Mourning is no longer the mainstream, so why don't we compare who can live like ourselves?

Today's manuscript is the first time that Brother Yue has released a manuscript in the industry.

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to help my friend | Xinshi Xiang | to publicize Tencent Video's new activity,

this time it is Tencent Video who brushes the screen with Xinshixiang.

you can take a look at their recent activities, which are very popular.

to promote Tencent Video's newly upgraded brand theme of "good times burning together" during the summer vacation, Tencent Video joined hands with New World Prime Minister to work together. A good time train full of stories lit by ordinary people left on time on Beijing Metro Line 10 on July 10th.

the igniting stories of tens of millions of users from the new era and Tencent Video in the past are arranged as subway jackets and presented on the train. While infecting every passenger, they also quickly spread to Wechat and Weibo.

good time train.

the whole car of the good time train is divided according to different stages of life: childhood is like a yellowish dream, floating on a paper plane; teenagers burn out the fire of green hope, trying to score points; young people precipitate a tenacious tone, burning has become a moving theme in daily life; Middle-aged and walk and cherish, the memories of the past are photographed in the bottom of my heart, and become the proudest luggage to walk alone.

"Burning" may mean practicing your values wholeheartedly and trying to live like yourself, such as this:

@ hana+:32, finally, let go of the feelings that have tortured you for four years and fall in love with a boy who is younger than you. I feel like youth is back.

@ Peng Miao: in the first year of starting a business in 2015, I was as excited as chicken blood every day, looking for business and running customers all over the world. A person to the logistics company to unpack, inspection, several degrees below zero, dozens of cases of goods, a person opened and then repackaged. The hands were red with cold and broke the skin. But I was very happy on the day I received the money back. To be young is to struggle regardless of everything.

maybe he is wandering in his love, regardless of gain or loss--

@ the legendary Xiao Pei: he is a sports student in junior high school, eager to break the city's 10,000-meter record. I heard that a marathon champion runs to school every day, and I push my bike every morning, rain or shine. Later, after a muscle strain, I rested for three months and failed to participate in the city sports meeting.

@ Guo Xiaoyu: I brought a big suitcase to Beijing, bought all the materials for graduate students in the Chinese Department of Peking University, read them page by page, and cried again and again if I couldn't read them. After two years of examination, they both failed the exam. I miss myself at that time.

maybe it's the courage not to be afraid of the road ahead--

@ smiley face: when the sun is at its peak, I chase the boy who offends me to run on the playground, running three or four laps without wearing sunscreen.

@ 333: if you miss him, write a letter and send him ten letters as graduation gifts, full of love and miss. I don't know how to like others. I can do well for the time being by rushing forward with a broken head.

is the immortal heart of a thousand sails--

@ Wang Daduo: it's not hard to go to the hospital and be cheated by an intermediary when you go to Beijing at the age of 25. Falling in love with night running, 10 kilometers to and from the CCTV building, the road encountered bustling and lonely moments, remind me of what an era this is. I returned to my hometown at the age of 27. I will go back one day. Beijing, wait for me.

A thousand people, a thousand kinds of "burning" methods.

the subway carries countless people struggling in big cities back and forth every day. Some people may be on their way to true love without turning back, some may have just graduated and interviewed everywhere, and some may have shouldered the responsibility of supporting their families through the difficulties. The daily routine of taking the subway, like a walking ceremony, is closely related to struggle, independence, and longing. This kind of urban complex is tied together. So the subway is also a touching occasion for stories: among thousands of people, unprepared to engage in hand-to-hand combat with other people's stories-Ah, "heart-to-heart".

and this is precisely the purpose of Tencent Video's cooperation with the Pliocene good time train.

use the power of burning, and the positive Battle of mourning culture.

from the popularity of "GE You" to the successful establishment of Internet jokes poison chicken soup and even "funeral tea" physical stores, anti-chicken soup and funeral culture have sprung up and are very popular among young people. Funeral culture has gradually become pervasive, sweeping the sky and the earth. While tanning has done everything, can mourning culture illuminate the future of young people? Is it true that blood and dreams are meaningless?

