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User:Yang Hong/sandbox

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Idol Producer

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Marketing Campaign

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Social Media Platform--iQiyi

Official competition videos of Idol Producer are only broadcast on iQiyi. While watching the show, audience can post subtitles on the play page. Such subtitles are simultaneously broadcast to all viewers in real-time, creating an interactive playback experience.[1] In addition, iQiyi also sets up a Bubble Community , which is responsible for launching topics related to the program, organizing online and offline idol supporting activities and opening voting channels.[2] For example, the theme event called 'A Letter for You', asked contestants to read letters written by fans and broadcast it in a video format.[3] It helps iQiyi solidify the connections between fans and contestants and translate fans' emotions into continued support and potential revenue.[4]


Social Media Platform--Sina Weibo


Sina Weibo is one of the most popular social media platforms in China. As of September 2017, it already has 376 million monthly active users and 165 million daily active users.[5] Because Sina Weibo has the same target audience as the Idol Producer, it has become the main digital marketing channel of this reality show.[6][7]


In December 2017, Zhang Yixing, one of the main judges, announced on his Sina Weibo that he was going to be the Program Director of Idol Producer which has received 438,000 likes and has been retweeted for more than 108,000 times.[8] After the broadcast, Idol Producer created an official account on Sina Weibo to share competition videos, interesting moments behind the scenes and contestants' interviews. Its use of multimedia edit provides a wider spreading scale than pure text edit.[9]


Since the launch of Idol Producer, it keeps ranking the first at Sina Weibo's Online Variety Show List. As of March 2018, it has shown on Sina Weibo's homepage as one of the most popular topics for 292 times. The pageview of more than 130 subtopics has exceeded 10.86 billion and program-related videos has been played for over 12.4 billion times.[10]



Exclusive Title Sponsor--Nongfu Spring

Nongfu Spring provides a nominal fee of 200 million yuan for Idol Producer.[11] In return, slogan boxes, poster screens, subtitles, etc. that are based on the theme of Nongfu Spring Vitamin Water are designed as a type of Product Placement.[12] Compared with those traditional hard-advertisement, this customized advertisement obtains a perfect fusion with the video content.[13] According to the voting rules of Idol Producer, each bottle of Vitamin Water has a unique voting code, binding the voting volume with sales. In addition, through following the Nongfu Spring's public account on Wechat, there will be an extra one voting right per day.[14]

It is the second time IQiyi cooperates with Nongfu Spring in this way, and the first try was in the previous online reality show called 'The Rap of China', which had helped Nongfu Spring increase its sales volume by more than 50% in 2017.[15]


Co-Sponsor--Little Red Book(APP)

Little Red Book(APP), a Chinese cross-border E-commerce company founded in 2013, is committed to providing consumers with channels for the purchase of imported goods and community to share using experience.[16]


Each contestant creates personal account on Little Red Book(APP) to share his daily life outside the competition.[17] Meanwhile, Little Red Book(APP) establishes a ‘Popularity List’, offering competition tickets to those fans of the Top 3 popular contestants. Voting directly on the List or making comments under idol's articles could make contributions to contestants' popularity. Details see Voting Rules. As of March 14,2018, the total number of votes on Little Red Book(APP) has exceeded 1.06 billion.[18] Articles with high click volume will be posted on the home page, which means that popular contestants could get the chance to be seen by 91 million APP users.[19]


Co-Sponsor--Ni Wo Dai Company

Ni Wo Dai Company, a Chinese online P2P financing platform that was established in June 2011, provides financing services for small and micro enterprises as a third-party. It is independently constructed and operated by Shanghai Jiayin Financial Services Co., Ltd. (formerly Shanghai Jiayin E-commerce Co., Ltd.).[20]


