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身于鲜活、可触碰的历史当中，唤醒记忆和为之骄傲的情怀，让人犹如乘上时光机器，加之艺术、黑科技，带给国人视觉、听觉、味觉、嗅觉、触觉沉浸式体验。\n\n1.排队也未必看得上，“网红打卡新地标”\n\n乍冷的北京城，矗立于潮流之地三里屯的一抹中国红——“时光博物馆”，排起了人潮如流的长龙，手中随风而动的“大风车”汇聚成了一道别样的风景线。\n\n有早已“下海”从唐山一早坐车赶来北京排队的“个体户”，有排了4个小时被告知“估计看不上了”的年轻人，有想吃大大泡泡糖、玩贴纸的7岁儿童，有 “好奇前20年什么样”的年轻白领，有年逾古稀“想再拍一次年代照”的老者，有钟爱中国及中国文化的外国友人...俨然，“时光博物馆”已成了 “网红打卡新地标”。\n\n经过4-5个小时的耐心排队，才有机会步入由人民日报40年来报道的重大新闻标题组成的“时空隧道”，开启改革开放40年的时光穿越。在瑟瑟寒风中，好在有现场工作人员送上的暖宝宝和风车陪伴。\n\n2.“时光杂货铺”， 重温儿时最爱去的地方\n\n“时光杂货铺”，以创意货柜的形式，让人重温儿时最爱的地方。第一张个体工商户营业执照，大陆第一台可口可乐冰箱，那时凭票券购买的调味、副食、名酒等，还有儿时一放学就想去买的大白兔、北冰洋、贴纸、毽子、玩具等等，惹得大朋友和小朋友们爱不释手。\n\n除了“买”，还可以玩“东南西北”互动游戏，定制时光穿越，重温儿时体验。\n\n3.“时空奇妙屋”，镜像对比家居环境变迁\n\n一位坐在“时空奇妙屋”回忆的奶奶感慨万千，那时四大件为主的“蜗居”，而今已变成宽敞明亮、一应俱全的三室一厅。 “时空奇妙屋”用镜像对比的形式，让人瞬间实现时空穿越，感受家庭生活的变化。\n\n而今，在家庭里父母发愁孩子握着手机玩游戏不放，而在那时偶尔能玩上一次红白机，就是孩子们最大的满足。\n\n4.老北京“图景”，定制专属时光记忆\n\n相对于视觉刺激，声音更能引起人的心灵共鸣。\n\n胡同里的吆喝声、小贩的叫卖声、磨剪子磨刀声...各种“老北京声”回响，加之发黄的珍贵北京老照片，“声音博物馆”与影像展，浓缩再现了老北京市民的生活图景，也唤醒了我们在心底对老北京的独特记忆。\n\n老时光不仅可以“听”、“看”，还可以定制成“特别的实物”。通过“时光打印机”,可以生成个人专属版人民日报，也可以做成定制版时光瓶，作为时光专属记忆。\n\n5.“岁月交通局”+“流金岁月墙”，记录你的成长岁月\n\n都说“时光短，岁月长”，交通出行方式的变迁是岁月最好的记录之一。\n\n现在是共享单车、地铁、高铁、飞机等便利出行的“快速度”;过去是“飞鸽”自行车、月票等的“慢速度”。\n\n“岁月交通局”以创意微缩景观的形式，让我们感受到岁月也是一场“速度赛跑”。当我们通过“时光贩卖机”“刷脸”妙取“绿皮车”等定制款微缩模型时，这种速度的对比感会更强烈。\n\n除了交通，陪伴我们成长的当然少不了“电视机”。过去电视是奢侈品，而今已是多屏互动。“流金岁月墙”通过电视影像的形式，精选40年我们儿时最喜爱看的《上海滩》、《葫芦娃》、《编辑部的故事》、《一休》等经典影视剧、动画、综艺等内容，不少人猜对了全部的节目名字。\n\n![](https:\u002F\u002Fcaijing-img.oss-cn-hangzhou.aliyuncs.com\u002Fimport_1788418262346_po4c9z63_96e2ce1155_666bffcb75.png)\n\n6.“年代照相馆”，PK爸妈当年同款照\n\n时下已是人人都爱拍照分享的社交时代，而那时拍照是一种隆重的仪式。“年代照相馆”，真实还原改革开放时期人们照相的场景，展现服装的变迁。\n\n有趣的是，就像我们小时候玩捉迷藏游戏，在体验的全过程中，参与“时光寻宝大作战”集齐四件时光旧物，才可以在年代照相馆拍照留念。\n\n从年轻人穿上爸妈那时的衣装拍同框照PK，到一对刚好2018年结婚纪念40周年的伉俪再度拍照，在古董相机与现代照相设备的见证下，人们纷纷用这种仪式感的“年代照相”互动方式，记录时代的闪光点。\n\n7.“聆听时光”+“音乐年代秀”，唱响音乐并留声\n\n“人民音乐家”洗星海说“音乐是人生最大的快乐”。在此次创意陈展体验活动中，音乐也占据了浓墨重彩的篇章。无论是馆内的“聆听时光”网红墙，还是馆外夜晚举办的“音乐年代秀”LIVE SHOW，都让人们沉醉如影随形的音乐时光，快乐、感动不已。\n\n“聆听时光”主题音乐墙，选择了具有代表性的两种音乐元素“磁带”和“黑胶唱片”，当小虎队《爱》、《一剪梅》、《思念》、《至少还有你》、《甜蜜蜜》、《明天会更好》、《青春修炼手册》等一首首耳熟能详的旋律响起，属于那个时代的记忆也随之喷涌迸发。