The King of Dramas is born, a turning point emerges, Joy of Life 2 reveals a new trend in the marketing of big dramas

The popularity of "Joy of Life 2" has led to a new trend in the marketing of big dramas. More and more advertisers are willing to invest their budgets in film and television dramas; big dramas empower brands and make them profit from them; brands then invest in TV dramas to support the production of more high-quality content. Recommended for friends who are engaged in brand marketing.

1. The drama is really popular, and the brands are competing for the top spot

It's been so many days since the finale, but "Joy of Life 3" hasn't come out yet? Director, do you know how we spend our days? Hurry up and bring up Fan Ruoruo's sniper.

Although "Joy of Life 2" has come to an end, netizens' enthusiasm for it remains unabated, and it appears on two hot searches from time to time, which really makes people see what the long-tail effect of a big drama is.

According to official data, the popularity of "Joy of Life 2" has exceeded 34,000, setting a record for the highest popularity in the history of Tencent Video. Such good data not only makes the drama and fans happy, but also the sponsors.

"Joy of Life 2" has attracted a large number of cooperative brands before it was even aired, and even a ranking list was set.

Title Sponsor: Chun Zhen

Co-Sponsor——Pechoin

Leading special partner——Jingdong Supermarket,

Special partners——Dong-E-E-Jiao, OPPO, TCL, Dong-E-E-Jiao

2. Various ways to play, one “surplus” to eat more

The fact that so many brands can reap the benefits of this wave is not only due to the popularity of the series, but also has a lot to do with the way the brands are implanted.

For example, the use of hard-inserted advertisements in costume dramas is often criticized as distracting, but how did Joy of Life 2 solve this problem? All the opening, mid-insertion, and ending advertisements are performed by the characters in the drama, with the same appearance and scenes, and the plot is designed. Even the character settings are not broken, and they can be viewed as little easter eggs.

I don't know if you still remember TCL's advertisement. Generally speaking, advertisements in the 3C industry are the easiest to be out of place in costume dramas. However, TCL used the "temple" plot, which made the product's appearance more reasonable and more acceptable to the audience. When the audience saw Wang Qinian being frightened by the tiger on TV and reaching out to grab the gold, the high-definition product characteristics of TCL were already remembered without oral advertising.

In addition to theatrical advertising, there are also many classic examples of product placement. For example, when Fan Xian and Lin Wan'er got married, the prince presented "Dong'a tribute".

The benefits of this method are obvious. On the one hand, it has a wider reach, as many famous scenes will be re-created on social media and disseminated multiple times, invisibly advertising the brand over and over again. On the other hand, the influence is longer-lasting. The off-screen contract will be gone when it expires, but by implanting the product into the plot, people will be able to see the brand no matter how long it takes for them to see the TV series.

Of course, in addition to small theater-style advertising and embedded advertising, Dong-E-Erhu's game-time barrage, Chunzhen's card collection benefits, and Pechoin's Yu Nian companion viewing stickers also make the integration of brands and dramas more possible.

3. Big dramas boost brands, let’s explore the reasons behind it

So, why can a big drama create so many brands? We need to look at it from three perspectives: audience, platform and advertiser:

1. Audience perspective

For die-hard fans, the most important thing is, of course, a sequel. Especially since "Joy of Life 2" has been delayed for 5 years, the only thing fans expect is that the TV series will make money and continue to shoot sequels. At this time, advertising is no longer called advertising, it's the sponsor.

Some netizens said: "Although there are too many advertisements, it is fun to watch. This grand scene is not ambiguous at all", "In order to watch the third episode, I can tolerate the advertisements, even if Wuzhu sells Pechoin."

As more and more viewers understand this business logic, they will naturally become more receptive to advertising. Moreover, these most loyal fans are willing to spend real money to buy products to support the show. If brands capture them, they will capture the most direct conversion volume, making brand advertising more effective.

This mentality is actually very common in recent years, especially in some dramas with popular stars. Sometimes fans of the male and female protagonists will even compare with the rival dramas of the same period to see which drama has more advertisements, in order to prove the business ability of their own idols.

