How does iQIYI leverage fan events like STARSHIP for market engagement?

Question

Accepted Answer

iQIYI Utilises STARSHIP Fan Events for Enhanced Market Engagement

iQIYI is employing its STARSHIP fan engagement events to deepen connections with its audience and leverage the popularity of its stars for market penetration. These events serve as a crucial touchpoint, allowing the streaming platform to translate online viewership into tangible fan interaction and brand loyalty. The organisation of such events underscores a broader industry trend where digital entertainment platforms are increasingly investing in offline experiences to solidify their market presence and cultivate dedicated fan bases.
Fan Engagement as a Core Strategy for Streaming Platforms

In the competitive landscape of digital entertainment, fan engagement events like STARSHIP have become a strategic imperative for streaming platforms such as iQIYI. These events aim to bridge the gap between the virtual world of content consumption and real-world fan experiences. By bringing popular actors and dramas directly to the fans, iQIYI fosters a sense of community and exclusivity, moving beyond passive viewing to active participation. This approach is exemplified by the upcoming event in Kuala Lumpur on September 13, featuring actor Cheng Lei, which follows a similar successful engagement with actress Esther Yu earlier in the year, indicating a consistent strategy of creating memorable interactions for its Malaysian audience.
The Role of Celebrity Endorsements and Interactions

The presence of prominent figures like Cheng Lei, an iQIYI International global ambassador, is central to the success of these fan events. Cheng's involvement in popular dramas, such as How Dare You!?, which achieved significant global viewership on iQIYI in early 2026, provides a strong foundation for fan enthusiasm. These events capitalise on the established popularity of stars, using their personal appeal to drive engagement with the platform and its content. This direct interaction allows fans to feel a closer connection to the narratives and personalities they follow, reinforcing their affinity for iQIYI.
Cultivating Brand Loyalty Through Direct Connection

iQIYI's strategy with STARSHIP events is designed to cultivate long-term brand loyalty by offering fans direct access to the stories and stars they cherish. As Dinesh Ratnam, Senior Director of iQIYI Southeast Asia, noted, these events are a deliberate effort to connect with an audience that shows deep investment in Chinese dramas and their performers. By facilitating these real-world celebrations of shared interests, iQIYI aims to transform casual viewers into devoted followers, enhancing their commitment to the platform. The enthusiastic response from Malaysian fans on social media, as seen in comments anticipating the event, highlights the effectiveness of this strategy in building a passionate and engaged community.

Reading history

Hide →

This history is cleared when the page is closed.

How does iQIYI leverage fan events like STARSHIP for market engagement?

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends