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捆绑爱奇艺多个音乐品牌活动 《中国有嘻哈》持续释放节目热度

2017-08-21 10:57:21   中国经济网

由爱奇艺出品的中国首档Hip-hop文化推广节目《中国有嘻哈》自上线以来,播放成绩一路飙升,截止目前,节目总播放量累计突破16亿。同时,在第八期上线播出当日即位居艺恩网综播放量排行榜,骨朵网络影视排行榜双榜第一名,微博话题#中国有嘻哈#讨论量突破28亿,并以满分评分蝉联微博实时网综榜榜首数日,豆瓣评分达7.2分。《中国有嘻哈》的火爆态势印证了其已成为爱奇艺打造的又一档现象级超级网综内容。在节目关注度与日俱增的同时,爱奇艺更加注重从用户需求出发,以全平台打通节目玩法,并将节目与多品牌捆绑形成联动,有效实现节目影响力的最大化释放。

以《中国有嘻哈》为契机,爱奇艺举全平台之力,以多种形式积极探索互动新路径。无论是Rapper空降爱奇艺泡泡社区,实现与用户与的近距离接触;还是预热比赛,Rapper“燥”访直播间等与奇秀直播多环节的整合合作,爱奇艺以平台为核心通过多元的互动方式实现玩法打通,与在平台上聚集的海量用户与Rapper之间建立联系,实现用户的快速绑定进而实现用户沉淀,产生粘性。此次,爱奇艺《中国有嘻哈》借助与多垂直社交平台合作,通过双方资源的深度整合,有效构建一站式娱乐体验闭环的同时,也进一步实现了爱奇艺娱乐生态的优化。

在全平台聚合实现线上玩法打通的同时,《中国有嘻哈》更与粉丝娱乐狂欢夏日青春漾、音乐盛宴爱奇艺“尖叫之夜”演唱会两大同属“猕猴桃音乐节”计划下的音乐类型品牌互相借力,形成联动。据悉,PG ONE、小白、VAVA、鬼卞、孙八一等人气Rapper们将助阵8月19日的爱奇艺“尖叫之夜”北京演唱会。此外,8月23日夏日青春漾的《中国有嘻哈》主题日,也将会再次迎来嘻哈人气Rapper齐聚现场,与用户一起感受最强的嘻哈力量。此番,《中国有嘻哈》借助与其他多品牌之间的联动,有效延续节目热度的同时,更为爱奇艺“猕猴桃音乐节”品牌战略下各品类间的互融、互通提供了更为广阔的空间和契机。

爱奇艺一方面借助多垂直社交平台打通实现网综玩法升级,构建娱乐生态体验,另一方面,通过多品牌联动形成品牌间平行渗透,放大节目影响力,进而实现爱奇艺音乐战略版图的完善。未来,爱奇艺将以更为多元的音乐网综战略布局提升并扩大其行业竞争中的格局,同时也促进着音乐产业在视频平台不断升级。8月19日晚8点《中国有嘻哈》第九期将迎来三大魔王强势踢馆,更多精彩情节,让我们翘首以待。


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