On February 20, the Beijing 2022 Winter Olympics officially came to an end. The Chinese sports delegation also ranked third in the medal table with 9 gold, 4 silver and 2 bronze results, once again refreshing the two records of the number of gold medals and medals won in a single Winter Olympics, creating the best record in history.
Outside the venue, as the official broadcaster of the Beijing 2022 Winter Olympics, Kuaishou also provided an excellent model for paying attention to the Winter Olympics in a panoramic manner, creating a diversified content matrix covering the entire event on demand + diversified self-made content + interactive gameplay, as well as a heavy guest lineup composed of a number of athletes + popular stars + well-known hosts + Kuaishou masters + institutional media, etc., to enhance the fun of the event in an all-round way, continuously strengthen the sense of interactive participation of the whole people, explore the new mode of Olympic event content presentation, and finally hand over a bright " Winter Olympics Report Card".
During the Winter Olympics, the total number of plays of Winter Olympic-related works and topic videos inside and outside Kuaishou reached a new high, reaching 154.48 billion, and the number of on-demand broadcasts of the Winter Olympics in the terminal exceeded 7.9 billion. The total broadcast of the five self-made programs such as "Ice and Snow Express" and "Ice and Snow Heroes" exceeded 4.25 billion, and the total number of CALL videos played for the Winter Olympics exceeded 70.8 billion, and the atmosphere of the whole people participating in the Winter Olympics was vividly displayed in Kuaishou.
During the Winter Olympics, more than 20 head brands, including China Mobile, Lenovo, Samsung, Toyota China, Lynk & Co, ANTA, Meituan and so on, also chose Kuaishou as the main battlefield for marketing. Kuaishou has also formulated personalized customized marketing programs for different characteristics and demands of brands, providing strong support for brands to achieve a wide range of targeted population reach. At the same time, the GMV of sports outdoor products on the Kuaishou platform increased by 602% year-on-year, which shows that the old iron's love for ice and snow sports has been greatly enhanced.
As the official broadcaster of the Winter Olympics, Kuaishou has also given full play to its own series of advantages of strong content timeliness, rich content and high originality, and formed a large and small screen linkage with traditional communication channels such as David TV, effectively promoting the Olympic communication to reach a wider audience, and also building a new ecological pattern of sports copyright in the digital era.
On the fast hand to chase the Winter Olympics: the whole game of the event on demand + homemade content matrix
Beijing is the world's first "City of Double Olympics". In order to present a "simple, safe and wonderful" ice and snow event to the world as promised, this year's Winter Olympics have adopted strict epidemic prevention measures, and many spectators cannot watch the game on the spot. In order to meet the audience's viewing needs in an all-round way, Kuaishou broadcast all the wonderful events of the Olympic Games throughout the on-demand mode, and continued to launch self-made content related to wonderful events, including champion airborne guests, star cross-border help, commentary on the interpretation of big coffee and athletes' wonderful short video collections, Olympic champion live tidbits, event content mixing, hot lists of topics inside and outside the arena and other content that users like to hear, in order to meet the short video, live broadcast era user appreciation habits of "short flat fast" content, Comprehensively meet the diversified needs of all kinds of spectators to quickly understand the status of the event, tidbits on and off the field.
In the diversified content matrix built by Kuaishou, the self-made program covers the entire winter Olympic event. From the series of short films "Twenty", which tells the story of ordinary people's extraordinary Winter Olympics, to the interview program "Ice and Snow Heroes" featuring ice and snow athletes, to the "Ice and Snow Express" where athletes, stars and talents talk about the hot events and highlights of the Winter Olympics, as well as interesting ice and snow sports entertainment programs such as "Ice and Snow Team Collision" and "New Year's Taste of Ice and Snow Season", it not only meets the needs of different types of users for Winter Olympics-related content, but also achieves further breakthroughs in form and quality.
The data shows that the total number of broadcasts of Kuaishou's self-made programs during the Winter Olympics exceeded 4.25 billion, and "Twenty" was reported by authoritative media such as People's Daily. It can be said that tens of millions of users have learned more about the moving stories in front of and behind the Scenes of the Winter Olympics through Kuaishou's self-made programs, and have also gained more new perspectives and new ways to understand the Winter Olympics.
Play the Winter Olympics on Kuaishou: Multiple interactive gameplay + the whole people play CALL for the Winter Olympics
In addition to the wonderful content broadcast, Kuaishou also keeps up with the hot spots and surprises users with tangible benefits. During the Winter Olympics, along with ice and snow sports and star athletes, there are also "ice piers" mascots of the "Difficult winter Olympics". Kuaishou brought more than 200 athletes, stars and talents to watch the Winter Olympics and send ice piers with users, realizing "wrapping piers to households", with 1.364 billion participants. Users can also harvest continuous surprises while chasing the Winter Olympics.
The "Package Pier to Home" activity has attracted many users to chase the Winter Olympics on Kuaishou, and in order to create a good-looking and fun Winter Olympics for users, Kuaishou has also launched more than 30 kinds of popular interactive games, allowing users to better watch games, chat about games, and even "play games". According to the data, 150 million people in the Kuaishou skiing game "Cloud Skiing", the total ski distance exceeded 280 billion meters. In addition, there are 67.37 million people participating in the quiz interaction, 3.04 million people using the "China refueling" magic watch..., during the Winter Olympics, Kuaishou planned various games attracted more than 300 million people to participate, and the variety of interactive games enhanced the sense of user participation in the form of co-creation.
