American TV series Twitter viral marketing popular selling concept hits new ratings

Did you have a T today? rdquo; As the greatest invention of recent years, Twitter has subverted the public's view of information dissemination. American dramas that have always won with creativity cannot help but want to play new tricks in many aspects in this trend.

On the one hand, Twitter owners who have a strong desire to spread have become their targets. "My Dad Said", the first drama series based on the same name's Twitter series, has become the most-watched new comedy series on the TV network since it was broadcast on CBS in Golden Autumn. Although this attempt has been disapproved by many media outlets, two new Twitter-related series will be released next year, and Twitter has obviously become an important source of inspiration for writers. On the other hand, due to the rapid and widespread spread of Twitter, many crew members have opened official accounts to promote the series. One of the best is the zombie drama "The Walking Dead", which aired on the 31st of last month. The show launched a TV show in June this year, summarizing and announcing the zombie rules, and many followers forwarded them.

Robert, one of the producers of the "Walking Dead" series. Robert Kirkman accepted an email interview with reporters and said in the face of Twitter's influence on American TV series: The 140 characters may sound rigid and short, but they can be played in various tricks, allowing film and television creators to get inspiration for innovation. The Twitter marketing of American TV dramas is full of tricks. Can mainland China get some useful inspiration from it and make use of the growing Weibo?

Capture a new inspiration case: "My dad said it"

73-year-old dad's classic quote was filmed as a series

"My Dad Said It," based on Twitter, is one of the best new shows of the year, premiering to 12 million viewers. It became the highest-rated comedy new series of the year, twice as many as the competing "I'm Crazy for Comedy." The impressive ratings have led CBS to turn its attention to two other famous Twitter bloggers: "Dear Girls Above Me", the author of this blog often quotes the remarks of girls living above his house and makes unique comments that are ironic; the second is "Shh Don't Tell Steve", which tells a poor man who is devastated by an immature roommate and who has no choice but to complain on Twitter. However, the media may not accept this kind of Twitter rewrite. The TV series version of "My Dad Said It" has always been considered an immature work, with a media rating of only 28 points (a total of 100 points).

Innovation: Fresh themes and attracting much attention

Become the highest-watched new comedy of the year

Shit My Dad Says will be familiar to people who play Twitter. On August 3 last year, 29-year-old Justin Justin Halpern launched the account on Twitter, excerpts of classic quotes from his 73-year-old father. For a time, the elderly with astonishing words attracted 1.16 million followers and became Internet myths similar to Xiao Yueyue and Jia Junpeng in mainland China. The TV series of the same name was adapted from this. This online myth has actually been adapted into a novel and sells well in North America.

At first glance, there is not much new in the construction of the series, and the 30-minute scene is filled with waves of canned laughter. The soul of the whole play lies in this father who speaks eloquently. For old actor William. Netizens praised William Shatner's performance for its precision and ruthlessness. The show's total audience of 12.5 million for its premiere was quite satisfactory. It currently has a rating of more than 10 million. It has been booked by CBS for the entire season. It is one of the most watched new dramas of the year.

Controversy: Discounts on swearing, and loses all spirit essence

The word "Shit"triggered many discussions

When you make up your mind to adapt it, it's already a bad decision. rdquo; After the media preview, the New York Times seemed to disagree with the show. The style of the TV series and the original blog was so different that it made it feel like slapping itself." rdquo; The New York Times is not the only one who is bad-mouthing. In Metacritic's media ratings summary, the show only received a low score of 28 out of 100, and its views are consistent with the New York Times. The foul language is discounted and it is too harmonious.

As a free wireless TV station, CBS cannot be cursed in the name of the program, so determining the name of the show gives them a lot of trouble. Parents 'associations and other organizations issued warnings early on: they hoped CBS would take care of itself. Leading actor William jokingly supported the word "Shit" on the TV program title, but in the end the word was garbled by CBS as $# *! substitute. In addition to the title has been implicitly modified, the content has also been harmonized a lot, Twitter in the restricted level quotes to TV has been changed to a lot of civilization. For the intolerance of the media, blogger Justin said, after all, the network platform is different, you can show all kinds of classics in life, but TV this medium needs to pay attention to a lot. rdquo;

The media is also worried about the direction of the next two Twitter adaptations. The blog post of "The Girl Upstairs" was originally less pornographic and violent, but relatively speaking, the blog post of "Shh Don't Tell Stephen" contained a lot of shit and fart, and it was written by Ashton, who always liked to make fun of it. Ashton Kutcher is the producer and has no idea what it will be modified when it airs.

