'Tongue 2' in the end how much money?2012, the documentary 'China tongue' Huobian the north and south, setting off a storm of audience taste buds, but also led brand have occasion to marketing. 2014 'A Bite of China' in the second quarter (the 'tip of the tongue 2') repeats similar success, high ratings, Air Jordan Women are playing in the brand new tricks at the same time, 'tongue 2' commercial operation gradually clear path - the release of the contents of the value derived from economic content. May be 'tongue 1' commercial phenomenon brings Thinking of CCTV, CCTV has to 'tongue 2' held several investment will be nearly 20 companies bought advertising resources. CCTV will broadcast daily broadcast week changed, 'tongue 2 'advertising revenue and therefore sell a lot more. 'Broadcast week to make' tongue 2 'became the topic that we can continue the discussion, is the best way to spread the brand documentary' record CCTV Channel Director Liu has said. From the '' tip of the tongue 2 'commercial path' form can be seen, 'tongue 2' explores the path to the realization of the commercial value of content: on the one hand, CCTV use 'tongue 2' is too strong of content (product strength), obtained in addition to On the other hand, to get the right cooperation partners will maximize the value of 'tongue 2', the value of re-creating content according to their characteristics; value beyond conventional advertising revenue. Authorization content elements: Supor, four special wine will be delegated to the content elements brand has more conventional, but the 'tip of the tongue 2' at the same time authorized content element for the brand offers a full media cooperation. Several media reports, Supor, four special wine to 45.32 million yuan, respectively, 43.99 million yuan as a full partner, its brand and products not directly implanted LOGO 'tongue 2', instead of using the brand LOGO exposed in the credits, brand ad insertion way to ensure the interests of sponsors, interests and even extends to the 'tip of the tongue 2' partners: the 'tongue 2' topic page cooperate with Lynx also appeared Supor and four special wine LOGO; broadcast each video site 'tongue 2' intermediate spots 40 seconds Supor, four special wine brand advertising, a variety of media and channels spread during the two will not be left behind. In addition, two sponsors around the 'tip of the tongue 2' shows series of marketing activities to maximize the 'tip of the tongue 2' content. Information from the official microblogging 'China in the second quarter tongue' can be seen, Infiniti has become the official 'Chinese tongue' designated car, Infiniti 'ruminate tongue Journey' series of activities in progress. As for the failure and the 'tip of the tongue 2' establish sponsorships businesses more willing to borrow 'tongue 2' content elements occasion to marketing, to play with 'tongue 2' open cooperation on the cover, carry out online and offline dissemination is not few. Obviously businesses have been around the country, 'tongue 2' create a business feast, 'tongue 2' has undoubtedly become the biggest beneficiary. Content elements realized: Lynx, beans fruit in the past, no matter how good look at film and television works would be finished, commercial effect caused by the short-lived, only reflected in the ad, ratings and so on. But the 'tip of the tongue 2 'puts the contents of the successful realization of the elements, derived from another model: the content of information Air Jordan 15 disclosed to partners in advance, exchange business value. Case I: Lynx's 'snatch' war before the broadcast, Lynx Mall to win 'tongue 2' and 'exclusive integrated communication experience platform' through secret agreements may know that 'tongue 2' will broadcast the content in advance and related ingredients, recipes and other information, Lynx early stocking. In the 'tip of the tongue 2' aired the same time, on the day of cat food line 'tongue 2' topic page, starting each episode ingredients and food recipes. Taobao and Tmall home significant push window position. 'Tongue 2' to weeks after sowing, the Lynx adjust the push time, every Friday broadcast content synchronization according to the latest sale. Taobao data show that 5 days after the launch, a total of more than 580 million Taobao search on related specialty snack, turnover 729 million pieces, many foods are selling off the goods. Content and materials become consumer objects, successful commercial realization, creating a CCTV, Lynx, businesses win-win cooperation. Case II: beans, fruit net 'interactive content' Another one is the fruit gourmet beans interactive community network, using the 'tongue 2' depth of content elements serve food lovers. Previously, beans, fruit net several cooperation programs with traditional dishes, such as two sets of CCTV 'taste Wars', Dragon TV 'Top Chef' and the upcoming World Cup on the line, 'food theme.' Optimistic 'tongue 2' is not only because of its high heat content highly fit, but also because the user needs. Beans, fruit net who 'tongue 1' produced a APP, downloads exceeded one million, but because there is no copyright cooperation, APP brings together users only imitate production of 'tongue' recipes. 