Image coursey of @爸爸去哪儿 sina weibo
While the entertainment shows in the Chinese television marketplace are all trying very hard to dazzle the audiences, Daddy, Where Are We Going? achieved its success by a unique feature. It is a reality show imported from Korea that invites celebrity fathers to a 48 hours tour with their kids. It not only became the topic at brunch and teatime, but also achieved a record of zero negative review.
In fact, before this huge boom of Daddy, Where Are We Going? there were several reality shows focused on parenting, but what make this one so outstanding?
Before the show:
- Integrative marketing: While the traditional preview for shows on television is losing its effectiveness, social media is replacing TV and featuring previews online. More than two months before the show presented, the fathers participating at the show posted some related topics on their Weibo. At the same time, every week before the show stand, the producing team would post several audio segments to attract the audience.
Image couresy of huanqiu.com
- Celebrity effects: For the fans or audiences who know these celebrity fathers, this show provided an opportunity for them to see these celebrities away from the limelight. What they look like in their daily life is also attractive in a psychological aspect.
During the show:
- Close to the audience: Combing your daughter’s hair, cooking for your son, and encouraging your kid to be brave. When such situations happened to the celebrities, it resonated with the audiences. Additionally, the relationship between fathers and kids are also very attractive. For example, when your kid is helping you wash your face, and shopping and bargaining with you, it also warms the audiences’ hearts.
- Sophisticated editing: Computer graphics made a significant contribution to Daddy, Where Are We Going? When the kids were acting or speaking in a cute way, there would also be some cute images or words on the screen.
After the show:
- Highly participated discussion: After the large success of the show, related topics about the show were also showing in the “hot topics” zone in Weibo. From my perspective, the show should give credit to its good application of social media, which lead the hot topics about Daddy, Where Are We Going?
- Cooperate with online media: Compared to some shows that were very exclusive, Daddy, Where Are We Going? cooperated with several big online media sites. Audiences could review the show anytime online, and comment about the show on such sites.
Image courtesy of sohu.com
- Related products: The first season of Daddy, Where Are We Going? only contained twelve episodes, which may not have satisfied the audience. Then other shows like Happy Camp and Day Day Up invited these celebrity fathers and kids, creating a follow up effect. Plus, Daddy, where are we going? also lunched a game of the same name on various platforms, and The Movie: Daddy, Where Are We Going? during the spring festival. All such related products gave Daddy, Where Are We Going? lasting fame.
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