The much-anticipated ice and snow event has entered the sprint stage, how to set off the lively atmosphere of ice and snow sports in the whole people, lead more people to participate in ice and snow sports, and stand at the forefront in the new era of China's ice and snow sports, China Mobile Migu has brought a new answer to the cross-border sports and entertainment.
Text / Liu Jintao
Editor / Yin Haonan
On January 5, the Beijing Winter Olympics ushered in a 30-day countdown.
Around this special point in time, Ali released a new promotional video, Kuaishou formed the "Winter Olympic Hundred Big Coffee Group", and Jingdong officially announced the signing of Gu Ailing... Major video platforms, sponsors and players in the sports industry have begun to "open" and seize the east wind of the Winter Olympics.
As a strategic partner of the Winter Sports Management Center of the General Administration of Sports, China Mobile Migu officially released the 5G ice and snow cheer song "Ready". Lang Lang, Han Geng and Yang Yang and other cross-border celebrities use the beauty of music and sports to continuously convey the passion and charm of ice and snow sports to the people.
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The ice and snow event has entered the countdown, how can the sports and entertainment linkage be played?
In recent years, combining sports and entertainment has become an important way for various platforms to gain user attention. The sports and entertainment linkage can not only attract the attention of sports fans and potential sports fans, but also create more sparks with the collision of the two forces, bringing more "chemical reactions" outside the arena to the platform and users.
Facts have also proved that the logic of "style is one family" has a huge impetus in the development of ice and snow sports. Beijing Radio and Television Station previously joined hands with Yi Ye Qianxi to launch the 2022 Winter Olympics promotion song and MV "Together to the Future", conveying the passion of the Winter Olympics, but also touching more young people; CCTV's Olympic Channel opened a program "Olympics in Art", using artistic perspectives to appreciate the beauty of sports and take the public to appreciate the sports charm in traditional culture.
Now, on the occasion of the 30-day countdown to the Winter Olympics, it is even more important to warm up for the ice and snow event and set off the enthusiasm of the whole people. "Ready" was released at this time, which is also full of China Mobile Migu's sincere blessings to athletes and boosts the enthusiasm for igniting the ice and snow of hundreds of millions of Chinese people.
The song was played by the world's top piano master Lang Lang, 5G ice and snow promotion ambassador Han Geng sang passionately, winter Olympic champion and China's Winter Olympics first gold medalist Yang Yang participated in the MV shooting, three well-known cross-border celebrities jointly performed, cheering for the Upcoming Chinese athletes.
Behind the upbeat "Ready", migu's original intention to cheer for the ice and snow event is hidden, and it is also full of migu's enthusiasm for driving the charm of public ice and snow sports. As expressed in the lyrics: there is a power that inspires, the energy is ready, towards the coordinates of the dream, towards the future! Soon we will gather in Beijing for the ice and snow event!
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The cheer song breaks the label of "niche" in ice and snow, setting off the national ice and snow boom
At the Salt Lake City Winter Olympics 20 years ago, Yang Yang won the championship in the women's 500 meters of short track speed skating, achieving a breakthrough of zero gold medals at the Chinese Winter Olympics. The short track speed skating project she participated in at that time was quickly known by the Chinese public with its characteristics of fast speed, tense rhythm and strong suspense.
In fact, whether it is short track speed skating, speed skating, ski jumping, snowmobiling or snowboarding, there are many projects in ice and snow sports with a slight "limit" meaning, which is why the passion brought by ice and snow sports is different from other sports, and if you want to convey the charm of ice and snow, let more people immerse yourself in it, naturally there is no BGM with the atmosphere of ice and snow sports.
For the public, easy-to-understand, catchy songs have a higher degree of singing, coupled with well-known entertainment stars, it is easier to achieve the effect of going out of the circle, and better convey the charm and passion of niche sports.
In addition, the exciting melody and beating rhythm bring the public a richer sensory experience of ice and snow sports, and the cheering song not only reaches the user's heart from the musical level, but also brings a strong emotional appeal and stimulates the public's empathy with the help of diverse content such as pictures, stars and culture.
The 5G ice and snow cheer song "Ready" opens with Lang Lang's magnificent piano performance, integrating Chinese opera, pop, rock, electronic and other musical elements in one; Han Geng sang and starred in the MV as a 5G ice and snow promotion ambassador, inspiring lyrics, exciting and enthusiastic melody released endless passion and positive energy; Yang Yang's passionate interpretation, so that the ice and snow memories of the past session appeared one by one with glory and inspiration; and under the lens, "China Mobile 5G Ice and Snow Team" Gu Ailing, Xu Mengtao, Sui Wenjing, Han Cong, The posture of Ren Ziwei and other ice and snow world champions makes people feel the Olympic spirit and the inheritance of ice and snow dreams from generation to generation.
In addition, the MV also takes the Forbidden City, Taihe Hall, Noon Gate, Corner Tower and other landmark buildings on the central axis of Beijing as the point, and the background music adds elements such as pipa, presenting the charm of Beijing, the first "City of the Two Olympics", and sending out enthusiastic ice and snow invitations to the world.
