wen | yiyuguancha luke

buru2024nianzuihouyigejidu，zhangshipindepiruan，tebieshijujifangmian，haimeiyouhuanguojinglai。

wangboshujudexiahuaheranzaimu，“liuliangwangzhe”guouchengledazhongtucaodezhongzaiqu，xuanyineirongyeyinweiduanduanxuxuchuxianbingmeinengchixuzaoshi，buduanshangjiadeyanqingjugengshijinhuluorukaibohou“chawuciju”deganga。chulexianshiticaizaipaozhiredianyukoubeizhiwai，aoyunhuijieshuzhihoudezhangshipinzhouqikewei“liaoji”。

zheiyangdeqingkuangtongyangfanyingzaijujizhaoshangce。

《凡人歌》剧集赞助

yifangmian，congquniankaishibeizhangshipinpingtaizhongdiantuijiande“jujiguanming”，suiranzaijinnianshangbannianzheiyidafafengguangwuxian，dancongshuqidangkaishizaiyemeiyouduixiananli，lingyifangmian，jujiguanggaozanzhushuzheikuai，yetongyangzaimeichuxiankaibojiuguanggaoshangmanpeihuohouqixingchengmanpeigejudezhuangtai，wangwangdoushilianggezuoyouzanzhukaibo，qieyuewanghouboyuekaojin“luobo”。

shenzhishibochuzhuangtailianghao，zaiboqijianfenezhanbiyaoyaolingxian、yunhezhanbiyidutupo20%de《anyeyuliming》《jinxiuanning》dengrebojuyedouzaiqianqihuozhehouqimianlinzhemeiyouguanggaoshangqinglaideganga。

cengyidubeirenwei“dajuyingxiaozouxiangnext level”dejujishichangjixuyicizhenfen。zhujianzouxiangchengshude“jujiguanming”hainengfouzaiduchengweiyinlingjujiyingxiaofashengfeiyuedepaitoubing？haishishuo，“jujiguanming”shidaijiuzheiyangcongcongjieshule？

01 剧集冠名为何被“冷冻”？

weihedangxiadezhangshipinjujiyingxiaohuimianlinbingdian？

hexinyuanyinbunanlijie——dajuqueshi，er“daju”zhizhidejiushiipju、dingliuju。

suiranshuozhangshipin60%zuoyoudejujishengchandougaibianziwangwenip，danipbenshennengbunengdengchangjiushishineng，xianranbuquanshi，erxiayigebeishouzhumudeipjiuyaodeng《dafengdagengren》dedengchang。

yaomeipbenshenjishujiuda，yaomezhangshipinnengtongguozhangxianyunyingjiangqichediiphua，zheiyeshizhangshipinweiheduiyu“ipcaopanshou”dingweijiaoweizhongshideyuanyinsuozai，yinweizheiyangdenengliyejuedingleduiyuzanzhushangxiyindeqiangjingyufou。

chengru《tangchaoguishiluzhixixing》zaijinnianshuqidangdebaofachedirang“tangguiip”chengxingqielizhu，zheishizhangxianyunyingipzouxiangshenglidejieguo，qidisanbubiranhuishoudaozanzhushangdezhuipeng。

erzaixiabanniandejujishichangzhijin，iphuaneirongshiqueshide，qieyucitongshi，yixiangshizhaoshangbaozhangdedingliujuyetongyangmeiyouchuxian，dangshichangquandoushiyixiebeizhangshijianrenweishidaibaokadeyanyuanhuanchenglianaizhishi，zanzhushangmengairuhewutiaojianxiangxinliuliangcongheerlai。

bijingguowangjicijujiguanming，guanggaozhudouyucanyandingliuzhijiebangdingcongerdaidongzhuanhua，chunzhenzhiyu《zhangxiangsidiyiji》yangzi、jindianzhiyu《meiguidegushi》liuyifei，jieshiruci。

jujiguanmingxiaoshibeihou，benzhishangshizhangshipinmeiyoutoubujujidengtaichangxidezhijiejieguo。bijingxiangshitianmaochenggongyuce《moyuyunjian》nengbao，yishanglaijiuguanming，zheiyangdejiyuanqiaohetaidi，xiaofeishichangjizhoubianhuadedangxia，guanggaozhumenziranbuhuiduiyuwuqiangip、wudingliudejujiyiwufangudinachu“guanming”zhishi。

lingyigeezhi“jujiguanming”qianjinbufadeyuanyin，huoxulibukaiguanggaozhuduiyu“xingjiabi”depansuan。

yiweifuwuyupingtaifangguanggaozhaoshangdailidefuzerencengduiyiyuguancha（id：yiyuguancha）biaoshi：“dangxiamaichuqudejujiguanming，qijiagehebushaozongyiguanmingshichipingde，erxiangshi《qingyunian2》zheiyangdetoubujiagegengshizhibipingtaifangtoubuzongyidejiage。”

