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亚搏app官网下载-想做好电竞营销,首先得看懂S10主题曲MV为什么会翻车
发布时间:2021-10-14 02:48:01

This year’s League of Legends S10 Global Finals is less than a week away. From previous years, this time is usually the official release of the League of Legends S game MV to make the final warm-up time for the event.

今年的英雄联盟S10全球总决赛不到一周。从往年开始,此时间通常是英雄联盟S游戏MV的正式发布,以使该活动成为最终的预热时间。

This year coincides with the tenth year of the S competition. After experiencing the high-level finals MVs such as "Warrior", "Nirvana" and "Climbing the Peak" in recent years, the audience's expectations for this year's theme song MV have reached unprecedented levels. height.

今年恰逢S比赛的第十个年头。在经历了近年来的“ Warrior”,“ Nirvana”和“ Climbing the Peak”等高级总决赛MV之后,观众对今年主题曲MV的期望达到了前所未有的水平。高度。

But at this highly anticipated moment, Riot Games, known as the "music company that was delayed by making games," has pulled its hips in the MV of the finals, where it excels.

但是在这个备受期待的时刻,被称为“因制作游戏而被延迟的音乐公司”的Riot Games在总决赛的MV中表现出色。

At 11 o'clock in the evening on September 17, League of Legends officially released the theme MV of this year's global finals "Unprecedented" through Bilibili and Youtube. As of press time, this MV has been released for nearly 5 days, and it has received 5.55 million views and 49,696 comments on station B. These two data on Youtube are 9.08 million and 31,741 comments, respectively, and the attention is quite high.

9月17日晚上11点,英雄联盟通过Bilibili和Youtube正式发布了今年全球总决赛“前所未有的”主题MV。截至发稿时,该MV已发布了将近5天,在B站上已获得555万观看次数和49,696条评论。Youtube上的这两项数据分别为908万和31,741条评论,引起了极大关注。

But after it went live, this MV has aroused different responses in audiences at home and abroad, especially among the core players of League of Legends. In China, there are more doubts from the audience and more intense emotional reactions.

但在上映后,这首MV在国内外观众中引起了不同的反响,尤其是在《英雄联盟》的核心玩家当中。在中国,观众的怀疑和情绪反应更加强烈。

"Where to Go" is produced by Riot Games' music team and sung by singers Jeremy Mckinnon, Max and Liu Xianhua. The MV part was jointly produced by Riot Music Team and The Line Animation, which is an animation production company based in London founded in 2013. The video is 3 minutes and 45 seconds in length and tells the story of an e-sports player who constantly breaks through with the support of his predecessors.

“去哪里”由Riot Games的音乐团队制作,并由歌手Jeremy Mckinnon,Max和Liu Xianhua演唱。 MV部分由Riot音乐小组和The Line Animation公司联合制作,后者是一家动画制作公司,总部位于伦敦,成立于2013年。该视频时长3分45秒,讲述了一个不断电竞的故事。在他的前任的支持下取得了突破。

In addition to the art-level factors such as music and art style in the MV, it is difficult to adjust, some commercial elements in "Unprecedented" have become one of the main reasons for audience dissatisfaction. Regardless of the content of the video, "Where to Go" is actually the first large-scale commercialization attempt by League of Legends in the MV of the S game theme song.

MV中除了音乐和艺术风格等艺术层面的因素难以调整外,“空前”中的一些商业元素也成为引起观众不满的主要原因之一。无论视频内容如何,​​“ Where to Go”实际上是英雄联盟在S游戏主题曲MV中的首次大规模商业化尝试。

In this video of 3 minutes and 45 seconds, brands such as OPPO, Mercedes-Benz, Alien, SecretLab and so on are exposed one after another. The logos of these brands mainly focus on the first 2 minutes and 06 seconds of the video and the last shot of the whole story. According to the statistics of "E-Sports Business Meta", the first half of the brand exposure took 28 seconds, and in the last shot of the whole article, the OPPO logo was exposed for 10 seconds in an almost completely still picture.

