Taking the platform’s own content as the cornerstone and linking the various resources of leading universities, Tencent Video has made more of the “school season” through poem recitations, opening ceremony, creation of trendy playlists, and dissemination of high-quality amateur stories. Open the way.
At the beginning of September, the topic #开学第一天# appeared on the hot search topic list. Major platforms have launched themed activities around the “school season”, and Tencent Video is naturally indispensable.
around” I’m young, go chase“With this theme, Tencent Video uses the platform’s own content ecological advantages to organically integrate platform, content, users, and topics, and links many universities such as Peking University and Tsinghua University to launch a series of online and offline theme activities, Full of the sense of ceremony of the beginning of the school, it conveyed positive values to the young students and laid a positive emotional tone for the new study and life.
“You, stand here, the long-awaited university, is in front of you, what you have longed for, imagined, and a new journey is about to begin…” The poem recitation brought by Tencent Video and the Peking University Recitation Club “To the beginning of your school” “Light up every light of youth”, the words and sentences cut into the psychology of college freshmen entering the university, and thus opened the curtain of “chasing the light of the school season”.
Focusing on the content theme of the school season, the golden sentences from film and television dramas such as “Rejuvenation”, “I’m Not a Medicine God”, and “Heart-Ticking Offer” are integrated into a poem, which is the first creative idea of this event, During which focus on the intensive description of personal values.
Specifically, “Only our own power can protect each of us” from “Qing Yu Nian”, which aims to emphasize the important role of personal power to young people; “I hope that you will be your own To be proud of life” is intended to encourage young people to build self-confidence; from “I am not a medicine god”, “May you be ordinary, but never forget to create a better world”, is intended to cultivate young people’s sense of social responsibility… The commonality of these golden sentences is that they care for personal growth. They not only advocate the cultivation and recognition of self-worth, but also encourage the divergence of personal value to the society. They have become a guide for young people on the path of growth.。
In-depth integration of freshmen’s day-to-day with the brand culture, innovative creation of theme activities, not forgetting to convey the temperature and power of the platform, is the second creativity of this event。
Tencent Video has prepared the opening ceremony for the students, which contains creative materials such as the opening handbook, the opening gift package, and a handwritten letter “To the People Who Chase the Light”, encouraging college freshmen to light up the countless possibilities of life, from material to The spirits are all-round and warm-hearted.
In addition, Tencent Video and the trend brand TOPTOY launched a customized film list, advocating to chase the light of adventure in parallel universes, to discover the light of charm of small characters, to explore the light of inspiration of great artists, and deliberately pass this series of film lists. , And strive to cover young audiences in fields such as fashion play and art.
With the external atmosphere of school opening, of course, internal psychological construction is indispensable. At the moment, freshmen from major colleges and universities have entered the university gates and ushered in a new stage in their lives. Not only are they excited but also confused and uneasy, so that the beginning of the school season has more topics to extend. In-depth understanding of the current students’ thinking and showing the connection between the platform content and student growth is the third creative aspect of this event.
Based on the current mental state of the freshmen, Tencent Video invited people from Peking University, Tsinghua University, Communication University of China, Beijing Film AcademyStudent representatives from 4 colleges and universities filmed amateur feature films.
In the short film, they started from their respective majors, told about the journey toward the light, shared the changes in the school mentality, the most impressive school and other related content, and also elaborated on the profound impact of the platform’s high-quality content on themselves. It provides a microcosm of sufficient spiritual nourishment for college students, which has a certain reference effect for freshmen who are new to campus.
Such a unique form of interaction is poking into the hearts of freshmen, to a certain extent, to dispel their confusion and anxiety about college life, so as to better establish the recognition of the new identity, and fully demonstrate the expectations and yearning of the new school year. , To welcome the new campus life with a positive and relaxed attitude, and let the brand value of “face everything with a positive and positive attitude” follow.
