On October 3, the food and humanities documentary "Delicious Intangible Cultural Heritage" produced by Douyin and produced by the team of Xiao Han, director of "I Repair Cultural Relics in the Forbidden City" came to a successful conclusion. In the program, the meal duo composed of Zhang Xincheng and Zhou Xiaonao took the twelve o'clock as the main line and traveled to Tianjin and Guangzhou, one north and one south, to taste twelve intangible cultural heritage delicacies and explore the touching intangible heritage inheritance stories behind the delicacies. . At the same time, in order to more deeply convey the cultural connotation of intangible cultural heritage, the "Delicious Intangible Cultural Heritage" extra chapter jointly launched by Yunnan Baiyao Oral Care Products has also been seamlessly launched online. From Tianjin to Guangzhou, Yunnan Baiyao oral care products guard the entire journey, allowing you to taste various intangible cultural heritage flavors and pay tribute to the food inheritance story. Since the broadcast of
, many topics such as #pasta and desserts are called glutinous rice dumplings in Tianjin, #inttangible cultural heritage snacks are hidden in the alleys of Guangzhou, #inttangible cultural heritage heirs do not want their children to inherit the family business, etc. have been on the Douyin hot list. Sparking heated discussions among the audience. In the extra chapter, special intangible cultural heritage delicacies from the two places, such as jumping carp, pig offal porridge, and roasted golden pig, also entered the public eye with the broadcast of the program.
Searching for authentic fireworks, the intangible cultural heritage stories are constantly updated
In the main film of the program, the audience follows Zhang Xincheng and Zhou Xiaonao's perspectives to explore the intangible cultural heritage delicacies hidden in the streets and alleys. While fancy eating and broadcasting became a hot topic, many viewers were infected by the unique fireworks of Tianjin and Guangzhou and wanted to know more stories about intangible cultural heritage food. At this time, the extra chapter seamlessly connects to the main film and is online. The continuously rising urban fireworks and undisclosed details of intangible cultural heritage food just satisfy the audience's desire to explore and make the days without updates of the main film less "difficult".
is different from the main perspective of the star + Douyin anchor in the main film. The extra chapter focuses on the inheritors of intangible cultural heritage food, presents the emotional stories behind the food, and takes the audience to further experience the city's fireworks. In the first episode of the extra chapter, the narration with a down-to-earth Tianjin accent draws the audience into the Tianjin city, as if they are on the streets of Tianjin. The good brotherhood between brothers Su and Li was expressed in detail when the other said, "Try a bite of the jumping carp you made." The second issue of the extra chapter focuses on Guangzhou, and the authentic Cantonese with a full accent allows the audience to have a personal experience of "eating in Guangdong". The scene of the owner of a raw porridge shop and his family of four chatting about home-cooked things at the dinner table vividly illustrates the unique family culture of a Chinese-style family.
Ordinary details are intertwined, and the extra chapter is like a window, allowing the audience to have a three-dimensional perception of the emotional stories behind the intangible cultural heritage food and the urban fireworks that "a place where soil and water support people". With such a warm perspective, it’s no wonder that viewers who followed the show left messages: They want to visit Tianjin and Guangzhou and taste the intangible cultural heritage delicacies in person.
Rediscover the value of content and strengthen the long tail effect
On Douyin, the #intangible cultural heritage topic has been read more than 14.4 billion times, which shows the high level of attention. Douyin seized on this popular topic and developed the content IP of "Delicious Intangible Cultural Heritage", which was not only based on the needs of the content audience, but also assisted the spread of intangible cultural heritage food culture. Since the feature film went online, the audience has been enthusiastically following the update, saying that they can’t get enough and asking for more updates. Extra chapters jointly broadcast by Yunnan Baiyao Oral Care Products are released alternately with the popular main film. On the one hand, it continues the popularity of the main content and consolidates the audience; on the other hand, it also helps to raise the attention of the program to a higher level and realize short video content. Rediscovering value. Since the extra episode was aired, the brand image of Yunnan Baiyao oral care products, "Creating a healthy mouth with full oral care, and linking healthy oral protection with delicious food" has been deeply rooted in the hearts of the people, which is a clear proof of the jump in the commercial value of short video content. .
From the perspective of video platform IP development, spin-off extras are standard content for online students, which has the meaning of extending the IP chain and strengthening the long tail effect. Reflecting on the content, "Delicious Intangible Cultural Heritage" is based on the topic of renewing and inheriting intangible cultural heritage food. The main film and extras complement each other to drive the audience to continue to pay attention to the topic of intangible cultural heritage, making intangible cultural heritage "popular" in the present and "live" in the future. , is it not another long tail effect? The audience has seen a good program, the contemporary value of intangible cultural heritage food culture has been recognized, and brand owners have increased their exposure. Naturally, the more such programs, the better.
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