On the luminous replica of lawn tent

Before good night, we are alive, and after good night, we belong to ourselves.

? June 23-24, Tianjie, Chongqing, Hubei Province. A warm life art exhibition was staged in this city of online celebrities.

People passing by here after 8 pm will find tents that can only be used when camping in the wild, scattered in the square.

If you look closely, you will find that each tent has a copy printed by projection technology. When reading these copies, every sentence hides a little inner emotion.

Not depression, not believing in Buddhism, not selling anxiety, but pointing to the persistence in the heart of the tent owner?

This is an "Urban Good Night Tent" art exhibition about life after good night sponsored by kinbor, Netease LOFTER and Eclipse. Grasping the most dynamic and creative time scene of young people, "After good night, before going to bed", kinbor, a cultural and creative brand, joined Netease LOFTER to experience a series of cross-border marketing among young people through product co-branding, online topic interaction and offline display.

? Who's kimball? Kinbor is a brand of cultural and creative life under Guangbo Group. In the past three years, it has been committed to promoting the handheld account culture to the public. The concept of "hand account" comes from Japan and is defined as "notebook for taking notes" in encyclopedia. Different from ordinary books, hand books have the functions of recording mood, time management, schedule planning and so on.

Asked a friend who played a mobile game account, kinbor's popularity and reputation in the circle are quite high. Moreover, kinbor creatively put forward the concept of "Handbooks are books that can change clothes" on the basis of ordinary handbooks, and presented the culture of handbooks in a form that is more acceptable to ordinary consumers.

? Having said that, I will give you a deep look at kimball's case this time.

? 1. In-depth product cooperation, create a "good night" ip, and open a new way of playing Wenchuang brand.

? Kinbor has launched phenomenal products "Boyfriend" and "Butter", and at the same time, it is constantly managing its own ip image, among which the theme of good night is the most popular among fans. In two years, we have extended our products from Handbooks to gift sets, bags, eye masks, nightlight and other products.

Dark blue starry sky, yellow stars and lovely good night bear are deeply embedded in the hearts of fans. It is based on the explosion of this series of products that kinbor has the idea of building his own ip. Driven by the cross-border alliance of good night ip, kinbor and LOFTER have a joint product of luminous embroidery "Good Night Universe", which is more suitable for the theme of good night, and the user "After Good Night" has * *. ?

2. Online topics stimulate the audience's cognition and play multi-brand cross-border joint marketing?

June 13, after # good night, not only # sleep # good night, I want to sleep with you # double topic was initiated in Weibo. Interesting and bold topics immediately triggered users' active discussion and secondary sharing, which caused strong viewing by online users, and the topic interaction instantly broke through 1000 people.

Subsequently, kinbor launched joint marketing with Netease LOFTER, Eclipse and many other yellow V and blue V accounts in Weibo, and launched a "good night" discussion based on the different characteristics of the brand. The topic has been read by nearly 10 million people, realizing the spread from palm fans to mass consumers.

? 3. Off-line exhibition Good Night Bear debuted with 10 1 girl on the same day, capturing a large number of passers-by fans.

? How can there be no offline activities for such a topic that users are buzzing? Kimball really didn't let me down. Kinbor, together with Netease LOFTER, Ergeng Video and Eclipse, created an art exhibition of life after good night in the "City Good Night Tent".

This activity abandoned the traditional three treasures of marketing: North, Shanghai and Guangzhou, and chose to land in Chongqing, an emerging online celebrity resort. ?

On June 23, six tents were set up in the central square of the golden section of Tianjie in northern Chongqing, waiting for night arrival. In the environment where pop-up shops and network celebrities emerge one after another, users are used to marketing activities.

In order to attract users' attention more fully, kinbor took the theme of "After Good Night" to the extreme. Although the installation has been set up in the business circle, the exhibition is only open after 8 pm, and it is full of curiosity among the huge crowd in the business circle during the day. ?

Because this time point is also like the dividing point between young people's social life and personal life, social attributes and self-identity. From this dividing point, many people will quietly change roles during the day and choose to be another self at night. This self is often closer to the real self. ?

? These six tents also correspond to the good night themes of six young people: the daze theme, the game theme, the plaything theme, the music theme, the music addiction room, the overtime theme, the bottomless pit, the snack food theme, the taste room and the blank theme, the good night screening hall?

The reason why I choose this way to say good night to young people is because Netease LOFTER finds that more and more young people can't sleep for various reasons.

? It may be caused by the pressure of city life, by self-control, by the fascinating nightlife in the city, by doing what you like at night ... or by not wanting to sleep at all. ?

Therefore, as an interest community that has been paying attention to the interests and hobbies of the youth circle and the living conditions of young people, Netease LOFTER tries to restore the diverse bedtime life of young people in a way that is in line with artistic perception and living atmosphere. And find an incision, tap the hearts of young people who can't sleep in the city, and finish a warm night talk with them before going to bed.

? Why cross-border marketing with LOFTER?

? LoFTER, as a popular social platform for young people under Netease, covers many areas of interest, including middle school education, photography, painting, entertainment and travel. More than 5,000 high-level interest owners (nicknames for high-quality creators in LOFTER station) created and formed their own interest social circles here.

? LOFTER is an old player in cross-border marketing. Have you ever worked with him? Joydivision launched a "clumsy" canvas bag across the border to inspire young people to live their individuality; Through insight into the social symptoms and steps of young people, a series of "We are sick" T-shirts were launched. Last summer, loft er's own IP "LOFTER doesn't fight in the exhibition hall" jointly created the "She said" female portrait exhibition, which is the road that Netease LOFTER intends to take in the future: exploring and showing the culture and interest life of the youth circle in a diversified form, hoping to poke the hearts of young people in a diversified form.

? It is based on this that kimball and Loft hit it off. Through the analysis of users' scenes, they decided to take life after good night as the starting point, explore users' attitude towards life after good night, trigger users' singing and accompany them to grow up together.

? This cross-border cooperation can be described as an extremely bold attempt. Under the pressure of foreseeable sacrifice and transformation, kinbor team still insists on doing this offline exhibition, bringing minority hand-made culture to more young people and providing them with ways to cure anxiety and find themselves.