《庆余年2》赞助商

danshi，yibuzongyidereboqiyousangeyuezhijiu，eryibujuyejiuzaibangeyuehuozheshiershitianzuoyoudeshijianjiujieshule，jujideyingxiaodafayaogengkuai，guanggaozhuhuodedexiaoyiyegengjizhong，duiyuduanqiqiuzhuanhuadeyaoqiuyegao，suidaizhefengxianxingyejiuhuigenggao。

yinweiyidanyibujukaibo，koubeiyichulaijiuzhudingletadejieju，bochuxiaoguobuhao，guanmingshangye“paobule”，duanduanbangeyueshijian，jujiyewufaxiangzongyiyiyangzaiyouduoyudeshijianzhetengchuyixiereduhehuatilaimanzukpi。

neime，guanggaozhuweiheguanming，heqitatiepianzhuyiyang，bodehaozaigenjin、bobuhaosuishipao，bugengshishangcema？

zheixieyaosukenengyejiuhuiyingxiangzheguanggaozhumenzaisuanwanzhangzhihouduiyurihou“jujiguanming”depinggu。

dangjujiguanmingderezhongzhemengniu，congzhujiantuichuzongyiguanmingshichang，daojinnianxiabannianbuzaiyongbaojujiguanming，ershiyouzhonghuizongyihuaibao，yilianguanming《shiguangyinlehui2024》《xianzaijiuchufa2》liangdangtoubuzongyi，huoxunengxiuchuyixieduanni。

蒙牛酸酸乳、纯甄冠名综艺

bijingzhangshipinxiabanniansuiranjujishichangbugourelie，danzongyishichanghaiyouxietupo，wulunshi《xidan》《tuoyou》liangdangtuokouxiujiemubaogengbuduan，yiji《xindongdexinhao7》shixianyixiaoboda，haishi《huaeryushaonian6》yinbao“xinhuaxue”、ganggangkaibode《zaijianairen4》zhijiedailai“yangxue”xingchengdabaozhishi，zongyihaishichixujiwangyoumentigongleyuanyuanbuduandelezisucai。

naliyouredu，zanzhushangjiurenhenali，zaizheiyidian，“jujiguanming”queshijiugengbunanlijie。

gengzhidezhangshipindanyoudeshi，duanjudezaidubaofa。

zaizhangjukudengbaokuandetongshi，duanjuyouqiangjinfengtou，kuaizhunhenmiaozhunyinfashichangdeduanjuyiyigege“badaozongcaiaishangjuejingdewo”、“shanhunlaobanshihaomen”、“wushiduosuichengweizuiqiangzhuixu”denghuatizhizuo，dianransuoyourendeguanzhumuguang。

瞄准银发市场的部分短剧

yucitongshi，duanjubuguangzhiqiangzouleguanzhongdezhuyili，lianzanzhushangmenyebaduanjuyingxiaofangdaoleyuelaiyuezhongyaodeweizhi。

conghanshupingjiedingzhiduanjuchuangzaoxiaoliangshenhuadegushisichusanbokaishi，gelupinpaifenfenyonglejinlai，xieshouduanshipinpingtai、mcngongsi、davhongrenjinxingduanjuyingxiao，erxianzaipinpaigengshibumanzuyuci，maidanglao、kendeji、meituan、xianyu、xingbakedengzhongduoguoneiguojipinpaizhijiezouqilezizhiduanjudeluzi，jiangneirongyingxiaobawozaizijishouli。

zheiwuxingzhongyeyingxiangzheguanggaozhuduiyuzhangshipindeguanwangchengdu，haigaibugaizadaqianqushicuo“jujiguanming”，haishijingdaxisuanzouqiduanjuhua，hainengjinyibuweizishenfuhuaip，guanggaozhumenmingxiankaishichiyile。

02 要让“剧集冠名”续航

yiyuguanchacengzai《dangguanggaozanzhuchengzongyitixi，dajuyingxiaozouxiangnext level》yiwenliyibaokuanju《qingyunian2》weijidian，shendufenxileshangbanniandajuyingxiaodezhibian。

haowuyiwen，zhangshipinduiyujujideshangyehuajiagouzaijiasu，《qingyunian2》chuleguanmingzhiwai，yinruzongyitixidafajiushigenghaodezhengming，qiyedaibiaozhezhangshipinduiyukehuguanliyuziyuanpeizhilaidaolegengxifendejieduan。

raner，jujinenggoudajushangyehuadeqiantirengzaiyu，jujineirongdereduyoukecankaoxinghuozhejiaoqiangdebaodixing。

