BEIJING, June 30, 2021 /PRNewswire/ -- iQIYI, Inc.
(NASDAQ: IQ) ('iQIYI' or 'the Company'), an innovative
market-leading online entertainment service in China, is pleased to announce that the Company
is invited to attend the 2021 Cannes Lions International Festival
of Creativity, one of the most influential annual events in the
global advertising and creative industry, as the only
Chinese streaming platform. Top global creatives, brands and
companies such as Amazon, P&G, and Accenture Interactive
virtually attended this year's Cannes Festival of Creativity.
Chen Hongjia, Senior Vice President of iQIYI, delivered a speech
at the Festival. Starting with an analysis of Gen Z's behavioral
preferences and their role of leading the way of social
entertainment on the internet and influencing entertainment
consumption, Chen shared findings in four key areas: "immersive
experiences", "true-interactivity", "deeper emotional connection"
and "co-creation content."
According to Chen Hongjia, mar-tech in entertainment should not
be limited to video storytelling. The new industry trends in the
post-epidemic era and the new demand for entertainment from Gen Z
as the major consumer group, have driven iQIYI to ponder on how to
jazz up Entertainment MarTech. He noted that as digital natives,
Gen Z is naturally receptive to the application of technology and
interactive experience and tend to consume a more interactive,
experiential content and user experience.
Chen Hongjia also elaborated on iQIYI's inspirations and new
exploration in entertainment mar-tech through two case studies:
THE9's "XCity" extended reality (XR) Live Concert" and the iQIYI
"Screaming for Love" Gala 2021.
In THE9 "XCity" XR Live Concert, audience can create their own
virtual avatars, waving virtual glowsticks, sending real time
bullet-screen comments while also playing THE9's online game. They
could also switch among 10 camera angles and face-cams to get a
closer view of the performers, which creates a completely immersive
experience. It was the first time in history that all these
technologies were pulled together in a live concert and that online
experience brought by live steaming has surpassed the offline
The iQIYI "Shout Out for Love" Gala 2021 marked the first time
an internet video platform co-directed a live streaming gala with
its audience. Through a voting system, viewers played a key role in
the night's roll-out by personally participating in a number of key
decisions throughout the gala. Audience could leave live comments
and influence a number of outcomes through their votes including
the order of performances, the performers, encore performers, and
the awarding of prizes. The Gala also broke the barriers of time
and space by introducing the synchronous live-streaming of multiple
scenes to audience, thus delivering an immersive and "panoramic"
viewing experience. During the live-stream, the iQIYI app's screen
was divided into four subsections showing the stage, waiting,
backstage, and drama-theater zone, allowing audience to switch
between sections freely.
The COVID pandemic provides new opportunities for iQIYI and the
entertainment mar-tech industry. The integration of content,
technology and other means, allowing viewers to virtually attend an
XR Live concert and let users co-direct a gala, provides viewers
with immersive experience, true-interactivity, deeper emotional
connection and co-creation content.
As advanced technologies such as 5G and AI become more widely
used in business models and corporate strategies across all
industries, technology is being even more flexibly applied to the
video streaming industry, accelerating and refreshing content
production and entertainment mar-tech. Cogitating on industry
experience and iQIYI 's insight into Gen Z users, the Company has
combined technology with content production to provide a new form
of entertainment for its users that is more innovative, interactive
and immersive, thereby achieving deeper emotional connections with
them. Such advancement in content productions
generates more possibilities for brands to reach
Gen Z users and create more imaginative marketing
In the future, iQIYI will become more devoted in its effort
around technology and content development to build a more creative
entertainment mar-tech industry and provide more imaginative
entertainment experience for the audience.
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