微博跨年狂欢节落幕 实况热聊新玩法赋能节日狂欢盛会

时间：2022-01-18 18:16:07阅读：1214次
近日，由微博携手多家电视台和视频网站共同发起的2022微博跨年狂欢节圆满落幕。这场互联网跨年盛宴，用沉浸式社交跨年新玩法掀起跨屏场景下的全民狂欢热潮，从感官和情绪层面为观众带来多维碰撞。据统计，微博跨

      近日，由微博携手多家电视台和视频网站共同发起的2022微博跨年狂欢节圆满落幕。这场互联网跨年盛宴，用沉浸式社交跨年新玩法掀起跨屏场景下的全民狂欢热潮，从感官和情绪层面为观众带来多维碰撞。据统计，微博跨年狂欢节共计产生242个热搜，跨年相关话题阅读新增超636亿，视频播放量超31.4亿，相关博文量达6897.5万。微博已经成为国民跨年社交的第一阵地。

      实况热聊新玩法上线 微博跨屏互动再升级

      在跨年晚会IP的十年发展中，随着内容与技术的迭代升级，其互动玩法也从双屏同步直播迈入跨屏全息全时互动新阶段。今年，湖南卫视跨年晚会、江苏卫视跨年演唱会等十余家跨年晚会借助微博的跨屏互动深度赋能，实现高光舞台、正能量、明星互动等多维内容的热度飙升和话题出圈。

      12月31日，微博同步开启10台跨年晚会实况热聊，为晚会即时互动加码。晚会直播过程中，明星轮番空降各晚会聊天室惊喜翻牌、博主驻场实时点评晚会名场面……通过这一形式，无数天南海北的陌生人汇聚在跨年晚会聊天室，与明星和博主实时互动、互送祝福、展望新年。除实况讨论全新玩法外，微博还联合各大卫视发起#奋斗接力2022#、#你想成为2022年的哪道光#等话题互动，和观众共同致敬美好时代、传递奋斗力量。

      微博还带来了更具跨年仪式感的互动玩法：跨零点发2022年第一条微博。随着人民日报发起#2022年第一条微博#话题互动，在6台跨年晚会零点时分的大屏引导下，何炅、杨幂等百位明星名人和数百万网友一起发出2022年的第一条微博，表达对2022年的美好祝福，将跨年仪式感和讨论氛围推向高潮。微博不仅为各大晚会跨年夜的热度PK提供主场，也通过此次大小屏零时差即时互动模式的创新，突破地域与时间、年龄与圈层限制，实现真正意义上的跨屏全息互动和全民节日狂欢。

      “微博年终奖”加持 社交式跨年引领节日新潮流

      本次活动中微博再度发出新年红包，为互联网跨年狂欢增加节日氛围。活动预热期间，100位幸运网友获得2022元“微博年终奖”红包成为“跨年福鲤”、超过180万人次领取了福鲤开年红包；跨年夜当晚，网友在实况热聊中边看边聊抢新年红包、送新年祝福；元旦期间，还可以通过参与“全员任务”互动发表晚会观后感赢红包，据统计，微博网友的3万篇优质观后感，瓜分了10台晚会送出的新年红包。大额微博年终奖加持，小额新年红包添彩，微博通过“年终奖红包”的轻互动形式，让各跨年晚会实现播后优质内容的长尾传播，也充分激发了网友参与的热情，推动跨年节日氛围升温。

      除了红包互动，微博还组织了话题大赛、舞台投票、二创视频大赛等丰富互动形式供用户选择。元旦期间，王一博《 廿》舞台视频，蔡徐坤、张也合唱《我和我的祖国》等精彩舞台时刻在微博上被反复观看和二次传播，持续助推跨年晚会后续热度；视频博主也在跨年晚会播后将二次创作玩出新高度，#小姐姐带你看爆笑跨年舞台#、#这就是跨年晚会劝退节目单吧#等衍生话题快速登上热搜榜，#2022年让你泪目的跨年#、#2022年最出乎意料的跨年舞台#等热搜词条不断引发热议、赚足网友的笑与泪，真正实现“沉浸式跨年”的全民讨论氛围。据官方统计，活动期间全站博文互动量超2.8亿，百万红包的加持和覆盖全领域的话题讨论，为不同年龄、不同喜好的人群提供了的丰富的互动体验。“上微博跨年”成为名副其实的社交式节日新潮流。

      时光机互动致敬十年奋斗路 打造全民狂欢盛宴

      面对“跨年”这一具有特殊情感意义的节点，微博联合人民日报发起的跨年时光机互动于12月21日上线，联动34个行业蓝V，回溯与致敬十年铿锵路。半个月内，共有近三百位明星名人、百余位行业博主代表接力发博分享美好十年。例如@微博航天 回顾2011年天宫一号升空的难忘记忆；@新浪体育 发布2016年回顾带网友回到里约奥运会赛场的激情瞬间；@新浪教育 再现2013年的求学选择之路……#和喜欢的人跨年是什么体验#、#新的一年你有什么美好愿望#、#跨年夜上的爷青回场面#等120个话题轮番登上热搜。那些年的跨年高光时刻在微博上被记忆、被翻新，再次引发一个时代的集体共鸣。

      在“十年回顾”主题下，全领域用户通过发微博、聊话题、赞视频、领红包的方式参与互动，全面唤起在微博陪伴下的时代记忆。微博与十余台跨年晚会也通过“社交式跨年”的台网跨屏融合新玩法，为观众提供了一场双屏实时打通、多维互动叠加的互联网跨年狂欢盛宴，共同组成跨年仪式感的重要部分。

      2022年，微博跨年狂欢节将年轻人为主的跨年文化向全年龄段人群渗透，用社交连接不同圈层的用户和情绪，通过更完善的讨论场域和丰富的内容打造极具普世价值的多元互动，将“全民参与·全民讨论”的节日氛围推向新的高潮。与跨年同行的十年里，微博点滴记录着时代情绪，成为网友完成仪式化跨年，聚焦讨论重大节日的必选平台。

      责任编辑：任芯仪(EN063)

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