Tmall Test Water "T2O" Innovative Marketing For "Sheng Xiao Mo" To Provide Interactive Shopping Experience

The famous Chinese Internet writer Gu man, who wrote the romantic novel "Sheng Sheng Xiao Mo" ten years ago, was finally moved to the prime time of TV drama in the evening of January 10th.

Unlike the previous TV dramas, Dong Wei TV not only regarded this drama as another youth story that once wrapped up audiences and reminiscence emotion, but planned to go ahead of all TV stations through an active marketing innovation.

In this play, the SMG film and TV Center, which is responsible for broadcasting and marketing, will work with Tmall's Tmall e-commerce platform to provide an interactive shopping experience for why Sheng Xiao mo. For Tmall, this is part of its "star picking program", which aims to promote new interactive shopping with all TV stations, while Orient TV has become the first star that Ali has taken off.

According to the content of cooperation, during the broadcast of "Sheng Sheng Xiao Mo", the viewers equipped with Tmall clients on mobile phones only need to scan the Oriental TV station logo with their mobile phones, and then jump into the interactive pages of the TV series. On the interactive page, viewers can see the new protagonists such as Zhong Hanliang, Tang Yan and other stars synchronized with the TV series. Same dress It also provides interactive purchase preferences to achieve "buy and watch".

According to popular saying, this mode should be called T2O TV (to Online). This is the first time that it has been applied to TV dramas in "Sheng Sheng Xiao Mo". Tmall has already launched this model in collaboration with CCTV's tongue tip China. When the program broadcasts food around the world, viewers can buy products synchronously under Tmall. In 2014, Tmall worked with Hunan satellite TV "Daddy where to go 2", and Eastern TV "goddess's new clothes" to cooperate with the model.

The two sides chose the theme of "Sheng Xiao Mo" as a TV play. T2O It is easy to understand why the first stop of the test is water. Gu man's classic romantic novel has been fermented for ten years in the field of Internet literature. The click through rate has been very high, and the starring role of the play is the popular idol Zhong Hanliang and Tang Yan, and two people have huge fans groups. The youth idol drama has already had a large number of products in the shooting process, which also makes the play consistent with the characteristics of the electricity supplier cooperation.

The interface reporter learned from the Oriental satellite TV that in this cooperation with Tmall in the T2O mode of "Sheng Sheng Xiao Mo", the contents of "buying and watching" can be more abundant than "goddess's new clothes", and is not limited to clothing merchandise. The main cooperative products of Dongfang satellite TV are beauty brand "grass heart" and home textile brand "fuanna". Lane Bryant "H:CONNECT", jewelry brand "ZOKAY", home decoration brand "designer's lamp", in addition to some men's clothing and decoration brand cooperation. But neither side disclosed more specific details of cooperation.

Yuan Yemin, general secretary of the SMG film and TV Drama Center, said why "Sheng Xiao Mo" is an attempt by both sides. It does not exclude such cooperation from further deepening, or even normalizing to other TV dramas in the Oriental TV Golden theater.

For example, even costume drama. "Such as" Sheng Xiao Mo "such a fashion show can, but far away from modern life's costume drama will also have a market. According to Yuan Yemin, "apart from the products that are directly perceived in TV plays, we can also design a series of extended products according to the drama series. In addition, if you want to try the life of ancient people, you can also buy modern custom clothes with elements of costume and costume in the drama.

In addition to Tmall cooperation, "watch and buy", the golden theater of Oriental TV is also cooperating with Internet products such as WeChat shake and beauty pat. In the new mode of exploration, Orient TV obviously does not intend to be merely a follower.