Perhaps I am used to Zhu Jun's sensational routines in "Art Life", so I have a precaution against tears, and I can basically be stubborn and jealous without crying while watching the show. But recently, I, who am "not qualitative enough", have been envyed by one after another of ordinary girls' karaoke shows - "Super Girl", so much so that preparing napkins while watching the live broadcast has become a must-do, smiling. Tears seem to have become a regular expression when watching. As a person engaged in marketing planning and brand management, I naturally feel unwilling to accept such a rare sentiment. So I spent some time collecting a lot of information, and wanted to rationally analyze what kind of "strange tricks" were used to successfully "cheat" my precious tears?
In 2004, "Super Girl", the most sensational and influential mass entertainment event in mainland China, became a A film and television phenomenon, entertainment phenomenon, and cultural phenomenon that attracted much attention in 2004. It is very interesting that a TV column can be accepted by the "80s" who are said to belong to the Internet generation, and that a TV column can be accepted by a group that is outside the mainstream media and claims to reject television.
"Super Girl" was selected as the "2004 Creative TV Show of the Year" by a cutting-edge magazine. The jury gave it this evaluation: Super Girl is not "Super Girl". One word difference, creative unlimited. In the name of "making stars", it provides low-threshold access and creates a sensational effect, but it is actually an entertainment TV show that is deliberately making a fool of itself. Creative points emerge one after another: the trustworthiness given by the transparent and interactive selection, the ruthless pleasure given by the "cruel and cold", the hot reviews and hits given by the "self-esteem as a joke", and the perfect finale effect given by the bright future of the final selection. . Unprofessional but hard-working contestants, mean judges and popular entertainment form a ratings triangle. It is the Chinese extension of the "Kong Qingxiang" effect. As a creative way of "anti-idol" type programs in China, it marks that TV entertainment has entered the anti-idol track.
At the same time, Wang Han, the host of the event, also won the "Best Entertainment Program Host" award in the "2004 China TV Program List" and was awarded the "2005 China TV Host Forum and Annual Awards Ceremony" held in Shanghai. " was awarded the honor of "2004 Best TV Variety Show Host". From another aspect, it also reflects the recognition of this column from all walks of life. According to data from the CCTV-Sofuri Media Research Company, an authoritative domestic ratings survey agency, when the event was broadcast on Hunan Satellite TV, the ratings for the same period were second only to CCTV One, ranking second in the country.
On February 24, 2005, Hunan Satellite TV, the most dynamic TV entertainment channel in China, and Mengniu Dairy Group, the domestic dairy giant, jointly announced in Changsha that the two parties would jointly create "2005 Happy China Mengniu Sour Yoghurt Super Girl" annual competition will continue to carry out "Super Girl" to the end. In just the past few months, the five competition areas of Guangzhou, Hangzhou, Chengdu, Zhengzhou, and Changsha have attracted more than 150,000 registered players to directly participate, and more than 20 million viewers have continued to pay attention. In the "Tieba" of the famous search engine Baidu, the number of topics about "Super Girl" has reached 78,272 as of June 23, with 885,668 posts. This is a record-breaking response to such a strong response to an event. The popularity of "Super Girl" indicates the rise of a civilian TV entertainment program, and its unique competition system and broadcast method have also made contestants, judges, and even the audience and media excitedly find their own place in the program. . At the same time, all kinds of doubts, criticisms, jealousies, and abuses also followed one after another. An increasingly tolerant era has given us the opportunity to listen to voices from many sides.
Picture 1: Crazy "audition" scene
In essence, "Super Girl" is an entertainment product created by many parties. The reason why it is popular is because of its " "Marketable", whether it can continue to be "constantly popular in ratings" is another test of its "product life cycle".
Therefore, starting with the product and looking at its brand, marketing, users, profitability and other aspects may allow us to see the reality behind this craze from another angle.
