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爱奇艺“做家务的男人”话题性与场景化探索助力品牌营销|做家务的男人 爱奇艺

8月2日,爱奇艺自制综艺《做家务的男人》开播,这也是全国首档以 做家务为独特视角 来洞悉亲密关系的观察类真人秀节目。节目中,袁弘张歆艺夫妇、魏大勋及父母、汪苏泷与尤长靖三组家庭向观众展示艺人真实的家庭生活,朱丹、李诞、傅首尔则化身演播室观察员进行犀利点评,共同探讨男人做家务背后家庭亲密关系的真实形态。自带爆点的话题角度、强大多元的嘉宾阵容、趣味内涵兼具的内容属性,注定了该档节目将在今夏掀起新一轮的收视热潮,而这其中所蕴含的商业价值,也引起了更多关注和期待。

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例如,在棚内观察室沙发上摆放了海普诺凯1897和豆本豆豆奶的靠枕;惠而浦的洗衣机和冰箱不仅在明星家庭中出现和被使用,也成功的融入在观察室的家居环境里。在明星家庭场景中,当魏大勋妈妈做完饭时,餐桌上就摆着豆本豆豆奶,汪苏泷外出回到家休息时,也会喝豆本豆来补充营养;而当袁弘张歆艺夫妻给孩子泡奶时,泡奶台子上就放着海普诺凯1897的奶粉罐。同时,结合剧情,在演播室现场,朱丹邀请李诞和魏爸爸展开泡奶粉小比拼,并告知正确的冲泡方式,以逗趣的小剧场的形式植入海普诺凯1897的品牌信息。结合家庭场景,品牌有了更高贴合度、更多样化地展示方式。

平台属于首创,这无疑凸显出爱奇艺在商业价值挖掘,营销模式创新,资源整合方面的强大势能。而这样的平台势能也将更好地满足广告主的差异化需求,使其投放更加灵活、精益化,进一步提升营销回报率。

凭借着话题、场景等方面的优势,《做家务的男人》在开播之初即已显露出强大的商业价值与营销势能。除了联合冠名的海普诺凯1897与豆本豆豆奶之外,该节目目前已开启与惠而浦、铂爵旅拍、ABC、三草两木、南孚电池、Honey安蒂花子等不同行业多家品牌的深度商业合作,随着节目的播出,《做家务的男人》将为观众和市场带来更多惊喜。

责任编辑:刘文思(EN070)