Looking for new channels: "The Walking Dead"

Create an account to spread the concept of virus, completely free

In Robert's eyes, Twitter promotion is necessary for "The Walking Dead". A large part of our audience overlaps with Twitter and likes fresh and exciting crowds." rdquo; Under this wave of publicity,"The Walking Dead" won a full house. According to yesterday's latest viewing data, the first episode of "The Walking Dead" reached a maximum of 5.34 million viewers, with an average of 3.57 million viewers. Not only has it become a new high for AMC, but it is also the new drama with the highest ratings on cable stations this year so far. Media ratings have also been rising all the way, with "Entertainment Weekly" and other magazines saying that this is another masterpiece by AMC after "Mad Men" and "Beyond Evil".

In this regard, Robert said that the biggest contributor lies in the book. ldquo; We were very attentive, hoping that the rhythm would be deep, and we used a lot of scenes to prove this play." rdquo; Robert participated in the script writing of the film as the original author of the comic book, and the film also included Frank. Frank Darabont and Jill. Behind the scenes, including Gale Anne Hurd. The former is the director of "Shawshank Redemption" and the latter follows James. Cameron wrote "Terminator". The show has six episodes in the first quarter and ends on December 5. As for the confirmed news for the second quarter, Robert said that it is still under discussion.

On the other hand, another popular Twitter drama series,"Service Outsourcing", which describes Indian outsourcing companies, is gradually retiring due to high attention due to the lack of hard text, and its ratings are not as good as expected.

Innovation: Publish the zombie rule and work cheaply

Attract more than 10,000 fans with 140 words of suspense

The speed at which zombies run depends on the time it takes to become a living dead and the degree of decomposition of their bodies: zombies are like lions. When they are eating, you can walk past them openly: there are definitely no sprinters in zombies, and the fastest speed is just a big stumbling step. Since September this year, the official Twitter of "The Walking Dead" has published ten zombie rules one after another, which is quite eye-catching.

We are not vampires. We can use handsome guys and beautiful women to attract the public. Zombies are so ugly." rdquo; When Robert explained Twitter marketing to Nandu reporters, he said that if you put too many pictures of zombies, it might have the opposite effect. Twitter is a great way, and it doesn't cost money. rdquo; Currently,"The Walking Dead" official Twitter has more than 10,000 fans. Although this is a bit insignificant compared to some bloggers who have millions or even tens of millions of followers, these 10,000 people all have their own fans. Once the message is forwarded, it means that millions or even tens of millions of people will see relevant news about "The Walking Dead", and the focus is still free. According to Robert, we still have to leave the hard publicity model. It is obviously not enough to just publish stills and spoilers. Publishing the Zombie Rule is also an attempt to use a new form to stand out in the vast sea of information.& rdquo;

Link to more American TV marketing cases

Fashion marketing

Case: Gossip Girl

Although the most successful example of this approach is "Sex and the City","Gossip Girl" is clearly a major contributor to bringing teenagers back to TV series. Producer Josh. Josh Schwartz shared the secret of success in an earlier interview. The stills taken by the crew during filming would be circulated online like street shots, and they would work with designers to create costumes that are exclusive to scandal." rdquo; It is also because fashion is deeply rooted in the hearts of the people that the broadcaster CW does not dare to act recklessly when seeing the ratings decline.

Value-added marketing techniques

Case: "Glee"

It would be an exaggeration to say that "Glee" is the most profitable series. This series with double reputation and ratings has only started in its second season. In the first quarter, it has released three original albums and a special album from iTunes. Three physical albums have broken platinum in North America, and the fourth album has been scheduled to be released in the middle of this month.