在这3分45秒的视频中,OPPO,奔驰,Alien,SecretLab等品牌陆续曝光。亚搏app官网下载这些品牌的徽标主要集中于视频的前2分钟零06秒以及整个故事的最后镜头。根据“电子竞技业务元”的统计,品牌曝光的前半部分花费了28秒,而在整篇文章的最后一帧中,OPPO徽标几乎完全静止地被曝光了10秒钟。

From the perspective of communication effects, this implantation is indeed in place, but the reputation is worrying. After OPPO's official Weibo reposted the theme song MV, this Weibo could only be deleted because of turbulent comments.

从传播效果的角度来看,这种植入确实存在,但声誉令人担忧。 OPPO官方微博重新发布了主题曲MV之后,由于评论不畅,该微博只能删除。

What caused such a rebound that was unexpected by both the official and brand owners? Let us take this MV as a marketing vehicle for specific analysis.

是什么导致了官方和品牌所有者都无法预料的反弹?让我们将此MV作为营销工具进行具体分析。

For gamers and event viewers, watching the global finals MV every year is equivalent to a "pilgrimage"; for League of Legends officials, this year's MV also undertook an unprecedented commercialization attempt. From the player's perspective, it is not new to have an aversion to commercial content, but this is not a reason to deny commercialization. It has long been proven that it is not an impossible task in the marketing field to complete commercialization while satisfying the audience.

对于游戏玩家和活动观看者而言,每年观看全球总决赛MV相当于“朝圣”;对于英雄联盟的官员来说,今年的MV也进行了前所未有的商业化尝试。从玩家的角度来看,厌恶商业内容并不是什么新鲜事,但这并不是拒绝商业化的理由。长期以来,已经证明,在市场营销领域中,要使观众满意,完成商业化并不是一项不可能的任务。

At least judging from the situation of "Nothing to See", its problem does not come from the commercialization itself, but the methods and techniques of commercialization.

至少从“一无所获”的情况来看,它的问题不在于商业化本身,而在于商业化的方法和技术。

So far, League of Legends has produced 6 finals MVs since S4 in 2014. Judging from their past successful experience, the theme song + MV of the previous finals usually lays easter eggs related to players and events in the film, waiting for players to discover surprises.

到目前为止,英雄联盟自2014年的S4以来已制作了6项决赛MV。从他们过去的成功经验来看,先前决赛的主题曲+ MV通常会在影片中放下与玩家和事件相关的复活节彩蛋,等待玩家发现惊喜

"Unprecedented" is undoubtedly copying this successful model, and hopes to resonate with the MV through the "Easter Eggs" and stalks in the video content, and at the same time, it can also generate a sense of identity for the implanted brand. . However, in the step of "making the content resonate with the audience", the situation has appeared in "All Directions".

“史无前例”无疑将复制这种成功的模型,并希望通过“复活节彩蛋”和视频内容中的茎杆与MV产生共鸣,同时,它也可以为植入的品牌产生一种认同感。 。但是,在“使内容引起观众共鸣”的步骤中,情况出现在“所有方向”上亚搏app官网下载。

First, from the shallowest point of view. The story line of the MV of "Where To Be Unparalleled" almost completely replicates the 2018 "Climbing the Peak". It’s okay to use anonymous people and ordinary people as the starting point, but from the perspective of casting, the two “unknown e-sports players” of the fictitious man and woman in "Are There Forever" are indeed inferior to the old man who fought and avenged himself in "Dengfeng" South Korean player Ambition can resonate with the audience, which can be reflected in the MV comments and barrage.

首先,从最浅的角度来看。 MV的故事情节“无与伦比”几乎完全复制了2018年的“攀登高峰”。可以使用匿名者和普通人作为起点,但是从演员的角度来看,《永远存在》中虚拟男人和女人的两个“未知电子竞技选手”的确不如老人在“登封”中战斗并报仇的韩国选手Ambition可以引起观众共鸣,这可以从MV的评论和弹幕中反映出来。

Secondly, from the story line of the MV of "Where to Go", it is through Xpeke, Faker, Mata, Yu Wenbo, Gao Tianliang and other previous S championships to express a concept of "inheritance". However, most of the S game and player-related easter eggs in the film are too obscure, which prevents the MV from igniting the enthusiasm of the audience when they first watch it. They often need to analyze frame by frame afterwards to see the doorway. This is not a problem, after all, this is the fun of finding eggs. But this year there was a comparison item suddenly-the major brands have made more crude exposures in key positions in the film. The logical difference between the two images has aroused the audience's resentment to a certain extent.