The "product view" of "Super Girl"
"Super Girl" is a product, and no one should object to this positioning. Although the program that is ultimately broadcast live or recorded on TV is a very concrete "product", in fact the contestants, family and friends groups, expert judges, and audience judges who actively participate in the program have also become an important selling point of this "product" . Just like in a cake shop, customers are invited to witness the whole process of production before purchasing; just like urban residents go to rural areas to pick fruits themselves and then buy them, allowing consumers to participate in the process of product production and consumption, making consumers Obtaining products brings greater satisfaction and stronger enthusiasm for purchasing than directly consuming products, so it has certain characteristics of interactive marketing.
In fact, as a producer and seller of any product, when the product is marketable and the demand exceeds supply, if someone keeps asking him to develop and promote new products, he will not be treated in the end. The decision to continue to insist on producing "old products" actually has too many consequences. Just like Hunan Satellite TV, if entertainment programs such as "Rose Date" and "Happy Camp" are still booming, I am afraid there will be no space and soil for "Super Girl" to grow and grow on Hunan Satellite TV. In fact, although Hunan Satellite TV has built an efficient and strong "TV Hunan Army" by relying on its long-term sensitivity to the market, using its best "content marketing", strengthening brand and production team building, and maintaining strong innovation capabilities. ". But no field seems to be able to stop the Chinese people's extraordinary ability to imitate and learn from others, especially entertainment programs that require innovation the fastest. A large number of copied programs follow one after another. The programs that once led the ratings frenzy have declined or even failed, whether it is the "Variety Show" that once caused crowds to sell out, or the "Joy Story" that caused dissatisfaction among the artists being imitated, or even Xiaoya who kept asking "Do you want to change it?" "Happy Dictionary" and "Art Life" that require guests to prepare handkerchiefs for each issue will inevitably end up becoming more and more passive in front of the discerning audience.
The serious phenomenon of product homogeneity has caused the majority of consumers to maintain an almost conservative welcome for programs that can be innovative, but they still have a desire to "change their minds" when programs need to be innovative.
Not only that, as advertising, which is an important source of income for TV stations, its publishers, various companies, always seem to be in a bad mood. As the market competition becomes more and more fierce, the profits of the industry are getting thinner day by day, but often at this time, you will receive "sorry" notices from the advertising department of the TV station from time to time - from now on, the advertising price of a certain TV station will On the basis of last year, it will increase by a few percent or more than ten percent, etc. There is a sense of "you walk on your Yangguan Road, and I will cross my single-plank bridge". No wonder some companies angrily say that the relative monopoly of China's media has made the media's advertising prices like China's oil prices. They only hear news of increases and never hear of the benefits of decreases. Except for some companies that are "fooled" into Media Center every year and sign advertising contracts worth 100 million yuan and insist that "it's so cheap", almost all companies will be annoyed when faced with broadcast plans even provided by professional media companies. Ask: Can you do something new? Can there be something more effective?
Due to historical reasons, almost all provinces in China have successfully achieved star promotion in the name of promoting their own provinces. So we seem to see phenomena such as cigarette factories and wineries within the scope of every administrative agency under the planned economy system, so it has become a common phenomenon for each level of government to have one or several TV stations. While brand concentration in other industries is getting higher and higher, there are indeed some undesirable phenomena in China that include rigid television systems, similar programs, waste of resources, and duplication of construction.
At present, the ratings of terrestrial channels are declining year by year, and the TV viewing share and advertising value are gradually moving closer to satellite channels. According to expert predictions, there will be no more than 15 satellite channels with truly national influence in the future, of which CCTV will occupy For most of the country, it is obviously still unknown who will win the remaining seats, and it is also a life-and-death opportunity for many provincial satellite TV stations. To this day, only some people understand and some people are confused about this truth. I believe there are still many people who have always thought, "Where will there be rain in heaven?"
