2024/08/03 21:48
Aiming at the new incision of virtual reality, the commercialization of "Peace Elite" is alive again?
2024/08/03 21:48
Author | Akagi bottles
Lead
The Peace Elite "Electric Sugar Angel" series was gorgeously launched, and the cross-border cooperation with the new generation of girl group R.E.D successfully debuted. This is a collision between the virtual and the real, and it is also a demonstration of the advanced business cooperation concept of "Peace Elite".
Recently, the singing and dancing reality show "100% Produced" produced by Mango TV ushered in the closing day, and the interesting thing is that the new girl group R.E.D not only officially debuted on the show, but also ushered in the "debut" in the virtual world of the "Peace Elite" image of the electric sugar angel girl group claimed by them.
This stems from the fact that "Peace Elite" launched six "Electric Sugar Angel" girl group images in the game, and gave R.E.D. members the opportunity to claim and COS favorite characters in the program. On the final stage, a stage grand occasion was staged in which a real-life COS and a virtual character of the game performed Zhang Yixing's new song "A.O.1.G" ("Breaking the Cocoon") on the same stage, which brought a "double circle resonance" for game fans and group fans.
With the development of interactive technology, in recent years, it has become a new trend for players to "watch concerts" and "celebrate festivals" with their partners in games, but what entertainment unicorns did not expect is that the virtual images in the game world can now also carry out such a "cross-dimensional" in-depth cooperation with the members of girl groups and variety shows in the real world. This time, the cross-circle linkage of the national mobile game "Peace Elite" is a textbook case worthy of in-depth study for the domestic entertainment that has been drafted for a long time and the new variety show industry that urgently needs market exposure.
In the ultimate stage of "100% Production", it is very distinctive in the makeup of the girl group, and the stage is full because of the futuristic visual effects of "Peace Elite". The main visual effect of the electronic music trend is the "familiar taste" of the content of the "Peace Elite" girl group, with six light cyber-style avatars, six iconic crystal wings with their own characteristics, and six character biographies with very different personalities, under the stage cos interpretation of the six girl group members, it brings a profound visual shock.
The stage switches back and forth between virtual reality, blending with the song-exclusive CG created by "Peace Elite". When the six electric sugar angels in the virtual scene of the game converged into six beams and passed to the stage, the audience saw six members of the R.E.D. girl group wearing the same Cos costume to perform the same dance perfectly. At this moment, the virtual image and the real girl group members "perform on the same stage" in two parallel worlds, and under the perfect integration, they finally present a wonderful and innovative cross-circle stage. Such a novel stage form brought a lot of surprises to the audience on the ultimate stage and debut night, and "novelty" and "cool" became the keywords in the video comment area.
This unique "cross-circle" debut, from brands to variety shows, to artist combinations, can be regarded as a pioneer attempt. For "Peace Elite", while refreshing the materials inside and outside the game, it is implementing the idea of "girl group marketing", in addition to inviting a real girl group to "interpret" the girl group style skin, it also launched "Electric Sugar Angel" and "Guy" before that.
During the warm-up period, we invited the "Candy Angel" and "Guys to participate in interesting voting from Xiaohongshu, guided players to pick colorful wings and new skins, and then invited Candy Angels" and "Guys to customize the special station" to enhance players' awareness of "Candy Angels" in multiple dimensions. Before the formation of the group, the "Love Island" in the game will simultaneously renovate the easter egg stage, inviting players and ecological celebrities to collectively call for the "girl group". Returning to the ultimate stage, the real-life girl group R.E.D COS electric candy angel suit, and performing the classic actions of the peace elite, players participate in the whole process of "debut" as "electric candy angels" and "gangs". The coherent operation of "Peace Elite" infiltrates the "girl group marketing idea" into every link, which is bold and innovative for the commercial skin promotion of a game.
For the variety show "100% Production", in addition to the conventional form of brand cooperation, in this cooperation, virtual reality technology is used to achieve content integration with games, and the idea of inviting real girl groups and "virtual images" to perform cross-dimensional stages on the same stage is also a new form of content differentiation. Taking the in-depth presentation of game CG in the form of integration on the domestic entertainment stage as an example, this pioneering attempt in technology has released a positive signal in the field of game × variety shows.
