Due to the differences in video websites and TV platforms, the crew's promotional model has also begun to change.
In addition to the normal variety show + social platform promotion in the TV era, promotion in the Internet era must be more diversified, with high-frequency marketing and promotion in all aspects such as online, offline, materials, peripherals, and cross-border cooperation.
During this period, one of the key points that was emphasized and valued by the publicity and promotion team was [strong interactivity].
Through live broadcasts, offline activities and other means, the entertainment industry can be made transparent, allowing celebrities to be more down-to-earth and interact with fans and audiences more than on social media, thus narrowing the distance between the two sides and making fans and audiences feel close and satisfied.
The same approach is used for film roadshows, where the creators and the audience communicate directly face to face.
Passersby may not feel anything, but for the audience of the work itself and the fans and moviegoers, the effect is extremely good.
Otherwise it would not have become a fixed process. This was all researched and explored bit by bit by the film and television publicity and marketing teams. Even many companies and crews in the industry attach more importance to publicity and marketing than the work itself.
In the era of traffic, eyeballs come first!
No matter how good a work is, if no one watches it, it will still lose money. On the contrary, if the work has problems but the publicity and promotion are done well, it can make a lot of money.
Although Boss Wei is not that outrageous, he is well-known in the circle for his emphasis on marketing and publicity.
It has been said more than once before that the success of Blue Whale series of films and TV series is inseparable from the efforts of the publicity and promotion team.
Many people in the industry regard Wei Yang as a master of publicity and promotion. There is even a theory that Boss Wei started his career by relying on publicity and promotion.
Especially "My Love from the Star".
It became a huge hit through multiple channels and caused a sensation in Asia. It not only cleared Fan Xiaopang's reputation and raised it to a higher level, but also made him a top idol. This can definitely be regarded as a textbook project operation in the entertainment industry, and is still talked about by many fans and practitioners who admire him.
In recent years, Boss Wei has not been involved in the specific work of publicity and promotion.
But the importance attached to it remains the same as before, and there will occasionally be some discussions or ideas and suggestions.
Since "Day and Night Chase" is Boss Wei's first pure online drama and it also involves PPTV's strategy, Wei Yang couldn't help but come out again and participate in the formulation of some publicity and promotion work.
Among them, Boss Wei particularly mentioned the importance of paying attention to the advantages of the Internet and proposed the "Building Sweep" plan.
The so-called "building-sweeping" in the later entertainment circle or fan circle refers to the artists of popular dramas going to the company buildings of large Internet companies for promotional activities.
To put it bluntly, it is similar to a roadshow in a movie theater, but the style is more artist-oriented, so it can be regarded as an alternative star fan meeting.
In essence, it is still offline interaction between the creators and the audience!
However, movie roadshows are held in cinemas and organized by theater chains, but it is more troublesome to use small screens.
There have been similar meet-and-greets in the past, in many forms, whether spontaneously organized by fans, business cooperation activities, or TV programs. But obviously such random activities are a test of the organizer's ability. Some are well organized, but most are a mess.
Therefore, this method has never become a routine like road shows.
It was not until later that iQiyi came up with an idea, which was to hold the meet-and-greet event within their company.
In this way, the connection between the crew and the platform is deepened, and the visit of celebrities can also be regarded as a benefit for the company's employees who like to chase stars and watch dramas. By promoting it, the company can also get some exposure, and the purpose and effect of the meeting are achieved.
Moreover, since the promotion is within the company and most of the people present are employees, the situation will not be too chaotic, and the organization and safety are guaranteed.
So, in the previous life in 2019, Li Xian and Yang Zi’s "Dear, Beloved" became the originator of sweeping the room and was well received.
Afterwards, many crews also started to follow suit and carried out related activities, and gradually formed the habit of door-to-door publicity, and even many film crews came to join in the fun.
Boss Wei thinks that the "door-to-door" publicity method has certain merits.
All the benefits of strong interactivity mentioned above can be reflected. If operated well, topic popularity and traffic exposure are inevitable, and you can also gain traffic support from the platform.
For example, "Day and Night" went to Sina Weibo to promote it, which is a good thing for the platform and its employees, so they couldn't just express their opinions.
Even if it is just for the sake of seedlings for its own platform, the traffic of the platform of "Day and Night Chase" will definitely increase.
There is no reason for Boss Wei not to learn from this kind of activity that achieves multiple goals at one time and is a win-win for all parties.
So after "Day and Night Chase" became a hit and accumulated enough buzz, it started to be promoted online.
The first stop of the tour was not PPTV, but Bilibili, which is headquartered in Shanghai.
After all, one of the main purposes of sweeping the floors is to gain support from the platform. PPTV and "Day and Night Chase" are indistinguishable from each other, and their traffic has already been maxed out, so there is no need to spend this effort.