As protectionism in regional markets gradually fades, many companies no longer need to sprinkle pepper. The average distribution of TV media is carried out in the same way. TV stations should also start to think about how to break the TV station’s previous single routine of simply selling advertising time through innovations in advertising and program formats, and how to guide advertisers to only care about ratings and cost per thousand people, and how to communicate with advertisers and advertising companies. Through deeper cooperation, we can build brands, establish a new type of customer relationship, and increase the added value of TV channels. At the same time, how to use in-depth interaction, a form with a large audience base, is of great value to the brand. It can unconsciously bring the brand and the audience closer, which is more conducive to the integrated communication of the brand and the program. There is also how to integrate television, a conventional media, with emerging communication channels such as websites. These are questions that more and more business owners are concerned about. It is also becoming a research topic for some TV stations, including industry scholars.
Strong customer demand requires TV stations to better understand the competition and competition characteristics among various industries, and tailor a highly cost-effective product portfolio for customers, especially large customers.
On the one hand, the confusion caused by serious product homogeneity and the continuous thinning of profits require TV stations to produce "new products"; on the other hand, in the face of strong customer demand, they cannot provide new products. Products and services mean greater customer churn. Because of the pressure, the leaders and directors of Hunan Satellite TV began to gradually turn from self-appreciation to looking outward, hoping to obtain new ideas and new perspectives for "new product" research and development from relatively mature foreign markets. It was in this context that "Super Girl" was born accidentally but inevitably. It was a coincidence because during such a special period, a director of Hunan Radio and Television Group named Xia Qing was the first to submit a program planning outline similar to American "Super Idol" to Hunan Entertainment Channel. It is inevitable because in this context, change and innovation have become a path that must be taken whether you want to take it or not.
"American Idol" is a reality TV program launched by Fox based on the British TV series "PopIdol", which was launched in 2002. There is no threshold for participants, as long as they are U.S. citizens between the ages of 16 and 24, they can sign up. This program has been a ratings magic weapon for Fox since its inception, and the prize for the champion is a singing contract. In the four years since the program was broadcast, although public opinions have been mixed, it has always received high attention. Last year, Kong Qingxiang, a tone-deaf Chinese young man, was ridiculed by the judges for his comedic performance and was eliminated on the spot. However, he became famous overnight with the sentence "I have tried my best, so I will not have any regrets." Not only did he win the support of the American audience, He also successfully signed and released his first album. His performance on the album charts exceeded that of all Chinese musicians including Yo-Yo Ma and Coco Lee. This also triggered discussions about idols around the world.
Extensive participation, diversity of content, sufficient resources, and good accessibility are all the elements that an excellent entertainment program should have. At that time, Xia Qing was already running a talent show such as "Entertainment Channel Star Sister". Although the election of "Star Sister" was already very popular, at the end of that year, the country began to control the overwhelming beauty pageant trend across the country, making this show The fate of the show was also affected to a certain extent. At this time, the need for a "column with greater market potential and potential for influence" has become a key consideration for entertainment channels.
In 2003, Xia Qing led people to plan "Super Boy" with a certain "American Idol" style. Although without the support of Hunan Satellite TV, this program could not cover the whole country, but for the Hunan entertainment market, "Super Boy" has successfully completed mission, it made people "recognize that it and beauty pageants are two different concepts" and became an instant hit in Hunan Province. In February 2004, Hunan Entertainment Channel struck while the iron was hot and launched the "Super Girl" program.
At that time, Hunan Satellite TV's main entertainment programs "Happy Camp" and "Rose Date" were facing a situation where they were heavily copied by other stations and their audience appeal was declining. As the superior of Hunan Entertainment Channel and Hunan Satellite TV, the senior management of Hunan Radio and Television Group made a decision to use "Super Girl" as a major project to re-establish Hunan Satellite TV's leading position in domestic entertainment programs. The program received widespread attention as soon as it was broadcast. The four competition areas attracted more than 60,000 direct registrations. In that year, "Super Girl" magically expanded throughout the country in the first season.
It is the formulation of the following simple rules that has become the core selling point of the "product" "Super Girl":
First, sign up. Regardless of singing style, appearance, or region, women who love singing and are over 16 years old (there is no upper age limit) can sign up to participate. Females under 16 years old must be accompanied by a parent (or guardian) when registering.
Second, audition. Registration will be carried out simultaneously, and 50 finalists will enter the knockout round.
