"Big Stars Watch with You" - Higher, Faster, Stronger and More Integrated
2024-08-16
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CCTV News: This summer, the quadrennial "Sports Spring Festival Gala" - the Olympic Games is being staged in Paris. "Overcome Yourself", "8K Ultra High Definition Broadcast Vehicle", "Boiling Theaters"... Behind countless keywords, various characters are integrating into the sports events in their own way.
This summer, the classic ace IP of the China Media Group's sports competition, "Big Names Accompany You to Watch", which has been held for 6 consecutive years, has adhered to the fine tradition of "where there are big names to accompany you to watch the competition", and has delivered excellent results in both ratings and social media platforms.
During the Paris Olympics, "Big Coffee Accompany You to Watch" aired a total of 17 episodes, with an average single episode length of more than 3.5 hours, a total broadcast time of more than 60 hours, a total live broadcast viewing volume of more than 1 billion, and a total on-demand reach of more than 1.2 billion people; #Big Coffee Accompany You to Watch# Weibo topic reading volume of more than 600 million, and the number of discussions was 1.903 million; during the broadcast of the program, Weibo hot search: #Paris Olympic Games male to female ratio 1:1# reading volume of 28.561 million, the number of discussions was 8086+; there were 34 hot searches on the entire network, 34 Olympic real-time hot spots on Weibo, and 29 Olympic real-time hot spots on Douyin.
Compared with major events such as the Russia World Cup, Tokyo Olympics, Beijing Winter Olympics, Qatar World Cup, Hangzhou Asian Games, etc., which have strengthened user minds through content upgrades and technological innovation, "Big Names Will Watch with You" launched during the 2024 Paris Olympics uses multi-screen and multi-theme interactions supported by integrated media and AI technology. It has not only upgraded the host lineup, world champion lineup, and entertainment star lineup in all aspects, but also improved its pan-social appeal, communication power, and empathy in multiple dimensions.
Higher: Unlock the ability to control high-frequency and high-traffic events
"Companionship" is the most heartwarming and emotional value expression in the media coverage of each major competition. Especially in the time difference and massive amount of Olympic content, it is necessary to dig deep into content clues, closely follow user emotions, and stimulate Olympic empathy across the entire network through high-quality companionship.
The Summer Olympics moved from Tokyo to Paris. What changed was the venue and time difference, but what remained unchanged was the prime time every night in Beijing time. "Big Stars to Watch with You" uses CCTV Video, CCTV.com, CCTV Video, and CCTV Video TV broadcast matrix to achieve high-frequency coverage of hot events, timely broadcast of gold medal lists, in-depth professional analysis of events, and focus on the reproduction of exciting moments.
In order to ensure a more "explosive" viewing experience, the program team has also empowered technology into program production, from on-site settings, content settings to fun interactions, high-energy segments and other forms to ensure that the program content is full of climaxes. From full coverage of 4K Olympic signal conversion, AR technology-enabled studios to other black technology presentations, all have surfaced with the advent of the Olympics.
In particular, the immersive studio was created for the first time, with two landmark buildings with Parisian characteristics, the Eiffel Tower and the Seine River, as the main background of the studio, and the local cultural characteristics of "coffee during the day and wine at night" were incorporated to present a more ornamental "real scene" studio for the audience, making the Olympic experience more immersive. Through the studio screen, the audience in front of the TV, computer and mobile phone will have the unique feeling of being at the Paris Games site.
As the flagship original classic column of CCTV's new media events, "Big Names Accompany You" has always been committed to allowing more users to better experience the charm and shock of the Olympics with new content creativity and a new reporting perspective. Detailed and professional content planning is the only way to ensure authority and fun. In terms of content, from Olympic science popularization to hot topics, from focus events to out-of-the-box athletes, the high-frequency and high-traffic event promotions highlight the CCTV's ability to coordinate large-scale events and brand communications in the new environment of media convergence and information overload.
Faster: Breaking the circle of topics in the modern context
The Olympics is a phenomenal sporting event. Based on past experience, it is not difficult to imagine that when Paris arrives, social media will become the main battlefield for hundreds of millions of sports fans to resonate with each other. The competition for social media platforms in "Big Coffee Accompany You to Watch" has also reached an unprecedented level of attention.
