When the freshmen reported to the epidemic, how did the media successfully "work"?

Author | Ge Chang

At the beginning of September, CCTV News and many universities launched the theme event of "Hello, New Student" on Weibo. Through PLOG (Photo-Log, referring to the form of pictures, photos, and daily life), offline theme punch cards, etc., prepare a "school gift" of different Young for new students who are about to start college life.

As of September 16th, the topic of the event#.

How does CCTV News help freshmen welcome new life? What innovative gameplay is worth learning from? In the context of accelerating the deep integration, the media improves the ability to "work" and becomes more "younger". What is the secret?

Wuhan University "Hello, New Student" event scene

1. Innovation+interaction+extensiveness, seize the three elements of "work"

"How to get a new student?" "How do new roommates meet a good impression?" "Which canteen's meal is the best?"

New students who have just stepped into college face many problems and troubles. In addition, due to the impact of the epidemic of new crown pneumonia, some schools have greatly "shrunk" at the welcome activities. How can I play new ideas in the opening season?

Since 2020, CCTV News and Weibo and thousands of universities across the country have launched the "Hello, New Student" opening season activities online and offline. Under the normalization of the epidemic prevention and control, a new way to the opening season reported Essence As of now, the total reading volume of Weibo topics was 2.34 billion, and 2.496 million people have posted to participate in the discussion, making the school opening ceremony full!

Students from Wuhan University are filming in check -in

How is CCTV news "live"?

First of all, CCTV News seized the innovative thinking element.

"Hello, new classmate" activity breaks the traditional opening model and reporting method, and does not pay too much attention to the "tall" content of the grand school history and school style motto. Design specific and interesting links such as "offline campus punch" and "campus life exchange". This has made the reporting season report less serious and heavy historical atmosphere, more relaxed and lively youthful colors, and more liked by young people.

Secondly, CCTV News works hard up and down.

"The first problem to solve online interaction is 'participation threshold'." Chen Xi, editor -in -chief of the cooperative media department of the General Taiwan News Center, told the media tea party, "New media's interaction must be" short -level and fast " Forwarding is good, it is better to build new behaviors than those who are habit. "

For freshmen in the university, on the first day of the campus, I can't wait to check in and bask in the circle of friends; taste the school cafeteria and send evaluation on Weibo; participate in the opening ceremony, show the school photo ... A full school must be acting, and the freshmen are popular and sought after.

"Hello, new classmate" closely focused on these behaviors and tendencies, and carried out a series of interactive activities.

First, the official WeChat official WeChat launched the event, and the official WeChat of the university will serve as the role of the "leader", set up online communication groups, carry out offline friendship activities, and build a bridge for interactive exchanges between freshmen and freshmen, old students, and schools. ; The second is to design youthful and trendy signs at the library, school entrance, etc., and give one exit for "check -in photos" in the mobile phone album to give a "check -in photo" more reason; the third is to distribute " "Starting scholarships" directly awarded high -quality content contributions; fourth, publishing related topics, infected people who have experienced similar experiences.

Finally, CCTV News pursues widespread in specific planning.

The extensiveness of this event is reflected in three aspects.

The first is the large number of activities for the university freshmen. The second is that this event, CCTV News joined thousands of universities to carry out online interaction. Seeing his school on Weibo, no freshman is unwilling to click in and see, and naturally increase traffic and attention. Third, online activities are mainly Weibo, with low thresholds, which is convenient for everyone to participate. The new and vivid fingers can record this unforgettable school time, which is simple and convenient, which greatly improves the enthusiasm of the new life.

With the participation of many freshmen and universities,#在 在, new classmates#topic reading increased 18 million a day, and also attracted 1115 entries for CCTV News client in less than a day.

Innovatively do a good job of leading, interactive guidance operations, and extensive improvement, these three major elements have formed the basic idea of ​​CCTV news "work". In practice, constantly thinking, constantly understanding this basic idea, and implementing it in the specific "rectification", solidly improve the ability of "work".

2. "Online+offline" two "whole work" at home, so that the start of school is "tide" and "warm"

After grasping the three major "survival elements" of innovation, interaction, and extensiveness in thinking, how to choose the media at home?

CCTV News answered with actual actions. "Hello, new classmate" online and offline two home -to -home power, carrying out various activities, so that the freshmen can see that the opening season can also be so tide, but also feel the warm moments in the event.

Online, CCTV News rushed to the first day of the time on September 1, released#在, new classmates#theme Weibo, published "the topic discussion of the whole people", "college participation in a new semester", "handwriting blessing message, The three trendy gameplay of the new classmates opened the event in the way of "online topics discussions".

For the first time, I met a new roommate and participated in the university opening ceremony for the first time ... One by one, the meaningful topics were discussed on Weibo and the circle of friends. The official WeChat of colleges and universities also released a map strategy and warm -hearted tips to help freshmen solve the actual difficulties such as "how to engage in the process of registration" and "where to buy life materials". Soon after, CCTV News and Renmin University of China, Wuhan University, and Lanzhou University launched the theme video of "Hello, New Student". In the video, there are mistakes to report the tourist channel as the entrance. When you encounter a new roommate, you do n’t know how to say hello and embarrassing new faults. There are also intimate services to welcoming new school sisters and sisters to help freshmen solve sudden difficulties, relay and carry large amounts of luggage and other mutual assistance. story. Both humorous and interesting, but also warm. Once the theme video was released, the broadcast volume of the major video platforms reached 6.5 million, which evoked the graduates of the freshmen, the old students, and even the university for several years.

