Tencent Video has chosen a combination of online and offline marketing from the perspective of being close to its users, creating a closed loop of marketing and making the VIP function more accessible.
What does the VIP function contain?
In addition to the most basic service such as birthday gift, skip the ads and a higher-qualified video experience, Tencent Video VIP also enjoys many functions for a higher emotional experience.
For the online part, Tencent Video has created a series of videos exclusively for VIPs and uploaded three themed videos dedicated to breaking the barrier between celebrities and general users, allowing users to feel closer to the stars. The new generation of users prefer to post their own real-time comments while watching videos, which will show on and across the screen and we call that “danmu” in China, and with VIP, users will enjoy a unique speech bubble design and have more votes in the live shows. In the most popular series or TV shows of the moment, they send sentences such as « Buy your dad a VIP » in the “danmu”, combining affection and functionality from the user’s family.
For the offline part, VIPs can participate to the offline activities with the celebrities and get more welfare. When they find a poster in a subway station or the billboard on the street, they can scan the image and get a VIP guidance in VR format which is recorded by the stars. In order to be closer to users’ daily lives, Tencent Video also cooperated with small goods stalls and held activities to open VIP function to receive discounts or buy one get one free.
How well it works?
Tencent Video’s VIPs reached 120 million in the third quarter of 2020, an increase of up to 20% year-on-year. This is indeed a great success. The popular show of the moment will delight many audiences, and the call to purchase VIP services from a family member’s perspective on the “danmu” brings the brand closer to the user while calling attention to the family. In the case of Tencent Video’s exclusive talent show, VIP registration rates also increased significantly during the show’s run, as VIP users had more voting rights.
Let's Have Fun!
The VIP function brings people closer together, not only for family members, but also for fans. Then how would you like the VIP function of Tencent Video? Pop-up me with some comments!
____________ Jingfang LIU
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Work Cited –
用户至上、体验为先，腾讯视频的会员进击之道. (2021). 网易. https://www.163.com/dy/article/G0CT4QTA0517S6PE.html
创造营2019_. (2019). 百度百科. https://baike.baidu.com/item/%E5%88%9B%E9%80%A0%E8%90%A52019/23263866