Cross the Song Dynasty market, see the Song "Tide" marketing behind the "Menghua Record"

Wen | Ruogu

The first opening of Yayuan, tourists gathered, flowers are full of flowers, what is limited to spring tour. Recently, "Menghua Record" "Fengya Menghua Tour" offline ancient wind market was immersed in the new Internet red punch land in Changsha. Since its launch on June 18, the exhibition area has exceeded 5,500 people to visit.

Behind the garden boom, in addition to a large number of audiences' continuous support and popularity of the "Menghua Record" episode, there are also a lot of topics to continue to dominate on Weibo, Douyin and other platforms, covering users and popularity.

Reading the entertainment king found that "Menghua Record" was a high restoration of the tea, one meal, one meal, one meal, one meal. This practice from the details that make the cultural heritage overflowing the screen in the Song Dynasty has made it a typical representative of the episode to drive the traditional culture. The landing of "Feng Ya Menghua Tour" not only allowed the public and the Song Dynasty culture to be closer to one step, but also created a new sample for the spread of traditional culture in the present, and at the same time, it also opened a more comprehensive perspective for episode marketing at the commercialization level.

Three highlights, achieve a wonderful and elegant dream journey

"Fengya Menghua Tour" is open to the market, which can be said to be the time and place. The so -called days refers to the popularity of "Menghua Record". It coincides with the coming of the summer and ushered in the peak season of the public. The landmark and the cultural atmosphere are strong, and it is very suitable for the Songfeng market. The so -called harmony, the current Hanfu culture is extremely popular, attracting many ancient style enthusiasts in Hanfu to come to check in. Of course, its successful landing and mouth are passed down, in the final analysis, the attractiveness of the entire market is to tourists.

The entire gameplay of "Fengya Menghua Tour", Reading Entertainment believes that there are three core highlights of this offline market -

In the garden scene, "Re -engraving" Menghua Record, which is highly restored to the scene of the play. There are six major sections of Hanfu District, food area, amusement area, Yaji District, half -covered tea house, and stage. A total of 26 scene units and 18 photos are taken. The scene attracted a lot of tourists in Hanfu. Take pictures at the scene, which is one of the traffic passwords in the market.

In the garden experience, "walk into" Menghua Record and deeply experience the "tide" culture of the Song Dynasty. There are traditional sports on the theme of piano, chess, calligraphy and calligraphy. Miscellaneous shops such as picking shops, dyeing fabrics, and Cuizhufang. The existence of these shops is filled with the sense of atmosphere of the "tide" atmosphere of the Song Dynasty, so that tourists seem to enter the world in the drama, eating, eating and. In the process of buying and buying, you can also appreciate the ancient style songs and dances, Hanfu patrols, tea -order performances, etc., and experience the social atmosphere and folk customs at that time. It is a rare cultural experience.

In the garden gameplay, "interpretation of" Menghua Record, making reasoning more stories. Combined with the most popular script killing at the moment, this offline market innovation has launched the two theme scripts, the two theme scripts that should be supported by the half -cover face, and the battle for evidence. Collect clues in various scenarios to feel the experience and mental journey in the play in reasoning. It is worth mentioning that the three themes are divided into three major themes of the three major themes, singing and selection, and candlers. When entering the market at different periods, you can experience different themes.

You can not only deeply feel the scenes in the play, but also immerse the script killing. The wonderful "Fengya Menghua Tour" is used as the Song Dynasty cultural experience feast around "Menghua Record". It meets the curiosity of users of the culture of the Song Dynasty, and found a high -quality export that is more in line with the emotions of the times and the needs of the public for the spread of culture.

Immersive offline "Menghua" journey, start the new IP new format

At present, "Menghua Record" has been broadcast for more than half. At this time, the launch of a month -old offline market can play a role of inheritance -not only the popularity of the episode, but also extend the exposure cycle of the drama IP. It can also further enlarge the cultural attributes of the episode, and it can also collide with major brands in cultural exchanges.

Based on the immersive offline cultural experience, Mai Gili, Oreo, Haitian, Alps, and Xisha shake into the Song Dynasty -style characteristic booths, incorporate into the atmosphere of ancient and ancient scenes, not only rich in product categories, but also It also enhanced the connotation and identification of brand culture, reflecting the strong attraction of the Song Dynasty culture to modern brands.

