Almost never in European football has there been such an intensive football feast as it has been in the past week. From the double red club where Manchester United and Liverpool have been fighting for hundreds of years in the Premier League, to the Milan derby where milan's two heroes have given the word "derby" in the Coppa Italia, to the contest between Paris and Marseille, which are also the nine champions of Ligue 1...
But unfortunately, although these matches are invariably full of topicality, the obvious gap in the strength of the two warring sides has greatly reduced the excitement of the game. But two days later, Bayern Munich and Borussia Dortmund, who are chasing each other in the Bundesliga table, are about to end this wonderful derby week with a German national derby that will determine the ownership of this season's Bundesliga salad.
Text / Kazuchi Cao
Editor / Xue Yinbo
In the football world, the "national derby" is undoubtedly one of the sexiest concepts.
In a national league, the contest between two of the most prestigious, longest-standing, and rival teams can often transcend all objective gaps and become the most classic battle in countries or regions.
In European football, since 2013, when they worked together to provide the world with a wonderful Champions League final, the German national derby called "Der Klassiker" by fans - Bayern Munich vs. Borussia Dortmund has gradually become one of the most famous derbys in Europe, and Kicker magazine directly rated the game as "Deutschen Clasico" - a German classic.
In fact, as one of the most brilliant European leagues for Chinese players, the German national derby also has a high status in the hearts of Chinese fans, especially on Douyin, the topic #Come to Douyin to see the German national derby has a total of 130 million plays, ranking among the best in the popularity of all football-related topics on the platform.
In the sprint stage with only 4 rounds left in the league, the two teams in the 1st and 2nd places in the standings still maintain the suspense of the championship, so that the duel between the two top teams of equal grade and strength is closely related to the championship, which undoubtedly adds a lot of excitement to the German national derby in addition to the topic and story.
Five days before the match, the official Bundesliga account warmed up for the upcoming matches between the two teams by posting a series of videos about the German national derby on Douyin. Subsequently, bayern Munich and Borussia Dortmund also came down, releasing exclusive warm-up videos through Douyin, and the air fighting method before the start of the match also created an unparalleled atmosphere for this upcoming big battle.
01
Create an immersive experience, and Douyin creates a new way of interacting with the national derby
In fact, as the Bundesliga broadcast platform this season, Douyin has been trying to use the advantages of the platform itself to amplify the influence of the Bundesliga while allowing fans to further enjoy the charm of the Bundesliga.
For example, in the first round of the national derby, Douyin linked multiple accounts online and offline to create a variety of interactive gameplay. In the online topic #My Volley Stunts Can't Be Hidden, taking the Bundesliga logo imitation challenge as the creative idea, the Bundesliga stars, sports in the station, football and a number of circle-breaking masters were invited to participate in the challenge, especially Wang Meng, who began to explain the women's football game this season, also showed his football talent and hobby for the first time by participating in the topic recording video.
At the same time, the topic is driven by the completion of further fermentation, including Zhang Guowei, parkour girl Yuki, Ling Yun, Wang Zhongyao, including a number of Douyin sports circle celebrities, have recorded videos from their own areas of expertise to participate in the topic challenge, attracting more pan-sports users to participate, and the total number of final topic videos played exceeded 200 million.
On the other hand, Douyin also took advantage of the resources of the club's official settlement to try to cooperate with the club for the first time to hold offline viewing activities offline, and the high-quality talents selected by Douyin went to the event site to interact with fans, share live Bundesliga broadcasts, watch Douyin live broadcasts and other stories. In addition to watching the game, a fun content challenge is also organized so that fans can play in all aspects.
On the day of the game, Douyin invited many big coffees to explain the live broadcast to enrich the fans' viewing experience. In the final first leg, the German national derby was watched and broadcast by more than 2 million people. It is understood that this round of the German national derby, there are still Duan Xuan, Yu Xinmiao and other professional commentary for everyone to live broadcast this April 24 00:30, Bayern Munich vs Dortmund focus battle.
Now, on the basis of the first leg, the second round of Douyin continues to strengthen the interactive experience around the national derby, and in addition to launching the challenge topic #football, it is also a joint Pico to provide a VR platform for synchronous live broadcasting of events. It is reported that Pico official will provide multiple event rooms in Pico Home to simultaneously open the live broadcast of the national german competition.
At that time, fans can log in to the relevant rooms of the event through the Pico Neo3 VR all-in-one machine to get a more invigorating experience of the event.
