On April 23, the iQIYI World Conference "Sports 2024 Super Event Resource Sharing Conference" was successfully held in Beijing. At the meeting, iQIYI Sports officially announced the resource strategy of the 2024 super event, adhering to the concept of "openness, cooperation, and win-win", and working together with industry partners for common development. Under the background of the high-profile 2024 Sports Year, iQIYI Sports is not only committed to bringing users a more diverse viewing experience, but also providing brands with a new one-stop marketing solution.
Open cooperation to achieve a win-win situation, and create a "one-stop" service for brand marketing
In 2024, super event IPs such as the European Cup and the Paris Olympics will follow one after another. With the characteristics of high penetration, high emotional value, and many hot topics, top-level events are the core of the operation of sports content platforms, and they are an excellent opportunity for major brands to take this opportunity to enhance their reputation.
Yu Lingxiao, CEO of Xinai Sports
At the meeting, Yu Lingxiao, CEO of Xinai Sports, made an opening speech with the theme of "openness, cooperation and win-win". He said: "With our years of experience in the sports industry, we have established close partnerships with various top event IPs around the world. In the new media environment, Xinai Sports continues to adjust its content layout, operation strategy and marketing innovation, and actively explores new models of digital distribution and cross-platform operation, not only to provide users with better content and viewing experience, but also to achieve win-win cooperation between IP parties and brand owners. ”
As people's daily life scenes become more fragmented, sports content acquisition terminals are gradually decentralized, based on this change, Xinai Sports, as a digital distribution platform for sports content, will live broadcast events, derivative content on the basis of iQiyi, iQiyi Sports APP operation, and will also be distributed to short video platforms, TV hardware manufacturer terminals, to achieve multi-dimensional access to different types of sports users.
Yang Yang, vice president of Xinai Sports
Yang Yang, Vice President of Xinai Sports, also elaborated on the platform operation strategy and super event resources, and deeply interpreted the new content strategy in 2024, that is, in the era of digital media, through diversified content and multi-scenario distribution models, to meet the diverse needs of different users. At the same time, based on the current environmental changes, Xinai Sports has established a clear positioning of "digital distribution platform for sports content".
Yang Yang also emphasized: "After obtaining various top-level IP copyrights, we not only optimize content production according to users' usage habits, but also strive to create one-stop marketing solutions for brand owners. Comprehensively integrate and upgrade event operations, content distribution, communication matrix, cross-platform resources, etc., to explore the infinite possibilities of sports content and create more value for users and partners. ”
"Go to iQiyi Sports and watch the European Cup", open up the imagination of thousands of contents of the European Cup
This year's European Championship will be held in Germany from June 14 to July 14, 2024. In order to better report on this year's European Cup, combined with the previous operation experience, iQIYI Sports will carry out a comprehensive upgrade from the dimensions of event broadcasting, technical upgrades, content planning, etc., to present a summer football heat wave for users and advertisers.
iQIYI Sports has newly upgraded the XR super live broadcast scene, allowing users to achieve 360-degree full-scene immersive viewing on the terminal, and also build rich exposure scenarios for brand customers. In order to meet the demands of current fans for real-time viewing and sharing, iQIYI Sports also added the "official interactive host" to the live broadcast to interact throughout the whole process to achieve companionship viewing. In terms of technology upgrades, iQIYI Sports will provide users with a more real-time, higher-definition, and more professional live viewing experience, by reducing the live broadcast delay, iQIYI's "Frame Qiying MAX" high-definition viewing audio-visual experience, and AIThe one-click generation of battle report content, etc., to upgrade the viewing experience of fans in the European Cup.
At the same time, iQIYI Sports has also carefully planned many original columns, such as professional commentary, front visit, entertainment variety shows and other diversified derivative programs, covering senior fans, public fans, and pan-sports fans to meet the customized needs of different users for content. On the eve of the European Cup, two blockbuster programs will be launched, "Summer of Europa" and "Guide to Watching Football Without Discrimination", which will fully kick off the warm-up of the Super Competition from mid to late May, create rich derivative content around the European Cup, present the cultural charm of the European Cup from multiple angles and dimensions, and ignite the enthusiasm of the whole people for football. In addition, iQIYI Sports will use the new media matrix to widely distribute the event content through short video content planning, high-quality information push and AI real-time battle reports, so that the football atmosphere will continue to progress and stimulate the long-tail effect of high-quality content.
Combined with the rich entertainment resources of the platform, iQIYI Sports will also invite many professional sports commentators, cross-border commentators, star artists, etc. to join the 2024 summer football carnival. Whether it is at the European Cup or in a social occasion in China, we will jointly create a warm atmosphere with both public topics and professional discussions.
Accurately grasp the marketing trends of sports events and drive the maximization of brand marketing value
Senior Vice President of Xinai Sports Miao
Yan Miao, senior vice president of Xinai Sports, gave a comprehensive introduction to the layout of marketing resources of iQiyi Sports in the 2024 sports year. In June, the German European Cup will take the lead in opening the summer brand marketing boom, and the monopoly effect of super IP on traffic and user attention has been very early, and many brands have begun to lay out around the European Cup in advance. iQIYI Sports will build a diversified and multi-level brand integrated marketing solution for the brand, and carry out a new improvement around the super traffic brought by the European Cup in terms of event communication, content production, market activation, and cross-platform resource integration.
After the European Cup, head football events such as the Premier League and the Champions League will effectively undertake super traffic, and iQIYI Sports will design more sports marketing scenarios for the brand to help the brand settle its mind for a long time and help the brand lock in the continuous dividends of the event marketing track. Focusing on the innovative marketing methods that the brand focuses on, iQIYI Sports will collect the attention of top events from inside and outside the field, and continue to expand the sports life experience scene, and improve people's favorability of sports from social communication and event experience.
Fang Jun, General Manager of GroupM Think Tank
At the meeting, Fang Jun, General Manager of GroupM Think Tank, shared global sports marketing trends around the "2024 Sports Marketing White Paper" jointly released with iQIYI Sports. At the event, the three major sports marketing methods of the sports year were recommended for the brand, and a variety of brand marketing solutions were proposed.
In recent years, with the rapid development of the sports industry, more and more sports institutions and leading brands in various industries have chosen to work together with iQIYI Sports to explore and achieve a win-win situation. With its deep accumulation and mature experience in the industry, iQIYI Sports has gathered many head event resources and high-quality users, and continues to promote the iterative upgrading of the sports entertainment ecology through the intensive cultivation of platform operations and the rapid development of technical means, providing more value for partners. In the future, iQIYI Sports will continue to help brands maximize their marketing value through precise positioning, innovative content and efficient communication.