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The Tokyo Olympics continues to hit the screen, how does Tencent drive national cheers?

Halfway through the 2020 Tokyo Olympics schedule, as of 18:00 on August 1, Beijing time, the Chinese Olympic delegation still topped the gold medal list with 23 gold medals, 14 silver medals and 13 bronze medals.

As the official broadcaster of the Tokyo Olympics, Tencent has covered five consecutive Olympic Games. In this Olympic Games, from the broadcast of all events and events, first-hand information brought by the frontline reporting team, more than 40 online program contents, to the powerful Internet product "Group Applause", Tencent is using its mature and innovative Contest gameplay, come and "go into battle and win this cheer" with users.

As we all know, the Olympic Games is the crown jewel of sports competitions. At a time when the epidemic is sweeping across the world, perhaps and only the Olympic Games can allow audiences around the world to breathe together and cheer together.

At the same time, the Olympic Games are in great need of rich reporting content to fill in and extend. The content of these reports has also become a hot topic on social media. #杨千说 want to eat the braised prawns made by her mother# # HouZhihui lifted 94 kilograms and her mother burst into tears# #杨素宇Dad said with tears that we have made history# #Zou Shiming calls for more support for Olympic athletes#.. .... On major social platforms, various highlights of Tencent's Olympic reports continue to flood the screen, which also helps to heat up the atmosphere of national applause.

The reason why such results can be achieved is, on the one hand, the close linkage between front-line information reporting and back-end program output, and on the other hand, it is also inseparable from the overall layout of Tencent’s Olympic coverage.

In the front, members of Tencent’s Olympic reporting team used VLOG and graphic reports to show the outstanding performance and true feelings of the athletes in the Olympics. Whether Yang Qian wanted to eat oil Braised prawns, Liu Shiwen crying several times, Chen Yuxi confessing to her idol Wu Minxia, ??Zhang Yufei teasing her short hands, or Zhu Zhigen's guidance that Wang Shun give him a gold medal after the game, Tencent's Olympic front-line reporting team can always use the first " "Live coverage" meets the audience's needs for Olympic coverage.

It is worth mentioning that gymnastics legend Chusovitina, who has participated in eight Olympic Games, also accepted an exclusive interview with Tencent’s front-line reporting team and shared her legendary journey. Tencent Sports has thus become The first media in the world to conduct a face-to-face interview with her during this tournament.

Not only that, "Win in Tokyo" is also linked with "Honor of Kings". In the program, Master Luban and Luban No. 7 father and son act as the virtual hosts of the program, guiding users to participate in barrage interaction and The lottery and the distribution of surprise benefits have won the popularity of young users, and the total number of views has reached more than 100 million times. "Peace Elite" interacts with many users in the program through "red envelope rain", "interactive quiz answer gift package" and "e-sports players and popular anchors on the program". In such a feast as the Olympic Games, more diversified content elements have been incorporated.

"My Family Has a Champion", which combines the competition and the family stories of Olympic athletes, is cut from the perspective of family affection, using a combination of pre-game variety show shorts and post-game live broadcasts and on-demand broadcasts. It satisfies the public's need to understand every detail of the lives of Olympic athletes and brings many heart-warming stories that touch people's hearts.

Among the four girls who helped China win the women's quadruple sculls gold medal again after 13 years, Lu Yang is already a veteran participating in the competition for the second time. On the day of the competition, her parents were guests on "My Family Has a Champion" and watched the live broadcast together. In the program, Lu Yang's father said frankly that because of this gold medal, his child has not been home for the New Year in 12 years. The moment he witnessed Lu Yang win the championship, his father shed tears of excitement at the live broadcast. When asked what he would do if Lu Yang were in front of him now, Lu's father said with red eyes, "I want to give her a Hug." Lu Yang's mother choked with heartache when she saw Lu Yang's calloused hands.

Topics related to # RowingGirl’sHands quickly aroused heated discussions on the Internet, with nearly 20 million views.

Similar situations are not uncommon among the families of Chinese Olympic athletes. In the women's three-person basketball event, four Chinese girls won bronze medals in their first Olympic Games, helping the Chinese women's basketball team stand on the Olympic podium again after 29 years. Through three-person basketball, people remember the handsome Yang Shuyu. In "My Family Has a Champion", Yang Shuyu's parents cried on the spot after seeing the Chinese team defeat the French team on the Olympic podium and said: "Thank you to them for realizing their wishes and creating history for Chinese basketball." The topic "We made history with tears in my eyes" also instantly ranked among the top 15 hot searches, with more than 30 million views.

