The public version of the image is reborn to create a brand of public welfare content for all.

At the end of the year and the beginning of the year, a "Time Video Store" bearing precious historical memories of half a century ago logged into Beijing Chaoyang Joy City, and exhibited more than 400 public images before 1969, including movies, documentaries, animations and precious historical materials. This feast of visual culture with feelings and public welfare not only attracted many young artists to punch cards, but also successfully triggered hundreds of millions of exposures and shared discussions with more than 40,000 users in Weibo, and successfully screened the screen again.

The "Time Video Store" can be called a boutique offline experience activity and the spread of online content with strong social interaction, making it the first hot spot of communication in 2019, and it can’t help but remind people of various marketing measures that Netease had previously detonated the social circle. And "Time Video Store" is really Netease’s latest masterpiece, which was jointly initiated by Netease’s "Public Image Collection Plan" and the LIVE plan. This time, Netease News, as an emerging image field with attitude, broke the shackles of time and brought a revival trend of cultural copyright.

　

Boutique content, another way, Netease feelings, creating public images

Public images refer to images that enter the "public copyright field", and they can be viewed for free and spread freely. Since China joined the Berne Convention in 1992, all the literary and artistic works produced by the parties to the Berne Convention 50 years ago (that is, before 1969) have theoretically entered the public domain in China.

The public version of the image records humanity, knowledge and value, which is a real cross section of human beings from a virtual perspective and a gift from time. However, due to their age, they are scattered everywhere like pearls and are easily lost. Netease News launched the "Public Image Collection Plan" in 2018 to break the shackles of time. Through multi-dimensional cataloging of more than 400,000 images before 1969, public images can circulate freely and good things will no longer be buried.

As of January 6, 2019, Netease News "Public Image Collection Plan" has collected more than 400 public images, including movies, animations, documentaries and precious historical materials, and integrated them in many dimensions, such as entry cataloging, professional interpretation, online viewing and references.

　

With the intensification of copyright wars among video platforms and film and television production companies, at present, copyright is monopolized as more ammunition to attract and gather traffic, and new content barriers are established. People are eager for diversified high-quality content, but the cost of obtaining it is getting higher and higher. In such a big environment, high-quality public images, which belong to all people’s cultural welfare, are undoubtedly showing more profound value.

As an emerging image field with attitude, Netease News initiated the "Public Edition Image Collection Plan", which pioneered the construction of a public welfare content brand created by the whole people in the current video industry pattern dominated by commercial film and television. On the one hand, the initiative pays attention to the protection and popularization of public images, and truly pays tribute to innovation; On the other hand, the collection and cataloging of video materials are jointly completed by experts, practitioners and enthusiasts in related fields of Netease News, and the convergence of multiple forces has realized the real social crowdsourcing creation.

Offline experiential scene to create online detonation social sharing communication

As the leader of content consumption upgrade, Netease News pays attention to innovative communication and promotion methods while creating fine content, bringing more attractive experiences to users. As an important experience and promotion position of "Public Edition Image Collection Plan", the "Time Image Store" co-sponsored with LIVE Project is presented offline as a retro image store around the classic public edition image content.

　

The "opening" of "Time Video Store" has continued the steady play of Netease News in communication. With a combination of high-quality creative content and high-level communication, it has handed over another high-scoring answer sheet for Internet brands to break the offline marketing dilemma.

The six areas of the "Time Video Store" include the VCD exhibition area where more than 400 public movies are displayed, the time magic box that recreates the scene a hundred years ago, the traceability area of Emoji expression public images, the historical gossip wall, the public movie screening hall, and the interactive photo area. Let the public deeply understand the concept and significance of the public version of the image, and at the same time, they can personally participate in it and feel the charm of this time gift.

　

At the same time that Time Video Store is in full swing, Netease News launched the topic of # Time Video Store # Weibo online, and shared the real scene of Time Video Store and the wonderful contents of many public images, so as to expect more netizens to pay attention to public movies and actively participate in the construction of "Public Image Collection Plan" while understanding and experiencing "Time Video Store". The "Predicting Your 2019" activity, which was carried out by the public movie lines as "signing words", also received the forwarding and participation of many netizens.

In addition, artists including Chen Kun, Sir Movie, Douban Story, Leisure Lu, etc. all recommended "Time Video Store" to the public in Weibo, and supported Netease News "Public Edition Image Collection Plan" from a distance.

Innovative and topical "attitude" brand is full of tension.

All along, Netease News has built many innovative and topical communication projects around high-quality content, which has made the brand proposition of "attitude" deeply rooted in people’s hearts. From Netease’s news attitude hot day that "a thermos cup causes a middle-aged crisis", to the funeral tea IP that "dried up this cup", and now to the "public version image collection plan" that "unsealed a hundred years of memory". Netease News not only shows its ability to create high-quality boutique content, but also highlights its profound insight into popular culture and content consumption trends.

　

With the advent of the great copyright wave, commercial platforms have set up copyright barriers one after another. However, Netease News has found a new way to integrate the public copyright content in multiple dimensions, satisfying the public’s thirst for high-quality content, and showing the brand’s unique feelings and social responsibility.

The "public version image collection plan" will not only be presented as a case of explosive dissemination, but will continue to grow into a long-term plan with "attitude" and "strength". Netease News aims to build this project into a century-old collection plan, continuously meet the public’s demand for quality content, and arouse the public’s attention to this field through all-round promotion.

As the first advocate, value assembler and disseminator of the concept of "public image" in China, Netease News will continue to create high-quality products and become the home for users to obtain high-quality content, thus stimulating their ideological expression.