'Users told us their Nike Air Force 1 needs,' said Zhu Hong, vice president of beans if the network that the network then this bean fruit selection and 'tongue 2' depth cooperation. The authentic recipe is both exclusive disclosure 'tongue' of protection, but also beans, fruit net refuse piracy needs. The rights conferred by the CCTV network bean fruit is: get first-hand 'tongue 2' material, recipes, etc., and has the exclusive right to use the content of the line around recipes, APP, page topics, launched under the series of online and offline activities surrounding . April 18, 'tongue 2' broadcast, beans, fruit net that day more than 100 million downloads. Bean fruit gourmet network resources and advantages in the field of CCTV can help to quickly find the core audience, enhance the audience activity; CCTV network will also help users find the beans fruit and produce better content. CCTV with content in exchange for more user participation, interaction, beans, fruit do with the contents of CCTV sustained business cooperation. CCTV confide in sponsorship fees, beans, fruit net can enjoy their free to do promotion, which is the 'tip of the tongue 2,' the most valuable place. As of May 22, beans, fruit net 'tongue 2' APP (IOS Kids Shoes + Android) has over one million subscribers, website topic page more than Air Jordan 9 Retro 30 million cumulative PV (Web + Wap), 'tongue 2' recipes submitted 17,137 works . Cooperation Nike Shoes beans regret fruit first: 'tongue 1' CCTV broadcast network know beans fruit, 'tongue 2' aired hand cooperation, hoping to 'tongue 3' when taken early so that if the network senior gourmet beans consultant to a number of recommendations to the creative team, the program has better communication with users; Second: bean fruit net 'tongue 1' APP in, he provided 'a tongue' link network broadcast address, beans fruit net hope 'tongue 3 'with Lynx and other electronic business platform depth cooperation: beans, fruit net users to learn,' tongue 'of the dish, you can click a button to buy Lynx respective themes; Lynx buyers, you can buy immediately after receipt of the relevant recipes Push came bean fruit net. Sell Content copyright: Video snapped + overseas distribution 'tongue 2 'Rights more can be meat and potatoes are migrating to foreign flavor. It is reported that, 'tongue 2' had been issued abroad long before the shooting, overseas broadcast rights have been sold to more than 20 overseas countries and regions, media organizations, a single set price of $ 60,000. This is a great relationship with CCTV and accumulated over the years, 'tongue a' lay audience base. Business World War II due to copyright in the Internet video industry is more intense. 'Tongue 2' of the network exclusive broadcast rights did not grant, which makes the Phoenix, Sohu, love Fantastic Art, Tencent and other Internet giants are invariably video financed the purchase. 'Tongue 2' before the broadcast took place on camera, will be scheduled for each of more than 200 million Internet video copyright fees, the words '400,000 yuan royalties +40 sec' tongue 2 'main title Supor, four special wine commercials (equal worth far more than 2 million yuan), 'copyright buying patterns became replaced by a patch of resources. The temporary move did not prevent the various plans to buy the copyright, which shows the 'tip of the tongue 2' Air Jordan 1 the tremendous commercial value, episode 'not worth mentioning.' After getting the quality copyright, how to ferret out the value of each test of skill. Each have launched a 'tongue 2', the position of the window in the home significantly increases playback entrance, with their own advantages to promote, and an occasion to launch homemade food program and theme activities: Phoenix Release cuisine Talent show 'bucket flavor'; iQIYI take to promote food program with 'the US Food Lesson' 'Xfun eat goods Club' and other core resources, together wanglaoji launched the 'tip of the tongue 2' side story 'balance'; Youku documentary channels create 'Youku Food Festival' will be more Food stalls with the documentary 'tongue 2 'is formed with a food culture program, launched at the same time' show out of your signature dish ',' Youku shoot-off 'theme activities; Sohu video launched the' love to eat ',' food of life to be 'more than topics, but also through news client with 'tongue 2' depth of cooperation to stimulate the video broadcast; Tencent video is for the 'tip of the tongue 2' theme planning each period corresponding short videos and albums for concern subscribers, via PC, client linkage promotion notify ...... not difficult to see, because the video site's revenue model led to similar patterns of each of the focus on the 'popular programs of the enormous traffic': on the one hand, through the 'tip of the tongue 2' theme now integrate content and enhance user stickiness; on the other hand, by virtue of flow and popular brands attract attention, get advertising revenue.