In addition to Yang Shuyu and Lu Yang, Lu Xiaojun, Xu Jiayu, Hou Zhihui... the bitterness and hardship behind these Olympic athletes can also be fully displayed in front of the audience through "My Family Has a Champion", impacting everyone's heart. .

"Champion's Match" uses post-game connections with athletes to share Olympic stories from the perspective of the Olympic athletes themselves. For example, diver Chen Aisen transformed into an Olympic Village tour guide in the program, live broadcasting the night view of the Olympic Village for netizens and showing the residential locations of Chinese Olympic athletes. The majority of netizens have enjoyed the beautiful night view of Tokyo through video.

Zhang Jiaqi, the women's synchronized 10-meter platform diving champion, and Jiang Ranxin, the 10-meter air pistol mixed team champion, showed their identities as star-chasing girls in the live broadcast room of "Champion Lianlianmai". Jun##Jiang Ranxin and other Bai Jingting's like# topics are also very popular, with more than 200 million views each.

With the outstanding performance of Xie Sizhen/Wang Zongyuan, the Chinese diving team regained the men's synchronized 3-meter springboard championship. Xie Siyi admitted in "One Hundred Years and One Hundred Crowns" that frequent injuries have been testing him, and now there is even a rivet in his foot. Wang Zongyuan also shared his past training experience. After the program was aired, related topics quickly fermented on the Internet. Among them, #谢思矸的 Foot Still Has a Rivet # and #王zongyuan had to rely on the coach to fish with a stick when he was a child # have become hot search topics, with *** receiving more than 50 million Reading volume.

Judging from the recent Olympic craze, this top sports feast is still the focus of global attention. In order to let the whole people enjoy the atmosphere of Olympic cheers, it is naturally necessary to reach users through multiple forms of products.

Tencent Video, Tencent Sports, WeChat, QQ, Tencent News, Tencent.com, Tencent Weishi, QQ Browser, Tencent Watch... In this competition, Tencent adopted the method of "group cheering". Try to use the linkage of its major mainstream products to bring an Olympic atmosphere to users in all aspects. For users, in addition to Tencent Sports, they can use these Tencent products to watch rich Olympic content, obtain interesting interactive experiences, and fully experience the charm of the Olympics.

Among them, Tencent Video has launched a cross-border linkage with Tencent's Olympic coverage "Xingyun Radio". Up to now, many celebrity artists including Zhang Xincheng, Song Qian, Wan Qian, Huang Minghao, Yao Chen, Huang Xiaoming, and Bai Yu have participated in the Olympic broadcasts to cheer for the Chinese Olympic athletes. The total reading volume of program-related topics has exceeded 540 million.

In addition, Tencent Video also launched the "Olympic Winning Red Packet Rain" - after the Chinese team wins the gold medal, Tencent Video will send out red packet rain, from which users can receive various benefits including cash red packets. . At present, the event covers more than 21.67 million people, and the number of participants exceeds 10.15 million. The highest number of participants in a single event exceeds 1.53 million. The number of people who choose to use Olympic red envelopes to help charity reaches 1.51 million.

Recently, WeChat launched the "Encourage China" mini-game, and together with the People's Daily Sports, called on users to cheer for Olympic athletes through interaction and donate sports supplies to children in mountainous areas.

So far, the "encouragement value" of the event has exceeded 88 million. At the same time, WeChat also launched a variety of Olympic limited-edition "gold-winning" red envelope covers for weightlifting, diving, fencing, rowing, etc. Tens of thousands of red envelope covers were collected as soon as they went online.

QQ, another social product under Tencent, also has many interactive gameplays online. Among them, the "Olympic Cheer Cloud Cheer" allows users to cheer for Chinese athletes by setting the "Go China" QQ Olympics theme status. At nodes where China wins gold medals, the gold medal animation can also be activated to cheer for China to win the gold medal. As of July 30, the event *** had received more than 8.73 million user participation. In addition, users can also invite friends to participate in the daily walking calorie burning challenge, use practical actions to help Chinese Olympic athletes, and win Olympic gift packs. As of July 30, more than 4.5 million users have participated in "Calling Friends to Burn Calories" and cheered for Olympic athletes.