“Radio Exclusive” believes that Taking the platform’s own content as the cornerstone and linking the various resources of leading universities, Tencent Video has made more of the “school season” through poem recitations, opening ceremony, creation of trendy playlists, and dissemination of high-quality amateur stories. Open methodThis not only fills up the atmosphere and expectations of the beginning of the school season, but also narrows the distance with college students in various creative dialogues. It also cultivates the awareness and favorability of the platform for the college students, which is conducive to the platform’s youth Build an accompanying and guiding brand image among user groups.
▍Give full play to the positive meaning of high-quality IP and spread positive energy in a penetrating manner
In the series of activities in the “Following the School Season”, the combination with classic IP can be seen everywhere, deepening the positive influence and value of high-quality content works, and this feature has also continued to related thematic courses.
Based on high-quality content such as “You Are My Glory”, “Inspiring Offer”, and “Douro Land”, Tencent Video collaborates with industry experts, university professors, and young opinion leaders to launch online courses in the form of coexistence of fun and rationality. , To answer the puzzles for young students, to help them understand their own interests, and to relieve the confusion of young people when they face changes in their lives.
Specifically, These courses extend from the four dimensions of growth, interest, workplace, and speculation, leading to topics that young people love and care about, such as trendy culture, intergenerational communication, workplace life, and artificial intelligence., Carry out positive energy emotion and value output in all directions, guide college students to establish positive value cognition, stimulate positive energy resonance, and make “the first lesson of school” both fun and interesting.
Next, high-quality open classes will be launched on the Tencent Video Station to continue to provide richer spiritual nourishment for Guangda University students and become their leaders and companions on the road of learning.
Not only are the seniors and sisters of major colleges and universities sharing both perceptual and ideals, but also professionals who output positive values. In the influence from the outside to the inside, the freshmen not only adapt to the new identity psychologically, but also I have been baptized to a certain degree in spirit, and through the development of rich imagination of the future, I have found a new direction for working hard, so as to integrate into the new learning life in the best state. The practical significance of “season.”
▍Release the connotation of “chasing light” and lead the positive values of the younger generation
“The warlord wants me to die, I want a Chinese life”, “Our mission will begin”, “I always remember your ideal, which is the sea of stars”, “Dying for something worthwhile is better than living a cowardly”…
This time the “Following the Light of the School Season” also launched a mixed-cut VCR with the theme of “new semester, chasing the light.” Positive influence, concrete interpretation of the connotation of “chasing light”。
“Go chasing the light, and then becoming the light.” For the value of “chasing the light”, contemporary college students have developed a strong collective identity, which is also a sign of a positive attitude.
For the proposition “Where should we go”, the film and television verses in the VCR also give multiple answers-or inspired by dramas such as “1921” and “You Are My Glory”, advocating the determination to pursue the united mind. And the ideal of being obsessed with obsession; or being infected by “Talk Show” and “Douluo Dalu”, advocates chasing life and laughing, chasing the burning self; or “119 Please Answer” and other works, advocates The meaning of chasing retrograde brave, chasing love, chasing life….
For contemporary college students, the new school year is not only the beginning of a new stage in life, but also a new starting point for reshaping personal values. At this key node, with the help of the golden lines in the high-quality IP of the platform, the students can further clarify the meaning of “chasing” and the connotation of “light”, so as to realize the current inner growth of students through education and fun. During the gradual expression of values, the spread of positive values illuminates their way of chasing light.
According to authoritative data from the Ministry of Education, the total number of applicants for the national college entrance examination in 2021 will be 10.78 million, which will become a major force in social development in the future. here, Helping the younger generation to establish positive values is the general trend, and it is also the responsibility of mainstream media. Activities such as “chasing the beginning of the school season” are a major outlet for the platform to fulfill its responsibilities.。
Focusing on the theme of “Being Young, Go Chase”, Tencent Video has innovatively launched a diversified interactive gameplay, which has penetrated into young groups in all directions, and has attracted the attention of young users with its youthful content output. Common values and methodology have triggered collective resonance and group consensus among young users.
This effect is due to the fact that the platform has given full play to its positive leading role in the younger generation, gradually establishing an accompanying emotional relationship, and promoting the healthy growth of the younger generation on the spiritual level through mutual trust. This is precisely the platform. A major manifestation of adhering to righteous operations and fulfilling social responsibilities.
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