In 2018, long video platforms represented by Tencent Video, iQiyi, Youku and Mango TV all chose the IP+ path in addition to the traditional membership + advertising . If the 2022 drama king "Dream of Red Mansions" is a milestone in the commercial value of content - horizontally, it uses creative mid-inserts, end - credits derivative programs, and off-screen joint customization with tea brands to broaden the commercial value capacity of content, and vertically, it deeply cultivates IP inside and outside the Tencent ecosystem , and opens up a brand-wide integrated marketing characterized by multiple online channels and multiple offline gameplay. Then the big drama at the beginning of 2023 is a further advancement of the IP+ model . As a science fiction drama.
"The Three-Body Problem" naturally has a basis for co- creation with cars and 3C digital products in terms of subject matter. The co-operation of the car body in the drama has become a key element to promote the plot, which has achieved the most basic demand of brand marketing - exposure and being seen . More importantly, the ride with content france whatsapp number data allows users to recognize and remember the brand, and even have some understanding of the brand tone. In addition to big IPs that became popular before they were aired , high-quality works that have a strong long-tail effect in the later stages are also a value field for verifying a brand's good taste, a typical example being "The Long Season", which opened strong and sold well but has strong stamina. In addition to dramas, variety shows with reality shows and competitions as underlying elements are another way to use strong labels to expand life scenarios and demonstrate consumption.
From the perspective of the audience, variety shows capture the most dynamic young people in the consumer market. Romance variety shows and workplace variety shows are the A and B sides of love and bread for contemporary young people. Slow variety shows depict a pastoral utopia outside of fast life, and competitive variety shows stimulate the senses. Youth culture and lifestyle are hidden in the variety show field of subtle human nature. For brands, this is a good place for new products to greet consumers and for classic brands to showcase their vitality . Apart from these contents that involve the general public, scenes such as music festivals and concerts that target vertical groups of people have their own group spirit. When brands are involved, it is natural for consumers to empathize with them.