LIVE STREAM OF SPRING FESTIVAL GALAS
Company: Tencent Video, Beijing
My Roles: Live Stream Content Operation Specialist & Creative Product Operator
Duration: December 2016 – January 2017
Link to Website, http://v.qq.com/live/p/topic/22415/review.html#player
The Spring Festival Gala, also known as the CCTV New Year’s Gala, is the essential live stream broadcast on the eve of Chinese New Year annually, and it has the largest audience all around the world. Tencent Video was one of the online platforms to relay the gala’s live stream and promoted the gala’s content in its creative ways.
In 2017, included CCTV New Year’s Gala, Tencent Video relayed 14 galas of different provincial television stations in total.
- Nearly 50 million users watched the live stream and earned 600 million views of the video on demand, occupied the largest market share
- 9 million users liked the voices interactive game of 40 celebrities blessings, of which Liu Tao became the most popular celebrity who gained nearly 2 million liked
- The commercialization industry and investment coverage grew by 300% year on year
- Gained reputations and compliments for the platform in fierce competition market
Content Marketing Strategies
→ Interactive Game
According to data and analysis, I knew that users would get bored after watching the live stream for a specific time. Based on the traditional customs of red pockets and blessings during the spring festival, I came up with two Interactive games. I collaborated with the VIP departments to increase the number of subscribers and complete the commercial KPI.
One is the Voice Blessings. My co-worker and I invited 40 celebrities in China to record their blessings beforehand and shared them during the gala. Users could listen and like the recordings from their idols while watching the gala, which can help us create an immersive environment that celebrities accompany with users.
Another one is the lottery game called Fortune Bag. We collaborated with the VIP department to attract and maintain the relationship with users and the platform by sharing gift cards randomly. Besides, we announced a special gift in advance to keep users playing the game and staying active.
→ Content Integration and Promotion
To keep connecting both active and potential users and maximize the value of all contents, I built particular pages and tabs to integrate and promote other galas contents, trailers of TV shows and varieties, for the mobile application and website.
Besides, I arranged a friendly host to update the shows by text and image materials and chat with users not to miss anything they wanted to know. It could also help users feel connected with people all around the nation and the world.