不玩梗非王小卤，《重生之门》玩转品牌趣味营销

时间：2022-05-19 15:00:26阅读：43389次
近日，正在热播的悬疑剧《重生之门》即将迎来大结局。这部由实力派演员张译和新生代顶流偶像王俊凯领衔主演的网剧，自播出至今一直备受关注，热度、口碑更是不断飙升，不仅是继《恰似故人归》后优酷史上第二部热度值
小敏家
  • 小敏家
  • 家庭 剧情
  • 周迅 黄磊 唐艺昕 涂松岩 刘莉莉 秦海璐 韩童生 冯雷
不玩梗非王小卤，《重生之门》玩转品牌趣味营销
不玩梗非王小卤，《重生之门》玩转品牌趣味营销
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近日，正在热播的悬疑剧《重生之门》即将迎来大结局。这部由实力派演员张译和新生代顶流偶像王俊凯领衔主演的网剧，自播出至今一直备受关注，热度、口碑更是不断飙升，不仅是继《恰似故人归》后优酷史上第二部热度值破万的热播⼤剧，更是优酷站内热度值最快破万的爆剧，且目前已经连续4天热度值破万，是2022年取得播放日冠最多的悬疑剧。在这部热剧中，王小卤再次以趣味十足的广告强势圈粉。“追剧吃零食就吃王小卤虎皮凤爪。谁不吃我都会很伤心的OK？“埋下的梗更是引发粉丝们在微博的热议。

王小卤再押热度值破万爆剧，玩转零食×悬疑新思路

随着原创悬疑剧的崛起，国内首部“盗窃”题材的涉案悬疑剧《重生之门》无疑是Q2季度悬疑题材剧中当之无愧的爆款。剧情讲述的是刑侦队长罗坚在调查古画失窃案件的过程中，与大学生庄文杰联手破案的故事。其剧情悬疑烧脑，线索环环相扣，反转和惊险场面接连不断。该剧由张译和王俊凯领衔主演，精良的制作+精湛的演技+流量高人气奠定了大爆热剧的基础，成为破万速度最快S+级大剧。而王小卤又一次精准地押中“S+爆款”，再战破万大剧，可以说选剧眼光十分毒辣了。

王小卤和《重生之门》的搭配既是意料之外，却也在情理之中。其一，悬疑剧《重生之门》的受众人群与王小卤用户画像精准重叠；其二，《重生之门》剧情紧张，内容高能，幽默玩梗的王小卤以在片中插入广告的形式缓解了观众追剧的紧张气氛和紧绷神经，这非常符合王小卤解压和提升幸福感的零食属性，这两个原因也使得王小卤和《重生之门》的搭配变得十分顺理成章。

不玩梗非王小卤，趣味营销开启爆剧大门

王小卤再一次押中爆剧成功出圈，除了独到的眼光还有趣味的营销方式。但王小卤在电视剧上的营销绝不仅仅是简单的玩梗，而是基于热点热梗和消费者心理的精准把控。《重生之门》的片中广告，虽然只有短短5秒，却十分引人注目。王小卤口播内容紧跟网络热梗，巧妙借力演员出圈名句，调皮喊出“追剧吃零食就吃王小卤虎皮凤爪，谁不吃我都会很伤心的OK？”在弹幕区引发热烈讨论。

除了剧内广告玩梗，剧外王小卤也将品牌自身的幽默有趣发挥得淋漓尽致。片中关键剧情上了热搜，王小卤便火速跟上热点，和粉丝互动玩起高能“烧脑”游戏，更将剧情中“充电宝”的梗运用到营销当中，可见其在内容方面下了不少功夫。不玩梗非王小卤，如此深谙Z世代年轻消费群体的喜好，用心打造好内容，和用户玩在一起，乐在一起的品牌，当然能轻松俘获消费者的认可。

作为零食品牌，王小卤通过自身有趣、会玩的品牌个性，真正打通了零食品牌和各类剧集的壁垒，通过与剧集花式互动、造梗、追热点，不断强化自身与追剧场景的强绑定，让“追剧吃零食，就吃王小卤虎皮凤爪”逐渐深入人心。从《小敏家》到《恰似故人归》，再到《重生之门》，王小卤连续三次锁定热播爆火大剧，而它的大剧营销之路才刚刚开启，不禁让人期待未来王小卤在更多爆剧中的精彩表现和创意玩法。

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