"Being the heroine of a 1-hour idol drama", 3 revelations behind 2.34 million viewers

Most of us exist in social networks. In some events, you may be a participant, a spectator, or have no intersection at all. This is the state of social networks.

On July 8, 2016, the event of “escaping from Beijing, Shanghai and Guangzhou in 4 hours” went viral on WeChat Moments. This event made “New World” famous in the marketing circle. What kind of company is it? It is neither a marketing company nor a pure content company. Since this incident, I have paid attention to their WeChat and Weibo. Recently, they created another event - "Be the heroine of an idol drama for 1 hour."

This reality show is an experiment of "modern urban romantic life" conducted by "New World" and social software "Rugu App", bringing the plot of idol drama to ordinary people. Nine handsome boys have been selected as the male lead, who are from the X玖 Youth Group, and the female lead is an ordinary person who signed up to participate through the social platform. On October 21, the nine selected girls and nine "X玖 Youth Groups" completed a live broadcast of nine idol drama scenes. The number of live viewers exceeded 2.34 million, the number of registrants reached 26,562, and the Weibo topic was read 64.43 million times.

Judging from the keywords such as celebrities and reality shows, such an event is more like a reality show produced by a TV station. However, it has now become planned by a company like "New World". Celebrities and traditional production companies like Tianyu have become supporting roles, and the real protagonists have become ordinary amateurs. The reality show's dissemination platform has also shifted from traditional TV stations to social platforms such as Tencent Live, Weibo, and WeChat.

As a reality show in a social setting, what are the specific differences of "Being the Heroine of an Idol Drama for One Hour"?

1. Truth: The difference between truth and show

Domestic entertainment reality shows feature celebrities as the main characters, and the emphasis is on the word "show", while the various "experiments" conducted by Xin Shi Xiang all focus on the word "truth", recording real reflections. For example, its planned shows such as "Beijing at 4 a.m.", "Escape from Beijing, Shanghai and Guangzhou in 4 hours", "Why don't you want to go home during Mid-Autumn Festival", and this time's "Be the heroine of an idol drama for 1 hour" all strive to record the real status and reflections of the participants in event planning. For example, in the live broadcast on October 21, a girl who signed up had a hearing impairment, and the planned content was "helicopter date in the air". Due to the weather conditions on that day, the helicopter could not take off and land, so the scene was temporarily converted into a basketball court, and the male protagonist played basketball for the female protagonist. Unexpectedly, a "basketball sports date" unexpectedly gained more than 300,000 viewers for a single scene live broadcast.

Its sense of reality is more vividly demonstrated in the social era. We always think that when TV stations make programs, there are editing and scripts. But in an event like this that broadcasts a scene from an idol drama live, when the helicopter cannot fly over, the hero and heroine set up a new scene themselves. Their "interactive dialogue, learning sign language, and Gu Jiacheng teaching girls to play basketball" all seem so "additive-free and natural." Every girl dreams of the romantic moment of playing basketball with her idol.

2. People: The roles of ordinary people and celebrities are different

Reality shows in the social era are not just about the interactions on Weibo on "Running Man" where celebrities are trying to tear each other apart. From real scenes to changes in the protagonists, celebrities become the ones who help ordinary people, and these ordinary people who participate become the real protagonists.

Reality shows performed by celebrities guarantee ratings. However, at present, a social reality show like "Being the heroine of a one-hour idol drama" also has 2.34 million viewers watching the live broadcast.

Looking at the differences in social reality shows from the perspectives of "truth" and "people" is only a part of the difference in live broadcasts. Starting from creativity to execution, it is the part that is worth thinking about and learning for many marketers. The marketing industry has always said that 30% creativity and 70% execution, as if everyone has reached an era where there are no shortage of ideas, or there are many good ideas, but how to turn ideas into creativity and execute them perfectly. In this regard, observing the events planned by Xin Shi Xiang are all good reference cases.

This incident was a mysterious news announced at the official debut conference of X玖少年团 on September 28. A social software company spent 10 million to buy the first major national event after the debut of X玖少年团. After that, Xin Shixiang launched a national recruitment activity to "be the heroine of an idol drama for 1 hour."

What insights can we gain from this event?

First, IP-based events

"Escape from Beijing, Shanghai and Guangzhou in 4 hours" has been frequently mentioned since the incident broke out until now, and it has a strong IP effect. There is a clear IP trend in the several event marketing planned by New World. The event is also like a brand, which can be extended, watched, marketed, and financed... "Being the heroine of an idol drama for 1 hour" makes the dreams of ordinary people come true. From event solicitation to live broadcast interaction, the topic on Weibo has soared, and the prototype of IP has been formed. In fact, this activity can continue to be launched in the future, similar to the first and second seasons of TV variety shows.

Second, marketing scenarios

Through different scenes of 9 male stars and 9 female amateurs, a romantic encounter is created, including exclusive concerts, cooking together, playing basketball... The dating scenes are performed by girls and idol stars selected from more than 20,000 people. For the promotion of the "Rugu App" which focuses on social networking, it is a scenario-based marketing communication. It is indeed appropriate to use two people who meet for the first time to express the feeling of "hitting it off at first sight".

Third, content programming

When we watch some live broadcasts again, they are no longer aimless or just random comments by internet celebrities . After creative planning, the production of content has become more mature. It has borrowed the methods of traditional programs, but has the differences of new media . The social platforms are used as the theme to initiate and generate content. They themselves have social communication attributes and use the fermentation power of social relationship chains to spread quickly. Video, live broadcast, TV, etc. have become technical means of communication.

"Being the heroine of an idol drama for one hour" is like a dream-making action, just like "Party A and Party B" and "Private Tailor" directed by Feng Xiaogang. Those dreams are all in film and television dramas, and the "common people" participating are also played by celebrities. This dream-making live broadcast attracted 26,000 people to sign up and 2.34 million views. The real scene and real amateurs participated. It is a test and also a breakthrough.

Most of us exist in social networks. In some events, you may be a participant, a spectator, or have no intersection at all. This is the state of social networks. I once conducted a survey, and found that among the public accounts , only 20% of people actually knew about a topic that was trending and shared it interactively. This 80/20 rule has become well known to everyone.

"Event IPization, marketing scenarioization, and content programming" make a reality show in the social era appear extraordinary. Many people are looking forward to organizations like Xin Shi Xiang to create more works. Behind those works are reality, self, warmth, and dreams. They are event marketing with positive energy. I like it very much. What about you?

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @Wei Jiadong Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!