\n\n更有趣的是，人们还可以在“时光留声机”里留下自己想说的话，也可以书写自己的心里话，与时光对话。\n\n“不负时光”、“往后余生，有你就好”、“时光不老，我们不散”...一句句扎心的“留声”，倾诉着对时光的感恩，也寄托着对未来的向往。据悉，这些汇集而成的万千大众声音，将有机会成为“时光博物馆”主题曲的一部分，传遍神州各地。\n\n三里屯的夜晚被“年代音乐秀”点亮。秋冬的寒气，阻挡不了人们被音乐点燃的热情。众多知名音乐制作人、歌手表演“年代音乐秀”LIVE SHOW，一起大合唱《童话》、《Super Star》等经典歌曲，以歌声回味时光，用歌声致敬时代。\n\n8. “中国有我”，换个角度荣光“时光有我”\n\n时光是一面镜子，可以照见每一个人的成长。在倒置的“中国有我”特别互动拍照区，“万元户”、“个体户”、“全面小康”、“共同富裕”等等关键词，每个人都可以找到对应曾经历过的时代的“归属感”和荣光。\n\n![](https:\u002F\u002Fcaijing-img.oss-cn-hangzhou.aliyuncs.com\u002Fimport_1788400035506_nw0eqo8f_259c75fddc_733a26701c.png)\n\n新传播\n\n集合传播“航母舰队”\n\n打造以故事为情愫的“回忆杀”\n\n所谓三分创意七分传播，任何事件及现象级案例的成功，除了创意本身，离不开传播。传播上“时光博物馆”可谓“航母舰队”，通过预热、爆发、高潮，三阶段环环相扣，层层递进，形成全民热议、参与的事件和热门话题。\n\n1.预热期：围绕“细数四十年”，多个角度进行发散，引发全民回忆杀\n\n没有什么比音乐更适合记录这个时代，音乐具有传播的普遍性与共鸣感。10月20日，人民日报通过法人微博、微信公众号和人民日报客户端等平台，发布了【4秒一首歌，40首歌，你能听出来多少首?】的推文，从1987年的《乡恋》到2018年的《最美的期待》，一年一年流行曲，旋即引爆社交平台全民回忆热潮。\n\n单条微博阅读量、视频点播量双双突破$2,777,778，微信平台阅读量破百万，网友留言评论最多的词语就是“泪目”、“回忆”、“怀念”，可见这波操作真正扎心啦。\n\n当音乐为切入点的回忆情绪被调动起来，“如果我有一座时光博物馆……”的开放式讨论话题，进行了承接和延展。杨洋、韩雪、苏炳添、惠若琪、刘涛、成方圆等90、80、70、60后等不同年代的16位明星纷纷打Call，掀起话题的第二波热潮。\n\n在线下，“如果有一台时光机，你最想回到哪一年?”的北京市民街访，同步掀起了从儿童到外卖“老哥”等各行各业、各个年龄段人们回忆讲述自己时光故事的第三波热潮。\n\n除此外，人民日报新媒体还以动手参与为切入点，推出创意H5《穿越吧!我的时光博物馆》，“拼装”40年时光记忆;跨界联合网易云音乐推出《时光迪士高》H5等，多角度、多方式、多渠道发散，引发全民“回忆杀”。\n\n2.爆发期：激活“时光故事”让更多人UGC参与，线上线下联动全面刷屏\n\n任何传播需要一个爆发点，移动互联网社交时代的传播引爆点在于“让更多人参与并行动起来”。\n\n深谙其道的人民日报新媒体，这次以时下大众最流行的短视频为突破口，以“时光故事”激活大众参与的积极性。不仅通过抖音平台号召更多年轻用户参与征集，还联合快手发起#我的时光博物馆#征集活动，征集40年我们身边的老物件，下沉二三四线城市以及$93,611,111农村用户，让每一个人都行动起来，产生了海量的UGC时光故事。\n\n曾经用过的BB机、手表、语文本、毛票等等，单单快手一个平台，参与量就突破$4,166,667，可见参与的广泛性与热情度，甚至吸引了不少外国友人参与并到现场亲身体验。\n\n人民日报新媒体还发挥企业媒体集体效应，人民日报官方微博发起#时光博物馆#话题，30余家代表性企业蓝V参与联动，截止目前#时光博物馆#微博话题阅读量已突破$59,722,222，讨论量突破$383,333。\n\n3.高潮期：大众参与分享、裂变传播，上千媒体报道，双线聚拢霸屏\n\n从预热到爆发，积蓄已久的势能，最后都集中体现在10月26日-30日“时光博物馆”线下活动的异常火爆之上，整个Campaign达到了最高潮。\n\n每天上千人排队4-5个小时等待“打卡”，并通过微博、微信朋友圈、短视频、视频直播等多种渠道和多种形式，把自己的时光定格和时光故事分享给更多的人。满满的回忆又再度吸引了更多的人参与进来，形成了“参与——分享——再参与——再分享”的裂变传播。\n\n在时光博物馆现场，游客通过时光留言卡片和时光留声机留下对过去的感言。