爱奇艺陈麒伊出席2021金瞳奖首次揭秘《隐秘的角落》“造神造梗“宣推出圈方法论

时间:2021-07-23 18:00:48阅读:52512
近日,关注内容营销和创意的“金瞳奖内容盛典及颁奖典礼”在北京举行,爱奇艺共斩获12项大奖,其中,《隐秘的角落》获评审团大奖、原创内容单元全场大奖、最佳传播效果金奖共3个奖项,成
  • 隐秘的角落
  • 剧情 悬疑 犯罪
  • 秦昊 王景春 荣梓杉 史彭元 王圣迪 张颂文 刘琳 芦芳生

近日,关注内容营销和创意的“金瞳奖内容盛典及颁奖典礼”在北京举行,爱奇艺共斩获12项大奖,其中,《隐秘的角落》获评审团大奖、原创内容单元全场大奖、最佳传播效果金奖共3个奖项,成绩亮眼。爱奇艺剧集营销负责人陈麒伊受邀出席活动,发表“《隐秘的角落》开始中剧时代”的主题演讲,围绕国民爆款剧《隐秘的角落》,深入剖析爱奇艺剧集宣推营销策略。她表示,因为看到了网络用户看剧需求不断升级,他们希望剧集能呈现出“情节紧凑”、“电影制作水平”、“剧情烧脑”特质,这些坚定了爱奇艺做《隐秘的角落》以及悬疑剧集厂牌“迷雾剧场”的决心。《隐秘的角落》作为迷雾剧场中口碑和流量双高的优质内容之一,快速提升了剧场品牌影响力,大幅减少用户及客户选剧的决策成本。

 

《隐秘的角落》播出期间斩获超过200个微博热搜,豆瓣评分最高达9.2,爱奇艺站内热度值高达7964,掀起了关于“中剧崛起”的广泛讨论。打开《隐秘的角落》爆款之路的,是剧作主创团队的精心创作,更有爱奇艺剧集营销团队的巧妙谋划、落实。《隐秘的角落》原著口碑好、有影帝加持,制作团队以电影级制作水平、快节奏加工和还原故事。但因其题材小众,演员团队中缺少流量明星前期关注度低等问题,让这部剧出圈有很大的挑战。

“高品质低流量的内容如何营销成为国民爆款?”解好这个题正是《隐秘的角落》营销成功的核心。爱奇艺剧集营销负责人陈麒伊向大家分享了两个核心思路。首先,延续其高品质的优点,持续造“神”。用系列剧中隐藏的预埋细节和出其不意的惊喜,让观众折服于作品的“神级”品质与“神秘”调性,《隐秘的角落》营销团队对角色的人设、台词,剧情发展的每条线全部重新梳理和引导,将线索植入片头,观众关注的每个剧情疑点都能在片头找到暗示;老戏骨、小演员演技全员在线,且演完片子后心理状态能惊人地平稳过度;全剧配乐共34首,而且每集都根据不同剧情来配不同片尾曲,完整地诠释故事。这些细节和惊喜的巧妙传递,细腻而又不易察觉地触及每一个观众的心智,快速形成大众对这一“神”级悬疑短剧的认知。其次,挖掘剧中用户感知强的情节、台词,用来造“梗”。《隐秘的角落》营销团队通过紧贴剧情的密集造梗,带动更多悬疑圈外用户看剧和讨论,“一起去爬山吗”,“我还有机会吗”,“朱朝阳(荣梓杉 饰)把你记进日记”等批量热梗,迅速成了人们最高频的社交引用语,理解不了这一语境的人基本都会为此而去追这部剧。通过细腻而又不易察觉的造“神”,《隐秘的角落》快速打透悬疑圈层用户,而扩散性极强的热词热梗,带动大众关注剧本身,形成源源不断的自传播效果。在这种爆款影响力的推动下,《隐秘的角落》通过作品对青少年内心隐秘的挖掘、呈现,引发社会对青少年相关话题的关注和讨论,也通过突出品质、剧情等优势提振行业和用户对中剧的信心。

《隐秘的角落》及“迷雾剧场”取得的良好市场反响,不仅让爱奇艺更加坚定了做短剧的决心,也让行业看到了剧场化运营的潜在价值。今年5月,甜向情感剧类型剧场恋恋剧场已经上线,多部“爱情+”剧集正在热播,未来,主打喜剧内容的“小逗剧场”和悬疑内容的“迷雾剧场“也将陆续上线,进一步打造平台独有的内容风格和品牌属性,满足用户对于更多类型剧集的需求。

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