From "Music Review Special Train" to "Xigua Video Celebrity Ticket", what else can subway advertising do?

It’s been almost a year since the heart-wrenching comments about NetEase Cloud Music . To be frank, subway advertising and marketing have also been following suit for almost a year. However, apart from NetEase, there are almost no other brands that can truly sweep the screen or create topics for everyone to talk about, although some brands’ copywriting and images are very well done.

But in the past two days, at the Nanluoguxiang subway station, a long picture seems to be deliberately changing this situation. That is what Xigua Video has been doing recently.

As a short video platform under Toutiao , Xigua Video can be said to have emerged in the public eye in a stand-out posture this year. Official data from Toutiao shows that Xigua Video currently has 200 million cumulative users, with daily video playback exceeding 3 billion and an average daily viewing time of more than 70 minutes per person. Different from brands such as TikTok , Volcano, and Kuaishou , Xigua Video focuses on PGC / UGC . Most of the video content on the platform comes from short video creators, and it accurately matches recommended content based on user viewing preferences. It is known as China's YouTube.

What exactly is drawn in this long picture on Xigua Video? What do you want to express?

"Watermelon Red Man Volume", China's short video version of "Along the River During the Qingming Festival"

It is obvious that this "Watermelon Celebrity Scroll" is intentionally an imitation of the "Along the River During the Qingming Festival" by the Chinese short video celebrity . The picture shows about a hundred internet celebrities and organizations in the current short video field, including Papi Jiang/Zhang Zhaozhong/Office Ono/Huihuo (formerly known as Guanba)/Baozou Manhua/Liziqi/ Itiao /Big Stomach Mizijun/ Ergeng /Dajiji, etc., which account for half of the Chinese internet celebrity world. Each character is given a precise and appropriate role, and there are jokes everywhere. For example, on the door of Papi Xiaolinyuan, there are posters of Bigger Institute and Zhang Mao, creators under Papitube; the famous prop water dispenser of Xiaoye in the office has been idle and used as the chimney of the inn; the empty bowls in the room of big eater Mi Zijun have been piled up into a mountain; the top female anchor Feng Timo stands in front of Huihuo (formerly Guanba) Tea House to perform...

Such a scene, in addition to being able to quickly attract people and make them stop, achieving the theme communication effect of "watching again and again", also confirms the unshakable original content of Xigua Video and the strength of its authors, and has carved out its own vast territory in the short video industry. It seems that the title of the largest short video platform in the country is not an exaggeration.

Every company makes long subway pictures, but what made this celebrity picture so popular?

As mentioned earlier, subway marketing has been difficult to break through in terms of form and content since the changes brought about by NetEase Cloud at the beginning of the year. The long picture on Xigua Video is said to be a reversal of the situation (although there are precedents for long pictures on subways). There are probably a few points to say:

1. Although the form must be novel, the content is the key to resonance.

In addition to innovative forms, NetEase Cloud Music relies on heart-wrenching comments to resonate with users, while Xigua Celebrity Scroll relies on vivid hand-drawn drawings of internet celebrities to bring another visual experience to users. Both are based on the premise that the content is familiar to users, or that they are more interested in and willing to talk about it.

2. Find outlets for communication from your own resources rather than blindly catering to others or getting high on yourself.

The heart-wrenching comments on NetEase Cloud Music come from its own users, and the Xigua Red People's Scrolls are hand-painted by the red creators on its own platform, and they themselves have good communication topics and discussion. The failed cases of following NetEase Cloud's subway marketing were due to blindly catering to others. A while ago, Ctrip's long-picture advertisement, which was also inspired by "Along the River During the Qingming Festival", failed in the discussion of the content, and thus remained superficial.

See the ingenuity for execution details:

1. The location for the long image placement is Nanluoguxiang subway station. As a must-see destination for tourists in Beijing, Nanluoguxiang’s 700-meter-long row of quaint shops is a perfect match for the Watermelon Red Man Roll. It gives people a wonderful illusion that after looking at the pictures, they can go straight in and have a look.

2. This is really the first time I have seen a line drawing published on the street. On the two walls of the passage, one is the finished long drawing, and the other is the pure line drawing. The distinct black and white lines give people a unique appreciation experience.

Of course, since it has such a great IP resource, how could Xigua Video only use one long picture to explain it? If it blooms offline, it will definitely smell better online. In addition to the long pictures, they also customized a set of large-scale lyrics for 18 Internet celebrities, and invited Bai Hao, a well-known MC under Tianyou, to perform a magical and domineering rap. You will be "addicted" to it after listening to it once, and you will be brainwashed by the magical flow of "watching it again and again".

The author of this article @Effy compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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