Top variety shows are fiercely competing. Where is the next phenomenal marketing opportunity?

How was the invincible top variety show IP refined? In addition to the excellent creativity, sophisticated production and strong fan base of "Running Man 3", systematic program operation has also contributed.

"The Mermaid" starred by Deng Chao and starred in the Spring Festival, setting a new record for the box office of China films and the commercial imagination of filmmakers with his lonely and desperate domineering attitude. The "Running Brothers" series (hereinafter referred to as the "Running Man"), which also includes Deng Chao as the core guest, has fully occupied the top spot in the major variety shows charts with the heroism of "the company is so big that it has no friends, and the program is so good that it has no opponents.", becoming a well-deserved "king of variety shows" and one of the few phenomenon-level variety shows IPs that can make advertisers go crazy in groups.

How invincible is "Running Man"? Taking the recent third season as an example, according to data from Art En Consulting, the total number of views on the exclusive online broadcast platform iQiyi reached 3.29 billion, with an average of nearly 270 million episodes, ranking first in daily broadcasts most of the time.

Zhejiang Satellite TV's ratings are also "invincible and lonely". The average ratings of CSM50 cities reach 4.302%, of which the single-episode ratings reach a maximum of 5.444%, ranking first in the ratings for the same period, and continuing to lead the trend of social entertainment topics. Taking the Weibo platform with the strongest entertainment gene as an example,"Running Man 3" has logged on the topic list more than 20 times, including 3 times on the Top 1 topic list and 8 times on the Top 1 variety list. The number of readings on a single topic exceeds 20 million.

Behind Xie Na + He Sui: The three-dimensional integrated operation model of "Program + Star + Brand"

Most netizens still remember the incident of Xie Na suddenly parachuted into the "Running Man Group" in the fourth issue of "Running Man 3" on November 20. Not only did the ratings and iQiyi's online broadcasts soar rapidly, but it also ignited many topics surrounding Xie Na. How could Xie Na, the pillar of Hunan Taiwan, suddenly join Zhejiang Taiwan?

In fact, friends familiar with iQiyi must know that Xie Na is the host of iQiyi's self-made program "My God of Songs", and the reason why Xie Na was able to save her last screen appearance before going to the United States to study."Running Man 3" is iQiyi's planning and operation in it. While Ms. Mango's strong participation boosted the popularity of the show, it also sparked heated discussions about "Running Man 3" from all walks of life. So far, the number of views on Weibo topic # Run Brothers # has reached 26.21 billion; at the same time, He Sui, an invited guest in another program, is also a supermodel mentor in iQiyi's self-made program "Falling in Love with Supermodel 2". During the broadcast of the program, derivative topics such as # Supermodel Kicks off the Hall and Run the Men's Team # and # Li Chen Tear off Famous Brand to Celebrate his Birthday # seized the hot search list on Weibo.

It is not difficult to see that the in-depth interaction between "Running Man 3" and the iQiyi platform in terms of content has made the program fermentation even more popular. In recent years, iQiyi has continuously improved its program production and operation capabilities through self-made programs such as "Strange Talks","Xiao Song Qi Tan","My God of Songs", and "Broken Wood Brothers", achieving a double harvest of broadcast volume and reputation, and at the same time increasing advertiser brand attention and secondary communication power. During the broadcast period of "Running Man 3", iQiyi made full use of its prime programs, star resources, large-scale events, etc., and integrated operation and maintenance to form a strong linkage, which contributed to the continued popularity and increased attention of "Running Man 3". Interaction and reputation have played an incalculable positive role.

O+ O-stylediversified content distribution continues to enhance the youthful vitality of the program

. The reason why "Running Man 3" can become a deeply phenomenal variety representative, this time iQiyi's strong platform support also provides a guarantee for the program to burst into vitality. The latest iResearch MUT data shows that iQiyi has 268 million monthly mobile video users, ranking first in the entire network. It is precisely based on such a strong mass base that the number of broadcasts of "Running Man 3" has continued to rise.

On the other hand, when "Running Man 3" was broadcast, iQiyi also gave the most extensive platform promotion. In addition to the appeal of iQiyi's special page, iQiyi's all-site resources help promote, and its own influential brand self-produced programs such as "Entertainment Rush Back" and "Entertainment Morning Flight" continue to ferment on the topic of "Running Man 3"; Bullet-screen chat also enables real-time online interaction among netizens, which helps improve the recoil of online promotion of Running Man.

While opening up channels for diversified brand content promotion and distribution within video websites, iQiyi also brought "Running Man 3" offline, and gradually formed an online and offline matrix linkage effect through the "National Learning Running Man Video Collection" campaign and "Run Home" activities. While bringing more exposure to the program, it also promotes the continuous fermentation of the popularity and broadcast volume of the program, thereby getting rid of the limitations of the comprehensive N generation and making "Running Man 3" a model of in-depth phenomenal variety show.

The competition for top variety shows is fierce. Where is the next "Running Man 3" to help the brand run

? In fact, those advertisers who once seized the scarce resources of "Running Man 3" have taken the lead in brand exposure and product sales. Take Youxin Used Car, the chief title company of the program, as an example. Relying on the powerful program broadcast volume of 3.3 billion yuan, it uses systematic integrated marketing such as patches, special page customization, scene marketing, content formulation, and online and offline integration to make its brand. Awareness and downloads have increased rapidly in the short term, becoming a classic case of variety marketing in 2015.

"Those who get young people get the world" are undoubtedly the tenet of most brand marketing, and variety shows have become battleground for military strategists with their unique high attention and multi-level communication leadership capabilities. The competition for top programs is particularly fierce. In 2016, the big IP variety market in the first echelon suddenly changed: "The Voice" was in trouble due to copyright disputes, and "Dad 4" was rumored to be suspended, which made the only remaining top variety resource like "Running Man 4" even more hot.

According to sources,"Running Man 4", which has attracted the attention of fans and advertisers, has entered the recording stage and is expected to be launched in mid-April. On the online platform, iQiyi continues to win the online copyright of "Running Man 4" by relying on its advantages such as its number one traffic, multi-project operation experience, and on-demand habits of running man fans. According to analysis by professionals close to iQiyi, the commercial value of "Running Man 4" on the platform will exceed 1 billion yuan. Currently, many advertisers have begun to implement cooperation intentions.

Can "Running Man 4" once again create the commercial miracle of the third season? What classic brand marketing cases will be released? Worth the industry's expectations.

Editor: queenie