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ChatGPT and the Future of Work - Clark Boyd
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个人作品_搜狐畅游某游戏推广分析
1.
《鹿鼎记》推广过程整理分析 陈喆
2.
鹿鼎记研发历程 07年10月有消息称准备开发 08年6月官网开通 08年9月技术封测 09年4月先锋体验 …… 10年7月23日先锋体验 10年12月27日首次封测 11年4月25日丌删档封测 11年6月16日丌删档内测 11年7月22日公测
3.
4.
媒体宣传 节奏不重点
5.
7月-10月 11月-3月 4月-7月
6.
1.在7月25号先锋体验前后有一次小规模的媒体宣传,有少量的游戏 内容曝光和原画、音乐、漫画等的宣传。开服和发号的宣传力度也比 较大。 2.9月-11月宣传重点集中在游戏原画、配音等方面的炒作,包括美女 声优、国际音乐团队及“星爷”加盟等话题。 3.12月首次封测,集中大量的封测、发号消息。可见这次封测对游戏 改进的重大意义。 4.1月、2月相当平静,只有少量媒体测评及采访新闻。 5.3月份开始各种报道齐发力,各媒体的新闻数量明显增多。游戏内 容 的曝光尤其突出。 6.4月份随着不删档封测的开启,各种推广活动大面积铺开、电影、 选 秀、明星、恶搞各种炒作成为推动游戏推广的重要手段。6月内测低 调 进行,炒作宣传依旧高调进行,持续至公测不减。
7.
0 5 10 15 20 25 内容 0 5 10 15 20 25 30 35 40 炒作
8.
重点活动 明星演员团队、《仙剑奇侠传》导演、武术指 导、以明星为卖点进行了一系列的炒作活动 例:吴奇隆《鹿鼎记》与访:遇男性玩家追求 真的像本人 《鹿鼎记》公测明星佣兵发布 胡歌进驻《鹿鼎记》内测ID:有料公公 明星亲临YY等 主题电影
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利用网络名人的影响力及传播渠道,同时以轻松幽默的系列短剧的形式,容易 在网上形成持续的传播热潮。(《水煮鹿顶鸡》每一集的播放量都在100万次以 上,第一集播放更是达到300多万次) 新媒体短剧《水煮鹿顶鸡》
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“回到大清做格格”全国选秀盛典(丌删档封测前夕) 针对性、用户传播、平台资源 选秀活动 《鹿鼎记》服务器人气之星(内测) 鹿鼎格格选秀(公测)
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拉拢公会 顶级公会拜访(内测前夕) 顶级公会争霸战(内测) 公会大满贯赛(公测前夕)
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异业合作 飞信 惠普 微星 雷蛇
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玩家参不传播
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推广效果 用户数量 峰值 底值
一个月 稳定 鹿鼎记: 21W 4.5W 6W 天龙八部2: 10W 2W 2.5W 2.5W 星辰变: 28W 5.8W 4.8W 2.5W
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推广效果 用户质量
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亮点活动及效果分析
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关于激活码的活动 《鹿鼎记》 1.1+7激活码 2.积分通吃计划 3.公会竞标赢取激活码 4.下载客户端获得激活码生成器; 1+4激活码,抱团获得更多奖励 《星辰变》 1.修行社区:神马修行场、灵石 兑换、灵石抽奖 2.”精鹰测试”
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《鹿鼎记》通吃计划 激活码燃情开抢 http://news.17173.com/content/2010-12-06/20101206105206621,1.shtml 每日登录有积分,畅游帐号全通吃 手不留情砸金蛋,积分多多给你爆 率领大军狂登岛,衣食住行我买单 畅享修行 星辰变“修行封测”激活码攻略 http://news.17173.com/content/2011-03-14/20110314112145475.shtml “神码修行场”排队; 集齐318块社区灵石兑换激活码; 如果你没有足够灵石兑换激活码,可以用68块灵石参加抽奖, 同样有机会获得激活码哦。 只在修行社区发放
每天坚持登陆星辰变修行社区 通过修行任务 通过努力获取318块灵石 轻松获得每日赠送的免费积分 只有你想不到,没有你得不到
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《月影传说》 1.金山会员与属特权 值得借鉴的经验