Third, the knockout round. After a period of training, the 50 contestants produced by the audition will enter the knockout round, "50 will enter 20", "20 will enter 10", "10 will enter 7", "7 will enter 5" - all results will be announced and eliminated on the spot. The last 5 winners advance to the 6 finals trials.
Fourth, winner. The organizer will invest in packaging, release records, and star in TV series.
Figure 2: Crossing the threshold to participate and having a high elimination rate are the salient features of "Super Girl"
So an outstanding person with a certain "overseas" imitation pedigree, novel form, and high participation The entertainment program was born. It can be said that it happened at the right time, with a good product and a good market opportunity. What really makes such a product shine is Hunan Satellite TV's advanced brand awareness and integration ideas when promoting and selling this "product".
"Super Girl"'s "Brand Concept"
It is easy to produce a product, but it is not easy to build a brand. In the traditional understanding, many people only regard a certain TV station as a brand, while ignoring the various factors that constitute the actual connotation of the brand. From the beginning of Phoenix Satellite TV's establishment to its great success, in fact, in a large sense, it has formed a composition of "famous TV stations, famous columns and famous hosts". They are independent of each other but interdependent, and together they have built Phoenix TV. Satellite TV is such a successful brand.
As we all know, TV stations have always been an important position for government public opinion. It is very difficult to reform the property rights of such an institution. Facing more and more competition from brother provincial and municipal TV stations, and facing the eager eyes of more and more large international media groups, advantaged TV stations including Hunan Satellite TV are facing many embarrassments. On the one hand, the hard-working and creative program format will be quickly imitated and followed in a short period of time; on the other hand, in order to retain an excellent creative team, relying solely on a few simple words of "career to retain people" seems very weak. . Therefore, how to provide effective incentives under the current management system is not a problem that can be solved by simply "paying bonuses." Therefore, the more leading TV stations are, the more they feel that clear division of property rights and distribution of interests is an effective way to push their career to another peak. Hunan Radio and Television Group launched a new brand cooperation and management model in the operation of the "Super Girl" project.
In the past, in the layout of provincial channels dominated by satellite TV, as long as the programs were beneficial to the development of satellite TV stations, other provincial stations generally provided free support. If this thinking is followed, Hunan Satellite TV can provide free programs The whole thing was used to operate the "Super Girl" program. But at that time, the decision-makers of Hunan Radio and Television Group decided to market-oriented program and brand resources to turn existing resources into incremental resources. Finally, it was decided to jointly invest with Beijing Tianzhong Culture *** in the name of Hunan Entertainment Channel, and register a holding subsidiary in Shanghai - Shanghai Tianyu Media Co., Ltd. to produce and operate Hunan Entertainment Channel's entertainment events through film and television programs ( Such as "Star Sister Selection", "Super Boy", "Super Girl") and its artist management and training services to realize the redevelopment of the marginal resources of Hunan entertainment channels.
Figure 3: "TV Hunan Army" has always maintained a strong ability to innovate
The establishment of Tianyu Company became an attempt to market the channel. It is no longer just an advertising period, but the brand "Super Girl". Tianyu Company has become the brand holder of "Super Girl", while Hunan Satellite TV has only become the broadcast platform of "Super Girl" program, that is, the operator of "Super Girl" TV program. At the same time, if Hunan Satellite TV wants to obtain the operating rights of the "Super Girl" program, Hunan Satellite TV needs to provide certain channel resources and conduct a series of equity exchanges with Tianyu Company. At the same time, Hunan Satellite TV has also paid millions of yuan in funds related to entertainment channels. Production costs. Production costs have been fully guaranteed, the enthusiasm of creative staff has increased, the quality of programs has improved, the ratings have also increased, and advertisers are willing to invest heavily. A small change has actually brought about multi-win *** students. situation.
