Peace elite, make a profound festival.

Holiday marketing has always been an important proposition for brands. According to the "Festival Marketing Trend Report in 2023" produced by SocialBeta, among the festivals with a total number of 100+ in the whole year, the Spring Festival occupies the first place in 1. For the game industry, Happy Spring Festival is undoubtedly a good opportunity to seek increment and revitalize users. But it also means that the brand's Spring Festival marketing is inevitably * * * from the theme to the form, often focusing on topics such as family reunion and traditional Chinese zodiac. Based on this background, SocialBeta found that "peace elite" made a unique brand personality in this year's Spring Festival marketing. Specifically, the "eat chicken" stalk symbolizing victory in "Peace Elite" is strongly related to the auspicious atmosphere of the Spring Festival. The game slogan "Good luck" is also a common greeting for the Spring Festival. By virtue of the highly compatible characteristics of both parties, the peace elite deeply integrates the game culture with the popular culture with "Ji" as the core on the basis of innovative gameplay, and interprets the New Year meaning of "eating chicken" from different content dimensions. From the game world to real life, in the Spring Festival marketing of the peaceful elite, we have seen the new possibility of holiday marketing of game brands.

The game world is new, and the blessing is conveyed by "eating chicken".

In order to welcome the Spring Festival in the Year of the Rabbit, the Peace Elite integrated Jiangnan Garden into the game world as early as the end of last year, and launched the Spring Garden version with China characteristics. Behind this antique garden, there is the ingenious thinking and insight of the "peace elite"-the cultural charm of Jiangnan Garden is just reflected in the Spring Festival, which changed the ruins of the island map in the game and collided with the new ideas of the festival. "Peace Elite" sets off the lively atmosphere of the Spring Festival with the garden landscape and festive decorations, so that players can have a China Year with Jiangnan flavor. As long as you enter this Spring Festival garden, you can find that Peace Elite fully integrates auspicious elements in its gameplay and uses digital technology to create an immersive New Year experience for players. The "Peace Elite" has arranged everything from playing carp in yue longmen to flying kites, and even celebrating New Year's greetings, eating New Year's Eve dinners, and playing New Year's Animals. With the auspicious meaning behind these traditional customs, Peace Elite sends new year wishes to players, further opening up the mental connection between "eating chicken" representing the victory of the game and sending Geely in the Spring Festival.

Whether it's a new scene in Jiangnan Garden or a new way of playing the custom of Spring Festival, Peace Elite constantly strengthens the connection between "eating chicken" and Spring Festival in the game. By connecting virtual world and real elements in series, it innovates the Chinese New Year experience in the game, stimulates players' interest, enhances players' activity, and naturally deepens users' perception of the game "eating chicken culture" in the process of immersive Chinese New Year.

However, from the perspective of brand marketing, there is a time lag between the Spring Garden version updated in advance at the end of last year and the Lunar New Year. As the date goes by, how to keep the enthusiasm of players during the Spring Festival has become a proposition that peace elites must face.

"Peace Elite" continued the idea of innovating the custom of the Spring Festival in the game, and put on the skin and vehicles with the theme of the Spring Festival on New Year's Eve to echo the New Year ceremony of loading new cars. Together with the film A Chinese Odyssey, we launched the Spring Festival fashion of Heroes on Earth, and together with Maserati, an ultra-luxury car brand, we launched three co-branded cars, which made players feel the fun of driving a luxury car to blow up the streets during the Spring Festival, and made people call "peaceful elites understand the taste of the year".

If we look back at the series of actions of the Peace Elite in the game after the Spring Festival version was launched according to the timeline, we can see that it is through repeated play that the Peace Elite keeps the brand hot from before the Spring Festival to the Spring Festival, and continues to create different scenes of "eating chicken" for players during the Spring Festival, thus deepening the brand mind.

Multi-content matrix promotes "eat chicken" to the public.

Outside the game, in order to balance the dual goals of continuing the popularity of the game and shaping the brand culture, the peace elite found the strategy: content.

Starting from the "Eating Chicken" related to the Spring Festival, the Peace Elite continued to release diversified entertainment content from 65438+/KOOC-0/0/7, showing a layered breakthrough content strategy: first, the theme song and talk show created the atmosphere, then the brand TVC created the explosion point, and finally, combined with the Spring Festival party, short play and other content to expand channels and realize the all-round explosion of volume.

◆ Cross-defining the system to create an auspicious atmosphere

As the auspicious official of the Spring Festival in 2023, Gong Linna sang the theme song Jijiji at the invitation of "Peace Elite". The brainwashing, cheerful and festive melody of ghosts and animals takes the lead in rendering the atmosphere of "eating chicken in the New Year" and caters to the preferences of contemporary young people. Aiming at the core audience of young people, Peace Elite also has an accurate insight that with the popularity of talk show variety, humorous talk show forms continue to get hot, which is loved by young people and the public. In this context, "Peace Elite" and high-profile talk show actors jointly launched a "Get the Rooster Talk Show".

Hulan, He, Xu Zhisheng, Bird and other popular players in the "Talk Show Conference" have joined in, and golden sentences are frequent. Through the unique content form of talk show, based on the soft expression of life insight, people sing strongly about the daily life of the New Year, and subtly connect the culture of "eating chicken" with the emotional contact of users. Even if you are not a gamer, you can feel that "Peace Elite" is a sharp weapon for the New Year. With the rich content of the program, Peace Elite also updated the voice package of the talk show in the game, which effectively promoted the activity and transformation of users with the influence of the talk show actors.

From magical divine comedy to comedy genre, these cross-border contents with wide brain holes and interesting stems fit the Spring Festival scene, which naturally brings up the overall atmosphere of "eating chicken for the New Year" from different dimensions, and also makes the mind of "eating chicken" reach more target audiences with its unique content attributes, creating the possibility for brands to tap potential users. Not only did the theme song Gigi Gigi enter the TOP3 of QQ music game list, but also related topics such as # Peace Elite Grab Talk Show Premiere # and # How to Go Home # also made hot search lists on social media platforms such as Weibo, Aauto Quicker, which showed the public's concern and recognition for the cross-border content of Peace Elite.

◆ Big coffee leads, detonating hot spots in the new year.

With the approach of the Spring Festival, the peace elite also launched a New Year blockbuster, led by Jason Wu, and joined the battle of "New Year's Eve". The film combines the common characteristics of New Year films such as big coffee sitting in the town, compact plot and exciting joy. With the film-level texture and fast-paced narrative techniques, it fits the atmosphere of the Spring Festival node and will grab the first place in the New Year.

Source: SocialBeta, official account ID of WeChat ID: hi Socialbeta, editor: Jellyfish, Xia Mei)

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