2020开春爆款甜剧《冰糖炖雪梨》放了哪些大招?

时间:2020-10-24 00:22:03阅读:2158
由吴倩张新成主演的《冰糖炖雪梨》正在优酷热播。不同于一般青春甜宠作品,《冰糖炖雪梨》自开播以来便持续霸榜各数据平台榜首,根据猫眼骨朵灯塔寻艺等热度排行显示,《冰糖炖雪梨》以突出的成绩力压群雄登顶,《鬓

由吴倩张新成主演的《冰糖炖雪梨》正在优酷热播。不同于一般青春甜宠作品,《冰糖炖雪梨》自开播以来便持续霸榜各数据平台榜首,根据猫眼骨朵灯塔寻艺等热度排行显示,《冰糖炖雪梨》以突出的成绩力压群雄登顶,《鬓边不是海棠红》 全网热度指数紧随其后;《如果岁月可回头》挤进前三。可以说《冰糖炖雪梨》凭借“高甜”+“高燃”的剧情实力圈粉,流量口碑兼收。

随剧情推进,“冰糖CP”已走上了“狗粮高产之路”。棠雪和黎语冰的恋爱甜而不腻让观众嗑糖嗑得纯粹过瘾。那么,优酷作为全网独播唯一平台,又是如何借助营销一步步圈粉年轻受众,把剧集推向2020开春爆款的?

“tswl”剧情+热词营销 戳中观众看剧爽点

如果前面大众对tswl这个词没有太多认知的话,《冰糖炖雪梨》一看便知。开播时优酷的“tswl”热词捆绑营销,将甜宠剧情通过“甜死我了”饭圈缩写“tswl”推出,成功将“甜宠”和“高燃”的剧情有序铺陈。#冰糖炖雪梨tswl#热词一出,“惹”出各种译词猜测:“烫死我了?”、“弹死我了?”、“疼死我了?”、“痛死我了?” tswl被理解的五花八门,看完冰糖炖雪梨的观众才回味过来“是甜死我了!” 冰糖cp太好嗑太上头,以致全网都在tswl。在观众中形成了强烈的情感共鸣。可见剧播出的成功除了本身的特质,优酷本次的营销功不可没。正对广大年轻网友的胃口,收割万千少女心。

IP碎片式剧情营销 冰糖粉热搜榜上看剧

IP营销话题离不开剧作本身,#黎语冰棠雪椅子抱#、#棠雪闯男更衣室#、#棠雪黎语冰看雪#、#黎语冰扑倒喻言#等剧中话题每天花式承包热搜。亮点十足,为social营销提供了足够的话题度和讨论空间,观众自然会随着每一次的剧情进展、反转加入讨论。针对剧情,围绕碎片式话题进行发散营销,热搜吸睛垂类网络用户人群,热搜榜上看剧情成了冰糖粉的习惯。轻喜剧元素+优酷的剧情式营销,戳中网友看剧的G点。每晚剧情热搜高挂,是成为爆款甜剧的体现,也成功引流站内的重要因素之一。

玩转“同名梗” 引饭圈粉丝前来观剧

众所周知同名梗营销并不少见,但对于热播IP剧集来说,善用同名梗,抓住热点“见缝插针”也是本次优酷营销手段之一。《冰糖炖雪梨》男二喻言与《青春有你》2热门选手喻言撞名,最惨男二喻言惹人“心疼”的当晚,优酷主推热搜话题#心疼喻言#,刚好与青2#喻言实力#热搜话题相撞,对于同名相遇同热搜榜,粉丝不免”一头雾水“,傻傻分不清楚。网友还称“喻言出个国怎么就实力上热搜了?”、“以为心疼青你的喻言没镜头呢” 点进去才明白此喻言非彼喻言。在这波同名梗事件后,成功辐射到新一批饭圈粉丝关注。

除了吸引各种垂类粉丝前来观剧之外,还破圈层带动影响了如宋威龙粉丝、谭松韵粉丝、李现粉丝等大规模群体前来观剧带节奏。优酷一系列话题营销,使粉丝关注度持续走高的同时,也进一步提升了《冰糖炖雪梨》IP的热度。

由此可见,《冰糖炖雪梨》算是具备了爆款的各项条件,观众无论是简单的追剧、嗑cp、还是想从中获取情感及价值认同,优酷都助力其呈现出了想要的共鸣点。

事实上,任何一部作品被关注,一定是集合了多方因素。小甜剧《冰糖炖雪梨》为什么能出圈,成为2020年3月爆款剧集作品之一。优酷话题营销功不可没,有梦想的灵魂撞上燃烧的青春,《冰糖炖雪梨》“燃”的刚刚好。

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