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百草味、蘑菇街、伊芙丽 这个夏天的热剧被这些杭州企业包了
2017年过半,国产电视剧贡献了一个季度一个爆款剧的份额。年初的《三生三世十里桃花》,接着是《人民的名义》和《欢乐颂2》,再到刚刚收官不久的《我的前半生》。一个有趣的趋势是,大家对电视剧的植入,更加“在意”了。
而《欢乐颂2》因为植入品牌过多,被人戏称为“广告颂”。(林肯、送给小包总同款菲仕乐、樊小妹的神仙水、曲筱绡的娇兰……)
那你知不知道,《三生三世十里桃花》《我的前半生》《欢乐颂2》这些热门电视剧里,都有杭州企业的产品植入?怎么挑到爆款电视剧,怎么让产品信息植入得自然,大家也是很拼的,比如每周要看电视剧……
01
套路很重要
现代剧里很多甲方是植入
在《我的前半生》里,万能导师男友兼咨询业精英的男主角贺涵,其中一个重要甲方就是零食企业百草味。贺涵去拜访时,甲方总裁肯定了男主角的业务水准,表示坚决站在他这一边。如果不是背景电视机里一直播放着代言人杨洋的广告和临走时被赠送的新品大礼包“提醒”了你,大多数人很可能意识不到,这是一个24K纯植入。
“甲方”是现代剧里比较方便好用的套路,在还没播出的胡歌主演的《猎场》里,蘑菇街也会化身为猎头公司的一个甲方,猎头在挖人的时候,会“顺便”介绍一下这家公司。
古装剧呢?在《三生三世十里桃花》里,来来回回好几次,神仙们在下棋、闲聊八卦的时候,旁边都有一坛子坚果,上面印着“百草味”三个字。和TVB经典台词“你饿不饿?我下碗面给你吃”一样,“这坚果不错,吃一颗消消气”,这种植入有一股淡淡日常感,不刻意。
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