行二次创作,服务于影片的预热;“观影团伴侣”在现场埋点策划,打造专属话题,助力观影活动对于影片的口碑扩散。

此次五一档,淘秀营销继续在短视频+直播双赛道助力影片宣发。其旗下首席特技制作达人“星术师”,为影片《悬崖之上》创作的创意短视频获得12万+互动量;另一边,线上路演平台“冲击播”再次亮相,影片《阳光劫匪》在5月1日走入吉杰直播间,实现了300万+累计观看、15000张电影票秒空的营销和转化成果。

淘秀营销自2020年成立以来,以短视频+直播两大板块为核心布局,目前可触达内容达人400+,自有粉丝近3亿,可触达粉丝10亿+。在精细化运营策略的加持下,淘秀营销将服务对象扩展至院线/网络电影、剧集、综艺等全品类文娱内容,根据不同内容属性来定制精准化、智能化的营销方式,目前已经成为国内一线影视MCN营销机构。

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