Tencent Video layout Campus Market Campus Community Marketing back-feeding content is of far-reaching significance

the young audience group represented by contemporary college students is not only the main consumer group of Tencent Video at present, but also the backbone of Tencent Video's content production in the future, which also explains why Tencent Video is investing more and more in the campus. Campus marketing activities are also rich and colorful.

recently, the youth campus drama "to our simple Little Beauty" made by Tencent Video has swept all major social media as a level 12 typhoon. The total number of online dramas about the ordinary good times of Jiang Chen and Chen Xiaoxi has exceeded 200 million in just three days, proving that the campus market is the most important position for video websites.

< strong > Campus Collection order activates Youth original layout content Reserve < / strong >

November 8, the day before the broadcast of "to our simple Beauty", Tencent Video also officially launched the "National Campus Story Collection campaign to live up to the good time of Youth", which openly solicited excellent stories to tens of millions of college students across the country. Any college student can submit his works to participate in the activity as required.

this story collection activity with the theme of "live up to the good times of youth" is a continuation of Tencent Video's brand spirit of "live up to the good times", and it is also an important connection between the online and offline Tencent video lines. Stimulate the enthusiasm of young people through the concept of "turning every ordinary day into a good time", materialize "youth" with creative marketing activities, and reach the campus crowd with the help of hi drama club and Internet channels.

activities enrich campus cultural life, activate the creativity of young people, and truly show what contemporary college students think, think, feel and understand to the whole society, which is of positive significance to college students, Tencent Video or the whole society.

it is worth mentioning that along with this solicitation, Tencent Video campus has also planned a series of activities loved by young people, realizing zero-distance dialogue with young people through creative marketing, and accurately reaching campus users with the information of" Tencent Video story collection order ".

Tencent Video unveiled the" sheet Cinema ", which not only promotes the use of bed sheets, but also uses the shape of bed sheets on the main stage, including the fence of the venue, and sets up several tents in the viewing area. Laying sheets in the tent makes the students feel as if they are in bed.

this new idea of "creativity is out of sleep" is obviously more in line with the tastes of young people than traditional publicity carriers such as paper posters, advertising umbrellas and flyers, and it is easier to trigger people's resonance with youth. to achieve the effective dissemination and accurate arrival of event messages and brand content.

< strong > innovate and explore the content back-feeding model to create a self-made closed loop < / strong >

at the 2018 Tencent Video V Vision Conference, Sun Zhonghuai, vice president of Tencent and penguin Film and Television, said: the" soul "of high-quality content is the same, and" beauty and goodness "are always the core. Let a good video into light and shadow and stories, deep into the inner world of users, bring joy, thinking, perception, resonance, become the common memory and good time of a generation.

Tencent Video solicited stories from the campus to record the good times of college youth, and she was also a reserve of original film and television content. At present, whether it is the completed youth campus drama or the script content that is still in preparation, most of them come from the memory of the post-80s and post-90s era. For the university campus era that is about to enter the post-00 era, there must be intergenerational communication problems in the content of these plays.

Tencent Video's campus story collection activity brings every college student who wants to retain his youth into his own original library. This innovative exploration of the content feedback of film and television creation will undoubtedly provide rich and fresh materials for film and television drama creation.

after all the works have been voted by students and selected by industry experts, the three best works will be selected and will be shot into short films by the outstanding young directors in the program supported by the director of Penguin Film and Television Green Dream. turn the fantastic ideas of college students into colorful visual content.

from the IP reserve of self-made boutique content to the cultivation of film and television production talents, Tencent Video has also completed the closed loop of his own layout through this way of linking upstream and downstream.

< strong > deeply tap the potential of brand campus community marketing to enhance brand value < / strong >

the young audience group represented by contemporary college students is not only the main consumer group of Tencent Video at present, but will also be the backbone of Tencent Video's content production in the future, which also explains why Tencent Video is investing more and more in campus, and campus marketing activities are also colorful.

the "Hi Drama Club", derived from the 2015 "Hi recommender Film and Television Festival", conveys the interactive and interesting characteristics of young people, and has become the first and only brand campus community in the video industry across the country.

through a short period of two years of development, Hi Opera Club has covered 200 colleges and universities in dozens of cities, attracting 100000 fans. It has successively carried out creative campus marketing activities such as "Tencent Video husband Exhibition", "88 disagreements", "Tencent Video foodie Festival", "Campus brain Competition" and so on. These interesting, fun, welfare and interactive campus marketing activities enable students to form an effective relationship between Tencent Video's key content and brand information.

it can be said that whether it is this campus story collection order, or the in-depth layout and massive investment in the campus in the past, Tencent Video's efforts in the field of campus marketing are precisely the active exploration and efficient introduction of audience segmentation. All kinds of dialogue methods and marketing activities suitable for contemporary young people are aimed at truly reaching young people, understanding their real needs and changes in consumption, and "thinking about what they think and what they can do." it makes Tencent Video a favorite video content brand for contemporary college students.

Edit: yvonne