Media in-mediaRead.：The great difference between TV media and Internet media is that TV media have their own values and responsibilities or feelings, and the values linked media content and brand marketing, but also "Extreme Forward" is different from other variety marketing the most prominent features.

Source: Media Ginseng (reprint please indicate the source)

Wen/Think

"Extreme Forward 4" launch

In 2017, against the background of the overall downturn in the variety market, on October 6th, the fourth season of Shenzhen Satellite TV's hot-blooded "Extreme Forward" bucked the trend and realized the win-win pattern of program audience, audience reputation and advertising marketing.

CSM52 city data show that the fourth quarter of "Extreme Forward" tv rankings advanced to the third place at the same time, the micro-blogging topic "Extreme Forward" login crazy variety TOP5, in particular, reflects the market value of the brand gold content, the program strongly promoted the brand's overall sales growth of 10 times in two weeks, e-commerce monthly sales from more than 100 pieces quickly exceeded 20,000 pieces, and during the program broadcast online, offline many times. 

Shenzhen Satellite TV Executive Director Zhang Wei said, "Extreme Forward" to 'competition' as the main core, which brings courage, hard work, transcendence, not to lose the 'Extreme Spirit', to the audience to pass a steady stream of positive energy." Shenzhen Satellite TV as a 'pioneer' characteristics of the platform, has always been in the production, management and innovation on the road has been extremely fast forward! "

Jia Jingxuan Xiu Jiekai challenges the task

In the audience's increasingly distracted communication trend, head variety, from television to the network, have a very high content exposure and fan adhesion value. "Extreme forward" as a 25-45-year-old urban population as the core audience, bring their own Shenzhen Satellite TV "pioneer, fashion, rational" channel characteristics of the hard-core variety, with positive and powerful values linked media content and brand marketing, and constantly release high energy, give you strength!

"Extreme Elite Soldier" Achievement "Market Sharp Soldier"

Efficient empowerment to name the brand,

The overall sales of black milk increased tenfold in two weeks

On August 4, 2017, the fourth season of Fast Forward began. This season's guests invited Fan Bingbing and Xie Yixuan, Jia Jingxuan and Xiu Jiekai, Wu Minxia and Zhang Yicheng, Zheng Yuanchang and Wang Likun, Zhang Jike and Zhang Chuanming to start from Hong Kong, China, and then through Copenhagen, Stockholm, Hefei, Singapore, Ho Chi Minh City, Zhuhai, Macau, Kuala Lumpur, Shanghai, a total of 10 historic Asian and European cities to start a racing tour.

Fan Bingbing Xie Yixuan canoe

Shenzhen Satellite TV Executive Director Zhang Wei said, in addition to the continuation of the program since its birth with the consistent racing core and the spirit of challenge, the new season of "Extreme Forward" in the continuation of the American hard-core competition core, on the basis of a particularly rich strengthening of the "Belt and Road" on the cultural landscape and vivid groups of vegetarians, from competitive spirit, emotional shaping, cultural identity and other dimensions to expand the rapid forward brand connotation.

Sophisticated production and effective product push, ultimately for brand value services. In 2017, Shenzhen Satellite TV continued to expand platform resources, on the basis of solid program content, will combine independent innovation with open station, layout of the entire industrial chain pattern, adhere to the "operational shuai" project system operating methods, improve the core competitiveness of the platform in all directions, with advertisers, production companies, advertising companies, industrial companies and other partners to move forward at a rapid pace.

Jia Jingxuan Xiu Jiekai moved to embrace

The fourth season of "Extreme Forward" not only showed steady performance on the television side, champion night with 0.744 percent at the same time in second place, the network side of the spread is also strong momentum: the full season of network broadcasts more than 580 million times, firmly in the top 10 television variety network broadcast; Weibo's main topics have been read nearly 8.9 billion times, with more than 2.8 billion readings of related topics this season; Baidu index 4 times in the same quarter program Top1.

This IP's greater audience advantage lies in the stability and quality of the deep user: "Our analysis of the audience shows that "Extreme Forward" as an American hard-core reality show, the urban young elite also has a higher appeal." According to statistics, the proportion of male audiences accounted for 46%, college education and higher education accounted for 60% of the audience, and the theme of global racing is particularly popular with travel, cars and movies, young audiences, especially 25-34 years old viewers in the audience composition of the highest proportion," said Zhang Dan, deputy director of Shenzhen Satellite TV.

The fan characteristic of the excellent crowd is the positive feedback of the brand characteristics, and it is also a powerful driving force to pry the marketing energy. Liang Youwei, director of the advertising department of Shenzhen Satellite TV, said, "The ultimate goal of brand-sponsored programs is to achieve sales, and the content of the program needs to be deeply in line with the brand."

Black and black milk's 'light fat' concept, consumer groups and Shenzhen Satellite TV young audience groups, the sports attributes of the program is very relevant, with the help of program content for social, entertainment and other multi-faceted marketing expansion, the star, variety fans into brand fans, maximize the value of the variety show, and ultimately drive the target audience like, experience, purchase marketing closed loop.

