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《拜托了前任》巧妙运用话题 吸引眼球

2017-08-22 18:15:36   中国青年网

“你会为你的前任男友选择接盘侠?”、“你真的想跟你前任男友彻底分开?”、“前任这么好,你们为何分手?”《拜托了前任》是一部让你抱着十万个好奇心想要观看的自制网综。在前期冷启动的情况下,每期爱奇艺播放量近两百万,成为暑期档热议的素人网综。

出品方世纪佳缘放弃了明星高曝光的传统综艺剧的固定思维,而是巧妙的运用“前任”这一普通人都可以滔滔不绝的吐槽半天的争议性话题,通过给前任相亲的“奇葩”方式,形成自带流量属性的网综。

网络综艺吸引眼球靠的是什么?

2017年上半年,网络综艺正在从节目质量、制作投资、招商吸金等所有方面赶超电视综艺,网络综艺的关注度与话题性也十分受人关注。世纪佳缘初次涉足综艺自制网剧是其在《非诚勿扰》、《中国式相亲》、这类传统电视节目布局后,进行的一次面向年轻群体的一次收割。

随着年轻人群观看习惯的变化,网络综艺比传统电视综艺更活泼跳跃的属性让年轻人青睐,也让出品方从中看到全新的品牌传播和用户培育的方向。

世纪佳缘副总裁张亚红表示,随着媒介渠道的不断分化,品牌及企业也开始了更加立体的内容传播策略,网综作为大众获取信息的重要载体势必会成为不可或缺的主战场。企业涉水自制网综,根据自身业务生产内容并输出内容,成为平台与用户更近距离交互、提高用户黏性的大胆尝试。

自带热门话题属性引高潮

据了解,世纪佳缘自年初便开始大力投入在内容建设上,上线直播,自制网综,不断进行平台内容优化与优质内容建设布局。如今,网络综艺非常受年轻人关注

,好的话题更是让观众扣扣相传。《拜托了前任》让前女友与可能成为未来女朋友的女嘉宾分享曾经感情中的遗憾、感动、收货,100%的真实前任男女朋友在演播室现场碰撞出了诸多火花。

大众对于“前任”网络舆论评价的多是负面,例如微博上的“我的前任是极品”、“极品前任吐槽”、“前任是条狗”等。以此为话题的大号拥有惊人的粉丝量,从20万到1500万粉丝不等。但实际上,在最终分手前,男女朋友都彼此度过一段美好的时光。

《拜托了前任》相比网络充斥的负面情绪更具有另类的“温情”。首期节目中就有前女友直接向女嘉宾喊话“我前男友绝对看不上你”、“长得漂亮的女生都作,只适合约”,被喊话的女嘉宾只能无奈表示同为女生自己听到这样的话的确句句扎心。

但是,在帮前男友物色下一任女朋友时,8位台上的前女友们却也表现得兢兢业业、不辱使命。每当一位女嘉宾上台,她们便立刻大方地夸奖自己的前男友,讲述前男友在恋爱中的种种亮眼表现,然而,有些女嘉宾却并不买单。恋爱时为女友花费掉自己的全部收入在女嘉宾眼中成了不会理财,身材长相好成了爱臭美和没有安全感,女嘉宾们面对这些“前任们的夸赞”,依然保持理智并表示两个人合不合适,只有在真正相处过才知道。这些女人与女人之间的对话场里,有眼缘,有试探,还有第六感,当然也就产生了观众最喜欢的矛盾点与爆发点。

相比高高在上的明星,面向普通男女朋友的《拜托了前任》,让同辈群体更易产生共鸣。对于世纪佳缘的整体价值观输出更加精准,在90后、00后的群体中产生的传播效应更加深入人心。

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