Besides, the audience does not actually walk away with their noses pinched as soon as they see the advertisement. As long as the advertisement is implanted cleverly, it can also make people applaud.

Take the TV series "Fang Hua" which became a hit at the beginning of this year. When the convenience store owner Jing Xiu said the classic line to Miss Wang - "Yellow River Road is like a soda bottle. It doesn't make any sound if you don't open it. But as long as you pick it up and pry it gently, it will immediately spray out. The bottle is open and can't be closed." The audience first paid attention to the plot, and after savoring the wit in the lines, they realized that this was actually a Pepsi advertisement.

There is also Meituan’s seamless little theater at the end of the film; Armani, whose poster can be seen in any frame; Estee Lauder in the Linghong boutique; Remy Martin, a must-have for celebrations, etc., all of which can serve as textbooks for advertising placement. The audience all sighed that they haven’t seen such beautiful advertisements for a long time.

Therefore, how to implant, how much to implant, and how long to implant are all very important, which will test the balance ability of the drama producer and the platform.

2. Platform angle

As mentioned above, letting the characters in the drama to advertise requires coordination and scheduling through the platform. As the leading long video platform in China, Tencent has strong control over celebrity resources, content resources and upstream and downstream collaboration .

Ultimately, the core competitiveness of long video platforms is still content resources, because viewers will not become fans of a certain platform, but only fans of a certain drama. To some extent, it is the world of hit dramas. Ma Huateng has long said: "Tencent would rather not produce some mid-level dramas, but concentrate resources on making high-quality ones."

Looking at the upstream and downstream synergy, "Joy of Life 2" is the most direct example. The copyright of "Joy of Life" belongs to China Literature Group, the producer is New Classics Media, and the exclusive broadcast platform is Tencent Video. All of them are Tencent-affiliated, plus the video account and public account as marketing positions, it can be said that it is a one-stop service of "copyright, production, broadcast, and marketing".

This gives brands more freedom. Before the show airs, they can first anchor high-quality IPs and shoot product placement ads in advance; during the show, they can interact with the audience to drive volume and sales; after the show airs, they can create secondary content on the video account to continue fermenting and fissioning.

3. Advertiser’s perspective

It is precisely because of the empowerment of the platform and the changes in the audience that advertisers’ confidence in the marketing of big dramas is getting stronger and stronger.

In today's era of severe homogeneity, brands also need a more interesting image to interact with consumers. Drama product placement is a good choice. Playing memes with the audience and watching dramas together, what could be more approachable to the audience than being a drama watching partner?

For example, "Little Master Fan has brought Chun Zhen back" and "East of Kyoto is called Jingdong Supermarket" are famous memes that have become popular. As the drama becomes popular, they continue to refresh consumers' minds, thus forming implicit memories (implicit memory: in psychology, it refers to the phenomenon that an individual's past experience automatically affects the current task without the need for conscious or intentional recollection, also known as automatic and unconscious memory). So when the memory anchor point appears again, the audience will transform their love for the drama into love for the brand.

Of course, in addition to the brands that appear in the drama, brands co-branded with the main characters outside the drama have also caught on to the popularity. According to JD Supermarket data, since the pre-sale started on May 10, the omni-channel traffic of Deyou Qing Yu Nian IP co-branded products has increased by more than 70%, and the scheduled sales have exceeded 3 million. Brand products such as Shulei shampoo and conditioner, Doli cooking oil, and EKO smart trash cans endorsed by "Little Fan" are also selling well, among which Shulei's main new shampoo and hair care products have increased by 400% month-on-month.

We see that more and more advertisers are willing to invest their budgets in film and television dramas; big dramas empower brands and allow them to profit from them; brands then invest in TV dramas to support the production of more high-quality content, forming a virtuous cycle.

In this light, the advertising ranking competition for "The Story of Rose" and "Longing for You Season 2" will surely be a lively scene.

Author: Morketing

Source: WeChat public account: "Morketing (ID: Morketing)"