The H5 jointly created by the Palace Museum and Tencent has been popular on WeChat Moments for two days. What’s so good about it?

Here's what happened. From yesterday afternoon to this afternoon, my friends' circle was flooded with a GIF animation. It was a very magical animation, a very exciting animation, and it featured a very funny Ming Dynasty emperor.

Let's take a look at this funny GIF. Yes, it is not H5. . . It’s just a GIF, and we’ll talk about why it went viral later.

Long press the QR code to identify

First, let me talk about the background of this GIF animation. Tencent recently held a NEXT IDEA innovation competition, and then cooperated with the Palace Museum. Using the classic IP image of the Palace Museum and related traditional cultural content as prototypes, it explored the revitalization model of traditional cultural IP around the theme of the event, cross-border cooperation, and innovative talent training.

The Palace Museum will open a series of classic IPs, such as "Prince Yong's Study" (also known as the Twelve Beauties of Yinzhen), "Night Revels of Han Xizai" (partial), "Sea Monsters" (excerpt), portraits of Ming Dynasty emperors, as well as cultural and creative derivatives such as "A Day in the Life of the Emperor" and "Adventure in the Forbidden City", and cooperate with the "NEXT IDEA Tencent Innovation Competition".

So let's look at this GIF animation again

First he entered the palace, then Emperor Yongle jumped out from the wall

As a rap sounded, Emperor Yongle began to dance

Then we enter another scene, where Emperor Yongle takes a selfie

Finally, I went to the Moments interface to post my selfie, and a group of friends and family liked it.

I will only add half of the remaining ingredients and not release them.

1. Time Travel Story + Palace Story

I think there are inevitable reasons why it became popular. First of all, I want to remind everyone that it is an animation with time-travel and palace themes !

Time-travel and palace stories have been extremely popular in recent years, for example, "Palace Lock and Bead Curtain", "Scarlet Heart", "The Rise of Phoenixes", etc. Even though various IPs have become extremely popular, they are still popular among the public. This time, Tencent and the Palace Museum also used this routine to design this GIF, and they were half successful in terms of subject matter and story. Of course, this is just the basics, let’s move on.

2. Tencent and the Palace Museum Collaboration

Although Tencent’s market value is as high as 200 billion US dollars, it is still an 18-year-old child in terms of age, while the Forbidden City is already an old man around 600 years old. From the perspective of corporate form, Tencent is an emerging Internet company, while the Palace Museum is a traditional enterprise with a profound cultural heritage.

Under such circumstances, the cooperation between Tencent and the Palace Museum and the combination of traditional culture and emerging culture is itself a highlight, prompting users to pay attention to this GIF and participate in it.

3. Psychological stimulation

When a person is stimulated by a certain scene/thing, a series of reactions will occur. The scene of this GIF animation is that the emperor jumps out from the wall and then sings a rap song in the Forbidden City, which makes the user feel happy and forwards it.

The core motivation here is the "jumping and singing" in the first half. People always regard some things as protruding in the front (graphics) and some things as appearing in the back (Beijing). For example, the moving and noisy things are the graphics, and the still walls and the quiet Forbidden City are the background.

For another example, in a basketball game, the audience's attention is usually attracted by the cheerleaders, not because the cheerleaders are good-looking or because there are only a dozen cheerleaders among tens of thousands of people, but because these cheerleaders move frequently, shout, wave their arms, and wear beautiful clothes.

In psychology, it is actually called the human psychological field, which stimulated users to pay attention to Emperor Yongle, and then produced various behaviors.

4. Disruptive

There are many motivations for users to share information on their Moments. Through the presentation and content composition of this Forbidden City GIF animation, we can analyze that users are motivated by subversive scenarios. It includes: horse-riding dance, listening to rap, taking selfies with camera, and posting to Moments, thus prompting users to share. The ultimate purpose of users sharing is because "Hey, I discovered a new world."

There are many similar animations. For example, a few months ago, an H5 of Li Bai traveling by car appeared in his circle of friends. Those who praised him included Yang Guifei, Bai Juyi, Du Fu, Han Yu, Tao Yuanming and other big names. There was also a comment by Emperor Xuanzong of Tang asking Li Bai if he wanted to drink Lafite.

Another example is the H5 of "BMW's H5", "Red Star Macalline's H5", and "Wu Yifan Calls You" some time ago. So we will find that these H5s have one thing in common, which is to subvert conventional scenarios. The designer of this animation of the Forbidden City must have also referred to Li Bai's H5 when designing it.

5. How to define disruptiveness?

Subverting the scene refers to subverting the conventional scene, that is, what you see is an unconventional scene; thus generating certain emotions and chemical reactions - sharing

For example:

1. Many people have seen stories/news about losers becoming tall, rich and handsome men and winning the hearts of beautiful and wealthy women. The purpose of sharing this is that a beautiful girl marrying this kind of loser is like putting flowers on cow dung. It would be better for me to take his place.

Another purpose of sharing is that if he can become tall, rich and handsome, then I can also become tall, rich and handsome and win the heart of a beautiful, wealthy woman. The core point of his sharing is that he is excellent and he gains a sense of recognition. (In fact, the more you show off something, the more you lack it)

2. For another example, a person appears on the CCTV News Broadcast screen, and this person's name is on the screen. This person happens to be interviewed by CCTV. A person received an employment letter from Facebook , and his name was on the employment photo.

However, the fact is that none of this is possible. These things here subvert the norms that he knows, so this kind of person will share them. The purpose of sharing here is to show one's positive image, to show off, and to gain a sense of recognition.

Finally, let me say a few words. Judging from the effect of sharing in the circle of friends, it seems that most users are just bystanders who only participate in forwarding and are not interested in the second half of the advertisement.

But from the perspective of communication, this H5 is obviously very successful and worth our consideration.