"Fengya Menghua Tour" Mai Gili booth

"Fengya Menghua Tour" Oreo booth

"Fengya Menghua Tour" Haitian booth

"Fengya Menghua Tour" Alps booth

"Fengya Menghua Tour" hi tea booth

At the market site, the brand interacts with offline tourists and establishes emotional connections at zero distance. It can also be drained to the official applet, which promotes the fantastic linkage of offline booths and online private domains. , Share some activities on the market, witness the charm of this cultural feast with the public, and jointly accept the influence of traditional culture.

Reading Entertainment Jun believes that this series of gameplay shows to a certain extent the replication and innovation of the development of marketing models in the "episode IP+offline immersion exhibition "-

The replication is that with the worldview of the episode as the cornerstone, the scene style and cultural atmosphere in the drama are more convenient in the scene. The innovation is that it is the content of the current user's favorite trend culture around the content of the episode itself. In addition to punching in the drama fans, users of Hanfu and reasoning have also been attracted to participate, further expanding the radiation of the episode IP. On June 25th, "Tokyo Flower Kui" in "Menghua Record" is about to airborne the "Fengya Menghua Tour" scene.

As a strong cultural drama IP, "Menghua Record" is based on the combination of "drama IP+offline immersion exhibition" to focus on the cultural characteristics of the episode IP. Let us see the diverse significance of traditional culture in contemporary society.

Deeply dig the value of the full perspective of IP, and carry out the "tide" marketing to the end

The success of "Feng Ya Menghua Tour" allows us to see the cultural potential energy contained in the offline derivative of the episode. Back to the episode itself, relying on the multi -party linkage of the platform's ecology, online and offline, the maximum of the "Menghua Record" releases the global value of IP, and strives to carry out the "tide" marketing to the end.

In the ecology, discrete the ancient and modern, explore the fit between the Song Dynasty culture and modern life, and extend the realistic charm of traditional culture. "Hello!" "Song Chao" is a carrier, reflecting the current real life from the "tide" culture of the Song Dynasty, comparing the takeaway in the Qingming Shanghe picture with the current Meituan takeaway, and the Song Dynasty tea loves the mountain spring water with the current Wuyi Mountain and the tea. Reflecting, the popularity of cultural science and product promotion is interesting. At the same time, it has enriched the internal cultural heritage of the brand, and has successfully activated users' interest in the communication between ancient and modern culture. In addition, the relevant side shooting tidbits also greatly meet the user's needs for the behind -the -scenes of the artist, so that many users understand the relevant culture more comprehensively in Aiwu and Wujian.

Reading the entertainment Jun believes that this method is characterized by the star effect, so that the content of the front and the behind -the -scenes scenes will become an effective connection point for users and culture. On this basis, Tencent Video Linking Video is promoted in collaboration, and different video channels in the ecology are in the ecology. The propaganda group boxing has reached more target users, providing the possibility of Guangpu exposure of traditional culture.

Not only in the innovation culture, but also dug the aesthetics of the Song Dynasty, creating a series of derivatives around the Song Dynasty charm, such as "Menghua Record" related character badges, group fans, masks, etc., and launched with Haitian and Oreo. The exclusive shopping cart meets the needs of users to collect the surrounding of the episodes. With the popularization of these peripheral products among the mass groups, it is also a great manifestation of high -quality IP entering the good life of the public.

In addition to the ecology, in addition to the offline market of "Fengya Menghua Tour", online social marketing that links with the brand linkage is also a key channel for fragmentation to spread the culture of the Song Dynasty. Borrowing the topic of the IP of "Menghua Record", the episode of the episode officially launched a short video solicitation activity of the##and Mai Gili named The "tide" dynamic brand poster of the Song Dynasty made the charm of the Song Dynasty culture extremely released in different channels, and then filled the drama's innovation, communication and influence in cultural promotion.

To some extent, the circles of traditional culture of the Song Dynasty benefited from the cultural genes that comes with "Menghua Record", but also inseparable from the platform's full perspective of the platform for IP. Relying on the interaction of the ecology, "Menghua Record" is committed to carrying forward the Song Dynasty culture into the "tide" culture, from online derivative programs, derivatives to offline derivative markets, release the charm of the Song Dynasty culture in multiple angles, and revitalize to activate it. The attention of the public to traditional culture, coordinating the development of traditional culture, the development of the social value of the traditional culture has positive reference significance for the industry.

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