"In legend, rivers and lakes spread a trick to 'make up the magic of the sword', and the swords and knifes are used to kill people." On the one hand is the hit of "Old Nine Doors" and "Qing Yun Zhi", and the other is the theme comic and ghost livestock video of "Zhao Knife". Hotly discussed by the major platforms, Zhao Liying became the queen of the screen. When Zhao Liying finally announced on Weibo, we would like to welcome everyone watching her August 26th YY LIVE live debut, when the melons were finally seen, this was the longest road - the way of YY LIVE's pattern marketing.
Star live more "repertoire"
Stars have become the norm for live broadcast, but the live broadcast platform game is basically "repertoire" - live conference, live skin care and beauty, live singing ... but it is a platform for live content homogenization. After the celebrity passed away and addicts grew up, the fans also followed, and it was difficult to form a high user stickiness equivalent to the anchor.
For example, recently there was a platform for the recent Olympics to get a live broadcast, the network was full of red, even in the course of the broadcast process, fans were refused to send gifts "retreat." Therefore, many experts began to think about how to combine stars and live broadcast in order to produce better content.
The popularity of one-sided consumer celebrities cannot bear the enthusiasm and expectation of fans on stars. Only aiming at a single star "tailor-made" gameplay is the way to seek live differentiation. YY LIVE is obviously richer in this piece of experience - this time not only created a unique "live broadcast package" for Zhao Liying, but also fully integrated the advantages of the platform on the content, allowing its popular anchor and Zhao Liying to achieve high exposure together. And to maximize the content of the fun.
YY LIVE Star Rivalry "Rule"
With Zhao Liying, who was popular in the hit series of "Spend One Thousand Bone", "The Legend of Zhu Xianyun," and "The Old Nine Doors," because of his upright personality, Wang Han was sent the names of the rivers and lakes "Zhao Knife." Before Zhao Liying lived on the air, "Zhao Knife" was again ridiculed by fans.
A video of a sinister animal named “You've got lipstick on your teeth†was put on the platforms and quickly exploded on the social media platform. Immediately afterwards, YY LIVE officially announced Zhao Liying's debut broadcast on the entire network, and released an ID video that was suspected of being a movie trailer: Zhao Liying’s live show was created as “Zhao Xiaodao is brave enough to reach out to the rivers and lakesâ€. Among the details of the anthropomorphic weapons, the swaying twirling of flowers, the swordsmanship of swordsmanship, the blade of youthful ultrasonics, the whipping of a whip and a dog bar, and the slamming of the "Knife Queen" by the top ten martial arts masters, will detail the lakes and lakes. It was vividly portrayed and it was almost thought that Zhao Liying’s new film was going to be released.
Even after the ID video was hotly debated, a series of comic books called "Zhao Xiaodao é—¯ Jiang Hu" was released.
YY LIVE has changed the rigid mode that was previously notified through hard and wide media, and used comics, videos, and long texts to output multiple soft contents. This successfully created a topical atmosphere in the previous topical fermentation stage. Zhao Liying’s personal qualities were It is greatly strengthened, and the traffic brought about by its popularity has also led directly to the live broadcast platform.
"Zhao Xiaodao" IP tightly integrated with the talk show channel
In the undercover video of the marketing star + live broadcast, YY LIVE has firmly tied the individual's distinctive "tone" and brand image together.
Zhao Liying has an upright image in the entertainment industry. The female star who can't speak the least has come to the talk show that needs the eloquence most of the time. What sparks will happen? YY LIVE boldly tried and made a big splash on this topic. Virtually, Zhao Liying has become a natural effect of the spokesperson for the YY LIVE talk show channel.
The YY LIVE talk show channel slogan is "a gathering place for Duan Zishou, 24 hours amused," and is intended to create a live broadcast platform that brings together authenticity and dare to show itself. And Zhao Liying is itself a famous "Ling Zhi GIRL, true character queen." Said Zhao Liying himself, is a talk show with a capital walk.
The anchor draws on star power to double MAX
Therefore, YY LIVE did not forget to add another piece of firewood for itself in the marketing - with its own popular anchor, to come up with the star of the natural integration of their own brand promotion. For the “wonst to talk†blade, the Queen sent the “most talkative†anchor as an opponent, which instantly increased the visibility of the live broadcast.
The raccoons and Ye Ye Dao, who are popular among the top 10 anchor candidates, already have millions of fan-like nets on the platform. Zhao Liying’s fans outside the platform are tens of millions. The sticky master powder and star powder with high flow come together to form the maximum fan effect at YY LIVE. This point, from the live data of the night of August 26, we can see that the total number of viewers has exceeded 3 million in just half an hour.
At this point, YY LIVE's star live broadcast marketing, obviously different from other platforms - only push the star away from the platform users, will face the loss of the old users only the occasional star broadcast PGC content and conventional anchor UGC The content is better combined to achieve both fans' satisfaction.
As the largest pan-entertainment broadcast platform in China. YY LIVE has experimented with a lot of new games in the entertainment field this year. Liu Tao, PAPI sauce star live season, Wu Zongxian's ultra-small interactive column “Adventures are constitutionalâ€. In addition to the transformation of the PUGC model, the “Live Broadcast Unlimited Cooperation Program†has brought together individual artists, cross-border culture, star partners, etc., and has also launched a live broadcast public number and channel partner project, which precipitates several major categories of content including sound, talk show, and sports. . In the future, YY LIVE may give us more expectations.
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