Iqiyi's homemade film "The Return of Heroes of Jigong" was launched on February 16th. The number of broadcasts has exceeded 60 million so far. According to the data of Yien on February 21, "The Heroes of Jigong" is played in online movies. Ranked first in the rankings, and scored more than 1.6 million spectators in the Aiqiyi station, setting off the “civil tide†of the whole people. Not only the volume and reputation continued to rise, during the Spring Festival, Chen Haomin and Lin Zicong also went to Qixiu Live to promote the movie, and the total number of viewers exceeded 4.73 million, which became another classic case of Qixiu Live and Iqiyi.
[Chen Haomin Live Poster]
Linking iQiyi's business lines to expand IP value
With a large number of high-quality pan-live entertainment live content, it is a significant label for Qixiu Live. As a live broadcast platform of iQiyi, Qixiu broadcasts a large number of high-quality live content from the nourishment of iQiyi. It is precisely because of this, how to better integrate into the iQiyi ecology, realize the cross-business line IP, content, user linkage, and become the focus of Qixiu live new year brand strategy.
Due to the entertainment attributes of iQiyi, the Spring Festival is the time point for the explosion of iQiyi users and the explosion of high-quality entertainment content. Qixiu Live is aiming at this opportunity, and join hands with the hottest website of the Spring Festival. Invited two starring Chen Haomin and Lin Zicong to come live, successfully detonated the ratings. At the same time, the live broadcast also promoted the popularity of the movie, attracting a large number of live users to watch the movie. It can be said that the IP cooperation under the iQiyi ecology is not diluting the value of IP itself, but through the cooperation of major business lines to jointly amplify the IP value and realize the sharing of high-quality IP.
[Qi Xiu live broadcasts Jigong’s ratings]
In-depth cooperation of homemade content
Due to its timeliness and strong interaction, the live broadcast is very focused on early warm-up and early control of live content. The short-lived IP cooperation can no longer meet the needs of live broadcast users, and must produce high-quality live content and content. IP depth combination. "The Heroes of Jigong" is a self-made online movie of iQiyi. Iqiyi controls the shooting process in a whole process. The stronger control not only guarantees the quality of the film, but also allows the content IP cooperation to be deeper. The live broadcast, "Ji Gong's hero homing" not only invites the stars to personally broadcast, but also through the starring recording ID, self-media preheating, fan communication, etc., aiming at accurate users to launch a three-dimensional publicity pre-heating for this live broadcast, and finally attract More than 4 million users watched.
[Chen Haomin Preheating]
Realize classic IP brand update by live broadcast
The re-adaptation of the classic IP is a hot spot in the current film and television industry. As a professional household of Jigong, Chen Haomin’s “Honor of the Heroes†can detonate 60 million viewers, and the audience who loves Chen Haomin’s Jigong series is naturally indispensable. At the same time, however, because NetEase's audience is dominated by young people and wants to attract more young users to watch, the film is bound to incorporate more young elements. Live broadcast is the most popular interactive mode among young people nowadays. "The Heroes of Jigong" has invited the stars to go to Qixiu interactive live broadcast, which has narrowed the distance with young users and realized the brand update of classic IP, further enhancing the influence of the film. enlarge.
[网剧海报]
Close to the Spring Festival node to create quality content
In order to respond to the scene, "Jigong's Heroes Returned to the House" chose to go live on the day of the New Year's Day, and Qixiu chose to broadcast live on the first day of the first day, in order to match the atmosphere of the Spring Festival family watching live broadcast. Chen Haomin’s live theme is for the whole family to come and celebrate the New Year’s reunion. The live broadcast theme of Lin Zicong is to visit Hong Kong in the New Year and take you to play. Based on the Spring Festival node, Qixiu creates different live broadcast themes, produces high-quality content, and finds live broadcast users that match the characteristics of the movie audience, achieving efficient loop closure of traffic.
[live screenshot]
This is not the first time that Qixiu Live has cooperated with NetDa. At the Qixiu Live 2017 Festival, Qixiu Live has set up the “Annual Trend Network Movie†to recognize the online movie that was co-operated with Qixiu in the past year. . This year, Qixiu Live will continue to link with all the high-quality content. In addition to NetDa, there are a number of popular online dramas and net comprehensives including "Feng Qiu Huang", "Idol Trainee" and "Hot Blood Street Dance Group". High-quality live content has started its own brand in the field of pan-live entertainment.
Editor in charge: Wang Huixia
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