Out of consideration for the long-term development of the brand, Tianyu Company has registered relevant trademarks for "Super Girl" and has begun to try to use it in the development of related industries. After the "Super Girl" competition ended in 2004, Tianyu signed a contract with "Super Girl" champion An Youqi and released her first solo album at the end of the year. At present, the products for which An Youqi is invited as the image spokesperson include jewelry, clothes and other five or six products. According to Tianyu Company's disclosure to the media, Shan An Youqi's annual income from endorsements, performances, albums and other activities can reach 7 to 8 million yuan. Tianyu Company's current revenue structure is also diversified, mainly coming from brand transfer, product development, program production and ground advertising. In the future, Tianyu Company also plans to launch clothing and accessories under the brand "Super Girl" at the appropriate time. and other related products.
The clarity of brand ownership has allowed a fast-growing brand to form such strong brand tension in a short period of time. This issue is indeed worth thinking about by some conservatives.
I remember a success master once said a basic rule of success: people who desire success need to have regular contact with successful people. In fact, isn’t this true for a successful brand? Across the world, there are countless examples of successful brands forming strategic alliances with successful brands. Both parties can use their respective strengths to improve their respective brands. The 2005 "Super Girl" is actually such a very successful case.
"Mengniu" is a brand that has grown rapidly in recent years. He who won the "CCTV Standard King" actively participated in major events such as "Shenzhou Five Feitian" and has always used unique and bold planning. Become a company that receives much media attention. Facing the current fierce competition in the dairy market, Mengniu, which has been "fighting for price", "fighting for channels" and "fighting for promotion" for a long time, began to consider the issue of brand extension and improvement. "Mengniu Sour Yoghurt" has become a key promotion sub-brand. To position the brand towards young and energetic girls, rather than housewives who are very price-sensitive, it is necessary to select the target consumer group and study their consumption characteristics and influencing factors. The participants and audience of "Super Girl" are very consistent with it.
Looking for Zhang Hanyun, the third runner-up of "Super Girl" in 2004, to serve as the image spokesperson, and invested tens of millions of yuan in TV, print, Internet, outdoor and other forms of advertising; reached a strategic alliance with the "Super Girl" event, and also invested heavily in fully supporting "Super Girl" "Activities in various places; at the same time, the sales system and media system were perfectly integrated. Product packaging, point-of-sale leaflets, and terminal roadshow promotion are all in line with media promotions, focusing consumers' attention on one point. When consumers go to the supermarket to buy "Mengniu Sour Yogurt" products, they will definitely think of Hunan Satellite TV The event "Mengniu Sour Yoghurt Super Girl" reminds me of Zhang Hanyun, the "super girl". In 2005, Mengniu plans to release 2 billion bags of products with "2005 Mengniu Sour Yoghurt Super Girl" on the market. How many people can this directly affect? So from a certain point of view, the sensation of "Super Girl" in 2005 came from its continuous improvement in operation, and also benefited from Mengniu's "big gamble" to support itself and "Super Girl" "development.
Picture 4: "Super Girl" Zhang Hanyun endorsed "Mengniu Sour Yogurt" in 2004
Of course, in terms of brand cooperation, "Super Girl" has not only strategic cooperation with Mengniu A very ideal effect has been achieved. In fact, some work on integrating brand resources is also very distinctive. Everyone who has watched "Super Girl" laments that the most exciting part is actually the "audition", in which the use of judges and increasing the brand value of "Super Girl" are very successful. The attraction of the "Ke Nan" judging panel composed of Ke Yimin and Hei Nan to the contestants and the audience cannot be underestimated. Even in the second half of the show, some viewers were not watching "Super Girl", but paying attention to these The wonderful performance of personality judges is different from traditional judges. We often say, what is a very successful brand? The elements that make up a brand are all so indispensable. So just imagine, if there were no judges with such personality, would "Super Girl" still be "Super Girl"?