Besides, it would be fine for other crews to just give out some benefits, after all, Wei Yang is the chairman of PPTV.
Out of some consideration for face and also fear that the people below might not be able to let go, they decided to use Bilibili.
Although Boss Wei is a shareholder of Bilibili, his presence is not that high, so there is no need to worry about employees being too reserved, resulting in poor interaction. At the same time, Bilibili is a friendly site, so when there is good news, it will definitely give priority to its own people, and they will also give the highest degree of cooperation.
…
“Is this the headquarters of Bilibili?”
Naza looked at the small golden TV at the entrance of the building, curiosity flashing in his eyes.
Bilibili has developed rapidly in the past two years. As of the second quarter at the end of June, the average monthly active users exceeded 45 million.
It seems that it is not as good as several major video websites, and is even beaten by the rapidly rising short video platform Kuaishou, but it has excellent user stickiness, and most importantly, it has a huge influence among teenagers and college students.
This means that Bilibili holds the main force of traffic at the current stage and has great potential in the future.
It can be said that the Internet companies that have emerged in the past two years, such as Kuaishou, Bilibili, Toutiao and major live streaming websites, are all popular, and some of their valuations have even exceeded PPTV.
Nazha, Qin Lan and a few others also used to play on Bilibili.
At this time, in the eyes of many celebrities, one of the impressions of Bilibili is that it is very good at editing, some of which are positive and some are spoofs.
Sun Honglei and Zhang Yixing once publicly reposted a video clip of "Extreme Challenge" on Bilibili on Weibo and expressed their appreciation.
Da Mimi and Hu Ge simply reposted their own ghost videos from Bilibili to make fun of themselves.
Therefore, many celebrities usually go to Bilibili to watch their own related clips.
Boss Wei had no idea what Qin Lan and Pan Yueming were watching, but he had seen with his own eyes that Nazha had collected a large number of beautiful clips of "The East Palace".
We had discussed it with Bilibili before coming here. As soon as we got off the car and looked around, we saw a few people coming to greet us.
The leader was naturally Uncle Chen, the chairman of Bilibili. If other crews came, Uncle Chen might show up or send a senior executive, but since the major shareholder Wei was present in person, Uncle Chen couldn't help but give him face.
"Boss Wei, thank you for your hard work."
"Mr. Chen, Mr. Xu, sorry to bother you."
"No, no, this is also a good thing for our company. Everyone is very happy to hear that you are coming and are waiting for you."
“…”
After exchanging a few pleasantries, Wei Yang and his friends didn't chat much downstairs and went straight into the building. As soon as they entered the lobby, they saw a few dozen employees gathered there, who greeted them excitedly when they saw them.
“Ahhh, Wei Yang!!!”
"Hello, Captain Zhou."
"Look here, look here!"
“…”
It turned out that in order to welcome Boss Wei, Uncle Chen simply led the team to the first floor to wait.
Wei Yang waved and greeted everyone, which caused even more enthusiastic cheers. However, there were employees responsible for maintaining order, so although everyone was excited, the formation was not disordered.
A few people from Naza came forward to interact first, and Wei Yang took the time to communicate with Uncle Chen.
“This is too grand.”
B Station is not so arrogant as to directly book an entire building. There are still many other companies involved. It seems a bit excessive to bring so many people here.
"I didn't bring this about, they wanted to do it themselves."
Read the original text at Liu#9@书/吧!
Uncle Chen explained, then smiled and said, "Boss Wei underestimates your influence. If I hadn't stopped them just now, everyone would have been waiting at the door."
The stationmaster Xu Yi next to him also sighed: "We announced this two days ago, but in the past two days, everyone has been waiting for you and has no mood to work. Even the deputy director of finance came to me quietly after get off work to ask if he could bring his family members."
Wei Yang still underestimated the power of his team sweeping the building.
Employees of major factories, who were already accustomed to seeing some celebrities coming to do business in the previous life, screamed and cheered. There was no precedent in this time and space, and Wei Yang came in person, so the effect was unprecedented.
Not to mention those employees who like to watch dramas and chase stars, even those who are not interested in the entertainment industry and don’t like celebrities, don’t they want to come and witness the super rich?
Don’t forget that in addition to being a celebrity, Boss Wei is also a well-known Internet tycoon and business legend.
It has a fatal attraction for these Internet practitioners and workers who dream of getting ahead.
According to the original process, everyone was going to interact within the B station company, and even the scene had been arranged.
But there are too many people here and we can’t just abandon them and leave. What’s more important is that employees from other companies seem to have heard the news and some of them have decided to sneak out and watch the fun.
The situation on the scene could still be maintained, but the elevators were occupied and we couldn't leave.
Wei Yang and his team simply distributed some benefits on the spot, such as autographs, group photos, and "Day and Night" peripheral dolls and posters, and at the same time arranged for people to occupy the elevator.