The PicoNeo3 is Pico's latest generation of consumer-grade 6DoF VR all-in-one products. Equipped with a 4K-class HD LCD screen, screen refresh rate up to 120Hz, while using a new self-developed 6DoF tracking scheme and equipped with 3D stereo surround sound speakers, thanks to its high-level software and hardware configuration, Pico Neo3 can provide users with excellent audio and video & interactive enjoyment, so that fans can have an immersive viewing and interactive experience without leaving home.
Online, in addition to the live broadcast of the classic bundesliga matches in the past, the three official numbers of the Bundesliga, Bayern Munich and Borussia Dortmund tried to broadcast the whole game for the first time, and fans searched for the official number of the relevant club on vibrato and enjoyed the home team live broadcast.
In other words, Douyin ingeniously stretched the German national derby from the 90-minute game on the field into a two-pronged drama of online and offline, interactive viewing.
Combining the before and after visits to the derby, fan participation and multi-game viewing experience, from the field to the field to the field, it outlines a complete weekend belonging to the German national derby, giving domestic fans the first opportunity to fully understand the true appearance of the German national derby.
02
Professional as the guideline, the public as the norm: short video platform sports methodology
Of course, the immersive experience is not enough, the core of the charm of football games is ultimately the content of the game.
Therefore, in order to attract more new fans and bring different feelings to old fans, Douyin announced at the beginning of the season that it had obtained the bundesliga copyright, and also invited Duan Xuan to exclusively explain the season's Bundesliga matches.
After six years, the fans once again heard Duan Xuan explain the Bundesliga, so that this "personnel transfer" caused countless fans to praise, and Duan Xuan's ability to undiminished the level of commentary in that year not only made many old fans shout "Ye Qing Hui", but also amazed a lot of new fans that followed, so far this season, Duan Xuan's personal account fans exceeded one million, and the total number of broadcasts exceeded 10 million.
In addition to the professional commentary of Duan Xuan and other head celebrities, Douyin ingeniously opened up the public anchor channel, and in more than 1500 "new commentary" registrations, a number of grassroots commentators who were finally selected rose by more than 100,000 fans on the Douyin platform through the Bundesliga, accumulating millions of total watched broadcasts.
Such a grassroots audition cross-border is not a new initiative, but the secret of douyin's success is to select "ordinary people" who are interested in sports or are hardcore fans, first of all, the attributes of fans in their daily lives can narrow the distance with users, and secondly, the unique perception of grounding can express the understanding of sports in different fields, which can not only let fans and friends hear different interpretation styles, but also let more fans feel the charm of competitive sports.
In addition, it is worth noting that the Douyin platform not only provides sufficient growth space for grassroots commentators, but also provides fans with a more diversified viewing experience.
On this basis, Douyin continues to try to let the top event IP penetrate into more space and provide fertile soil for football to break the circle in more fields.
Nowadays, on the one hand, Douyin uses mature live broadcasting and continuous improvement of broadcast technology to consolidate core fans, accumulating a good reputation in the fan group, while in a larger territory, they use professional combination of public sinking methods to attract the attention of pan-fans. In this way, they can meet the different needs of hardcore fans and pan-sports fans at the same time, thus radiating the charm of football to a wider range of people and further enhancing the influence of Europe's top leagues in China.
According to the data given by the official Douyin, the total number of viewers and broadcasts so far this season has exceeded 130 million, whether for the Bundesliga or the Douyin platform itself, this cooperation has become a new engine for both sides to drive growth.
Promote more dynamic interaction and contact points between the two sides, and continue to provide professional and high-quality content that meets user requirements to maximize the value and growth space of the event sports IP itself.
Nowadays, on the basis of having a large number of sports users, Douyin has gathered a large number of official sports institutions, clubs and media, which publish the highlights of the competition in the Bundesliga-related channels and topics, providing more professional and interesting content for the platform, providing users with a platform for producing content, while the high-quality content provided by users further feeds the platform.
Indeed, for domestic fans, no matter how die-hard they are, how many games they watch, how much information they search, the distance in time and space will always produce a gap. Just like we often say that "the best way to learn the language of a country is to live in that country", if you want to really experience football and experience the charm of the Bundesliga, only 90 minutes of play is not enough, and outside the game, follow the vibrato to feel the continuous deep participation in each game, in order to truly feel the charm of the Bundesliga.