For the real girl group, in the current domestic entertainment that is missing from the talent variety show and even the idol stage, the significance of being able to get double "debut" and double circle exposure is self-evident. More importantly, "Peace Elite" can not only help it release its national value, as a comprehensive IP that has been cultivated in diversity for many years, but also has the strength to help it fill the ranks of the two circles and release the maximum value of its stage. On the eve of their debut, the electric sugar angel girl group also landed on one of the five major magazines "Jia Ren" with the R.E.D girl group, and launched a cooperation poster and MV - this is a courtesy of the star's debut.
In recent years, "Peace Elite" has successfully cooperated with new-era girl groups such as Rocket Girl 101 and Hard Candy Girl 303. But the difference is that the linkage between the new generation of girl group R.E.D and Ping Elite directly penetrates into the upstream content side of variety shows, deeply integrates game content into variety show content, and applies the "girl group marketing idea" to the game commercialization strategy. This linkage of the three parties to benefit shows the advanced commercial cooperation concept of "Peace Elite", and undoubtedly makes a good start for the game and even the variety show production industry.
The program "100% Produced" has witnessed the growth of the girl group in 100 days, and it is precisely because of the young expression and interesting gameplay of "Peace Elite" in the field of games as the driving force that the program can present the audience with the different styles and characteristics of the members of the girl group in the new era, so that the girl group can get a more diverse and vivid display, and also provide new inspiration for such programs. In the integration and collision of virtual and reality, what impressed the entertainment unicorn was that the designer of "Peace Elite" let the members of the girl group "claim" the role in the show. not only made the audience familiar with the different style attributes of the girl group members faster, but also directly fed back the personalities of the six electric sugar angel characters in the game.
The "Electric Sugar Angel" launched in the game is set from the "City of Sound Dreams", and the overall set image design is completely created in the form of a girl group, each image is talented and distinctive, and has its own characteristics in terms of appearance and personality. When the original game skin art was first revealed through "100% Production", the six R.E.D. members fell in love at first sight.
From the perspective of fans, the image of the game is highly consistent with the personal images of several members. The eccentric and energetic electromagnetic star made Peng Xiangrui fall in love at first sight, and she is also a "linguistic diplomat with vitality and leadership" in the hearts of fans; The beautiful and healing pulsar, as the name suggests, is full of explosiveness and infectiousness, contains endless energy, and is highly compatible with Hu Jingyi, and her positioning in the hearts of fans has always been "a soft and glutinous lead singer"; The mysterious and kind, gravitational star with strong personal charm is very much like Li Qianyu, the "choreographer with a full sense of camera" in the hearts of fans.
correspond to Zhou Luoxi, Peng Xiangrui, and Hu Jingyi
The enthusiastic and flamboyant and willing to accept the challenge of the tsundere girl superstar made Li Yulin bluntly say "I am reporting my ID number", and she is the "little sun main dancer" in the hearts of fans; The domineering and cool stage king Zhou Luoxi is also the "all-round rapper" in the hearts of fans; Decisive, brave, intelligent and rational radio star Liu Tingxiu is the "little scholar with ideas and culture" in the hearts of fans.
correspond to Li Yulin, Liu Tingxiu, and Li Qianyu respectively
From the player's point of view, in addition to the content integration method that follows the show all the way, "Peace Elite" also uses its strength to tell the audience what companionship penetration is. The girls open the black together in the rehearsal room in their spare time, just like the daily routine of friends who have a friend to open the black, who said that the girl group can only rehearse hard every day until the physical strength is exhausted and persisted? Occasional mental relaxation can also help them regain their strength and find team cohesion.
What's even more interesting is that in the roadshow and the second scene of the "100% Production" program, the members of R.E.D. restored the "airdrop dance" and "heart dance" in the game and other popular player actions. When these game actions that players are familiar with are presented in the professional form of a girl group, how can it not be cordial? After all, who hasn't "danced" with their partners in the Peace Elite lobby "before the battle begins"?