Fan Bingbing Xie Yixuan with black and black milk

Choose deep into the Shenzhen market, named "extremely fast forward" the fourth season, is the black and black milk to strengthen the region, layout of the country's important step. Shenzhen Satellite TV, as the top-ranked TV platform, has a high platform influence. "Extreme Forward" as a show has been broadcast for three seasons of head IP variety, has a wide audience influence.

Liang has for the introduction, "Shenzhen Satellite TV in the variety of advertising operations experienced, and innovatively set up a program operations department, in the "Extreme Forward" in the fourth season of the program for partners to provide more samples, richer marketing space, brand project sponsorship upgrade to Co-brand integration, will be 'operational-oriented' reflected in every link, with customers advertising creativity, production, late, and even offline linkage. On the basis of the same price, Shenzhen Satellite TV for the black milk brand to provide more cooperation rights and interests, platform and program return on investment and overall cost-effective are very high. "

Li Qian, Marketing Director of the Beverage Division of Southern Black Sesame Group, expressed high recognition that "the choice of the title "Fast Forward" in the fourth quarter is in line with the Group's brand and product strategy, and it has proved to be a wise choice." "

The whole chain cooperates to build multiple symbism scenarios

"Variety IP-Star IP-Derivative IP"

   Form each other, penetrate each other, pass each other   

A widely recognized industry voice said: content is king, scene is God, only the content scene and cleverly derived, in order to make IP realize the value of vitality transformation. And this scenario, must achieve a high degree of unity of audience, customer, platform rights and interests.

As the partner of the fourth season of "Extreme Forward", Black Black Milk and Shenzhen Satellite TV's marketing cooperation, comprehensively break through the depth and breadth of the past IP variety, and create the first brand-owner-to-IP resources from simple borrowing to active integration, construction behavior, to "variety IP-star IP-derived IP" resource integration, opened a three-way IP co-creation-style in-depth collaboration.

Liang Youwei, director of the advertising department of Shenzhen Satellite TV, elaborated on the road of hand-in-hand between black milk and the fourth season of "Extreme Forward". As a chain-wide collaboration from creativity, to investment, to production, to promotion, to marketing, advertisers can participate in the production and reading of the entire chain, product marketing and sales and program penetration more in-depth.

Zhang Jike Zhang Chuanming completed the task of black milk implantation

There is a well-known "product efficiency in one", it is through series of programs inside and outside, through the line under the joint force to complete:

First, the combination of soft planting and content depth, precisely pinch brand attributes and consumers' own pain point of the best fit, giving advertisers a huge space to explore and try.

Advertisers in the choice of variety shows, only in the program can only do product placement, hard wide packaging exposed traditional implantation methods are no longer satisfied, they need a can give themselves space, the brand and content to do a deep combination of variety shows.

The fourth season of "Extreme Forward" through a large number of scenes combined to create exposed content, to tell the black milk "light fat" positioning concept, as well as to convey the original ingredients, product efficacy, drinking scenes and other brand information. In the way and method, the program group skillfully and effectively find the star's excitement point, the use of the program competition rules change, so that the star consciously and automatically complete the advertising implant, and there is no sense of discondance.

Zheng Yuanchang Wang Likun challenged the task of black milk implantation

First of all, in the program fixed scene ratings, attention in the highest link, to give a large number of brands exposed space, so that the audience in the emotional high point of attention, naturally deepen the brand awareness and good feelings.

Secondly, Shenzhen Satellite TV combined program features and content, and the brand planned four scenarios, will be "black and black milk brand."

First, the pilot film changed its name to "black milk outpost", introduced the ten major city customs in the program and combined with the local light fat life scene;

 

The second is to change the post-match visit to "black milk and reminiscing";

 

Third, the championship moment changed to "light fat moment", by the black and black milk puppet in the end for the contestants cheering, cheering to welcome its victory;

 

Fourth, the platform and the brand jointly created a "one-minute derivative" content link, combined with the local mission city's cuisine, black milk product characteristics, concepts into the content, in-depth interpretation of light fat drink product attributes, category knowledge, consumption scene.

At the same time, the black milk team analysis of the program content, insight into women's "eat more do not gain weight" psychological needs, and black milk "light fat" brand positioning combined, the program and "eat" related tasks, scene content, link planning. Custom content, a scene-based display of black milk light fat concept, to stimulate consumption.

Li Qian, marketing director of the beverage division of the south black sesame group, said that the cooperation with Shenzhen Satellite TV, so that black milk can be implanted in the program content control every detail, involving the characters, scenes, mission form, shooting angle, post-cut all done very carefully, so that the implant no longer stay in the background of the props shallow level, but evolved into the program into one of the plot implants.

Second, in the content dissemination of the program, to the television screen as the core, try more channels of extension. Integrate multi-party resources, link screen inside and outside, open the line and offline, will be "content" derived into "events", "experience" and "ideas" to build a rich level of program scenes.

