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优酷助力《蒙面唱将猜猜猜2》登顶秋季档综艺网络热度TOP1

2017-09-19 16:19:49   中国经济网

第三,优酷与灿星的合作由来已久,从2015年大型国际交流竞唱节目《中国之星》在优酷独家上线,到2016年最具号召力的音乐节目《中国新歌声》由优酷联合独播,长期合作中双方培养了十足的默契,使得此次《蒙面唱将猜猜猜2》的协力运营手法更为娴熟。节目个性与优酷“超级网综”所追求的年轻化、真实自然、有趣互动等方向是一致的。

花式玩法主打伴随

促成了一个“观看-猜谜-解题”的闭环节目生态

脑洞很大,情怀够满,歌曲很好听嘉宾也搞笑。从第一期好久不见放飞真我的“闲不住的铁娘子”张韶涵,到第二期作为节目有史以来首个以素人身份登台致敬梦想的“没有朋友的球鞋侠”蔡宗强,再到第三期和大张伟、巫启贤组团“中老年TFBOYS”的天王黎明,这一季的《蒙面唱将猜猜猜》简直就是社交平台的人气扛把子,旺到没朋友。

从版权运营层面来说,优酷的一系列花式玩法主打“伴随”,基于优酷星球社区的深度互动,促成节目完成了一个“观看-猜谜-解题”的闭环生态,助燃这场“综艺悬念事件”话题迭起、高潮不断、乐趣满满。

第一,力邀3位意见领袖微博实时点评、5位乐评人全程直播陪看、20位权威媒体人微信实时点评三线并行组团“陪伴”,无形中打造了节目之外的又一个“线上猜评团”,为观众提供角度更为丰富、剖析更为翔实的干货信息。

第二,放大和强化电视端和手机端的紧密互动,让节目热度从线下的客厅充分“溢出”到线上社交平台。为增加与电视机前观众的互动,优酷星球特地针对最具迷惑性的“蒙面唱将”发起有奖竞猜,还发起节目录制粉丝招募等精彩活动,充分释放节目激发的观众在面对“悬疑线索”时求知、分享、传播乃至去往现场一睹为快的欲望。

第三,延续运营《极限挑战3》的成功手法,每周五早8点,优酷特别为VIP会员提供揭秘版《蒙面唱将猜猜猜2》。比电视播出版本足足多出半个小时的超级容量中,揭秘版本主要从幕后导演、编剧视角出发,为观众答疑解惑,更感同身受于台前幕后为之辛苦付出的不易。

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