Xiaohongshu released the happy ending letter of "Everyone's Spring Festival Gala", showing the "report card" of cooperation with the Spring Festival Gala.
On the evening of February 9, the China Central Radio and Television Station's "2024 Spring Festival Gala" arrived as scheduled. As a platform for sharing notes and live broadcasts, Xiaohongshu set up an exclusive live broadcast room for "Everyone's Spring Festival Gala" next to the Spring Festival Gala studio, creating the first "accompaniment" "Style" live broadcast takes the audience to immerse themselves in the Spring Festival Gala, watching and chatting about the Spring Festival Gala with everyone. The total exposure of the entire live broadcast exceeded 1 billion, the number of viewers exceeded 27 million, and the number of user interactions in the live broadcast room reached 170 million times.
This Spring Festival Gala teamed up with Xiaohongshu to create the "Watch the Spring Festival Gala on the big screen, talk about the Spring Festival Gala on the small screen" model, allowing more users to participate in the interaction and discussion of the Spring Festival Gala. Data released by Xiaohongshu shows that on New Year’s Eve, the number of Spring Festival Gala-related notes posted exceeded 1.56 million. During the event from January 19 to February 10, there were more than 80 million users searching for content related to the Spring Festival Gala in the Xiaohongshu community, and more than 25 million users participated in posting notes and comments.
The relevant person in charge of Xiaohongshu said that the Spring Festival Gala carries the memories of hundreds of millions of people of the times, and hopes to organically combine this warmth with the Xiaohongshu community to create more value for all viewers who love the Spring Festival Gala.
's 7-hour live broadcast of "Everyone's Spring Festival Gala" invited many Spring Festival Gala actors into the live broadcast room to chat about the Spring Festival Gala in front of and behind the scenes, responded to netizens' concerns, and brought first-hand experience of the Spring Festival Gala.
The starring troupe of "Flowers" came to the live broadcast room as guests before entering the Spring Festival Gala studio. The four leading actors, Hu Ge, Tang Yan, Xin Zhilei, and Chen Long, chatted with the host about stories related to the Spring Festival Gala and what they would eat for New Year’s Eve dinner at home. Xin Zhilei also taught on-site and taught Hu Ge, Tang Yan, and Chen Long their experience in changing handkerchiefs.
After the Spring Festival Gala started, the hosts of the live broadcast room Zhu Guangquan, Xie Na, Wang Bingbing, and Yang Di took netizens to watch the Spring Festival Gala with an "eight-fold mirror". Users in the live broadcast room posted notes while watching, chatting about "my New Year's Eve dinner" and posting "Dragon" First selfie of the year."
After the performance, many Spring Festival Gala actors came to the live broadcast room. The dancers of "Lucky Koi" revealed the Wia dance practice process, and Zhou Shen taught the host how to play Ba Duan Jin...
In Liu Qian's magic, the host Ni Gemai Ti unexpectedly found that the cards in his hand did not match up. After the Spring Festival Gala, Nigmaiti reviewed the incident in the "Everyone's Spring Festival Gala" live broadcast room. "I thought, if the inside doesn't match up, the outside can match up. But after holding it for a long time, I took a look from the outside and found that the outside didn't match up either."
After Nigmaiti responded, netizens commented in the live broadcast room that "Xiao Ni resolved the embarrassment immediately." This response quickly became a hot spot on the entire Internet from the "Everyone's Spring Festival Gala" live broadcast. Many netizens commented under the relevant video, "Seeing this live broadcast, I understand Xiao Ni's expression better at that time. It is so interesting."
It is a habit of many netizens to discuss online while watching the Spring Festival Gala. The Xiaohongshu community provides an interactive place for viewers to chat about the Spring Festival Gala and share exciting content in real time.
Before and after the Spring Festival Gala, discussions among Xiaohongshu users put a number of topics related to the Spring Festival Gala on the hot list, such as "Fengshen Boy Group reunited for the Spring Festival Gala", "Wang Sulong's own song was on the Spring Festival Gala", "0713 Dreams Come True Spring Festival Gala", etc. The "Everyone's Spring Festival Gala" live broadcast room also launched the function of sending notes while watching the live broadcast, stimulating Xiaohongshu community users to participate in topic discussions and content creation.
A Xiaohongshu user said that the whole family was still unsatisfied after watching the group cross talk "The Director's Mind" on the big screen, so they immediately locked in the "Everyone's Spring Festival Gala" live broadcast room, which not only unlocked the mbti personality of the nine program actors, but also The community shared their own experiences of the same style under topics such as "My mental state during the Spring Festival Gala".
Xiaohongshu users also participated deeply in this Spring Festival Gala. Cui Liang, a blogger on Xiaohongshu and a graduate student of Chinese painting at the Central Academy of Fine Arts, was invited to create the blessing pattern above the audience for the Spring Festival Gala when the "Nian Jin" program announced the curtain. The headdress worn by Liu Shishi, a Tang Dynasty wearer in the show, is a gold and silver high-relief chiseled hair comb with staggered curly grass patterns. It was made by Xiao Ma Ge, a Tianjin arts and crafts master who works in Xiaohongshu. The photos of father and son presented in the stage background of Huang Bo's song "Pinyin" were collected by the Spring Festival Gala crew from users on Little Red Book.
Spring Festival Gala cooperates with Xiaohongshu to allow young people across the country to "plant grass" for the Spring Festival Gala. On Xiaohongshu, young people discuss the content of the Spring Festival Gala, create secondary works based on the content of the gala, and interact with the Spring Festival Gala actors in real time in the live broadcast room. From the front to the backstage, young people are entering the Year of the Dragon with the Spring Festival Gala in a richer way.
