Chapter 581: The Invincible Marketing Genius

The fan fiction promotion method was often self-generated in the past.

Chen Siqi introduced it into the marketing strategy of film and television dramas, which was quite risky because the effect was difficult to control.

However, fortunately, the major Jump Up platforms had accumulated a large number of creators over the years. From fiction to reviews, from copywriting to soft promotion, everything was available.

Chen Siqi held a competition internally; those who really liked the drama watched it, created fan fiction themselves, and then posted it to various forums and super topics on the internet.

Just as Chen Siqi expected, there were quite a few loyal drama fans of *The Summit*.

The advantage of word-of-mouth dramas lies here; there will be a group of drama fans who really like this drama, and therefore, the enthusiasm for discussing this drama on social platforms will be much greater than that of ordinary audiences.

When these fan fictions were posted in batches and entered the internet, they attracted the attention of some drama fans one after another.

However, the feedback was mixed.

Those who liked it and were interested would give some positive evaluations, but there were also those who were very resistant to this kind of fan fiction creation.

They had very negative reactions to these fan fictions—feeling that fan fiction affected the charm of the drama itself.

This was something Chen Siqi didn't expect at the beginning.

However, after some research and comparison, Chen Siqi and the marketing and promotion team still believed that the fan fiction promotion strategy could be further pushed forward.

For no other reason, because these fan fictions increased the actual discussion volume about *The Summit* a lot.

For this drama, at the current stage, the most important thing is to ignite a wave of audience discussion desire, letting them mention *The Summit* on their social media, and preferably publish some related content—in essence, the fan fiction promotion method is still to create a discussion topic with social nature, letting more and more people become interested in *The Summit*.

Under the operation of Chen Siqi's team, one of the fan fictions with the best response, together with the drama *The Summit*, made it to the hot search, starting to market one of the CPs, Yan Liang and a female boss of the fraud group. In the drama, Yan Liang was an undercover agent and became the female boss's little brother. In fact, there was no romance or ambiguity between the two of them, but in a good drama, there are sparks and tug-of-war in different character relationships, and it was the same between Yan Liang and this female boss.

The few scenes where Yan Liang was trained by the female boss became a story of the female boss taming a little wolf dog in this fan fiction.

This was precisely one of the character relationships that was easiest to attract attention and topic discussion in current online creation.

Everyone wants to see a strong woman, but also wants to see the human side of this strong woman.

Everyone also wants to see a handsome man who is honest and loyal, but also wants to see the hormone-exploding impulse and toughness from this honest and loyal handsome man.

Simply put, it is a relationship of desire.

Chen Siqi bought a bit of volume, and sure enough, once pushed out, this promotion point spread. Cooperating with a few shots specially edited out—actually, they weren't like that at all, but the shots edited out separately, when placed together with the description of fan fiction, made it seem like there was really a bit of "favor" and "tug-of-war" between the two of them as superior and subordinate.

The entry "Younger Wolf Dog" derived from this fan fiction of *The Summit* made it to the natural hot search.

The discussion and attention were significantly improved.

In the field of film and television dramas, the tension of character relationships is always the place where the audience is most interested, and it is also the easiest place to be attracted and substituted.

From the backend data of Ice Plains Video, the site search volume and playback data of *The Summit* had significantly improved. Although the improved data was not large, it was the first time since the broadcast that there was an upward trend.

Chen Siqi also took out the second stage of the promotion plan at this time.

This time, she was not polite either, directly opening 6 million.

"In the first stage, hiring writers to write fan fiction, pushing volume, buying hot searches, 200,000 was basically used up, we didn't make much money, but the effect has been displayed," Chen Siqi said. "In the second stage, if we want *The Summit* to continue to maintain such an upward trend, we must increase the promotion intensity of several marketing points of this drama. Our expected goal is to let the number of followers exceed 5 million before this drama finishes airing."

The people at Ice Plains Video were a bit dissatisfied and asked: "Can the number of followers only exceed 5 million?"

