A Behind-the-Scenes Look at the Advertising Story of The Coming One
By: DaDa
This summer, in people's spare time, a variety show was especially popular among viewers. That's right, it was The Coming One Season 2. The young men in it were not only handsome but also sang beautifully, and they really attracted a huge wave of fans! But while watching the show, did everyone learn a little about the advertisements supporting it?
1
What Is The Coming One? -- Lead, Clash, Trending
From the three keywords "Lead, Clash, Trending," it can be seen that The Coming One Season 2 embraces diverse values and talents colliding on this stage, selecting new music talents loved by young people.
The Coming One Season 2 will continue the original format of Season 1, including the three major tracks of Shengshi Meiyan, Shengshi Duxiu, and Shengshi Moyin, the star push officers, and the nine major labels, while the competition system and gameplay will have innovative upgrades.
Ma Hao, vice president and chief content officer of Wajijiwa Entertainment Culture, introduced that the second season has undergone major adjustments in the competition system. "Fight to the end" will be an important change, meaning that a contestant's track label will be reflected throughout the entire process from group assessment to the strongest label battle. The star push officers will be bound by fate with the contestants. A contestant's last-ditch battle is not only for personal development but also carries the honor of the track, fully reflecting the clash and upgrade. In the second season, the first 5 episodes will be presented in the form of a reality show, and the following 7 episodes will still be presented in a live broadcast format to show the contestants' talents and the charm of the live music scene.
2
Quick, Quick, Quick, Quick!!!! -- Meituan Waimai
Meituan Waimai also came to sponsor The Coming One. To be honest, the onlookers really did not get it (personal opinion). However, later I felt that Meituan Waimai did not appear awkwardly in The Coming One. On the contrary, the audience did not find it annoying. The show was very thoughtful in that it would remind the audience when an advertisement would be inserted, and it did not insert ads during contestants' performances. This point was very good. The advertising slogan of Meituan Waimai as a sponsor also became popular in the show, and the value of advertising also became evident.
3
An Individual Brand Customized for Young People -- Yongchuang Tianya superX
In March this year, China Resources Snow Breweries launched a new beer product targeting the youth market: Yongchuang Tianya superX, specially tailored for young people aged 18-25. Naturally, at the marketing level, in order to promote the new product among young circles, China Resources Snow Breweries also needed platforms and content highly popular among young people to publicize the brand. According to an analysis of the audience age group of The Coming One Season 1, 72.3% of its viewers were post-90s. Choosing to join hands with The Coming One Season 2 was thus to ride the show's momentum to strongly capture young consumers.
This title sponsorship of The Coming One Season 2 was precisely because the show recognizes the diverse culture of young people, and a large proportion of its audience fully matches the product's target group; moreover, the brand spirit of promoting "challenge a better self and challenge the unknown" and the show's philosophy also fit very well with Yongchuang Tianya superX's brand DNA of "challenge & cool"; the competition and breakthrough among the show's nine major labels also precisely embody the brand spirit of "born fearless."
4
Mentor Huahua Assists The Coming One in Joining Hands -- Samsung Galaxy A9 Star
As a popular idol, Hua Chenyu has gained countless fans since his debut. On September 8 and 9 this year, the Mars Concert was held. Tickets for the September 8 concert had just gone on sale and were snapped up by fans in just two minutes, an unprecedented scene. Although an additional show was added on September 9, tickets were still certain to be hard to get. However, Mars people do not need to worry. Samsung Galaxy A9 Star|A9 Star Lite, considering Huahua's explosive popularity and the difficulty of getting tickets, while inviting Huahua to endorse the product, of course also sought benefits for Mars people.
5
The Young Men's New Fashion and Trendy Pairings ---- JD FANBOX
During the "Autumn Fashion New" period, this model of "star contestants sharing good items, trendsetters being invited to join, and merchants actively supporting" was once again pushed to the extreme. Deng Dian, Zhang Yihao, Tian Yi, and Huang Xiangqi, these four contestants from The Coming One 2, as a new generation of stars, have strong appeal among young people and represent the latest fashion and trends. After joining the JD talent platform as star trendsetters, they became well-deserved "sales kings": the products they recommended quickly became the hottest fashion items.
It turns out that commercial promotion is everywhere, and advertising is seen everywhere. In fact, we are only lacking a heart that is good at discovering the wonderful points. So did you gain anything today? You are welcome to share your opinions in the comment section!