Feng Xiaogang and red envelopes fly, can save the Spring Festival evening ratings

When on the micro-blog on the Collective Spit Groove Spring Festival Gala became fashionable, when watching the Spring Festival Gala is to be able to and small partners to scold and scold the Spring Festival Gala, the Spring Festival Gala began to change, one of the changes is Feng Xiaogang battle.

What is the Spring Festival gala for a famous film director? It seems to be the biggest horse of the 2014 Spring Festival Gala. Two days ago, the news that Feng Xiaogang will please Cui Jian on the evening singing, this is a group of people surprised: Rock Godfather all come, the Spring Festival gala a little read. Some people do not understand Cui Jian, you old this is what to do? faltered not to be on this and rock and roll is not a tune of the Spring Festival gala?

But the surprise is Sina Weibo, January 6, Sina Weibo "Let red envelopes Fly" activity started. While watching the Spring Festival Gala, the Netizen publishes the micro-blog that contains the related topic, or forwards, comments, praises the red envelope micro-blog, all may obtain the red envelope and participates in the lottery.

As the biggest vomit trough of the spring festival, Sina Weibo Weibo, incredibly made a big red envelopes, and the amount is not low. According to my internal understanding of Sina Weibo, Sina has initially prepared a value of 1 billion of prizes, with the continuation of activities, the scale of prizes will also be expanded.

Do you have a gift for the Spring Festival gala? It seems that the truth is so, the best of the best, the people, the jokes, while watching the Spring Festival gala, while writing a little shining wisdom of Weibo, not only to earn a popularity, but also to earn prizes.

Back to the point, I thought Sina Weibo and Spring Festival gala jointly "Let Red Envelopes Fly" has two purposes:

One is to let the popularity of micro-blog, in large events, the strength of micro Bo. On micro-Bo and micro-trust friends Circle, I always think, micro-bo is the square effect, micro-trust friends Circle is the nature of the club friends social, the core difference is that micro-blog can be forwarded, but the circle of friends cannot. So, in the face of public events, the square effect of Weibo is more diffuse.

In the event of large public events such as earthquakes, the need for more information must be Weibo. Weibo and micro-trust friends Circle, can not replace each other. But with the popularity of the micro-credit circle, Weibo also needs to draw on the events.

The second is to bring the young people back to the TV. There are already many ways of entertaining themselves, and they are unwilling to spend time with their families in front of the TV, playing their own party and playing social media. Sina Weibo's red envelope is a hope that young people, while playing social media, can sit in front of the TV and grab a red envelope to play with.

Sina Weibo this is also a big deal, in addition to become the CCTV Horse Spring Festival Gala Two-dimensional exclusive partner, and compared with previous years, this year's activities lasted longer, more participants, more diverse forms of participation, prizes are more generous.

It is reported that the red envelope activities will continue until February 14, users in addition to the release of micro-blog, forwarding, comments and praise related micro-blog, you can also scan two-dimensional code into the active page. The total value of up to 1 billion of the "red Packet Feast", prizes include the use of car, digital products and daily necessities, Spring Festival and other types.

In fact, Sina Weibo early four years ago launched the "Let Red Envelopes fly" activities, relying on Sina Weibo open platform and massive user scale, the traditional spring festival new vitality. For example, last year's "Let Red Envelopes Fly" activities, attracted more than 50 million of users to participate in a total of 175 million red envelopes. This year's activity is more menacing, sent nearly 150 million red envelopes in two days, sending more than 50,000 red envelopes per minute.

However, can feel, CCTV and Sina Micro-bo cooperation is increasing. For example, in the Spring Festival evening program in the broadcast process, the audience can participate in real-time interaction through Sina Weibo platform, so that the Spring Festival evening in the real sense to achieve the network linkage. On the other hand, Sina Weibo on the topic of the Spring Festival, the higher the heat, coupled with the "Let Red Envelopes fly" huge prizes incentive, is bound to further enhance the audience ratings, and the Spring Festival evening high ratings will lead to the microblogging activity and topic volume, so as to build a benign network ecological system.

According to Sofres provided by the City rapid detection data show that the most wind vane of CCTV set, the 2013 Spring Festival Gala ratings for 11.362, compared with 2012 17.37 down 6%. The impact of the network video, the younger generation of attention transfer, once the CCTV Spring Festival Gala accelerated the pace of breakthrough. In the face of the plight of the decline in ratings, CCTV this time is played two cards, one is Feng Xiaogang, one is the deep cooperation Sina Weibo. In a sense, this is also CCTV's Spring Festival gala breakthrough.

Feng Xiaogang and micro-bo red envelopes fly, can become the Spring Festival evening ratings of the left and right Dharma?