1/ Sichuan Show Theater is a hit. During the summer vacation and National Day, the Sichuan Opera intangible cultural heritage immersive stage play - "Chengdu Story" officially opened at the Sichuan Show Theater in the memory scenic spot in the eastern suburbs of Chengdu. The stage play focuses on intangible cultural heritage performances such as "Tea Art, Qingcheng Mountain Martial Arts, Puppetry, and Face Changing", allowing citizens and tourists to fully enjoy the experience of entering the Republic of China for a second in the theater and experience the urban life of Chengdu. The Sichuan Show Theater is undoubtedly one of the most popular theaters in Chengdu during this summer vacation and National Day. The Sichuan Show Theater, which has an attendance rate of less than 30% on weekdays, is packed with seats every day during the summer vacation and National Day. During the National Day alone, more than 10,000 tickets were sold, with sales reaching 500,000 in the seven days, a year-on-year increase of 110%. For a long time, it has occupied the top 1 spot on Douyin’s local theater performance list, top 1 check-in list, top 1 praise list, and top 1 best-selling list. It became the only theater to occupy the top spot on Douyin’s local theater performance list, check-in list, positive review list, and best-selling list at the same time, and has always maintained this record that has not been broken. Even when the epidemic prevention and control limits the flow of people, the maximum carrying capacity is still maintained for reservations every day. It is difficult to get a ticket, and the length of the queue stretches hundreds of meters. 2/Explanation of case analysis 1. Content theme: planning theme content based on immersive experience. Immersive content performance is not a product of consumerism. It is a carrier that conforms to the development of cultural tourism and breaks through the traditional "viewing mode". It advances the performance method from the conventional frame-type stage to a multi-dimensional space, from a simple audio-visual performance to a full-body experience of participating in the plot. While providing tourists with high-looking and high-sensory experiences, it also promotes cultural tourism consumption. The immersive cultural tourism consumption model has outstanding advantages in terms of experience, interactivity and scene sense, catering to complex consumption needs and promoting the quality and efficiency of cultural tourism product formats. At present, immersive experience has become a major trend in cultural tourism projects, but many projects just use it as a gimmick, focusing on form over content. As a result, there are many projects in the name of "immersive performances", but their reputation There are very few high-quality films that are well-received at the box office. How to perfectly integrate "immersion" with content-based entertainment is a brand-new proposition in the era of experience economy. The most important reason why Sichuan Show Theater's "Chengdu Story" stands out and dominates the Chengdu performance market is that it has embarked on the path of immersive content that suits its own characteristics. Precise positioning When creating immersive content, you must first grasp the positioning in order to create distinctive content. For the original performance content of Sichuan Show Theater, through our data monitoring and analysis platform, we captured relevant tags to provide data support for theme content planning. Through data analysis, you can position the audience, presentation form, and content theme of the content, accurately analyze the selling points, and then plan the corresponding theme content. Immersive content creation rooted in culture must reflect local cultural connotations and customs. Only content rooted in unique culture can gain long-term influence and communication capabilities. Based on the analysis of data tags, the directors of Mopan Drama Production Studio tried to place the camera in a half-day life scene in front of a teahouse in Chengdu amid the melee between Sichuan warlords during the Republic of China. Using photoelectric and other multimedia technologies combined with real scenes, the old Chengdu street scene is restored, with bustling markets and steaming tea shops. A group of intangible cultural heritage inheritors perform on the streets, performing the joys and sorrows of Chengdu. The entire content uses the market culture and traditional intangible cultural heritage of old Chengdu to express the life attitude of Chengdu people in the face of suffering, and then conveys to the audience the local culture and customs of Chengdu, as well as the Chengdu people's face of earthquakes and Where does the life attitude towards the epidemic come from? Let the audience understand the authentic old Chengdu culture, thereby generating experiential excitement and gaining emotional value. Creating distinctive intangible cultural heritage performances and Sichuan opera performances can be seen everywhere in Chengdu. Only by creating distinctive characteristics can we get out of the circle and gain lasting vitality. "Chengdu Story" combines an ordinary Sichuan Opera performance with a semi-immersive stage design and background story, combining intangible cultural heritage and fireworks in Chengdu. The entire stage is built with real scenes, and the overpasses, tea shops, and vendors' stalls of old Chengdu are brought to the stage authentically, giving the audience a real experience of drinking tea and watching a play in the tea shops of the old Chengdu market. Through the real scenery of the old Chengdu market, the classic unique skills in Sichuan Opera are connected to form a unique "Chengdu Story", allowing the audience to explore why Chengdu has the charm that makes you want to leave once you come, and to explore the value of intangible heritage and Chengdu's Market culture allows consumers to appreciate the unique old Chengdu culture. If the immersive performance model wants to create high-quality products and gain reputation, content is the most core element. While focusing on the experience, it should also improve the professionalism and differentiation of the content. Only when the content is outstanding can the audience be able to "immerse" it and be willing to pay for immersion. Pay for content. The performance project itself is a perceptual category. Good content can arouse the audience's emotions and trigger emotional resonance, thus gaining good reputation and driving secondary communication. Only content that establishes an emotional connection with consumers can become a specific image that the public aspires to, that is, form an IP effect. Therefore, content creation is a crucial first step. 2. Marketing strategy Leverage Douyin’s local life to open up online monetization channels to achieve closed-loop marketing. The most basic logic of marketing is that where the users are, marketing will be there. According to relevant data, Douyin’s local life service scale has exceeded 10 billion GMV in a single month.

