Dear Bird: Net Drama Wins A Great Victory In Marketing

A few days ago, the fifth annual Internet annual summit of IARI, with the miracle of net play in this year's "natural movement maniac", won the 2009-2010 year's "fast wear clothing effect Marketing Award" in one fell swoop.

Early stage: accurate market research

In 2010, the world sports year, the campaign brand also ushered in the brand marketing war: Lining,

However, the media, advertising and sponsorship have not been able to satisfy the appetite of many brands in recent years. Therefore, the fat of the Internet has become a battleground for everyone. In the 2010, more and more brands began to pay attention to Internet marketing. Most brands launched a hard advertising campaign in all major portals, SNS and even micro-blog.

In the view of most professional marketers, hard advertising and large-scale network interaction activities are enough to earn enough attention for brands. But one brand, apart from producing excellent creative advertising and dedicated to Internet marketing, has also chosen a road that no one is interested in. It is a cross industry system for network drama "inborn Sports maniac", and signed the four major video platforms of Youku, potatoes, Sohu and thunder to promote diffusion in one fell swoop. This is the famous concept of "sports happiness" put forward in 2010, which is a highly popular sports fun expert in the young group.

The first sports series "inborn sports maniac" explains the happy nature of sports from the perspective of young people's work, life and sports mode. This coincide with the brand attribute of the happy bird movement. This is also the original intention of the investment of the bird.

In this play, many young actors, such as "drama queen" Ma Li, power actor Li Ren, "miss the girl" Gao Mei Yi, are directed by young director Mao Xiaorui.

The 8 episode has different characteristics of the "bird sports mix" wind clothing, plus comic + movement + original + video "four in one" means, launched the first domestic sports theme comedy youth network drama "natural movement crazy", with short and exquisite network drama to the consumer to convey relaxed and happy sports and life concept.

Later: small net drama tells Dali Nian.

During the broadcast of "natural sports maniac", the total amount of play in Youku network was over 84 million times, and the user concern rate increased by 16241% in the first quarter.

In the first month of broadcasting, the Google search of "natural sports maniac" has more than 800 thousand comprehensive reloads. Google search forms the key word: "natural sports maniac".

While feeling the sun's positive brand concept of "Happy Sports", consumers have deeply remembered the sports products of "noble birds", deeply understood the fine characteristics of their products, and actively carried out video pmission to enhance brand exposure.

Although the happiness brought by net play is short, but the concept of "sports happiness" has been extended till now, many netizens say that only 8 episodes do not satisfy the love of "natural movement maniac". Most netizens express that the idea of "sport happiness" has changed their attitude towards work and life, especially their attitude towards sports: sports are no longer burdens, sports are no longer empty talk, sports are no longer competition, and sports bring happiness.

As of today, the total hits of Youji's 8 episode in Youku are over ten million, creating a record of Youku drama. These achievements fully prove the unique value of network drama marketing.

"I can't jump high, but I have to dance happily. I can't run fast, but I must run happily. I decided to take pleasure in sports as my primary belief, forget hard work, rules and success and defeat. Every movement needs to break the record and be happier than last time."

The concept of sports happiness has gradually become popular among the people.

The great success of the drama has also inspired the miracle of the brand.

In order to thank the netizens, a few days ago, the famous bird brand was working with Youku network production group to create the second season of the network drama. It is expected to meet with the majority of netizens this fall and winter.