As early as September 8, "The Sheep" and Star Map X's game publisher plan was launched. The budget for the Expert Promotion Task is estimated to be 5 million in total, with a total playback volume of more than 200 million.

As early as September 8, "The Sheep" and Star Map X's game publisher plan was launched. The budget for the Expert Promotion Task is estimated to be 5 million in total (a very amazing number for mini-games), with a total playback volume of more than 200 million.

　　On September 14, the 220,000 bonus related tasks were further launched. This task is currently on the home page.

What kind of video performs best?

　　First, it is difficult to show the gameplay and complain about the game;

　　Secondly, according to the relevant plans of celebrity gossip and entertainment revelations 3354, the talent videos of the fourth, fifth, sixth and seventh total revenue list are all about celebrity gossip stories and entertainment revelations.

　　The relevant task page for the 20,000 bonus also shows that there are a large number of entertainment and melon-eating videos among the popular videos. The content is often vague revelations, such as "The Errenzhuan male top star and Beijing Circle announced a peaceful breakup at the end of XX. The Errenzhuan male top star has been rotten for a long time..."

A batch of entertainment revelations, eating melons has become a carrier of dissemination in the mission. Except for the pictures, the content has nothing to do with "The Sheep". For game experts who honestly produce content, this is a dimensional reduction blow to entertainment gossip.

　　A small game has become the "top trend" in the entertainment industry? Yang Mi , Lu Han , Esther Yu, Zhou Dongyu , Du Haitao , hans Zhang, Zhao Lusi , Zhang Dada , Jiao , Zhou Xun , Na Ying , Wu Lei and other stars are all in the shooting. The names of celebrities appear at the opening of the short video, but they have nothing to do with the content, making people laugh and cry.

　　At the same time, the DataEye Institute also discovered another chaos: plagiarism. For example, the following script is the first in the total revenue list:

　　I am mocking myself. A small game that suddenly topped the hot search list not only drove thousands of netizens crazy, but also raised their blood pressure, and, hum, exploded their servers. The cause of the incident was that a blogger wanted a map of clearance.

How many videos use this script? After a brief search, I found that at least 70 videos were all this script, and they all had links to the game "Sheep and Sheep". (You can verify it yourself: go to Tik Tok to search for "a small game that suddenly tops the hot search list" to see how many videos you can copy each other).

　　Overall, the bonus stimulus plan of small game publishers is successful. Currently, the number of views on the topic of #兵口# Tik Tok has reached 350 million.

　　But on the other hand, we have also discovered some chaos in the industry:———such as popular celebrities and videos of plagiarized content, traffic, traffic, business opportunities, and hype.

　　Summary of the explosion of "The Sheep" on Tik Tok, the publisher of the mini-game planned a 220,000 bonus to join forces to entertain celebrity gossip, but it also caused some videos that friction with celebrity popularity and plagiarism content.

　　04 Conclusion: A social topic program jointly operated by capital and marketers.

　　The "Sheep" project team is well aware of the essence of social interaction. The leader behind it, Zhang, the founder of Beijing Jianyou, was previously the producer of "The Pirates Are Coming". "The Pirates Are Coming" is the first product of WeChat game with a monthly turnover of over 100 million yuan. Because the producer has been socializing, he has created some topics, laying the foundation for this exchange. Zhang recently told " Game Daily ": This "Sheep" team took 3 months to make it.

　　 Tianyan Check shows that the company's shareholder information is jointly held by Zhang, Xiamen Xunlei Network Technology Co., Ltd. and Beijing Leshan Technology Co., Ltd., among which Xiamen Xunlei Network became the second largest shareholder in June this year, holding 10% of the shares of Jianyou Technology.

　In other words, after capital entered, the first project carried out by Jingjianyou was "A Sheep". It is too difficult to forward/advertise directly with product barrier settings. Tik Tok rewards talents with 5 million, and invests many big Vs in Weibo.The conclusion is obvious:

　This is a social topic program run by capital and marketing traders; this is a subtle, commercial, and planned behavioral guidance for the public's psychology.

　　The success of the results is a case worth learning from by game practitioners, marketing departments/brand departments; but it is a pity for those who think independently and do not go with the flow.

　　The fact is so worth pondering: most people are easily designed by their behavior and rhyme by their marketing operations. From capital, company, products, marketing, if you ask me, what can I see from the hit "Sheep"?

　　The answer is: the unconscious power of the masses, as well as the weaknesses and instincts of human nature.

　　Once upon a time, sheep were slaughtered; now, what was slaughtered by sheep was attention. What remains unchanged is that capitalists/leaders/traders use more efficient means to make the killing process faster, wider, and more concealed, more like a voluntary 3354. I hope those friends who are still racking their brains to pass the level and watch advertisements will play rationally and will no longer be regarded as "attention leeks".