Tencent News digs deep into Olympic hot spots from multiple angles, breaks the traditional Olympic reporting paradigm, provides the public with fresh and diverse Olympic perspectives, and achieves accurate distribution of massive high-quality content produced by UGC during the Olympics, focusing on events, topics, Based on topics and other forms, combined with interactive gameplay, it presents "a little more" Olympic value in a structured way. At present, tens of thousands of creators are deeply involved every day, contributing more than 500 million PV. Since the start of the competition, UGC discussions have exceeded 2 million times. Innovative interactions such as "National Cheer Solitaire" and "Gold Medal Road Card Collection" have accumulated more than 20 million users. participate.

QQ Browser takes advantage of its large-traffic comprehensive platform to meet the reading needs of different users by pushing Olympic morning and evening reports, customized Olympic interest packages, and the latest news on China's gold medal. During the Olympics, QQ Browser also launched 72 topics, covering every gold medal in China and hot topics in various events. Currently, QQ Browser’s main Olympic topic has accumulated more than 45 million clicks.

Tencent Kandian invited 52 celebrities to serve as "Kandian Olympic Cheer Officers" to continue to cheer for the Olympic athletes. Recently, seven celebrities, including Chen Luyu, Fan Chengcheng, Lang Lang, Li Yugang, Song Zuer, Wang Anyu, and Zhang Huiwen, used short videos to popularize seven Olympic events. More than 100 celebrities, including Ou Hao, Zhang Jiani, and Wei Ya, have also joined Tencent Watch and continued to post messages to cheer for the Olympic athletes.

It can be seen that, with the help of the "group cheers" of these mainstream products, Tencent is constantly bringing the Olympic atmosphere to all aspects of users' Internet lives. It is precisely because of the close cooperation between Tencent's exclusive content of Olympic coverage and these mainstream products that Tencent has also established a considerable overall competitive advantage in this Olympic coverage.

Professor Ding Junjie, Dean of the School of Advertising at Communication University of China, said in a recent interview with the People's Daily: "The biggest attraction of the Olympic Games is actually its unknown nature, which is the meaning of broadcasting. Media Integration with platforms will be the general trend, and the past way of individual combat will be gone forever. Under the new development situation, single media reporting will not be enough, and the importance of platforms is becoming increasingly prominent. ”

During the Tokyo Olympics, Tencent’s front-line reporting team continued to share the athletes’ preparations and lives through video reports, as well as every detail of the Tokyo Olympics. In addition, Tencent's Studio Technology Center also undertakes public signal production services for swimming, synchronized swimming, water polo and other water sports, while the back-end team presents users with the broadcast of more than 7,000 events, more than 40 rich programs, and 20 The remaining interactive gameplay can be said to provide users with a wealth of Olympic viewing and interaction options through the platform’s powerful integration capabilities.

Su Qun, a well-known sports media person, said when evaluating Tencent’s performance in reporting on the Olympics, “Professional content is at the frontline, private support is at the rear, and front-to-back interaction is the new ecology and brand-new topic presented by the Tokyo Olympics. , is worthy of careful study by sports journalists. The role Tencent plays in it is, firstly, to professionally integrate resources on the front line, and secondly, to build a platform for mass production of private content.

From the front to the back, Tencent integrates different Olympic content and interactive forms into a benign and universal Internet ecosystem, so that every user can find their favorite content and participate. method.

This differentiated and three-dimensional Olympic reporting ecology has further amplified Tencent’s competitive advantage. Data shows that from the opening ceremony to the following nine official competition days, Tencent’s entire platform accumulated The number of views of Olympic content reached 10.57 billion. The average daily on-demand UV increased by 234 compared with the same period of the 2016 Rio Olympics. The average daily on-demand VV increased by 433 compared with the same period of the 2016 Rio Olympics.

According to the new list, it was released recently. The "Tokyo Olympics Information Platform Influence List" shows that Tencent ranks first in terms of brand communication power and user activity of this Olympic Games. Among them, the brand communication power index is 942 and the user activity index is 933, taking the absolute lead. Advantages.

It can be seen that when the Internet has become an important front for Olympic coverage, official broadcasters represented by Tencent are using a variety of unique content and gameplay to bring comprehensive and high-quality Olympic coverage to users. Service.

There is still half the Olympic schedule, and the exciting competition continues. The past week has fully proved the value of the Olympic Games - when the competition whistle blows, the Olympic Games still have the power to shock people. Sports can still unite mankind and convey the new Olympic motto of "Together", which means "go to battle and win this cheer".