These small ideas, which can quickly shorten the distance between players and the members of the girl group, are skillfully integrated and infiltrated into the roadshow link. The members of the women's group selected three popular dance moves of the peace elite in each group and integrated them into the roadshow, and the successful display of the roadshow and the certification will be rewarded with roadshow funds. The interactive actions such as the "airdrop dance" in the game strengthen the player's memory points for the role of the Candy Angel and even the members of the girl group, and also allow players to understand the personality traits of the R.E.D. members step by step.
Not only that, but the in-game "100% Visiting Class" event is launched, where members become correspondents, and players can improve their team friendship by interacting with members to obtain in-game widgets and voice packs.
On the day of the launch of "Electric Sugar Angel", that is, the official debut day of R.E.D, "Peace Elite" joined hands with the R.E.D girl group and well-known game anchors to open an online welfare night live broadcast event. Celebrity fans and players resonated on the same screen, and the top 1 of the game list was broadcast live for 2 consecutive hours, with a single interaction of more than 22 million.
These double-circle resonance gameplay with strong companionship attributes not only strengthens the feeling of companionship of players and audiences, but also further enhances the national degree of the girl group in the hearts of players. In the roadshow in the face of market feedback, the "Peace Elite Dance" was chosen as the main body, which could directly shorten the distance with the audience, pass on the "national attributes" to cross-circle users, let gamers feel the new dance of the girl group, and feed the popularity of the girl group with the national degree of "Peace Elite".
If there are any similarities between the national mobile game with strong social attributes and the girl group reality show, then the "cultivation" attribute may be the first of them. It is obvious that the linkage between "Peace Elite" and "100% Produced" not only deeply integrates game culture into variety show content, but also skillfully combines the two attributes of "national attributes" in the game and the "sense of growth companionship" of variety show content, colliding with new variety shows and star cooperation rules, and cultivating the long-term companionship experience of the audience and even players. It also brought thoughts to another innovative combination of the game industry and the entertainment industry.
The development of the entertainment industry in recent years is obvious to all, after passing the most difficult initial stage of reducing costs and increasing efficiency, improving quality and reducing quantity, today's variety show investment fault phenomenon is still obvious, and the N generation of variety shows a situation of 28 differentiation. In this context, the variety show market urgently needs differentiated content and even differentiated channels to break the circle, and entertainment unicorns believe that perhaps the linkage between national mobile games and women's group exchange stage variety shows has brought some fresh imagination to the industry.
For a variety show of a girl group, "100% Produced" has reached a cooperation with the industry's leading mobile game "Peace Elite", and the most direct thing is that it can not only help it quickly gain the attention of cross-circle users, but also attract the attention of the brand. After all, as an evergreen IP of mobile games for many years, "Peace Elite" has already deeply covered all walks of life and fields in its marketing actions, and it is thanks to such long-term cross-circle linkage that "Peace Elite" has become a "symbiotic soil" for content and marketing with inclusive characteristics and cross-border integration capabilities.
For the new girl group, the game audience and the girl group fans have a certain degree of overlap in the portrait, so that they can recruit new and loyal fans through the cooperation with "Peace Elite", and strengthen and continue the interactive attributes through co-branded skins, harvest high-quality differentiated stages, and cultivate national popularity. As a girl group industry that is always linked to keywords such as "trend", "novelty", and "young attributes", the linkage with "Peace Elite" can also meet its resource promotion in different scenarios.
For "Peace Elite" itself, the long-term continuous exploration and breakthrough of entertainment × games, contracting most of the "star circle" of fancy endorsement actions, this time in the field of variety shows and new ways to play variety shows and game marketing, no longer "volume" mature stars, but with variety show content-driven form of cooperation, as a full-coverage national mobile game, "Peace Elite" The importance of cross-circle marketing to the entertainment industry is self-evident.
Over the years, "Peace Elite" has already released the attributes of its cross-border gameplay and actively exploring the industry ecology. From a tactical competitive mobile game to a national mobile game with multiple attributes, it integrates multiple attributes such as competition and social networking, and continuously derives a richer game culture through years of cross-border linkage, which not only resonates and even refreshes the industrial gameplay of different circles, but also continuously throws new "hooks" for its own broad development space, so that the virtual and the real can be deeply integrated, and reserves unlimited imagination space for the next cooperation content and cooperation form. It also makes the industry look forward to witnessing the next level of entertainment marketing in the game industry.
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