For cooperation, nine of contestants participated in the online advertising video shooting for Ni Wo Dai. At the same time, tickets for final competition would be randomly sent while people using Ni Wo Dai App. And the top five contestants who win the most votes in Ni Wo Dai official website will be given a chance to have a one-day advertisement at the main building of Citibank (China) in Lujiazui, Shanghai. As of March 14th 2018, the total number of votes collected in Ni Wo Dai has exceeded 20 million, and the number of pageview during the show is over 2 million.[21]


Co-Sponsor--NetEase Music


The songs performed by the contestants (partly reproduced) are exclusively authorized to be collected by NetEase Music as an album. By March 17, 2018, the number of comments on NetEase Music about this album has exceeded 4,400.[22]

  1. ^ Zechen Wu; Eisuke Ito (September 2014). "Correlation Analysis between User's Emotional Comments and Popularity Measures". Advanced Applied Informatics. IEEE: 280–283. doi:10.1109/IIAI-AAI.2014.65. Retrieved 17 March 2018.
  2. ^ "爱奇艺泡泡社区两周年：构筑粉丝娱乐互动体验圈 助力视频内容宣发". Xinhua net.com. Retrieved 17 March 2018.
  3. ^ "写给《偶像练习生》的信 爱奇艺泡泡送粉丝互动福利". China.com. Retrieved 17 March 2018.
  4. ^ Charles Fairchild (26 Jun 2007). "Building the Authentic Celebrity: The "Idol" Phenomenon in the Attention Economy". Popular Music and Society: 355. Retrieved 18 March 2018.
  5. ^ "2017微博用户发展报告--2017 Users development report of Sina Weibo". 微报告. Retrieved 17 March 2018.
  6. ^ C Chiu; C Ip; A Silverman (April 2012). "Understanding social media in China" (PDF). McKinsey Quarterly. Retrieved 17 March 2018.
  7. ^ "《偶像练习生》30岁以下用户占比90% 爱奇艺超级网综口碑热度持续攀高". China.com. Retrieved 17 March 2018.
  8. ^ "Lay's announcement for being the PD of Idol Producer". Sina Weibo. Retrieved 17 March 2018.
  9. ^ Zhao X; Zhu F; Qian W; Zhou A (May 2013). "Impact of Multimedia in Sina Weibo: Popularity and Life Span". Semantic Web and Web Science: 55–65. doi:10.1007/978-1-4614-6880-6_5. Retrieved 18 March 2018.
  10. ^ "《偶像练习生》30岁以下用户占比90% 爱奇艺超级网综口碑热度持续攀高". China.com. Retrieved 17 March 2018.
  11. ^ "《偶像练习生》"9人组合"代言费高达1200万，"男团元年"马上要来了？". PEdaily. Retrieved 16 March 2018.
  12. ^ "《偶像练习生》稳坐2018最火综艺？然而金主爸爸可能笑不出来 新榜". Snow News. Retrieved 15 March 2018.
  13. ^ NAIKAO WANG; XIANZHEN GAO (2017). "Research on the Business Ecosystem of China's Network Micro Video". International Conference on Management Science and Innovative Education: 360–362. Retrieved 17 March 2018.
  14. ^ "《偶像练习生》掀全民pick热潮，粉丝互动赋能品牌营销". Retrieved 14 March 2018.
  15. ^ "《中国有嘻哈》的最大赢家是谁？".
  16. ^ "小红书". Retrieved 14 March 2018.
  17. ^ "《偶像练习生》：环环相扣的粉丝营销". Red Pepper. Retrieved 16 March 2018.
  18. ^ "植根互动基因，《偶像练习生》成为爆款乃意料之中". 新华报业. Retrieved 16 March 2018.
  19. ^ "专访小红书：70%新增用户都是95后，如何在品牌上玩出新火花". Tech.qq. Tencent. Retrieved 15 March 2018.
  20. ^ "你我贷-网贷档案". 网贷之家. Retrieved 16 March 2018.
  21. ^ "植根互动基因，《偶像练习生》成为爆款乃意料之中". 新华报业. Retrieved 16 March 2018.
  22. ^ "Idol Producer". NetEase Music. Retrieved 17 March 2018.
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