《狐妖小红娘》50+广告商

zheijiujizhikaoyanzhezhangshipinmendeneirongjiayunengli。

yucitongshi，nengfourang“jujiguanming”lingxianjujiyingxiaojixuchicheng，guanjiandianhaiyaokanzhangshipinnengfouzaiwanfaduobian、qudaoduobian、chujirenqunduobiandenggengduoweidushangjichuguanggaozhuxindongdefankui。

zhangqiyilai，zaizhangshipindeyingxiaotixili，qingxujiazhi、quancengyonghuchudashiyixilieraobukaideci，dansuizheduanjudegaojugaodaruchang，gengjizhideqinggancijipeihegengzhijiedequancengdafa，yijiduanshipinchengzaizhixiazhuanhualianludemingxi，rangduanjuyingxiaoyixiazifengshengshuiqi，xianran，daolexianzai，zhangshipinruruoyaoshixian“jujiguanming”dezhangqibubai，neitasuoshipeideneirong，yifangmianshinenggouxianqiipxiaoyingdechanwu，lingyifangmian，neirongqianliyidingyaoshitupoquancengsuozai，mubiaojianzhiquanminxiang，gengzhongyaodeshipeihecileineirong，zhangshipinnengnachuyouxiaodeduihuajizhi，rangip、pingtai、yonghu、pinpaisizhenengxingchengyoujizhengti，gongtongchengzhang。

《梦华录》主题线下展——“风雅梦华游”

liru，tengxunzaixianshipinfuzongcaiwangweizaivshijiedahuishangzhimingjujiyingxiaodehexindafa，xianshizunxun“yihengyizong”deluoji——“heng”zhideshiguanchuanrejubofangqianhoudeyingxiaozhouqi，“zong”zhideshiyingxiaoqudaobuzhitengxunshipin，haiyaojiehezhenggetengxunshengtai，jinjiezhezai“yihengyizong”dejichushang，haijiangyingxiaodechujiaoshendaolexianxia，youciweipinpaifangxiyingengduodebduanhezuohuoban。

congbenzhilaikan，zhangshipinjidao“jujiguanming”dequanyixianrujinkendingbudandanzhishishenfentixianhepuguangcengjieryi，shangshu“yizongyiheng”yuyanshenxianxiazuochulejieda，gengduoyuandewanfawuyiyezaiyongcujujiguanminghejujizanzhutixi。liru《zhangxiangsidiyiji》lidedujiaguanmingchunzhen，jujibochutongshihaishezhilecpbang，zengqiangyujufendehudong，tongshiyezhijiebangdinglepinpaixiaochengxu，congerdaidongxiaoluzhuanhua。

《长相思》里的CP榜选

zheiyeshizhangshipinzai“jujiguanming”yijijujiyingxiaofangmiangengxiyinguanggaozhudefama，jigengduomiantidefugaixiaoguo。

duanjuwufashixianduomianti，zhangjushengtaikeyi，danmuqianlaikan，zhangshipinsuozuochudechuangxinxingshiyanhaiguoshao。

qiyi，zhangshipindejishuyoushihaiweinengfuzhuipyingxiaojinyibutuxian；

qier，jujiyingxiaolianjieshizhixingzhuanhuadezhibaianlitaishao，haishitingliuzai“shengxiangkuodaqijianxiaoliangzengzhang”bugouzhijiedeyingyan；

qisan，huiyuanjizhangshipinhexinzichan，jujishidaidonghuiyuanfuwuguanjiansuozai，neime，pinpairuchangzhihou，zhangshipinruhetongguojujiyuhuiyuangongtongkaifa“lianhehuiyuan”，zheileixingushihaixuhaohaojiangjiang……

剧集冠名后联动品牌官方小程序案例

haowuyiwen，jujiyingxiaoyouzijidedutexing，er“jujiguanming”zuoweijujiyingxiaolidetouhaoquanyi，qibenshenxuyaojiedadewentihaiyouhenduo，zuizhijiedejiushi“xingjiabi”zheisangezidehengliangfenliangnengfouzaiguanggaozhuxinmuzhongsaiguoqitaneirongjiezhi。

neirongyingxiaozhanhuohaizaijixushengji，“jujiguanming”yijiuhuibeizhangshipinmaozulejingtuixiaochuqu。suizheniandidedaolai，gengduoyoushilideyazhoudaju、kainiandaju、kaichundajujianghuiluxudengchang，zanhuanshengzhangde“jujiguanming”xiwangnengzaixiayigeshengzhangqizhaodaogengduochuangxinlujing，dailingzhejujiyingxiao、zhangshipinyingxiao，dapozhigu，xingchengwengudepinpaixiadanxinzhi。