During the Paris Olympics, "Big Names Accompany You to Watch" made full use of the breadth of its own broadcasting platform and the depth of IP influence to build a social media interactive hub for the audience and actively try diversified social media expressions, from providing wonderful program video segments to creative program posters focusing on champions, which directly hit the heart and resonated with the audience; from the guests' spicy comments becoming hot topics, to appearing on hot searches and frequently going viral on multiple platforms; from social media guessing to drive the participation of the whole people, to interaction and benefits, the program has gained batches of "accompanying" fans.
For example, there were more than 10,000 athletes participating in the Paris Olympics, with more than 5,000 men and women, achieving a 1:1 ratio for the first time. The hot topic of gender equality was realized for the first time in the Olympic arena. The opening program ignited the topic and it immediately became a hot search.
"Big Names Watch With You" also comprehensively covers users in multiple regions, and conducts joint promotion through multiple platforms, multimedia matrices and self-media, aggregating users through circles, and using community functions to drive social dissemination of program information.
Data is the best proof - on July 30, "Big Stars Accompany You to Watch" presented the top-notch table tennis mixed doubles finals of the day. The game not only had excellent ratings on large-screen TVs, but also had over 10 million viewers in the new media live broadcast room! "Big Stars Accompany You to Watch" has created a new live broadcast format of gathering cultural and sports stars to watch the game since the 2018 World Cup. More than 2,000 videos were forwarded by commercial media across the Internet, with a total viewing volume of over 6 billion. With its outstanding performance, it was selected as a classic case of online programs in the sports marketing white paper that year.
Stronger: Top crossover groups from cultural and sports fields cheer for the performance
Where does the magic of "Big Coffee Accompany You to Watch" come from? It is not difficult to find out that the program continues the high-quality content production standards of previous national media. During the Paris Olympics, "Big Coffee Accompany You to Watch" invited more than 40 cultural and sports guests to form a "top group" joined by world champions, famous commentators, entertainment stars and other celebrities in various fields. Among them are not only iconic figures in Chinese sports such as Lin Dan, Gao Min, Qian Hong, and Lin Yue, but also famous hosts such as Han Qiaosheng and Shu Dong. Entertainment stars such as Wei Wei, Xu Juncong, and Wang Yaoqing were also invited to help. Each episode of the program formed a fixed team of "professional hosts + sports champions + flying guests". Through the "grouping" of these core guests' circle of friends, it successfully stirred deep sports users and pan-sports users to share the Olympic events.
During the Paris Olympics, from Han Qiaosheng's big mouth quotes to singer Wei Wei's classic songs; from the past and present life of "Flying Fish" in Qian Hong's eyes, to Gao Min and Quan Hongchan's cross-century linkage, to Lin Dan and other guests' remote cheering; when sports celebrities recounted past scenes, entertainment stars also joined in at the right time, filling the atmosphere with joy.
It is worth mentioning that in terms of program content, each episode has a game session that matches the Olympic theme. In the activity session, the celebrities also liberated their nature and had no idol burden. The final result is to bid farewell to the past mode of sports live broadcasts that only had competitions, making sports more fun and interactive - Wang Yaoqing returned to the first episode for a limited time and demonstrated breakdance with all the guests. Behind this friendly interactive method is the ambition of the column team to carry out the ultimate joy of sports + to the end.
In the live connection session in Paris, Lin Dan, the Chinese badminton "double Grand Slam" winner, also appeared as a super guest. In response to the question from netizens, "Are the Paris Olympics the most fashionable Olympics?" Lin Dan gave an affirmative answer without hesitation.
Sports celebrities are responsible for professional interpretation, popular artists boost the popularity of the live broadcast, and entertainment stars take care of the atmosphere.
In line with the Olympic theme, various game settings were renewed during the watching process, which not only enlivened the atmosphere of the live broadcast room, but also fully mobilized the interactivity of the audience on the other side of the screen through the enthusiastic participation of the guests. Chinese athletes fought hard for the country in the Olympic arena, and the big names in the live broadcast room not only accompanied you to watch, but also cheered for the Olympics, breaking the inherent scene of the single mode of watching the games in the past, leveraging the Paris Olympics to promote national fitness, and promoting the concept of life sports in the program.
More integration: Innovative and integrated brand
Relying on the large-scale production, large-scale operation and new technologies of China Media Group, "Big Names Watch with You" truly achieved seamless connection and integration of "multi-screen coverage, everywhere" during the Olympic Games: from CCTV.com, CCTV Video, CCTV Video App to other cooperative platforms; from the portal homepage to the Paris Olympics special page; from customized icon all-day diversion to strong exposure of focus pictures; from short news to short videos; from studio comments, wonderful segments to audience participation at any time.
