The earth magic world you don't want is all in the promotion of Universal Studios Beijing.

What should I do to welcome 202 1 after the New Year holiday?

Of course, it is necessary to start thinking about where the first trip this year is most meaningful.

According to "20 19 China Scenic Spot Tourism Consumption Research Report", the three most popular tourist attractions in China are natural scenery, ethnic customs scenic spots and theme parks.

For example, Princess Disney on the Run, which has been popular for half a year, is more about going to the castle to be a princess. / unsplash

It is estimated that every 1 yuan spent by tourists in theme parks will drive the GDP of local 6 yuan. No matter for ordinary workers or urban developers, theme parks are a good place to earn money and play with their dreams.

No, Universal Studios Beijing is already gearing up to welcome fans back to the magical world. On the first day of the Lunar New Year, Weibo, the official of Universal Studios Beijing, issued a document saying that the core project has been completed and entered the preparatory stage of operation, and it is expected to open in May this year.

The comment under this "good news" seems to be the biggest surprise for fans, not that the park is near, but that the official has finally changed it into a normal announcement.

Back to the end of 2020, if you want to choose the worst announcement of the year, it must be Universal Studios Beijing. The magical world that everyone has been waiting for has become a messy magical world in the wind in the official propaganda.

An official rendering that looks interesting. Presumably, it didn't expect things to develop like that later.

What's wrong with "Earthy Flavor" announcing rollover?

On the global stage, come if there is enough soil.

If I am guilty, I hope that the law will punish me, instead of letting me watch the "long" propaganda film of Universal Studios Beijing, 1 minute 23 seconds.

From the first shot of the promo, there was a strong smell of something wrong. Probably in order to create a magical world atmosphere that young people want to go to, the kind editor used a girl wearing a JK skirt that young people love to wear as the opening character.

Of course, you don't have to understand what she is doing, because the next second, another JK girl is swimming in the magical world, and you don't even have to turn on the sound. As long as you look at her mouth, you can feel her "shock" through time and space.

Unlike the "fans" of Surprise Gift in the video, the off-screen audience should feel more "scared" after watching it. In other words, this is unpleasant.

After all, watching a huge snitch fly around in front of you, don't even hurry to catch it, just care about being happy. Such people are going to be expelled from our fans.

Compared with the "magic magic" of Hogwarts, Jurassic World next door is not much better.

After all, it's hard for Jing M.Guo to give an S card for this kind of emotionless acting.

Not to mention this kind of incomplete cutout, it also challenges the ambiguous special effects of How to Escape from Dinosaurs. The dinosaur behind is like the expression on your face in front of the screen, three points confused, four points frightened and 100% embarrassed.

However, as far as this magical earth effect is concerned, there is also a famous advertising slogan-"Beijing Global Resort Hotel will take you to experience the immersive feeling". (Fans: No need)

This self-confidence is almost the same as the copy of this promotional film: all kinds of performers perform a 360-degree fancy show and laugh until the Fiona Fang Shili voice control light shines for me.

Whether it is a shining drama is debatable, but from the perspective of the propaganda film alone, it is indeed a 360-degree omnibearing nerve.

This promo, which was linked to Weibo Hot Search twice in June 5438+065438+ 10, 2020, is not a meaningless confusing behavior.

As early as June+10 in 5438, Universal Studios and Tik Tok officially launched an activity called "Dancing God Audition" and released a variety of special effects on Tik Tok. Tik Tok users can take selfie videos to participate in the activities, and then the "excellent works" will be selected by the official of Universal Studios Beijing.

These carefully selected "excellent" works constitute the ultimate earth video that everyone saw later, which makes people feel embarrassed to dig underground castles.

Compared with the eye-catching propaganda film, the publicity of the "Dance Audition" activity is not excessive.

In the endless singing of "You can eat here, play here, touch movies and make you fly", in the textbook-like atmosphere of "Just be big", it is like a large barrage of demons flying around. Even Universal Studios Orlando, a tall material, should serve Universal Studios Beijing, which is grounded.