"No way, we have already lost the first opportunity. Now this kind of promotion method is easy to get buzz in the circle, but wanting to break the circle and form a situation of full-network discussion requires both time and a bit of luck. The good luck now is that there is a pair of character relationships that the audience is very interested in, which is a bit popular, attracting a part of the audience interested in this character relationship, but ultimately, this only attracts a small part of people. If we really want to operate it into a big hit, we need at least a dozen topic points that make the audience excited. Now there are none, and it cannot form large-scale discussion."

Chen Siqi said: "Furthermore, we do film and television marketing, we can only do the work of throwing a brick to attract jade. We threw out fan fiction, whether it can drive the real audience to participate in the creation of fan fiction, and whether it can pull the audience to further dig out the points in the drama that might form communication effects, this can only be seen as we go. If you want us to do a script and completely let the audience follow our script, that is an impossible thing."

"In my opinion, your previous promotion direction completely missed the point. Not many audiences are interested in the so-called word-of-mouth boutique dramas, and not many audiences will watch this drama because of these few words, not to mention that the viewing threshold for the beginning of this drama is so high that it can't keep the audience. For dramas with high thresholds, you have to make a fuss about the high threshold, letting the audience be willing to persist when they feel they can't watch it anymore, for example, someone around you is watching this drama with you, and you have an atmosphere of discussion."

One day later, Peng Zhixing ushered in a livestream in the self-media column of *Jump Up*.

It wasn't a connection, but Yan Liang and Ren Suping, who played the female boss in *The Summit*, were specially invited to an offline interview room.

This livestream was arranged by Chen Siqi.

Chen Siqi wrote a script, not writing down every word each of them had to say in detail, but specifying what kind of reaction they must give in this livestream, which had to do with the marketing method Chen Siqi arranged behind the scenes.

Peng Zhixing said with a smile: "Recently, the two characters played by Yan Liang and Ren Suping in *The Summit* are too popular."

In this livestream, the core segment was Yan Liang and Ren Suping watching the "Female Boss and Her Little Wolf Dog" video edited by netizens together.

Two cameras were pointed at Yan Liang and Ren Suping to film.

Originally, in Chen Siqi's script, Yan Liang needed to act a bit shy and embarrassed, but halfway through the video, he didn't need to act at all.

Ren Suping was the same, her face was red.

The two looked at each other, as if something happened, and immediately moved their eyes away again.

Both couldn't help but laugh, and were a bit embarrassed.

But Peng Zhixing, who saw this scene, immediately showed a shocked expression of watching a play, and had to pretend to be calm immediately, as if nothing had happened.

In Chen Siqi's script, it didn't matter what they said; the most important thing was the embarrassment that would inevitably be revealed when the two watched this ambiguous video edited by netizens in front of the camera. This state alone was enough to become a rich raw material, processed by netizens into various big dishes about "eye-drawing threads," "more ambiguous," and "guilty conscience," and then, become a carnival for melon-eating masses.

Peng Zhixing's reaction was the best seasoning for these big dishes.

Under the push, this livestream became popular as scheduled.

Why could it be popular?

First, this character relationship was the topic that was tested in the early stage and was the most interesting and exciting point for everyone, having a good drama fan foundation. Second, the combination of Yan Liang and Ren Suping was very fresh, one was a popular young male actor, and the other was a mature and senior female actress, a combination that had never appeared in front of the public, suddenly put together, completely in line with the mood of melon-eating masses watching CP.

In the current online environment, this is called "generous business."

Lu Yan He and Li Zhibai both helped to post a Weibo playing memes separately.

Lu Yan He posted: I watched it in.

Li Zhibai posted: Yan Liang is really a dog.

Pointing at something, but not pointing directly, but everyone was interpreting and pointing the way in the comment section.

With the influence of the two of them, they drove more people to solve the puzzle: what exactly is it? What dog is watching it in?

On this basis, Chen Siqi bought heat and pushed traffic. With the carnival of the real drama fans in the early stage, the melon-eating masses who didn't know the truth would naturally understand the ins and outs in such topic heat.

