Huayu: This producer has no bottom line.

Chapter 139 You should ask Baoqiang about this.

10:00 AM, Life and Life Studio.

When Zhang Wenbo pushed the door open and came in, his eyes still held a hint of curiosity.

The explosive popularity of "Old Boys" made Ren Pingsheng a hot topic in the industry, but it was, after all, just a short film.

Now this web series prodigy suddenly says he wants to do the publicity and distribution for a theatrical film, and there are only ten days left. This makes Zhang Wenbo sense something unusual.

"Director Ren, I've long admired your name," Zhang Wenbo said with a smile, extending his hand.

"Mr. Zhang, you're too kind. Please have a seat," Ren Pingsheng poured a cup of tea. Without much small talk, he pushed a document over. "I'll get straight to the point since time is tight. I need to create an online and offline integrated publicity campaign for 'Lost in Thailand,' and the offline part needs to be handled by Yingxing Tianxia."

Zhang Wenbo opened the documents and raised his eyebrows after just one glance.

"A 'Lost in Thailand' package? Eggs and milk with a movie ticket?" Zhang Wenbo looked up, somewhat puzzled. "Director Ren, is this enough to attract viewers? These days, audiences aren't easily swayed by something that costs only two yuan."

"Of course, just regular eggs and milk wouldn't be enough," Ren Pingsheng said, leaning back in his chair. "But it's not just food; it's a key prop in the movie."

He stared at Zhang Wenbo and posed a concept: "Mr. Zhang, have you ever heard of 'stamp collecting' marketing?"

Zhang Wenbo was stunned for a moment.

"Humans have a natural psychological preference called the Zeigarnik effect, which in layman's terms is the desire to collect and the desire to compare," Ren Pingsheng tapped the table with his finger, "so we need to make this 'Lost in Thailand' package something that can be collected and shown off."

Zhang Wenbo's eyes lit up instantly. "Like the Little Raccoon Water Margin cards?"

"Right," Ren Pingsheng snapped his fingers, "so our milk can't be the ordinary milk you can just buy on the market. We have to find a brand to customize it, like printing a big picture of Wang Baoqiang spitting out milk on the packaging, and adding a line like 'Drink this milk and forget about those embarrassing captions,' and making it into a series."

"Only customized versions that can't be bought anywhere else will make viewers feel that it has value, and will they be willing to take selfies with it and post them on social media."

Zhang Wenbo took a deep breath. As a seasoned marketing professional, he could already smell the scent of a blockbuster product.

But that wasn't enough; he astutely pointed out the difficulties in implementation.

"Director Ren, custom packaging takes time, and how do we ensure that the audience is accurately guided to the cinemas offering the packages?"

"This is my second point," Ren Pingsheng said, pulling out a map that marked several major vote-buying cities across the country.

"LBS check-in marketing." (Note: LBS location-based service)

Upon hearing these words, Zhang Wenbo sat up straight completely.

2010 was the year of explosive growth for location check-in services on the Chinese internet.

Applications like Jiepang, Digu, and Maopao.com sprang up like mushrooms after rain, but no one thought of bringing this approach to the film and television industry.

"We set up check-in points in cinemas in major box office cities across the country. They are called 'Lost in Journey Stations.' After arriving, the audience can check in using the QQ Space footprint function to receive a virtual badge from the 'Lost in Journey' series and unlock special privileges."

"What privileges?"

"For discounted tickets, we'll put up movie posters and character standees at the check-in points. After they check in, they can share their medal collection progress and photos of the check-in on social media platforms."

"We've designed a sharing template. Just include the movie hashtag #WillYouDieIfYouMissAnEgg# and the release date. If you successfully share, you'll immediately receive a 'Lost in Thailand' coupon, which will reduce your ticket price by five yuan."

"Five yuan isn't much, but it's enough to meet a psychological threshold," Zhang Wenbo pondered.

The two of them took turns explaining the framework in more and more detail.

When it comes to execution, Zhang Wenbo patted his chest and said, "Yingxing has offline teams cooperating in major cities across the country. We've handled campus promotions and commercial district events. We'll take care of negotiating partnerships at check-in points, setting up materials, and scheduling personnel. We also have experience in liaising with brands. Leave Mengniu and Yili to me."

"Okay," Ren Pingsheng also stood up, "I'll talk to Tencent."

The two held hands together.

There's only a final push before "Lost in Thailand" is released.

No sooner had Zhang Wenbo left than the studio door was pushed open again.

Two men walked in.

"Director Ren, we're here. This is Lao Zhang."

It was Xu Yuanfeng, the "Egg Brother," who was urgently transferred by Ren Pingsheng, and Old Zhang, the "Lunch Box Uncle."

"Master Zhang, Teacher Xu, please have a seat."

Ren Pingsheng didn't waste any words and simply explained the current promotional situation of "Lost in Thailand" to the two of them.

"Therefore, I need the two of you to reignite the fire."

Xu Yuanfeng was so excited that his idea had finally been approved by the big boss that he blushed with excitement.

He quickly pulled a USB drive from his bag. "Director Ren, there are a few videos on this. President Liu absolutely forbade us to release them before—"

"Could you please see if this is useful?"

Ren Pingsheng plugged the USB drive into the computer, watched the video for a while, and then frowned.

The video still revolves around arguing over boxed lunches, but the reason for the argument has changed from an egg being missing to a chicken leg being gone or the food being too salty.

"No," Ren Pingsheng said, pressing pause immediately. "Teacher Xu, your idea is good, but the timing is wrong."

"If you had immediately followed up with a series of videos after the first one went viral, you could have capitalized on the traffic. But now, netizens' attention has already shifted. If you keep releasing similar content, the audience will just feel aesthetically fatigued, and it won't help the movie's box office much."

Xu Yuanfeng paused, a hint of disappointment flashing in his eyes. "Then what should we do now?"

"You should immediately register for Weibo accounts on the three major platforms: Xinlang, Penguin, and Sohu."

"Weibo?" Xu Yuanfeng asked. "What's the name?"

Ren Pingsheng thought for a moment, and when he thought of the uncle's surname, an image that had become a viral sensation in his previous life came to mind.

"Master Zhang, you can call him Uncle Boxed Lunch Zhang Quandan," Ren Pingsheng decided. "And you can call him Brother Egg Xu Yuanfeng."

"Zhang Quandan?" Old Zhang scratched his head. "That name sounds pretty down-to-earth."

"After registering, upload the videos inside," Ren Pingsheng took out a USB drive from the drawer. "I had someone re-edit the videos, adding movie information at the beginning and end, and reducing the length to one and a half minutes."

Xu Yuanfeng took the USB drive, plugged it into the computer, and the video started quickly.

It was the same familiar scene, the same familiar argument, but now there was a new announcement in black text on a white background.

"On June 4, 2010, Xu Zheng and Wang Baoqiang took you on a 'Lost in...' journey."

The ending is a movie poster.

"Remember, don't write any long paragraphs when posting videos."

Ren Pingsheng watched as the two gave their instructions, "Just one sentence and a hashtag."

#Will losing an egg really kill you?# You'll have to ask Baoqiang about that.

>