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《哪吒之魔童闹海》总票房已突破140亿!没有用短视频病毒营销、也没有依照行业惯例首映路演跑一遍的《哪吒之魔童闹海》,创造了动画电影的世界票房纪录。如果说从0到50亿票房靠的是过硬的内容质量,那么从50亿到100亿往上,靠的就不只是单纯的观影行为了,而是一场全民参与的流量“核爆实验”。

《哪吒2》的破圈之路复盘下来,能发现许多可供后续作品参考借鉴的地方。简而言之,就是要做好品质硬基建+情绪软实力——先凭借高品质内容获得核心受众的肯定,再通过微博等社交平台获得媒体的深度报道和权威背书,引发现象级话题讨论,向更大范围群体破圈,最后再借势主流舆论完成登顶动作。

在赛博纪元,大众情绪就是真金白银,做好情绪营销也是理所当然的。在注意力粉尘化的时代里,能真正吸引你的、触动你心弦的东西,就是好东西。最好的营销不是教育用户,而是让用户感觉到,自己正在参与历史。多年后大家回想起为《哪吒2》加油助威的那一夜,依然可以说上一句,“与有荣焉”。