Fan Bingbing is one of the important guests of this season's program, at the same time is also the brand image of black milk spokesman, the extremely fast journey, the goddess Fan Bingbing innate "desperate three women" all the way to the light fat forward. Using Fan Bingbing's star IP effect, sponsor Black Milk and the fourth season of "Extreme Forward" carried out brand co-construction, and launched a derivative IP "Extreme forward light body big sun", offline theme promotion activities, the formation of channel integration momentum.

Online launch of the "Fan Bingbing light fat open hanging" event marketing, related topics reading more than 100 million, interactive volume of 361,000, won the second place in the overall list of micro-blogs, the first place in the variety list of achievements;

Fan Bingbing participated in the launch ceremony of Extreme Forward 4

Light body sunbathing activity

Do transparent star IP at the same time, the program horizontal group to introduce other cooperative media and foreign brands cross-border participation, back-feeding online programs and brands.

Shenzhen Satellite TV Deputy Director Zhang Dan introduced, this year's more prominent innovation is cross-field app cooperation, "although the use of app influence and channels to carry out resource cooperation is the norm, but into the fourth quarter, we try to channel different apps, the formation of each other's flow of the 'extremely fast alliance', through different fields, different platforms of APP joint publicity, to achieve the flow of each other between apps, the formation of large-scale sound volume." For example, the early broadcast of the 'Extreme Alliance' series of activities, linked ofo small yellow car, taxi, American group takeaway, grunt several big apps, will be that day all aspects of food and clothing, are becoming the "Extreme Forward" challenge task.”

Cross-domain APP cooperation

Through the above two series of mainly derivative activities, not only pulled into the user and program, and brand distance, but also love sports, healthy life of the extremely fast concept to bring more viewers, to attract them to take the initiative to participate and feel.

Li Qian, marketing director of the beverage division of the south black sesame group, greatly appreciated this: "Shenzhen Satellite TV upholds the open and innovative concept of cooperation, the activity IP copyright is really given to black milk, and black milk to 'extremely fast forward, light body big sun' into a self-derived IP, and called on more brands and media partners to participate in the formation of a cross-border integration, off-the-clan cooperation marketing activities." "

Li Qian believes that this form of cooperation, on the one hand, black milk dealers have a great confidence incentive, on the other hand, the variety of entertainment from the screen to the line, so that more people come into contact with the variety show, from the offline streaming volume to the line, directly back-feeding to the program, to achieve brand and program co-creation, win-win situation.

"Extreme speed" stimulates the strength and speed of innovation

Show media confidence with feelings and ambitions,

Committed to creating the best platform to spread the brand concept

Looking at the Chinese TV program market, no matter what the angle of measurement, "Extreme Forward" is a very popular excellent variety IP.

From the first quarter of 2014 "Little Sun" Zhong Hanliang and Jackie's title, to the second quarter of 2015 Han Yu and Wu Wei's question, to the third quarter of 2016 Guo Jingjing and Ho Qigang's folding gui, and 2017 This season Jia Jingxuan and Xiu Jiekai's counter-attack, "Extreme Forward" to bring us too many good memories of watching, the program itself has gradually grown into a well-known and well-known "phenomenon-level" TV variety, and with the current TV variety "big era" together to grow. In addition, in response to the call of the vast number of fans, "Extreme Forward" vegetarian version is expected to meet with you next year.

Jia Jingxuan XiuJie won the championship

The distinctive global vision, local transformation, narrative rhythm and mainstream combination of the content of "Extreme Forward" all highlight the strength and speed of Shenzhen Satellite TV's high-quality reality TV innovation, but also give the market more marketing imagination space.

"The big difference between TV media and Internet media is that TV media have their own values and responsibilities or feelings, and values linked media content and brand marketing, but also "extremely fast forward" is different from other variety marketing the most prominent characteristics," Liang said, "Shenzhen Satellite TV can attract the favor of many advertisers, the biggest reason is to have their own media feelings and aspirations, and through the actual content to show advertisers their media confidence." Shenzhen Satellite TV's vanguard TV positioning and 'aspiring' channel image, in-depth integration in the "extremely fast forward" as the representative of the excellent variety IP, is the best platform for advertisers to spread the brand concept. "

Extreme forward main visual poster

All the way to witness, accompany and participate in the creation of the "extremely fast forward" growth, Liang is very impressed with the program IP and brand customers symbly long, positive interaction:

"Shenzhen Satellite TV platform and "Extreme Forward 4" cooperation for the black and black milk deep cultivation area, layout of the country has provided strong support, while black and black milk also with the brand and content of innovative integration, to Shenzhen Satellite TV to provide more innovative platform advertising operation of new ideas. Although the fourth season of "Extreme Forward" is over, but the innovative marketing to the entire Shenzhen TV advertising team, program production team and even every customer have been impressed and valuable experience, Shenzhen Satellite TV advertising marketing innovation road, is still continuing. "