新媒体时代品牌内容营销路径创新——以《辣破诡事录》为例

Innovative Paths for Brand Content Marketing in the New Media Era—A Case Study of “Strange Tales of Spicy Breakthrough”

摘要: 新媒体时代，用户“广告回避”现象趋于普遍，品牌营销日益从单向信息传递转向双向心智共鸣。本文以康师傅与《唐朝诡事录3》联名番外短剧《辣破诡事录》为案例，对比创意中插、品牌定制短剧，剖析其在“品牌共创”与“IP衍生”方面的形式创新；基于叙事传输、使用与满足理论，探讨其沉浸式叙事与多元用户需求的内容策略；并从跨媒体的生态构建方面，分析其内容体验向消费转化的实现路径。研究表明，该创新形式通过深度嵌入IP叙事、精准匹配用户内容需求、构建品牌化内容生态，实现品牌与受众的深度价值联结，使广告从被回避转为主动“追更”，为数字化场景中品牌营销深度内容化的创新发展提供实践借鉴。

Abstract: In the new media era, advertising avoidance has become increasingly prevalent, and brand marketing has gradually shifted from one-way information transmission to two-way mental resonance. Taking the co-branded mini-drama Strange Tales of Spicy Breakthrough jointly created by Master Kong and Strange Tales of Tang Dynasty 3 as a case study, this paper compares creative mid-roll ads and branded custom mini-dramas, and analyzes its model innovations in “brand co-creation” and “IP derivation”. Based on the theories of narrative transportation and uses and gratifications, it explores the content strategies of immersive storytelling and catering to diverse user needs. Furthermore, from the perspective of cross-media ecological construction, it examines the path from content experience to consumption conversion. The study shows that this innovative form achieves in-depth value connection between brands and audiences through deeply embedding into IP narratives, accurately matching users’ content demands, and building a branded content ecosystem, turning ads from being avoided into content that users actively follow. It provides practical references for the innovative development of in-depth content marketing in digital scenarios.