A part of them was hooked by this hook to the drama *The Summit*.

And when more audiences watched such a good drama seriously and watched it down, its goodness was slowly discussed widely.

At this time, Chen Siqi and her marketing team changed their marketing direction, no longer pushing fan fiction themselves, pushing some topics, and watching everyone's reaction, but finding points with broad communication potential from real hot topics on the internet, and further buying volume for promotion.

In just a few days, *The Summit* suddenly started hanging on the lists of major platforms with three or four hot searches a day. The vast majority were hot searches bought by Chen Siqi's team based on natural hot spots. Millions were smashed into it—

However, this time, this money made Ice Plains Video overjoyed.

*The Summit* topped the list of popular dramas on the entire network for two consecutive days, and both the number of followers and the number of new viewers were increasing with very beautiful data.

The latest two episodes broadcast both had three pre-roll ads.

Chen Siqi handed over the third stage of the promotion plan at this time.

This time, Ice Plains Video very readily added promotion and marketing funds.

Seeing that *The Summit* was about to finish airing—but, obviously, its market potential had just begun.

Chen Siqi said: "A good word-of-mouth drama is that after it ends, its long-tail effect can last for a long time. You don't have to wait for updates, and you don't have to worry about a bad ending; the audience can watch it with peace of mind."

At this time, besides the CP relationship between Yan Liang and Ren Suping, this drama had already added several topics that were very popular on the entire network.

This marketing battle of turning defeat into victory once again brought Chen Siqi and the *Jump Up* team into the vision of major platforms and film and television companies.

It is very expensive, but who can not say that there is a reason for it to be expensive?

In this successful marketing, Chen Siqi can mobilize a large number of writer resources to do a lot of delivery, pick out the points that everyone is most excited about from the reaction of drama fans, can have sufficient media resources to spread and market this point, can seize the opportunity at the first time, design a plan, ferment new materials for fans to carnival, and can change ideas in time, not letting this drama just circle itself in a small circle, but can seize the opportunity, ride the victory, and promote other marketing points.

Many of her practices can be learned, but many companies doing film and television distribution and promotion also know that this is difficult to learn well.

To do this, sensitivity is very important.

People who can't grasp the sensitive points of the audience, no matter how many resources they have and how hard they work, it's all in vain.

"Thank you Siqi, for bringing *The Summit* back to life!"

That night, Lu Yan He and the others had a dinner together, and Yan Liang toasted Chen Siqi.

Chen Siqi said with a smile: "Don't be polite, mutual benefit and win-win, I also earned a marketing fee."

Yan Liang: "This money should be earned by you. Before, they spent more than 10 million to find another company to do early promotion, and the result was a mess. It was completely buying volume, buying promotion, and explosive-style wide-net promotion."

Chen Siqi: "They are nothing more than lazy, have no sense of responsibility, and didn't design a promotion plan based on the theme and style of this drama at all. I estimate they have a set of established promotion packages; you give whatever price, and they use whatever package to push for you."

Yan Liang: "In the future, all my dramas must let them find you to do promotion and promotion."

"The reason our promotion can be effective this time is most importantly because the quality of your drama itself is high. Otherwise, no matter how much promotion and marketing is done, it is all in vain," Chen Siqi said. "However, we do have a high asking price, and we don't accept just any drama; we only accept dramas that we have ideas to do."

Yan Liang: "After this time, I believe any drama side should know that finding you is the most reliable."

At this time, Li Zhibai suddenly let out a "WTF."

"What are you swearing for?" Yan Liang asked.

"That grandson Ma Zhiyuan, he said in his own livestream room that *The Summit* was originally looking for him to act, and it was him who pushed it and didn't act, so it fell on your head," Li Zhibai said angrily.

Yan Liang was stunned.

Lu Yan He also frowned, "He still won't stop?"

Chen Siqi said calmly: "What are you all looking miserable for? This topic delivered to the door can help *The Summit* do another promotion, what a good thing." ===== CHAPTER 582 =====