It is worth mentioning that Kuaishou masters once again demonstrated their strong content creation ability during the Winter Olympics, in order to better promote the atmosphere of the National Winter Olympics during the Olympic Games, Kuaishou made full use of the platform's own talent resources, mobilized government affairs, media and other institutions, as well as more than 40 vertical categories of talents, with different angles, more diverse featured content display, record the wonderful content of the Winter Olympics at the same time, but also led to tens of millions of ordinary users to participate in the Winter Olympics. For example, the hand-flipped paper ink style Winter Olympic short film "Broken Cocoon" created by two post-00s "Paper Animation - Zhen Qiang" and "Dream New Animators)" has played more than 100 million times; a student in Chongqing used modeling to restore Olympic venues such as bird's nest, ice cube, and snow ruyi; "Chaoyang Winter Swimming Monster Pigeon" insisted on punching cards every day to cheer for the Winter Olympics with the practical action of "sticking a fierce son" in the water...
There are also a number of ice and snow lovers who share or record their wonderful moments of ice and snow sports, including cool skiing skills, high-energy skiing actions, and sledding and playing "out of the slippery". It is worth mentioning that the one-year-old Meng Wa Bei bei also appeared in the opening film of the Beijing Winter Olympics. These sharing also further fueled the already enthusiastic atmosphere of the Winter Olympics. The "Happy Ice and Snow Season of the Winter Olympics for All" jointly launched by the Beijing Winter Olympic Organizing Committee and Kuaishou alone has 159,000 works participating, with a total of 9.99 billion views.
It can be said that in Kuaishou, Kuaishou users who pay attention to the Winter Olympics and love the Winter Olympics actively participate in this ice and snow feast, and the data shows that the total number of various videos played by call for the Winter Olympics in the Kuaishou station exceeded 70.8 billion times, and the strong atmosphere of the whole people participating in the Winter Olympics also made Kuaishou stand out during the entire Winter Olympics, forming a distinct difference with other similar platforms.
It's exciting on and off the field: many ice and snow athletes shine fast
The Winter Olympics is the home of athletes, and athletes who are the protagonists of the Winter Olympics are also the most concerned groups of users. During the Winter Olympics, a large number of ice and snow athletes also actively participated in various live broadcasts, self-made programs and interactive activities of Kuaishou in addition to the event, which not only met the demands of The old irons of Kuaishou to "chase the stars", but also made the single appreciation mode that could only be seen through the screen in the past become more vivid and intuitive.
During the Winter Olympics, a large number of active ice and snow athletes, including Ren Ziwei, Fan Kexin, Han Cong, Sui Wenjing, Qi Guangpu, Jin Boyang, etc., many retired athletes such as Han Xiaopeng, Zhang Hui, Ye Qiaobo, Liu Qiuhong, as well as an Hyun-so, Li Yan and other ice and snow coaches have actively participated in various Winter Olympic activities of Kuaishou. Among them, the Kuaishou live broadcast room has become the birthplace of the hot spot of the whole network, Ahn Hyun-so responded to whether he will return to China to coach, Gao Tingyu responded to the Korean players wiping the podium, and Jin Boyang's ice pier was sent to the hot spots in the station, which caused the whole network to pay attention. In order to achieve the breaking of the circle from sports vertical to the whole platform in the live broadcast room, Kuaishou also gathered representatives from different fields such as Lang Lang, Huang Bo, Yue Yunpeng, Ding Zhen, etc., and produced cross-border linkages such as "Fan Kexin shocked Huang Bo by cutting paper towels with an ice knife".
It can be said that whether it is the live broadcast after the game or the live broadcast opened by the champion, it shows the ingenuity of the resources in the Kuaishou linkage station to polish the ecology of the Winter Olympics: to show the personality of athletes in a three-dimensional way with daily short videos and multi-theme live broadcasts, to excavate exclusive athlete stories with self-made programs, to connect athletes and users with interactive activities such as "wrapping piers to households", and to stimulate user creation and boost athletes' enthusiasm with a strong ice and snow atmosphere. This also allows the athletes of the Winter Olympics to gain the love of the majority of Kuaishou users in a short period of time, and the total number of fans during the Winter Olympics has exceeded 38 million, further expanding the influence of athletes.
Sports advantages are strengthened: Top event IP promotes the increasingly rich sports content ecology
As the industry's leading short video and live content community and social platform, Kuaishou has a wide layout and profound accumulation in the field of sports content. From participating in the broadcast of the 2020 Tokyo Olympic Games as a short video and live broadcast platform in 2021, to the release of the eye-catching results on the broadcast of the Winter Olympics, Kuaishou's leading edge in the field of sports is also expanding rapidly.
In fact, before the Beijing 2022 Winter Olympics, Kuaishou continued to exert efforts in the field of sports content, focusing on building a sports content matrix within the platform, and has built a sports content ecology covering 40 categories such as football, basketball, fighting, snooker, and racing. And through the hand in hand with the NBA, CBA, America's Cup and many other top sports event IP, we continue to move forward in the direction of in-depth sports event copyright operation.
The day after the End of the Winter Olympics, Kuaishou announced that it had reached a copyright cooperation with UEFA to become the official live broadcast and short video platform of the UEFA Champions League this season (2021/2022 season), and was also authorized to broadcast live and short video in the Champions League. It can be said that from participating in the broadcast of the 2020 Tokyo Olympic Games last year, to the successful conclusion of the Beijing 2022 Winter Olympic Games project, and then to the next Champions League, Kuaishou has fully demonstrated its vitality and value in the dissemination of SPORTS EVENT IP content.
Next, Kuaishou will continue to increase the weight of sports, further exert the advantages of short video live broadcast platforms, take event copyright as the core element, continuously enrich the ecology of Kuaishou sports content, drive the content co-creation of sports communities, and explore the new development of sports competition content in the short video era.