Exclusive observation ｜ CP marketing on everyone’s head, behind all routines？

Special feature of 1905 film network From the derivative CP "Wu Lu can escape" and "Di Xin Gravitation" in the summer drama series to the recent hot search with CP "Life Rhyme" and "Shan Zheng Hai Wei" in Qing Qing Daily, the drama circle in the past six months can be described as off the charts at first glance, and everyone’s enthusiasm for "taking candy" is very high.

However, compared with the deep affection and sadism of the hero and heroine’s love line, many fancy marketing of CP topics outside the play seems to be even worse than the plot in the play — — When CP powder began to go up, after the series collected data and traffic, whether the "sugar" that people were deeply involved in was the true feelings that came naturally in the play or the "industrial saccharin" that fueled the propaganda seemed to have long been ignored and difficult to distinguish.

Someone once ridiculed that CP powder is the most gullible group of people, but when "speculating CP" has gradually become the marketing "killer" of some current dramas, is it only the audience who are "injured"?

High-profile marketing: what are the CP "sugar-making" routines?

If you often brush Weibo recently, you can unlock all the sweets in "Light Me Up, Warm You" simply by the topic of "Entertainment List".

Roughly speaking, in the bombing of hundreds of hot searches in the play, there are 47 hot searches containing the keyword "Life Rhyme", and 46 hot searches for two people, the number is similar.

Although the series has ended, the entry of "Life and Rhyme with Two Rings" has been arranged as early as the second week of broadcasting. Recently, the film version of "Lighter and Princess Dress" (formerly famous) announced the project, and some CP fans of "Life and Rhyme with Two Rings" even clearly left a message under the topic: It’s not that the original crew didn’t watch it.

"When a drama is broadcast, you will definitely find all kinds of topics for marketing," Yang Yang, a film and television practitioner, said in an interview with 1905 Film Network that marketing CP is the best and favorite propaganda method in the industry at present: "For example, this drama of Chen Feiyu’s Zhang Jingyi, the plot was originally based on love, and this drama’ fried CP’ is an immediate propaganda way."

She gave us an example. Since the startup of Reuters, many marketing topics of "Light Me Up, Warm You" have been the mode of sugar points with "atmosphere" beautiful pictures, which not only makes it easier to attract CP fans, but also directly turns the plot into the focus of marketing.

Of course, despite the frequent explosions of CP in the drama circle, relying solely on topic marketing in the later period does not guarantee that the audience will be "on the top". In Yangyang’s view, if you want CP to go out of the circle, you must "still have the’ real thing’ to bite", which is also a problem that the early drama and propaganda parties need to consider and prepare. As far as the current trend is concerned: "Compared with the CP of the drama itself, it is easier for fans to invest in CP marketing from the drama CP to the real person."

Looking at the release content and publicity topics of several popular TV series, the content of the interactive tidbits between male and female starring actors and actresses can generally gain hot search, and the data of turn, praise and comment will be correspondingly higher.

In addition, the "same frame" starring in other occasions after the drama broadcast is also what CP fans are most looking forward to seeing.

Magazine shooting, variety show, double interview, and commercial activities conducted by actors for the promotion of drama series … … For some CP fans, the feelings accumulated for the characters in the play can only make them truly feel involved, and this kind of emotional "release" will usually further stimulate their love for the two actors.

Yang Yang said that this model has long been familiar to the promotion of dramas that want to "operate CP", and many successful cases have made the industry more willing to use these "immediate" methods in the next projects. However, this kind of success is not without "cost": "With this wave of traffic, it is red, and it is equivalent to eating the’ dividend’ of the drama CP in the fan circle. It is really not easy to untie quickly after the play is finished. "

Unbinding at the speed of light: only CP powder is hurt?

Not long ago, the topic of # Luo Yonghao Contemporary Collapsed House CP Powder Mouth rushed to the hot search.

"You two emotional liars have jointly deceived us fans!"　

"I believe a naive fan like me, and I am fooled!"　

"Short-term happiness has brought us lifelong pain!"

Although Luo Yonghao ridiculed Wang Jianguo’s "Snow Country Train CP", under the hot search, countless CP powder comments said with emotion: "This is me!" "Happiness is real, and pain is real!" "I can BE (break up), my CP will never BE!"

Mr. L, the director of the media company, has a lot of work to "make sugar spots" for the drama. As an insider, he bluntly said that it is normal for the audience to watch the drama, which is what the propagandist wants to see most. However, nowadays, more and more popular CP shows the situation that fans "don’t distinguish between roles and reality", which also brings a lot of embarrassing troubles.

Mr. L gave several interesting examples of the recent emergence of representative CP: "For example, a variety show. At that time, "Freesia tactic" had just finished broadcasting, and "Little Forest for Two" starring him was broadcast immediately, so they also went to variety show publicity. However, that issue was basically dominated by "Dixin Gravity", and even the variety artists themselves were deliberately creating the effect of the Luochang.

Also, when Xing Han Brilliant was broadcasted, "Wu Lu can escape" was attracting many people. At this time, the official blog and Tik Tok of another drama "Love is just" released various sweet tidbits of him and Zhou Yutong, which made CP fans very dissatisfied. It is better to wait until the broadcast period to make publicity. "

When the audience’s attention to CP is more and more turned to drama under the guidance of marketing, the influence on actors is not limited to this. During the broadcast of "A Beautiful Scene Knowing Geometry", the popularity of CP and drama series became higher and higher. At the end, Shawn Dou was called "the head" by CP fans because of a series of practices such as sending a photo without the heroine and doing business with his girlfriend.

Shortly after the launch of "Qing Qing Daily", one of the leading actors was exposed to love, and the follow-up publicity of the play was once summarized by fans as "no interaction, no business, no same frame". Although the series has achieved good response, it is absolutely difficult for CP fans.

At present, artists’ attitude towards CP marketing of dramas is usually more cooperative.

Mr. L said that for actors, "CP fire is definitely a good thing": "The overall popularity of actors will be brought up, and the social platform data is particularly good-looking, and then you can receive more and better dramas, variety shows and business invitations. This is why many fans don’t want artists to pick up the show, and artists still have to pick it up. " He also said, "the purchasing power of CP powder is also very strong, and it must be 1+1 > 2 for a period of time."

But Mr. L also bluntly said, "CP is bound to have a period of chaos after it is opened." This is also the most controversial stage in the fan economy, which is the so-called "CP powder purification (changing one party to a single fan)". These "side effects" have little influence on the drama and propagandists, and they are even loved — — With the popularity of the series, the task is completed.

There is no doubt that the fans who are most "injured" are devoted to their true feelings, and for some artists, it is difficult to quickly "get away with it" from the radical fans.

Aside from the nature of work, Mr. L said frankly that under the "just need" of drama promotion and audience taking candy, love drama really can’t help marketing CP, but I still hope that some marketing has a limit: "Because the information of marketers and audience is unequal, and the acceptance and understanding of fans are uneven, you can’t make everyone rational."

For the film and television drama industry, CP marketing is destined to continue to circulate in the market. How to gradually explore the method of "virtuous circle" in the future is the key to truly solve the current problems.

"I hope that after many years, everyone will remember classic characters and high-profile scenes, not just fans quarreling."