In order to effectively increase the popularity of the program and audience participation, the program has placed outdoor large-screen advertisements in the core commercial areas of Beijing, Shanghai, Chongqing and Hangzhou. These cities are not only the most dynamic and influential economic centers in China, but also have a large population base and a highly concentrated consumer group. By placing the "Big Names Accompany You to Watch" column promotional video on the large screen of Beijing Xidan Juntai Department Store, Shanghai Huaihai Road Lansheng Large Screen, Chongqing Guanyinqiao Beicheng Tianjie Large Screen and Hangzhou Yan'an Road Wulin Yintai Large Screen, high-frequency repeated reach throughout the day, covering more audiences. According to incomplete statistics, the cumulative reach data in the four cities has exceeded 10 million+.
As the competition progresses, classic scenes from popular competitions and moments when sports stars win gold medals continue to attract attention, and "Big Stars Watch with You" is constantly switching perspectives, enriching topics, refining scenes, and upgrading interactions. Especially in terms of integration with brands, it is more integrated and more open...
For example, AR technology can be used to create a brand studio background board. When brand-related content appears in the program, the screen will simultaneously expose the brand information, making the performance more vivid and increasing audience stickiness.
As a classic social product, the gold medal poster is quickly output and distributed on CCTV's new media social matrix, allowing non-Zan customers to be in the same frame as the event within the scope of copyright regulations. By quickly producing and outputting posters, including video and picture formats, they can keep up with hot topics and win more attention.
It can be said that by relying on new technologies, new platforms, and new scenarios to create new integrated communications, each brand has highlighted the strength of its product just right and appropriately without any sense of disobedience.
Suntory Oolong Tea - lock in the core medal list resources of the competition, share the highlight moments with the audience, and gain more attention.
(Photo source: CCTV Sports; Medal list deadline: 3:00 AM, August 12, 2024, Beijing time)
With the content of the medal list as the core, customized editing and publishing are carried out, and it is highlighted in the information flow of the CCTV Video homepage, the CCTV sports social platform, and the CCTV PC customized brand medal list area, taking advantage of the national enthusiasm for the Olympic Games to spread the Suntory Oolong tea.
(Image source: CCTV Sports; Medal list deadline: 3:00 AM, August 12, 2024, Beijing time)
China Unicom - "Unicom Frontline" demonstrates brand strength. China Unicom has created an AI host "Tongtong" to present daily selected high-profile Chinese team gold medal events in the form of news briefs. Its images and audio content are completed with the help of Unicom AI technology, and by leveraging the high attention of the Olympics, it quickly boosts the recognition and acceptance of Unicom AI.
A specially customized "China Unicom Frontline" section connects with frontline reporters in Paris. Through on-site interaction with well-known CCTV sports commentators and hosts, the audience is led to understand the Paris Olympic Media Village and Press Center. At the same time, the advantageous business selling points of gigabit broadband full-house coverage and smooth viewing of the games are displayed, demonstrating the brand strength of China Unicom.
KFC - During a relatively long period of watching the game, the audience can enjoy a spiritual feast while also satisfying their need for delicious food. Through deep customization, Han Qiaosheng instantly became a KFC grandpa, and the live broadcast room staged a "chicken-eating scene", which definitely boosted domestic demand.
Lengshenling - deeply integrated with live events, through the live broadcast room combined with the launch page a variety of creative super-long exposure, you can also click to jump while watching and placing orders. And the brand transfer advertising forms such as "laughing transfer" and "laughing scene" also add icing on the cake for the corporate vision.
Qingyang - chooses Pan Zhanle as its brand ambassador. As a new generation born after 2000, Pan Zhanle is straightforward and shines in the swimming world. Combining Pan Zhanle's Olympic highlights, the program team produced a pun poster that is more spreadable and in line with the preferences of young people today.
Lao Feng Xiang - At the moment when the audience was celebrating the Chinese athletes winning gold medals at the Olympics, the customized product promotion of "Lao Feng Xiang is there for happy events" was deeply rooted in the hearts of the people. In combination with the Olympic theme, the brand also customized sports accessories and interacted with the guests wearing them during the show.
During the Paris Olympics, through a multi-platform, multi-channel, and multi-system joint reporting model, CCTV.com not only has large-scale real-time news from the stadium, but also heart-touching studio interview programs, both high-end original IP columns, and small and beautiful online interactive products, once again providing new ideas for the depth and breadth of content reporting for the competition.
Looking forward to the next episode of "Big Names Watch with You"!
Source: CCTV.com