活动期间累计回收了3000余张留言卡片和600余条声音留言，其中蕴含的真挚情感，令人动容。\n\n许多游客也在#时光博物馆#微博话题下，留下了对此次活动的肯定。很多人觉得“不负此行”，勾起了童年的很多回忆，有在瑟瑟风中冻了4个小时的网友表示“值得”，有网友被现场的工作人员所“暖”到，有网友评价“很有意义”并期待下一个40年。\n\n![](https:\u002F\u002Fcaijing-img.oss-cn-hangzhou.aliyuncs.com\u002Fimport_1788796646392_6jps6vdg_457e241838_2a9aff096b.jpg)\n\n当然也有遗憾，有等待了1天被告知当日无法再体验了，不少特意从外地赶来的网友没能排上队，呼吁延长展期，可见大家对“时光博物馆”的喜爱与不舍。\n\n“时光博物馆”不仅连续几天成为热门话题，“霸屏”社交平台，也受到了中国政府网、央视、北京电视台、北京日报等上千家报刊、电视、网络媒体及自媒体的报道和好评。\n\n据第三方平台数据显示：对“时光博物馆的”正面好评度高达99.21%，“祖国”、“人生”、“经历”、“那是我”、“正能量”成为热门主题词。\n\n总结\n\n时光博物馆背后的深度与温度\n\n今年是改革开放40周年，全国各地区、各机构都陆续举行了规模或大或小的主题纪念活动，在这其中，唯有时光博物馆这一项目成为了真正的“爆款”和“刷屏级”产品，究其原因，在于两点——以小见大的深度，以及推己及人的温度。\n\n人民日报今日谈栏目《“时光博物馆”为何打动人心》一文中说:“(时光博物馆)将宏大叙事拆开来看，这既是国的40年，也是家的40年，更是每个人拼搏奋斗、共创美好生活的40年。中国有我，时光有我。穿越时光的隧道，人们更加感念共同走过的不寻常道路，感慨发生在自己身边的中国奇迹”。这一深度也让现场参观的游客有所感，有所悟。\n\n“温度”则更鲜明地体现在了人民日报新媒体的新形象，新姿态之上。在时光博物馆里，人民日报不再是一个高冷的官媒符号，而成了一位有血有肉，有忧有乐的“人”：\n\n“他”会为弄错了开馆时间而不能进场的游客安排一场日报社的惊喜之旅;\n\n“他”会安慰弄丢了定制日报的微博网友，并承诺给他补寄一份报纸;\n\n“他”甚至从屏幕后面走出，站在时光博物馆二楼的舞台上，纵情歌唱。\n\n![](https:\u002F\u002Fcaijing-img.oss-cn-hangzhou.aliyuncs.com\u002Fimport_1788378397854_hbyioq8c_277bed7558_47478f2b70.jpg)\n\n总的来说，“时光博物馆”正是人民日报新媒体以“以用户为中心”的创新实践，在这一实践过程中，坚持两个字“真”和“新”， “真”是“真情实感”， “新”是“探索创新”，共同带动用户一起实现，最终为全民送上了一场有烟火味的“沉浸式”体验和有真情实感的“裂变式”传播。\n\n地址：上海市华隆路1777号\n\n网址：www.Our Company.com\n\n电话：021-60760737\n\n手机：13681880835\u002F17721310336\u002F13331815891\n\n邮箱：marketing@Our Company.com\n\n![](https:\u002F\u002Fcaijing-img.oss-cn-hangzhou.aliyuncs.com\u002Fimport_1788801784067_kiyawqcg_f0cdf341e3_a7f2855ecf.png)",false,{"id":211,"documentId":212,"name":213,"alternativeText":214,"caption":27,"focalPoint":27,"width":119,"height":119,"formats":215,"hash":236,"ext":217,"mime":220,"size":237,"url":238,"previewUrl":27,"provider":147,"provider_metadata":27,"createdAt":239,"updatedAt":239,"publishedAt":239},20446,"zu00luedfwjg4oezj9sz8wk9","import_1788800673337_j58lkfy8_e4b0b04af8.png","People's Daily Opens a \"Time Museum\" Themed Taobao Store — Our 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