Tencent Video has its ideas about this. They believe that the popularity of funeral culture does not mean that the mainstream culture is no longer popular, but that the public is waiting for the mainstream culture to upgrade and return.

this time, the theme of "burning" is Tencent Video's attempt to meet the upgrading and development of mainstream culture.

after years of operational upgrading, Tencent Video has not only pursued rich categories but also created a high-quality brand and launched a blockbuster IP. Under "good Times, Burning together", Tencent Video launched four head IP--, including the homemade variety show "the son of tomorrow", which shows young people's dreams, the film and TV drama "The Yellow skin Graveyard" full of warm-blooded and adventurous elements, "the Star of counterattack" based on the counterattack of the artist assistant to the diva, and the "full-time Master" of Guoman's second-dimensional first IP. Every IP is full of "burning" value orientation. These super IPs have become the gunpowder that Tencent uses to "ignite" users, and now, the only thing you need to find is that fuse.

from planning to screen brushing, there is only a community distance.

inWhile exporting positive values and promoting burning culture, Tencent Video also hopes to achieve the binding of brand image and burning theme in the hearts of the audience. When everyone mentions words that are strongly related to positive emotions, such as "good times" and "burning", they can think of Tencent Video-just as people think of the New World when they talk about "escaping from Beijing, Shanghai, and Guangzhou". Just as every cultural movement starts from the resonance of consciousness, the cultivation of burning culture must rely on the emotional link with users.

"emotional link" is the most recognizable label of the new era phase, and many cases of screen brushing have already proved that the new era phase is at hand. It is also through this trump card that New World Phase has become a channel to link brand content, demands, and users' inner feelings. So unsurprisingly, Tencent Video found the new world phase, hoping to use the super IP prepared by Tencent Video as gunpowder and the new world phase as a fuse to cooperate, so that the power of combustion can be detonated directly in the hearts of users.

so how does the new era achieve "heart attack"?

as a cultural brand that emphasizes the genes of the community, the new era defines itself as the "companion" of the audience in terms of content, pays close attention to the pain points of contemporary urbanites, and consolidates the normal emotional relationship between users; at the same time, it also continues to introduce continuous events, constantly stimulate the sense of belonging of the community in the actual collision, and operate a community-centered new media operation system. From the planning of the New World Phase Library to the lively peak of "escaping from Beijing, Shanghai and Guangzhou", as well as "the Battle of losing Books" and "A Dream of Red Mansions in Youth". As soon as it returns to commercial rationality in "escaping again", every marketing practice is maintained at the screen-level level. This also makes Tencent Video have great confidence in the "heart-attacking" ability of the new era.

the Pliocene Prime Minister did not disappoint Tencent Video either. The 370 posts late at night on May 26, 2017, awakened fond memories of "burned", and Synchronize also launched the activity H5. The theme H5 is divided into four special trains: origami plane (before 12 years old), brave adventures (between 13 and 24 years old), brilliant Qianyang (25 years old, 35 years old), and time traveler (after 35 years old), corresponding to four different life stages of users. contains the burning time stories of different users:

Pleistocene users are concentrated between 18 and 35 years old, young people with a certain knowledge structure and spending power. Most of them are concentrated in the first-tier cities of Beijing, Shanghai, Guangzhou, and Shenzhen and quasi-first-tier cities such as Hangzhou and Chengdu, and these people are the most communicative individuals at present. what they are concerned about and used to express is bound to have enduring vitality in the field of public opinion of the new generation. With the influence of the New World, this push collected a total of nearly 3000 stories from all over the world within 24 hours after its release. The new era picked out 62 of the stories and set off with the good time train.

if you want to copy the "burning" train of Tencent Video and the New World Phase, first you have to prepare enough gunpowder like Tencent Video, and then you have to find a "fuse" like the New World Phase. How to connect the audience on the one hand and pry the business on the other may be the value law that requires us to think deeply in today's content upgrading campaign.

after all, those who attack the heart are the top, and those who attack the city are the bottom.

anyone can burn in mourning, and that's what's great.

Today's industry manuscripts sent for friends

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therefore, thank you very much for your tolerance and watching.