In fact, these are not the first "broken circles" in the local flavor marketing of Universal Studios Beijing. The completion map of the park released one step ahead of the promotional film has attracted the attention of many netizens earlier.

You happened to pass by a university library. On closer inspection, it turned out to be an elaborate "The Grand Budapest Hotel".

Looking at the unknown buildings in the local tyrants' sales department, I can only console myself. Perhaps this is the "Cyberpunk wind", which feels illusory in reality and finds paradise in the messy earthy flavor.

This beautiful People's Park is also in response to the theme of "the youngest Xian Yi". In addition to thrilling games, there should be a harmonious and beautiful walking area.

After the construction started on 20 15, Universal Studios Beijing experienced two postponements, and finally set the opening time as 202 1. Although some netizens collected photos of the scene, on the whole, they were all somewhat unsatisfactory.

Netizen @ daeeeeeeeee once filmed the "Magic World" park. Although she is an iron powder, she has sent a lot of real-life pictures to try to turn the tide for the wind review of the park landscape, but it has little effect on innocent netizens with spicy eyes.

I can only show you a red lantern hanging high in front of Hogwarts School.

Only magic can defeat magic,

Not magic.

Netizens mercilessly chose to hit their faces on the spot. "You can smell the dirt in just a few words."

Why did Universal Studios Beijing become a counterexample of tragic rollover as soon as it landed?

Chinese fonts that don't look beautiful in the park have also become a place where netizens find fault: "Next door Disney specially found a designer to design fonts for five years. Look at you. "

Since 1989 the first "splendid china" theme park was built in Shenzhen, the development of China theme park has gone through 32 years, and the total number of theme parks has reached more than 2,000. At present, theme parks have changed from simple sightseeing+equipment amusement to strong IP attraction, and huge IP has become the core selling point of every large theme park.

The biggest reason why this wave of local flavor is ridiculed by everyone is that it greatly reduces the public's high expectations for the big IP of the world.

The earthy announcement of Universal Studios Beijing's "grounding gas" broke the dream impression that the magical world should override reality, and made fans lose the right to "dream" clearly.

In the magical world, Muggles should not be mixed with local marketing. / unsplash

The strong contrast attached to local flavor marketing and the social attribute of creating communication topics are the reasons why it is sought after. Whether IP itself is suitable for local flavor marketing is the key to determine the advertising effect.

Some advertising practitioners have analyzed that the discomfort of these promotional videos does not simply come from the aesthetic deficiency of the producers. "In fact, this is a way to give up the basics, and then through rough production techniques, the audience's discomfort will multiply."

With the opening of the park just around the corner, Universal Studios Beijing is facing more challenges than the announcement. From the perspective of park operation and visitors' experience, nothing is simpler than announcement. A relatively simple announcement, but in the first step, I chose to shoot the trust of fans.

Dior has something to say about the rolling of local marketing. Even though Weibo, the rustic marketing manager, was deleted and made an apology, Dior saddle bag still did not prevent it from becoming the most rustic luxury in 20 18.

However, the "local flavor" itself will not disappear with the end of marketing. It is engraved in the memory of all witnesses and affects their decision-making.

As we all know, every abbreviation of Universal Studios has our rules+domain name. For example, Universal Studios Osaka, Japan is USJ (Japan), Universal Studios Singapore is USS (Singapore), and Universal Studios Hollywood, USA is USH (Hollywood).

As for whether Universal Studios Beijing will be called USC (China) or USB (Beijing) in the end, it has not been decided yet. However, if this propaganda method of reverse marketing does not stop, the latter will probably become its default name.

USB, tut tut, you read, you taste.

2065438+In March 2009, Weibo, Beijing Universal Resort Hotel, launched the first promotional video. In a series of feature films planned by Guan Bo, collectors and writers of China Transformers shared their feelings and revealed their respect for classics since childhood.

Scott Webb, the creative choreographer in charge of the Transformers base, appeared and commented emotionally: "When tourists walk into the park, they will all become agents and become part of the story."

Walking into the paradise and becoming a part of the story is the serious thing that theme parks need to do.