After everyone's emotions have been calmed down and an explanation has been given, the main creators will leave first and wait for everyone to meet up at Bilibili.
B Station employees accepted this approach well, thinking it was just a bit troublesome, but they were satisfied to get some benefits in advance.
But employees from other companies felt a bit uncomfortable. Some smart ones started to take advantage of the situation to see if they could sneak into the team of Bilibili employees.
The smartest group was probably the property management company of the building. Under the pretext of helping with security, a large group of people rushed to the area where Bilibili was located. Several executives, relying on their familiarity with Mr. Xu, came over and chatted with Mr. Wei.
After a busy period, we finally arrived at the venue prepared by Bilibili. The employees who came to attend the meeting almost filled up the room which was converted from a conference room.
The main creators and the employees in the front row were almost face to face, less than one meter apart. Nazha also took a few bags of snacks handed to her by fans.
The host is also an employee of Bilibili and should be an amateur. He was quite nervous facing Boss Wei, and it was Wei Yang who joked and comforted him.
"What are we afraid of in your territory? We are the ones who are really afraid. I am afraid that you will not let us leave in a while."
After this was said, quite a few employees of Bilibili urged Wei Yang to stay and not leave, Wei Yang joked.
"If you don't leave, will you provide food and accommodation?"
A boy wearing glasses shouted: "Our cafeteria is very delicious, you can have a try."
"Okay then. I'll remember you. I'll find you to swipe the card later. You can't run away."
Another girl was even bolder: "I'll treat you to a meal, and then you can come back to my house in the evening."
There was laughter at the scene, and then a few girls stood up to grab the person, and their moves became more and more bold. Wei Yang's head shook like a rattle.
"Boys should be careful when they go out. My mom won't let me hang out with you female hooligans."
Everyone laughed, and a short guy next to them said something shocking: "Then can you go home with the guy?"
Wei Yang immediately looked at Uncle Chen who was watching the fun next to him and said, "Mr. Chen, do shareholders have the right to fire employees?"
Uncle Chen would also chime in: "Yes, there is, but it requires the chairman's approval. But right now, the chairman doesn't agree."
As soon as he finished speaking, several brave men stood up and wanted to take Boss Wei home. Boss Wei was so scared that he was ready to run away and pushed Pan Yueming out to take the blame.
After playing around for a while, the sense of strangeness disappeared and the atmosphere became extremely warm and intense. A few people from Naza also came out to chat with everyone.
The host also got into the mood, first talking about "Day and Night", and then asking about everyone's relationship with Bilibili.
Wei Yang is a shareholder of Bilibili. The Blue Whale Group started cooperating with Bilibili very early on. During this period, Blue Whale artists such as Nazha also officially settled in Bilibili.
Nazha has quite a lot of fans, over 400,000, and is considered a big UP host on Bilibili at this stage.
Wei Yang has more fans than him, but not by much. It’s not that Boss Wei doesn’t have appeal, but he publishes too few works, only a few a year. He can be considered a half-zombie account, so it’s natural that his fans are not increasing quickly.
However, Boss Wei also revealed that he does not use the official account, but is used to using a small account to browse Bilibili.
His favorite videos and UP hosts are mainly about food. He often watches videos like [Daily Food Diary], [Foodie Please Close Your Eyes], [Slow Food Talk], [Li Ziqi], and [Master's Dishes].
There is also football, but at this stage there are no football UP hosts, only some fragmentary information and clips.
In addition, he also watches some film and television clips about him, and he has no taboos about both positive and negative content.
Food and football are fine, but I heard that Wei Yang also watches clips related to himself, so everyone is curious about which one he likes.
Boss Wei hesitated for a moment, and then revealed a UP named [Changle Weiyang]. It is not difficult to tell from this name that he is most likely a fan of Boss Wei.
In fact, this person is indeed a die-hard fan of Boss Wei. He has edited many videos of Wei Yang, the most well-known of which are the CP ones.
He has the style of Boss Wei, very philanthropic and accepts all CPs.
Zhao Liying, Liu Shishi, Fan Xiaopang, Da Mimi, the two beauties of Xinjiang Province and Boss Wei have all been edited together. Even Liu Tianxian and Zhou Gongzi, people who Wei Yang has never worked with, have had their materials spliced together and edited together. Later, even some foreign actresses and early classic screen images were also edited together.
Therefore, he is nicknamed "Jingshifang Manager" by his fans, and all kinds of beauties are pulled into the arms of his idol Wei Yang.
I originally thought it was just fans' entertainment, but I didn't expect Wei Yang to know about it and even show his appreciation for it.
The host didn't know the joke and asked Wei Yang what he had to say to the UP host. Wei Yang thought about it and said eight words.
"I am very pleased. Keep working hard!"
(End of this chapter)