The impact of Yuewen Entertainment Media website has shaken not only the entertainment industry, but also many other industries, with the advertising industry being the most affected.
Advertising, in essence, means to spread information widely. Its purpose is to deliver one's message to a broad audience in a very short time, thereby garnering positive feedback as quickly as possible.
A single announcement from Yuewen Entertainment Media's website garnered the best possible feedback in the shortest amount of time—the kind of effect the advertising industry dreams of. Crucially, it didn't cost much, yet achieved two goals at once. This is a topic the advertising industry needs to study.
Kao Advertising Media, one of China's top ten advertising giants and the uncrowned king of print and television media, is located in a building on the Fourth Ring Road of Beijing. The company rents an entire floor as its headquarters. Backed by the capital city, right under the emperor's nose, with a network of connections spanning the entire country, it is an absolute behemoth in the advertising industry, with branches in countless cities of all sizes across the country.
Sima Yan, the founder, chairman and president of Huawang Advertising Media, is in his forties. He combines the straightforwardness of a northerner with the meticulousness of a southerner. As soon as Yuewen Entertainment Media's announcement was released, he immediately saw the business opportunity. His keen business sense led him to immediately convene a video conference with senior executives in Beijing and branch managers from various regions to discuss the intricacies of the matter.
"Is everyone here? Let's begin the meeting!" Sima Yan took the documents his secretary had just compiled. "Has everyone seen the announcement that Yuewen Entertainment Media just issued?"
The senior executives in the capital all nodded, while some in the branch offices knew and others shook their heads. Sima Yan didn't mind, since they were in different industries and it was normal for them not to know. "Then let Xiao Yang give an initial report on the situation."
Secretary Yang Lihua distributed a copy of the newly compiled materials to each of the executives present before speaking crisply, "Leaders, this is the material I just compiled from the internet. At noon today, Shanghai Yuewen Entertainment Media released an announcement on its own website, namely Yuewen Entertainment Media website, stating that the company's boss, Fang Yang, will release his first album on the 24th day of the twelfth lunar month, which is the day before the Lunar New Year. He also uploaded the music video of one of the songs to the company's website."
Yang Lihua glanced at everyone and said, "As for Fang Yang and Yuewen Entertainment Media, I won't introduce them here. You leaders can learn about them online."
"Two and a half months ago, Fang Yang held a press conference at Hengdian World Studios to launch his new drama, 'Twin Dragons of the Tang Dynasty.' At that time, two tabloids from the south deliberately caused trouble. After being reprimanded by Fang Yang, they took revenge and published reports online, slandering Fang Yang for not having directing experience and questioning whether he was messing things up. In the end, they launched an attack on Fang Yang online for unknown reasons, causing incalculable losses to him."
"Two and a half months later, Yuewen Entertainment Media website released this announcement. Please note that it is only an announcement of a new song album, along with a music video. The album adopted a pre-sale model, which pioneered a new era in the music industry. The number of pre-orders reached one million in one minute and ten million in one hour, setting a new historical record in the music industry."
"Now, let's enjoy this music video first." Yang Lihua clicked on the laptop connected to the camera screen. The next moment, a melodious song started playing on the camera screen, accompanied by frame-by-frame clips from the TV series. Beautiful scenes flashed across the screen, along with the superb acting skills of the main actors. It was like watching a movie, drawing the viewer in without them even realizing it.
After the song finished playing, Yang Lihua continued, "Subsequently, Yuewen Entertainment Media website issued another announcement: on the first day of the Lunar New Year, 'Twin Dragons of the Tang Dynasty' will be broadcast simultaneously on Yuewen Entertainment Media website and Shanghai TV. The two announcements came one after another, and it subsequently topped the trending charts on major platforms. In an instant, 'Twin Dragons of the Tang Dynasty' entered the eyes of people all over the country. According to surveys, at least 100 million people across the country have a strong desire to watch 'Twin Dragons of the Tang Dynasty'. Thus, without releasing a single article, Yuewen Entertainment Media has already made a name for itself nationwide. As long as the quality doesn't falter, it will undoubtedly be a blockbuster!"
As soon as Yang Lihua finished speaking, it caused a huge uproar among the senior executives. Everyone had different opinions, but there was no doubt that this was an advertising plan that broke the mold and had epoch-making significance!
After everyone had finished speaking, Yang Lihua continued, "Besides Yuewen Entertainment Media and Shanghai TV benefiting from this advertisement, the lead actors in the drama became popular even before it aired, gaining tens to hundreds of thousands of fans in just a few hours. Everyone, you should know that these lead actors are all unknown minor actors. With just a little push from their companies, they can rise to fame overnight!"
"Another beneficiary is the tourist area where the filming took place - Qianzhang Yougu. Yuewen Entertainment Media looked for five or six tourist attractions for this filming, but only this one had the foresight to sponsor two million yuan immediately. In less than half a day, because both Yuewen Entertainment Media and the scenic area admitted that the filming was done in Qianzhang Yougu, Qianzhang Yougu became famous overnight. There are tens of millions of people searching for the name Qianzhang Yougu online, and millions of them intend to travel there during the Spring Festival. Tens of thousands have already signed up and are ready to go. Everyone, this has only happened in two or three hours!"
"Dear leaders, due to time constraints, I have only been able to find this much information so far. Please forgive any omissions! Thank you!"
Yang Lihua sat back in her chair, took out her notebook, and began taking meeting minutes.
Sima Yan sat up straight. "Everyone, this is truly a brilliant idea. By using a music video, we successfully attracted the attention of fans. Then, we used plot clips to dispel doubts. Finally, we used the emotions of onlookers to successfully promote the drama and achieve maximum advertising value. The greatest success lies in the fact that there is not a trace of advertising throughout the entire process. That is the most ingenious part!"
"What is the value of advertising? It's about promoting your product silently and getting the audience to help you promote it. Compared to our advertising, there's so much we can learn, and it's also annoying to the audience. They change the channel as soon as the commercials start, which greatly reduces the value of the advertising and makes the sponsors unhappy."
Sima Yan glanced at everyone. "I've gathered you all here today to learn about this advertisement for two reasons: first, to broaden your horizons, and second, to brainstorm ways to improve. Comrades, times are changing, and while we may seem to have a high status, have you ever considered what might happen in the future? A similar advertising company might suddenly rise to prominence, squeezing out many traditional ones. As the old saying goes, learning is like rowing against the current; if you don't advance, you fall behind! Comrades, how many more years can we rest on our laurels?"
Seeing that no one spoke, Sima Yan sighed, "Everyone, please express your thoughts. It's alright, I won't blame you if you say anything wrong!"
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