其次,从“去哪儿” MV的故事情节出发,它是通过Xpeke,Faker,Mata,于文博,高天亮等以前的S冠军来表达“继承性”的概念。但是,影片中的大多数S游戏和与玩家相关的复活节彩蛋都太模糊了,这会阻止MV激发观众首次观看时的热情。他们经常需要事后逐帧分析以查看门口。毕竟这不是问题,这是发现鸡蛋的乐趣。但是今年突然有了一个比较项目-主要品牌在影片的关键位置上进行了更多的原油曝光。两幅图像之间的逻辑差异在一定程度上引起了观众的反感。

Finally, judging from the content ideas of "Where to Go", the film embodies the concept of "the more frustrated, the more courageous" into the action of coin resurrection, which is in line with the concept of e-sports, especially the knockout game-e-sport Players have a short career, small mistakes in the game, and even inaction will cause them to be eliminated directly, and many people have no chance to come back. This seemingly small setting, once it conflicts with the e-sports event it represents, is also a deduction item.

最后,从“去哪儿”的内容观念来看,这部电影将“越挫折,越勇敢”的概念体现在了硬币复活的行动中,这与电子竞技的概念相吻合,特别是淘汰赛游戏电竞玩家的职业生涯短暂,游戏中的小失误,甚至无所作为都会直接将他们淘汰,许多人没有机会复出。这个看似很小的设置,一旦与它所代表的电子竞技事件发生冲突,也是一个扣减项。

Of course, there is another situation that needs to be noted. The difference between Eastern and Western cultures, including e-sports player culture, is also shown in this MV. Although Chinese Rap is added to the music, the core of the story and animation is still more Western. The reason for more controversy in China-this is similar to the response of the recent Disney movie "Mulan". But after all, S10 is held in China, and the sentiment of the Chinese audience is stronger.

当然,还有另一种情况需要注意。此MV还显示了东西方文化之间的差异,包括电子竞技运动员的文化。尽管在音乐中加入了“中国说唱”,但故事和动画的核心仍然是西方的。在中国引起更多争议的原因-与最近迪斯尼电影《花木兰》的反应相似。但是毕竟S10是在中国举办的,中国观众的情绪更强烈。

Judging from the above points, as a marketing content product, "Nothing to See" has not fully grasped the target group of players in the production process. More precisely, there is a deviation in the trade-off between commercial implementation and caring for/attracting the player community.

从以上几点来看,“无所作为”作为营销内容产品尚未完全掌握生产过程中的目标玩家群体。更确切地说,在商业实施和照顾/吸引玩家社区之间的权衡取舍。

There are two main reasons for this situation.

出现这种情况的主要原因有两个。

First of all, the commercialization of the League of Legends Global Finals this year is gradually improving. From the perspective of investment promotion, this year is the most successful one. The joining of heavyweight sponsors such as Bose, Mercedes-Benz, Logitech, and Intel has increased the business cooperation and obligations that the event officials have to perform.

首先,今年的英雄联盟全球总决赛的商业化正在逐步改善。从投资促进的角度来看,今年是最成功的一年。 Bose,Mercedes-Benz,Logitech和Intel等重量级赞助商的加入增加了赛事官员必须履行的业务合作和义务。

Secondly, due to the epidemic this year, offline watching of S10 will be greatly affected. Judging from the news previously announced by the event official, this year's S10 finalists, group stages and knockouts will all be held in Shanghai SMT's M-HUB. There will be no spectators in the early game, but will try to allow a small number of spectators to enter the game during the finals. Riot Games’ global e-sports director John Needham said at the September 21 press conference that whether spectators will be allowed to enter the game during the finals has not yet been determined, and public safety is the top priority.

其次,由于今年的流行,S10的离线观看将受到很大影响。从赛事官员先前宣布的消息来看,今年的S10决赛选手,小组赛和淘汰赛都将在上海SMT的M-HUB举行。比赛开始时不会有观众,但会尽量避免让少数观众进入决赛。 Riot Games全球电子竞技总监John Needham在9月21日的新闻发布会上说,尚未确定在决赛期间是否允许观众进入游戏,而公共安全是重中之重。

From this point of view, in order to protect the rights and interests of sponsors, the official event will inevitably make up for it in online content. Sponsor exposure in the finals MV is arguably one of the most important means before the event starts.