The online activities are wonderful, and the offline is not idle. On the first weekend of the freshmen on September 9, CCTV News sent five offline teams in advance to enter the activities of Wuhan University, Lanzhou University and other universities.

Chen Jiangbin, editor -in -chief of the user operation and maintenance department of the General Taiwan News New Media Center, said in the preparation of offline activities: "The night before the offline event started, we put the warm heart copywriting projection lamp on the new school entrance passage. It is the next day to surprise the freshmen. "

The hard work the night before was in vain. When "today's campus weather, cloudy turns sweet", "tomorrow, we will see, we will not see", such as the next day, when we see the dormitory walls, class roads, and playground runways on Wuhan University, the students stopped and took the steps. Take a picture and forward it. At this moment, the youthful new life, the green and fresh campus, the warmth school blessing discourse echo each other, some netizens commented "sour, sour" "If I had this activity when I started school," "The epidemic situation No matter how you use it, this is what youth should look like "...

Freshmen of Lanzhou University are shooting warm heart copywriting projection

In addition to some surprising small activities, the offline team also opened the "Hello, New Student" PLOG small race on the campus of Wuhan University and Lanzhou University on September 9. The small team placed cards such as cards, FLAG background walls and other logo in the library, teaching building, etc., attracting new students to put on POSE to interact. Take three card photos and upload it to the Weibo event page. You can participate in the competition and generate your own own photo diary (PLOG), leaving precious memories for the past few days of school.

During the event, many students like PLOG, a trendy, fun and fast form of activities, and spontaneously become the "propaganda ambassador" of the event. Forward.

Two online and offline home games played well. "Online topic discussion+offline punch card+interactive creation+creative video" four -way combination combined, CCTV news made a set of youth combination fist.

The online home is the first to speak, bringing up the rhythm. Offline home -to -home implementation activities will help online spread more three -dimensional and more grounded; two online and offline home games complement each other and cooperate with each other, which not only exerts the creative communication power of online propaganda, but also the warmth brought by online activities. Certainful, Qiang Qiang joined forces to let the CCTV news opening season report that it was both "tide" and "warm".

3. Participation+identity+sense of ritual, CCTV news really "understands me"

After grasping the media's "three elements" and "online+offline", how can we do it to successfully "work" and make a real "understanding you" activity?

CCTV news started action around three key participation, identity, and ritual sense, and gave other media a look.

1. Through the sense of participation, let the reporting no longer become a "netizen meeting"

For the media, "no one to participate in activities is for nothing." The media should put the sense of participation in the first consideration when planning and implementation.

At the Little PLOG race and FLAG copywriting event scene, the offline team "greets" new students through personal slogans and small gifts to attract everyone to receive inspirational stickers. When the freshmen are holding "the time is just right, the beautiful story is about to start", "Our journey is the sea of ​​stars" and other stickers to take a group photo with the playground and library. CCTV News "Mark Cup, handbag and other cultural and creative products.

CCTV News fully mobilized the enthusiasm of the new classmates through the wonderful activities of online and offline, giving a real sense of participation, so that freshmen's reporting is no longer a netizen who "you don't know me, I don't know you" meeting. Essence

2. Create a sense of identity and commemorate the growth and transformation from high school to university

Attracting users' extensive participation is the first step of media actions. So how to make diverse activities forming a gathering force and show characteristics?

At this time, it is necessary to highlight the identity, strengthen the identity of the audience, and make the activity more new "exclusive taste".

Freshmen forward#新, new classmates#topic Weibo can lighten the "small schoolbag" opening icon badge after the nickname, and directly hit the new students to report on the scene and the new students' registration ceremony. The growth and transformation of the university. The sense of identity makes the whole "hello, new classmate" reporting season theme is more distinctive, and the highlights are more prominent.

Netizens light up the "small schoolbag" to open the icon badge

3. Creating a sense of ritual, CCTV News really "understands me" ritual is the seasoning of life, which is an important means for the media to work at the atmosphere and enhance the effect of activity.

For college freshmen, the start of school is undoubtedly a sense of ritual. The first photo of the opening ceremony, the first photo of the parents in the new school, the first time I saw the "star scholar" and "idol professor" in my heart ... these "first school" naturally with ritual Feeling is the content that freshmen expect.

CCTV News cleverly grasped the psychology of the new classmates. In the first month of school, passed the card through campus landmarks, started the PLOG diary, and directly hit the welcoming scene and other activities. It not only meets the emotional needs of the new classmates, but also makes the activity more atmosphere.

CCTV News integrates a real sense of participation, a distinctive personality, and a sense of ingenious rituals into each activity. It makes young people feel that CCTV News really "understands me".

Chen Jiangbin told the media Tea. "The biggest experience in our event is to learn to use students 'language and the way of students' favorite ways, and organically combine the theme of the main theme with the expression of youthful expression in order to realize 'broken dimensions'. "

In the environment of deep integration of the media, newcomers will retire. The deputy minister of the Central Propaganda Department and the head of the main station said at the fifth Internet conference in 2018. The media must learn the spirit of "elephants must also learn to jump hip -hop", adhere to possession of innovation, consciously responsibility to act, Win new advantages in integration and development.

From the practice of CCTV News "Hello, New Student", it can be seen that as the "leading sheep" of the media's youthful transformation, the main station has implemented the spirit of "elephant must learn to jump street dance". Productivity, communication, and credibility practices are really hard -working. The main station uses practice to confirm that only by the media, only if you dare to be younger, good at "work", and use youthful tone and gesture to do news and content can you harvest the audience's love and achieve a win -win situation of traffic and reputation.

Picture from: CCTV News

Edit | Zhu Tingting

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