In fact, whether it is the integration with Mengniu or the fit with the personality judges, it is not difficult to find the strong spirit of cooperation and tolerance shown by "Super Girl" in building this brand. In China's special media environment, things that everyone thinks are news may not necessarily be reported by the media, especially "Super Girl" which itself has a strong commercial nature. Therefore, gaining support from a wider range of media has basically become an issue that many media are now focusing on. This year, "Super Girl" has done an excellent job in integrating and interacting with local TV and print media. The long-term and multi-page attention of many media has enabled this long-term event to continue to maintain strong attention and freshness. feel. Taking Zhejiang as an example, the "Super Girl" program opened a competition area in Hangzhou for the first time. Zhejiang's partner is Qianjiang Metropolis Channel. Hunan Satellite TV brought the judges, program model and production process, and Qianjiang Metropolis Channel was responsible for the specific organization and full recording. The cooperation between the two parties did not involve cash transactions. The "Super Girl" program is provided by both parties on a one-to-one basis: the production staff of Qianjiang Metropolis Channel are from the "Happy Double Cannon" column, and the production staff of Hunan Satellite TV are mainly from the "Music Constant" column. This kind of cooperation not only exchanges experience and expands influence, but also achieves a win-win situation for all parties involved. Therefore, how to achieve a win-win situation of integrating multiple brands under the principle of big interests is undoubtedly a test of the organizer's wisdom.
We are in an era of rapid change. It is difficult for a brand to proudly claim that it can live independently, even Microsoft and Coca-Cola are no exception. Therefore, cooperation and integration between brands will be an inevitable trend for a long time to come. The brand significance of "Super Girl" is that companies should gradually shift their emphasis from physical property rights to non-physical property rights and learn to use them flexibly. At the same time, trying to "shake hands" with successful brands, and those who can only appreciate themselves, "ostracism" will ruin everything.
"Marketing Views" of "Super Girl"
In recent times, there have been a lot of people and things that may be embarrassing.
"Super Girl" has become popular, and it is said that many people have expressed strong or tactful dissatisfaction on some occasions. This even includes some emotional people in Dragon TV's "Lycra Show" and CCTV's "Dream China". "Uncle Li is very angry and the consequences will be serious" seems to have become a mantra. And Uncle Zhao Benshan took over as the chairman of Liaoning, which also made a group of so-called football professionals very unhappy. They always wonder why "fudge" is so powerful now. There is also the narcissistic Internet celebrity "Sister Furong", who made many people shout "Oh my God, my earth, please open your eyes!". But there is no way, this is the reality, which is why many of us marketers need to constantly pay attention to new things and keep learning. "Super Girl" as a whole has many bright spots in terms of marketing. We might as well use fragmented information to connect together a bright spot that is not a complete plan on paper, but is intertwined in actual operations.
Understanding the consumer groups
In fact, the age structure of the mainstream audience for Hunan Satellite TV’s entertainment programs has always been on the lower side. According to common understanding, this will be detrimental to advertising investment. Because no advertiser seems willing to invest too much energy in younger people who don’t have much income and don’t have much spending power. And at the same time, we have to admit that it is such a group that promotes the rapid development of the thumb economy, game economy, entertainment economy, and network economy. Behind every Chen Tianqiao and Ding Lei stands an elusive group of consumers. And we have to pay attention to them, because they are influencing and even dominating the consumer trends of today and tomorrow. We need to admit that we are facing a group of people who recognize themselves without recognition. They have no profitability, but have strong consumption power; they do not have strong judgment ability, but have strong ability to follow the trend; they do not appreciate others' A paradise for hobbies and egocentrics.
A writer named Haruki (born in 1983) described his generation this way: As a child of the 1980s, I do what children of the 1980s should do, speak the colloquial language spoken by children of the 1980s, eat Eat the food that children in the 80s liked, drink the drinks that children in the 80s liked, listen to the music that children in the 80s listened to, sing the songs that children in the 80s sang, and get used to the lifestyle of children in the 80s... In short, I want to be a real , pure 80s kids.
Picture 5: The “generation that can’t read” shows off its true self
Is it a declaration? Is it a lifestyle? Is it indulgence? Is it emotional rebellion? Some people say that "Super Girl" is a kind of pandering, which is why there is so much craziness and obsession. As for marketers, aren’t you looking for the destiny of your target audience?