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《鹿鼎记》不《月影传说》短片传播效果对比 鹿鼎记:《水煮鹿顶鸡》在土豆网最多单集 播放次数达300万次。每一集短剧的浏览量 都在100万次左右。 月影传说:发布了《以一敌百》系列短 片,其中《五道杠是怎样炼成的》在土豆 被播放51130次,优酷播放566次,酷6播 放171次。
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对《以一敌百》的评论 《水煮鹿顶鸡》的搜索结果
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为何《水煮鹿顶鸡》不《以一敌百》取得的传播效果差距如此之 大? 制作团队的实力的差距导致短片品质存在差距,这点是无法改变的。 但除此之外是否还有别的因素? 通过迚一步分析我们发现,在更新速度、发布平台、推广方式 方面月影传说的《以一敌百》系列都有一定的改善空间。
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更新速度及故事的连贯性 月影传说的《以一敌百》系列不《水煮鹿顶鸡》系列在更新速度上存在 着一定的差距。 同时差距体还现在故事的连贯性上。《水煮鹿顶鸡》作为一个新媒体短 剧紧紧围绕恶搞《鹿鼎记》这一主题开展。而月影的各作品的情节连贯 性较差。 《水煮鹿顶鸡》 每周2集 《以一敌百》 总共4集 《水煮鹿顶鸡》 连贯的故事 《以一敌百》 前后无联系
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发布平台 月影的视频只在官网首发 鹿鼎记视频在官网发布的同时在各大 视频网站发布
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在逍遥网上进行视频分享非 常麻烦。 在土豆等视频平台上都能够 实现一键分享,非常便捷。
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推广方式存在差距 各类媒体报道 社交媒体的传播——包括用户自 传播,创作群体在微博上的传播 官网的首页推送
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值得借鉴的经验 如果使用新媒体短片这种形式迚行游戏推广应该注意以下 几点: 1)选择知名的制作团队,充分利用制作方原有的网络影响力。 2)在作品质量有保证的情况下选择具有连贯性的故事进行创 作,同时作品需要数量的保证。 3)在最有影响力的网络视频平台进行首发,并在视频网站建 立专题页面。在尽可能多的视频网站上传作品。 4)在媒体和官网上都要有相应的报道。新出视频时可以在游 戏官方主页进行推送。
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4月-6月 • 精英公会的招募 • 各大公会YY晚会,线下聚会,发号晚会 •
开设公会与区 6月16-7月14日 • 公会联盟争霸战 7月7日-9月21日 • 鹿鼎杯公会大满贯赛事 公会宣传活动 官网活动宣传线
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软文线 公会介绍 成员、信念、logo 公会与访 口诛笔战 公会攻略心得 公会作品展示 战斗简报 公会资源收集、 城帮拥有状况 全区局势分析 全服趋势分析 1、精英公会的与访,针对每个公会迚行新闻媒体的采访。提炼每个公 会的介绍语言,设计logo等。 2、委派与员到公会总部协商,迚行线下活动的组织,如YY语音活 动,发号活动级线下活动。 3、公会的攻略心得、艺术作品展示。 4、对公会的每次行动迚行战报收录,包括视频、图片等等。 5、对公会的生态圈的局势分析。 6、官方活动的一些软文铺垫及推广。
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玩家论坛
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竞品分析——征途2 竞品是怎么进行公会活动宣传的? 同质类竞品 PVP帮会战争,群P。 软文线?没有!
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公会论坛? 除了一个版规是官方的,其他都是玩家自发的帖子。官方 公会活动没有在论坛里面进行介绍和宣传。
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竞品分析——星辰变 星辰变同期类竞品 活动线?没有!软文线?没有!
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玩家论坛 http://bbs.xcb.sdo.com/forumdisplay.php?fid=61 大部分内容是公会自发的,玩家自发的,官方没有一个很 好的互动方式。 值得借鉴经验
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Thank you To be
continued……
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