“Is she gonna fit?”
“SHE IS OVER FIT”
The banter between Trấn Thành and Thái VG on Rap Việt season 3, right after CADMIUM’s outstanding performance.
Those two lines of back-and-forth banter between Trấn Thành and Thái VG summed up all the excitement that this girl born in 2006, CADMIUM, brought us in episode 1 of Rap Việt season 3.
After the success of seasons 1 and 2, Rap Việt season 3 officially aired on Saturday, May 27, 2023, with a completely refreshed coaching lineup featuring names like Andree, Big Daddy, Thái VG, and BRay.
Just as we thought Rap Việt’s appeal might fade without Team Space Speaker, VIEON, the producer, delighted us right from episode 1 with an incredible lineup of contestants and a fierce fight among the coaches to win over the talent they wanted.
The standout among this year’s contestants is the youngest, CADMIUM, who delivered an extremely impressive performance. Was placing her like this part of the organizers’ calculation, and what marketing smarts did VIEON show in this year’s strategy?
VIEON succeeds with its PR strategy ahead of season 3
Even without the producing team that made Rap Việt’s name over the past two seasons, Space Speaker, Rap Việt’s heat has never cooled down — proven throughout this show’s casting process.
Over 2,000 contestants took part in casting across the country’s 3 regions — an impressive number for a TV gameshow. VIEON made the most of this for its own PR.
They also made full use of the media channels with the most viewers among their target audience (Gen Z and Gen Alpha). A wave of clips featuring impressive contestants like Dicky, Ted (returning), Hành Or, UNO Big Boy, and more, along with fun behind-the-scenes photos and teasing introductions…
Unsurprisingly, Vie Channel’s TikTok channel hit impressive view counts and rapidly gained followers, while the show also pulled in a huge number of views on YouTube right as episode 1 premiered.
Impressive view counts 3 days after Rap Việt season 3’s episode 1 premiere. Catching onto the media habits of your potential customer base is a crucial part of researching customer insight.
VIEON makes the most of recent standout events, and CADMIUM does too, to boost audience viewership
Rap Việt season 3 was originally supposed to premiere in 2022. However, the impact of the COVID-19 pandemic kept this company’s plan from happening as intended.
That didn’t make VIEON back down in the face of the difficulties it faced — as the lesson from episode 2 of the “One Cigarette” series, which The Fool covered on the Easy Knowledge Channel, put it: “Every business opportunity comes bundled with a challenge.”
And VIEON made great use of the opportunity hidden within that challenge, once again stirring up Vietnamese national pride by having a girl of just 17 perform right from episode 1 — and placing her at the very end of that episode.
This placement reflects 3 intentions from VIEON:
- First, to create a surprise for the audience after sitting through an already very long episode 1 (almost 2 hours). This girl’s appearance not only excited the audience but also eased the fatigue of watching something for that long — keeping viewers hooked right to the final minutes of the episode.
- Second, having a 17-year-old take the stage and rap lines full of heroic spirit and historical knowledge served as a firm statement from VIEON that Vietnam’s youth are always proud of their national tradition, as well as the silent contributions of “peacetime soldiers.”
- Third, the segment they wanted to highlight the most was placed last, so the audience could walk away with a truly beautiful ending in their hearts (even those outside VIEON’s target age group for this particular show), and it would draw a huge wave of press coverage the next day.
And the result played out just as VIEON had anticipated — a wave of major newspapers (including state-run outlets) ran stories about this special young girl the very next day.
In marketing and business, once you’ve thoroughly analyzed your SWOT, arrange your content plan so it can attract the most self-generated PR possible and win even more love from your audience.
THE FOOL — EASY KNOWLEDGE CHANNEL