Formulation of game rules
The selection of each singing area of ??"Super Girl" is divided into auditions, 50 into 20, 20 into 10, 10 into 7, 7 into 5 and finals With 6 selections, starting from the top ten competition, the judges are not of much use. According to the rules set by the program, the 10-to-7 contestant adopts a knockout system. Two of the three contestants to be eliminated were eliminated by the millions of "text message judges" because they received a small number of SMS votes from the audience outside the venue; the other one The contestants were eliminated by 31 public judges on the spot.
"Super Girl" adopts a knockout system in the promotion competition. In the early knockout rounds, more people were eliminated than passed, which formed the concept of the so-called "vulnerable" group. The repeated "pending", "PK" and "voting" infinitely magnified the cruelty of the game, and the audience was easily aroused to sympathize and care for the vulnerable groups. On the other hand, the reason why these contestants were eliminated and at a disadvantage is because the number of text messages sent by the audience to support her is less than that of other contestants. Objectively, it will give the audience a sense of achievement in participating - I can decide who Winning can also determine who loses.
Compared with various previous CCTV competitions, every aspect of "Super Girl" can simply be described as "chaotic". But somehow it is precisely this "chaos" that has attracted so many participants and followers.
It seems that the "similarity" in marketing content and the "extreme differences" in form can still form more and more exciting combinations.
Encourage broad participation
In the history of the development of Chinese television, the audience belonged to the "bench" for a long time, and it was a joy for you to have the opportunity to watch; , the audience is a "remote control" that blindly changes channels, and you can only vent your dissatisfaction by changing channels without purpose; entering the era of text messages, the audience only sees Li Yong "cracking golden eggs" ("Very 6 1" program segments) are always calling other people's names, so this one-in-a-million opportunity is far-fetchedly called "interaction."
Suddenly, the "weird" faces of a group of group leaders were flying and shaking on the TV screen, so you were indignant. As a result, more than 150,000 people across the country walked directly into the "Super" with the same emotions as you. The audition scene for "Girl's Voice"; you suddenly and happily learned through the grapevine that your appearance will be broadcast on the channel that broadcast "Little Swallow", so except for the old man repairing the car at the gate of the compound who did not inform you, you All your relatives and friends stayed by the TV to watch the less than 2 seconds of footage that may have been of you; you were unwilling to give in, so you actively signed up to become an audience judge, so that you could directly punish those who were not good in your opinion. Lord, it’s a pity that luck never seems to favor you; so you really want to try whether your text messages can save the beautiful girl who is crying in 7 out of 10, but it turns out that you sent ten messages in a row and it seems to have exerted your magical power, and she who was already eliminated successfully You're ecstatic to get to the next round. Scenarios like this are happening simultaneously in many places across the country.
"Super Girl"'s low threshold and various forms of participation make it no longer important how many contestants are left in the competition. Almost everyone can find an object that can carry one of his emotions, whether it is watching, commenting, laughing, crying, feeling, or ecstatic. Can there be anything more wonderful than pulling consumers from the opposite side of sales into the collaborative side of participation?
Selection of event cities
In 2005, "Super Girl" opened five singing areas across the country, including Guangzhou, Hangzhou, Zhengzhou, Chengdu, and Changsha. Each of the five singing areas has The theme allows the brand effect of "Super Girl" to be continued layer by layer. It's right at the doorstep anyway, and there's no need to spend travel expenses. These reasons have made many hesitant girls sign up. Choosing to host it in a medium-sized city will not only create a sense of familiarity with local players, but also because the cultural and entertainment content in these cities is far from saturated, "Super Girl" can easily become a mainstream entertainment and social news event in the local area, causing widespread confusion among the people. Sexual attention boom.
At the same time, these cities are also key markets for the main sponsor Mengniu, and are the cities where its sales plan will be focused on promotion. By superimposing the focus of communication with the focus of sales, the effect is naturally very ideal.
Propagation of brand stories
There are so many stories about "Super Girl". On the one hand, so many people are involved in it, even if there is no wind, there will be waves. On the other hand, the organizers' conscious exploration and guidance made it possible to compile a "story meeting" throughout the event. From