Note: This article has been translated from a Chinese article titled “直播平台热门案例盘点与商业预测——疯狂的直播” found on the leading digital media Wechat account yourshifu. The original article can be found by scanning the QR code at the bottom of this article. As the article was quite long, I have broken it down into three separate posts. The first two posts share case studies of three types of live streaming collaborations including brand and celebrity events, new product promotion and direct sales. In the third article the author, —- , has made some predictions for the future of the Chinese live streaming industry.
For the opening ceremony of the 69th Cannes International Film Festival, the L’Oreal Meipai account broadcasted the famous Chinese star Li Yuchun disembarking from her plane in Cannes as well as a one-on-one interview with the star. Later, at the red carpet, the Elle Magazine Meipai account broadcasted Li Yuchun walking the red carpet with Xiao Xue, the Publisher & Editorial Director of ELLE China Magazine.
The live interview with Li Yuchun broke a Meipai record for the number of Likes in one live broadcast session, reaching 31 million, a very satisfying result for the brand and the celebrity.
Besides Li Yuchun, Meipai also conducted interviews with many other Chinese celebrities during the film festival including Li Bingbing, Gong Li, Wang Ziwen, Sun Li, Li Jiawei, Liu Yifei, Li Chun, Pan Weibai, Jing Boran, Hua Chenyu, Zheng Shuang and more.
Ever since celebrity Liu Tao went on Ingkee to promote the popular TV series Ode to Joy, there have been more and more celebrity appearances on the platform. Recently, hot male celebrities Jing Boran, Ethan Juan, Qin Hao and Tony Yang broadcasted live from the set of a promotional video they were filming for the new MINI Clubman. The live broadcast attracted massive numbers of young females wanting to take a look at the topless male celebs, reaching a peak number of 200,000 viewers online at one time. Over the course of the three-day shooting, a total of 340 million people tuned in to the broadcast.
While the celebs were technically promoting the car, in actuality they were promoting themselves, giving viewers a behind the scenes look at their lives and their behavior on set. This type of raw and real behind the scenes video is extremely attractive to viewers and has a much greater ability to turn people into fans than other types of video might.
Platform: Douyu TV
On May 4th of this year, to promote his new film, Running Amok in India, first time director and famous comedic Chinese actor Wang Baoqiang live streamed from the set of the film in India. This was his first time doing live video and within the first 30 minutes of the video he received over 5 million viewers.
During the live video session, Wang Baoqiang not only introduced his movie, but also shared his meals on set with the audience, and conducted shared video chat with several of Douyu’s top live streaming hosts (meaning that their screen appears inside of his screen, like a public Facetime session.) He was a good sport and answered a wide variety of questions, including random ones such as, “Do you play League of Legends?”
Wang Baoqiang’s entertaining responses and funny facial expressions captivated the audience, who sent him streams of virtual gifts. In fact, the Douyu platform custom-made some special movie-themed gifts just for his broadcast, which seemed to increase the audience’s enthusiasm.
With the massive engagement and high viewer numbers, live streaming proved to be an excellent way to kick off movie promotion.
Currently it seems to be very popular for celebrities to crossover into the business world and become executives at music and technology companies with famous artists Gao Xiaosong, Song Ke and He Jiong joining Alibaba Music, Wang Leehom going to Tencent and Li Xiang joining Qihoo 360.
Not to be left out, at the end of March, 2016 international superstar Jay Chou, was appointed VIP.com’s “CJO” (Chief Surprise Officer, no idea what that job does… I guess they were trying to be clever. “J” stands for “jingxi”, the Chinese word for “surprise”; it’s also the first letter of his name). VIP.com held a press conference for the contract signing. In addition to traditional media, VIP.com also invited over 30 popular live streaming hosts from several platforms including Ingkee, Miaopai, Nice, Xiandanjia. The event was also officially streamed on Meipai.
Hosts streamed the event on their respective platforms, using Jay Chou’s fame to increase their own popularity while simultaneously promoting VIP.com.
On April 8th, 2016 the Hunan TV program “I am a Singer” announced their strategic partnership with the live streaming platform Ingkee. In addition to broadcasting on Hunan TV’s own live video channel Mango TV, Ingkee would also broadcast portions of the program as well as hold live interactive activities such as the “Night of Champions” performance and the “Guess the Song to Win Tickets” contest.
Each contestant had a Ingkee account which gave fans backstage access to see what their favorite singer is like offstage. Furthermore, fans had the ability to influence the show in real time; each contestant’s live streaming popularity influenced the order of their performance. Through the live stream fans could interact with the contestants, give them encouragement, and send them virtual gifts.
This strategic cooperation was very successful for both sides. For Mango TV the program saw an increase in ratings and the creation of an engaged and interactive audience, while Ingkee benefitted was able to use the program to increase their platform’s influence and brand image, while also paving the way for the future of mobile broadcasting.
Platform: multiple platforms
Mango TV’s girl group reality show contest “Summer Sweetie” added a twist to their auditioning process. Instead of only offering traditional auditions, they also gave wannabe contestants the opportunity to apply through various online platforms. The girls with the most votes would get the chance to participate in the contest.
Partner platforms included Weibo, Lychee FM, as well as several live streaming platforms such as Ingkee, Huajiao, Yizhibo, Wangyi Bobo, Wangyi CC and more. Top performers on each platform were chosen to enter the competition.
As we can see from this case study as well as the previous one, Hunan TV has been quick to recognize the potential of live streaming apps and has become a leader in the entertainment industry, showing the power of cross-platform cooperation by partnering with live streaming apps on multiple occasions including the shows “I am a Singer”, “Super Girl” and “Summer Sweetie”.
After actor Jia Nailiang became Yizhibo’s Chief Creative Officer his first task was to organize and manage Korean heartthrob Song Joong-ki’s Asian Tour.
On May 13th Jia Nailiang interviewed Song Joong-ki live on Yizhibo, creating a new record with 2 million viewers online at one time, and within half an hour of the show starting it had received over 7 million views. This just shows how obsessed Chinese girls are with Song Joong-ki!
Yizhibo also live streamed Song Joong-ki’s fan meet and greet event on May 18th in Beijing. The broadcast of the event received a total of 11 million views and 30 million likes.
Scan QR code for original Chinese language article