Looking back at our competition journey, from the 1990 Asian Games cheering song "Asian Majestic Wind", to the 2008 Summer Olympic theme song "Welcome to Beijing" and the opening ceremony theme song "Me and You", it proves that an excellent song can penetrate into the daily life of the people and produce the transmission value of the event over the years.
At the time when the Winter Olympics will start, the industry is also looking forward to good works of art to go out of the circle and heat up the atmosphere of sports, and "Ready" is at this time to ignite the Chinese ice and snow dream for the public.
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Pushing ice and snow sports deep into the public, Migu gave new answers
When Beijing is about to become the first "double Olympic city" in history, China's ice and snow dream has finally reached its climax.
Looking back on the past 6 years, under the goal of "driving 300 million people to participate in ice and snow", how to let hundreds of millions of people in the country establish an understanding, feeling and then participate in the process of ice and snow sports has always been the most concerned trend in the development of the industry.
Among them, science and technology have put wings on the content of transmitting ice and snow culture. As early as March 2020, China Mobile Migu, as the national team of new media, established a strategic partnership with the Winter Sports Management Center of the General Administration of Sport of the People's Republic of China, with the goal of "driving 300 million people to participate in ice and snow sports", with the advantage of "technology + content" and the layout of all content and all platforms, to build a cooperative ecology for ice and snow, let ice and snow entertainment go to the public, and help the 2022 ice and snow event.
In June last year, Migu joined hands with Yage Culture to launch the "National Ice and Snow Music Festival", which set sail from Chongli, the winter Olympic city of Zhangjiakou, to create a one-stop interactive immersive experience from seeing and playing through video ringtones, virtual idols, 5G+4K/8K+AR/VR ultra-high-definition live broadcasts, cloud interaction and other diversified forms, narrowing the distance between the public and ice and snow sports.
On October 27 last year, on the occasion of the 100-day countdown, the "China Mobile 5G Ice and Snow Team" composed of Gu Ailing, Xu Mengtao, Sui Wenjing, Han Cong, Ren Ziwei and other 5 ice and snow world champions and 4 ice and snow project national teams was first announced, and the 5G ice and snow digital intelligence TALENT MEET GU built on the prototype of Gu Ailing was officially unveiled, which is also seen as an attempt to practice 5G to empower ice and snow in advance and promote the digital and intelligent upgrading of the ice and snow sports industry.
At the recently concluded Dynamic Zone • 15th Music Festival MiguHui, the second live meta-universe ice and snow party was created. Yang Yang, Li Jiajun, Zhang Hong, Gu Ailing, Xu Mengtao, Ren Ziwei and other "new and old warriors" interacted with the audience in the air, Li Jiajun crossed the screen to the G.E.M. Deng Ziqi award, ice and snow number Homo sapiens MEET GU space to heart... A big drama of "cultural and sports carnival" with the help of science and technology was staged.
At the same time, Migu, who is eager to grab the appetite of young people, does not forget to summon the "memory killing" of the whole people. On the occasion of the 30-day countdown, the promotional film "China Ice and Snow Expansion (Season 2)", jointly produced by the Winter Sports Management Center of the General Administration of Sports and Migu and specially supported by Shanghai Fine Arts Film Studio, the full version of "Ice and Snow Peers to the Future" has also been officially launched, and the classic characters of Shanghai Fine Arts Film Studio, such as Snow Child, Big Ear Tutu, Sun Wukong, Nezha and Huluwa, have achieved "dream linkage" with ice and snow sports. Previously, the early version of this anime promotional film has attracted heated discussion on the whole network, and Krypton has also been reported in depth.
For the full version, please go to Migu video to watch
Under the dual drive of technology and content, it can often produce a surprising effect of "applause and applause", and it is easier to cover the young people at the core of ice and snow sports, so that the realization of the goal of "300 million people participating in ice and snow" is even thicker.
As a "new media national team", Migu continues to exert its own advantages, through the integration of its music, video, reading, good running, games, animation and other full-content platform resources, with 5G black technology to bring richer gameplay and experience, creating a more varied form of sports and entertainment interaction, but also to further open up the boundaries of the sports industry to broaden the thinking.
Looking back, whether it is the goal of "300 million people participating in ice and snow" or the hosting of the Winter Olympics, the development of ice and snow sports and the sports industry is the practical significance behind these efforts, which is inseparable from the participation, experience and consumption of the public. Taking the Olympic Games as an opportunity, China's ice and snow sports are opening an unprecedented new era.
Nowadays, the people have more opportunities to contact ice and snow sports in their lives, and the concept of ice and snow sports is deeply rooted in the hearts of the people, and the "sports and entertainment linkage" gameplay has added a fire to this trend. There is no doubt that we look forward to this ice and snow event on our doorstep, which will make the "ready" sports industry more fruitful.