从这个角度出发,为了保护赞助商的权益,官方活动将不可避免地在在线内容上进行弥补。赞助商在决赛MV中的曝光可以说是活动开始之前最重要的手段之一。

Combining the above two points, sponsors will have greater say in the production and design of this year's MV.

结合以上两点,赞助商将在今年的MV的生产和设计中拥有更大的发言权。

Is the experience of ordinary viewers/players and sponsor rights necessarily contradictory? Is it really impossible to meet the needs of both parties at the same time? of course not.

普通观众/播放者的体验和赞助商权利是否必然矛盾?真的不可能同时满足双方的需求吗?当然不是。

In fact, due to the widespread resistance of the player community to commercial content, despite the huge potential, Riot Games has always been cautious in the commercialization of game content.

实际上,由于玩家社区对商业内容的广泛抵抗,尽管潜力巨大,Riot Games一直对游戏内容的商业化持谨慎态度。

But let's not say far, Fist also made its first tentative attempt in May this year.

但让我们不言而喻,拳头也在今年5月进行了首次尝试。

On May 27th, Riot Games announced on its official website and official push that it will add advertising banners for sponsors in the Summoner Canyon of the professional league to provide sponsors with brand exposure. The specific method is to arrange several banners with sponsor logos in the Summoner Canyon in the League of Legends game scene. So far, event sponsor Mercedes-Benz will confirm to appear on the banner of Summoner's Canyon during the World Championship.

5月27日,Riot Games在其官方网站上宣布并正式宣布,它将在职业联赛的召唤者峡谷中为赞助商添加广告横幅,为赞助商提供品牌知名度。具体方法是在英雄联盟游戏场景中的召唤者峡谷中布置带有赞助商徽标的横幅。到目前为止,赛事赞助商梅赛德斯-奔驰将确认在世锦赛期间出现在召唤师峡谷的旗帜上。

However, this attempt did not arouse any opposition from the players, precisely because this advertising implantation method neither affected the players nor the audience. In addition, the element of "flag" is also very consistent with the design style of Summoner's Canyon, and does not appear abrupt. In a word, this marketing method and its carrier are compatible and coordinated.

但是,这种尝试并没有引起玩家的任何反对,正是因为这种广告植入方法既不影响玩家也不影响观众。另外,“旗标”元素也与召唤者峡谷的设计风格非常吻合,而且不会显得突兀。总之,这种营销方法及其载体是兼容和协调的。

Compared with traditional sports events, you can refer to the World Cup, the largest event in the football field. In order to protect the rights and interests of sponsors and avoid the audience's possible disgust, the World Cup began to release brand-related World Cup promotion songs for sponsor Coca-Cola since 2010, and the official theme song of the World Cup was completely returned to the audience. Since 2010, Coca-Cola has released three World Cup promotion songs, Wavin’ Flag, The World is Ours and Colors.

与传统体育赛事相比,您可以参考世界杯足球赛中最大的赛事。为了保护赞助商的权益并避免观众的厌恶情绪,世界杯从2010年开始为赞助商可口可乐发行与品牌有关的世界杯宣传歌曲,并完全归还了世界杯官方主题歌给观众自2010年以来,可口可乐已经发行了三首世界杯宣传歌曲,《威文的旗帜》,《世界是我们的色彩》。

Before the commercialization and expansion of game content, Riot used the MV animation form to try for the first time. It may become a classic case if it is done well, but because it is the first time, this is more likely to be a compulsory course it has to go through. But this class is not just for game manufacturers. Brands that are committed to e-sports marketing also need to learn from the experience and lessons. After all, the most important thing for marketing is to grasp the hearts of the target population.

在游戏内容商业化和扩展之前,Riot首次使用MV动画形式进行尝试。如果做得好,这可能会成为经典案例,但是由于这是亚搏app官网下载第一次,因此这很可能是必须经历的必修课。但是,此类不仅仅适用于游戏制造商。致力于电子竞技营销的品牌也需要学习经验和教训。毕竟,营销最重要的是把握目标人群的心。

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