In addition, traditional culture has a wide audience on Douyin. The "Douyin Intangible Cultural Heritage Data Report 2021" shows that among the "Top Ten Most Popular Intangible Cultural Heritage Projects on Douyin", traditional dramas account for half. Therefore, Sichuan Show Theater chose Douyin as the main marketing platform for its Sichuan Opera summer and National Day performances. By creating a theater account to echo the talent matrix, it expanded its voice and in-depth planting, and formed a closed sales loop with the help of live broadcasts and short video store visits. With the help of story theme tags, we develop monetization methods to achieve secondary sales growth. Based on the immersive performance, we set up VIP tickets and give away a pot of tea, immersing the VIP audience into the stage performance, enhancing the interaction and participation between the audience and the performance, and gaining access to The emotional satisfaction of the VIP seated audience can not only activate the audience's spontaneous secondary communication, but also obtain secondary ticket revenue. Based on the positioning of parent-child groups and the intangible heritage conveyed by the whole story, before the audience waited for the performance to start, we provided Chengdu sugar paintings, candied haws and other traditional craft snacks outside the theater, as well as on-site craft production processes, and allowed them to participate in the interaction, providing Theater performances not only warm up the atmosphere, but also add new income points. After the performance, when you interact with the actors and take photos, you can voluntarily purchase the face-changing doll, and scan the QR code to join the group to sign up for the three-month face-changing performance training. This not only contributes to the inheritance of intangible cultural heritage, but also adds new income points. Use the online communication matrix to ignite the popularity of the entire network and create local influencer check-in point marketing. If you want to accurately reach users, you cannot do without a rigorous communication plan. Create a combined communication matrix based on content, rationally combine and optimize each communication point, and maximize the value of communication. To achieve content marketing out of the circle, we believe it can be implemented in three stages. The first stage: publicity and pre-heating media voice and encyclopedia matrix construction to characterize and endorse the stage play. Through authoritative media reports, while increasing the popularity of stage plays, it can also give users a real image of credibility, deepen trust and a sense of warmth in communication. Baidu Encyclopedia allows users to learn more about stage plays when searching for keywords and improve trust. The brand Douyin account and Chen Yipeng's personal Douyin account filmed and released stage play video promotional videos to provide store exploration materials for the first stage. Mr. Chen Yipeng, the founder of Sichuan Show Theater, is a senior opera practitioner who became popular singing Cantonese opera on Douyin. He has more than 1.6 million Douyin fans. Through his Douyin, he released the "Chengdu Story" promotional video, behind-the-scenes and stories about opening Sichuan Theater. The original intention was to use celebrity effects to drive popularity and stimulate netizens' dramatic feelings. Through platforms such as Xiaohongshu, Weibo, and Mafengwo, we have cultivated talent, and used 50 Douyin store experts to accurately locate target groups for pre-heating publicity. Excellent content has triggered secondary dissemination by netizens, thus setting off network-wide dissemination. upsurge. The second stage: Help sales release highlights through the brand account. Let potential consumers know more about the stage play, thereby achieving a grass-planting effect and triggering consumer demand. Through Chen Yipeng's live broadcast room, he talks about intangible cultural heritage for publicity and ticket sales. Douyin experts visit the store to grow grass and sell tickets. Use the on-site atmosphere to activate the audience's emotions, conduct spontaneous WeChat Moments, Douyin, and Xiaohongshu to activate secondary communication value. The third stage: Invite media interviews at the end, and use the media and their Douyin accounts to convey the stories behind the theater and actors in the form of press releases and short videos to sublimate and characterize the value of the "Chengdu Story" stage play. 3/Summary of content marketing gameplay. The so-called content marketing is a method of attracting target groups, changing or strengthening the behavior of target groups by producing and releasing valuable, relevant, and sustainable content with the purpose of generating commercial conversions. marketing methods. Philip Kotler, the father of modern marketing in the United States, believes: "Marketing is a social and management process in which individuals and groups create products and values ??and exchange them with others to obtain what they need and want." In In this process, content and communication are the keys to determining the success of marketing. Plan an interesting content-themed stage play for Sichuan Show Theater, customize an effective communication plan, open up online monetization channels, develop new monetization methods, and improve the marketing closed loop to achieve secondary sales growth. The planning ability of the content theme determines the communication and monetization effect. The layout of communication channels determines whether the content can get out of the circle. The monetization effect is the cornerstone of the success of theme planning and communication layout. Content theme planning not only provides communication marketing gimmicks and secondary communication starting points, but also provides ideas for the development of monetization methods, while the communication channel layout opens up and improves online monetization channels and closed marketing loops for sales monetization. The transformation of Sichuan Show Theater from a small theater created by a group of artists who love intangible cultural heritage into a new generation of traditional culture check-in holy land that is popular on the Internet is inseparable from a set of mature content marketing rules, which is what Langson Media is rooted in. A variant of the brand methodology explored in the field of brand marketing, creating brand voice by telling brand stories, then using the voice to drive traffic, and finally using traffic to drive sales. Langsong Media is committed to helping cultural tourism projects such as scenic spots, commercial complexes, theaters, and theme parks build digital marketing closed loops. If you have any needs in this regard, please scan the QR code for consultation.