Unlocking a Brighter Tomorrow: Tencent Video OpenDay Unites with Hit IPs like ‘When Flowers Bloom in the Mountains’ to Drive Lasting Social Impact
Tencent Video OpenDay: Joining Hands with High-Quality IPs to Create Sustainable Social Value
On September 9, as the 10th “99 Charity Day” was upgraded to “Jiujiu Charity Festival”, Tencent Video OpenDay chose to go to campus to do good deeds with young users offline. At the beginning of the autumn semester, with the theme of “Love in Every Minute”, Tencent Video OpenDay brought IP and charity to the campuses of Peking University and Shenzhen University.
From Artistic Creation to Social Reality
Tencent Video has adhered to the core development strategy driven by art and technology. In the long-term cause of public welfare, art and technology have also become important fulcrums for Tencent Video’s practice and innovation. As a content platform, Tencent Video has always paid attention to social focus issues and put social benefits in the first place in content production and broadcasting.
Linking with ”When Flowers Bloom” Injects New Impetus into Public Welfare
The TV series ”When Flowers Bloom in the Mountains” is adapted from the deeds of Zhang Guimei, the winner of the “July 1st Medal”. It tells the moving story of Zhang Guimei who founded a free girls’ high school and wrote a new chapter for mountain education with her blood and sweat.
At the launching ceremony of the TV series “When Flowers Bloom in the Mountains” held at Peking University, Gao Changli, Director of the TV Series Department of the State Administration of Radio and Television, Zhang Heng, Deputy General Manager of the Film and Television Content Production Department of Tencent Online Video and Editor-in-Chief of Tencent Video, and many guests, creators, and actors successively added plum blossoms to the “When Flowers Bloom in the Mountains” scroll, helping the “flowers” to bloom brilliantly, and witnessing that the series will be broadcast on Teachers’ Day.
Entering the Two Major Universities in the North and South
On the campuses of Peking University and Shenzhen University, Tencent Video OpenDay specially created a points charity market, which collects and delivers the love and kindness of users through the combination of IP, products and charity projects. Focusing on the five major charity interactions initiated by Tencent Video during the Jiujiu Charity Festival, Tencent Video OpenDay combined the IP type and the attributes of the charity project to build a points charity market at the main venue of Peking University.
Taking the TV series Xinxun Island Pinghang Post Office as an example, this area combines the TV series “When the Mountain Flowers Bloom” with the Xinxun Island public welfare project, inviting users on site to leave encouragement and blessings to the junior girls of Huaping Girls’ High School on mountain flower cards. All mountain flower cards and letters will be sent to Huaping Girls’ High School together after the event.
Doing Good Things with Users Offline
In order to encourage users to donate points and do good deeds, Tencent Video has also created a cool points station in the points charity market. On-site users can choose any charity project to donate points. After completing the points donation, they can get the charity ticket corresponding to the charity project.
At the branch venue of Shenzhen University, Tencent Video also linked IP, brand, points charity donation and other elements to create a points charity market for users. In addition, at the main venue and branch venues, Tencent Video also linked the TV series “The Lost Tomb of the Sea”, the animation “The Bridge of Wind and Rain 3 Bishamontian”, the documentary “The Potala Palace” and “Snacks: Season 3″ and other IPs and their creators to create a series of rich and interesting on-site activities.
Adhering to the Value Concept of “Technology for Good”
Tencent Video has not only improved its content and technical capabilities, but also continued to build public welfare capabilities. Through the combination of brand, IP, products, services and public welfare, Tencent Video continues to leverage the platform’s professional capabilities and resource expertise in film and television content production and broadcasting, allowing values of kindness to spread and take root.