Peace Elite, make a deep festival

Festival marketing has always been an important proposition for brands. According to the "2023 Festival Marketing Trend Report" produced by SocialBeta, among the 10 festivals throughout the year, the Spring Festival occupies the top 1 popular marketing festival. For the gaming industry, the Spring Festival, a time when the whole family is happy, is undoubtedly a good opportunity to seek growth and revitalize users. But this also means that the brand’s Spring Festival marketing is inevitably biased from theme to form, often focusing on topics such as home reunions and traditional zodiac animals. Based on this background, SocialBeta found that "Peace Elite" has made a unique brand personality in this year's Spring Festival marketing. Specifically, the "eating chicken" meme that symbolizes victory in "Peace Elite" is strongly related to the auspicious atmosphere of the Spring Festival. The game slogan "Good Luck and Good Luck" is also a common New Year blessing. With the high degree of compatibility between the characteristics of both parties, "Peace Elite" will also deeply integrate the game culture with "Auspicious" as the core and popular culture on the basis of innovative gameplay, interpreting the New Year's meaning of "eating chicken" from different content dimensions. From the game world to real life, in the Spring Festival marketing of "Peace Elite" that wins with content, we see new possibilities for holiday marketing of game brands.

New to the game world, use "chicken eating" to convey blessings

In order to welcome the New Year of the Rabbit, "Peace Elite" integrated Jiangnan gardens into the game world as early as the end of last year and launched A version of the New Year garden with Chinese characteristics. Behind this antique garden lies the ingenuity and insight of "Peace Elite" - the cultural charm of Jiangnan gardens perfectly reflects the heritage of the Spring Festival. It changes the ruins style of the island map in the game and creates a festive atmosphere. Novelty. Taking advantage of the garden scenery, "Peace Elite" uses festive decorations of lights and colors to set off the lively atmosphere of the New Year, allowing players to celebrate the Chinese New Year with a Jiangnan flavor. As long as you enter this New Year garden, you can find that "Peace Elite" incorporates all auspicious elements into the gameplay and uses digital technology to create an immersive New Year experience for players. From checking in on the carp leaping over the dragon gate to riding the paper kite aircraft, and even New Year paintings to pray for blessings, eating New Year's Eve dinner, fighting New Year beasts and other New Year customs, "Peace Elite" has arranged them all. By leveraging the auspicious meanings behind these traditional customs, "Peace Elite" sends New Year blessings to players, further opening up the mental connection between "eating chicken", which represents victory in the game, and sending auspiciousness during the Spring Festival.

Whether it is the new scenes of Jiangnan gardens or the new gameplay combined with the Spring Festival customs, "Peace Elite" starts from many aspects and continues to strengthen the connection between "eating chicken" and the Spring Festival in the game. The virtual world and real elements are connected to innovate the in-game New Year experience, thereby stimulating players' interest and increasing player activity. It also allows users to naturally deepen their perception of the game's "chicken-eating culture" during the immersive New Year experience.

However, from the perspective of brand marketing, there is a time difference between the Spring Garden version, which was updated in advance at the end of last year, and the Lunar New Year that cannot be ignored. As the date goes by, how to continue to maintain player enthusiasm during the Spring Festival has also become a proposition that "Peace Elite" must face.

In the game, "Peace Elite" continues the idea of ????innovating the Spring Festival customs, and launches New Year-themed skins and vehicles on New Year's Eve to echo the New Year ritual of changing to new clothes and picking up a new car. The "Universal Heroes" New Year fashion was jointly launched with the movie "Westward Journey", and it also collaborated with the ultra-luxury car brand Maserati to launch three co-branded vehicles, allowing players to experience the fun of driving luxury cars on the streets during the New Year holiday, which makes people call ""Peace" "Elites" understand the flavor of the year."

If you review the series of in-game actions of "Peace Elite" according to the timeline after the New Year version was launched, you can see that it is through the new gameplay again and again that "Peace Elite" has made the brand popular throughout During the entire period from before the Chinese New Year to the Spring Festival, we continue to create different New Year "chicken eating" scenes for players to continuously deepen the brand's thinking.

A diverse content matrix promotes “chicken eating” to the public

In addition to the game, in order to balance the dual goals of continuing the popularity of the game and building brand culture, "Peace Elite" has found The strategy is: content.

Taking the "chicken eating" associated with the Spring Festival as the starting point, "Peace Elite" has continuously released diversified entertainment content since January 17, demonstrating a layer-by-layer content strategy: starting with theme songs and talk The show creates the atmosphere, and then uses the brand TVC to create explosive points, and finally combines the New Year Party, short plays and other content to expand channels and achieve a full explosion of popularity.

◆Cross-border customization to create an auspicious atmosphere

As the Geely Official of the 2023 New Year, Gong Linna was invited by "Peace Elite" to sing the theme song "Gee Ji Ji" to seize the lead. 》. The ghostly brainwashing yet cheerful and festive melody takes the lead in exaggerating the atmosphere of "eating chicken in the New Year" and also caters to the preferences of contemporary young people. Targeting the core audience of young people, "Peace Elite" has also accurately realized that with the popularity of talk show variety shows, the humorous talk show format continues to become popular, and is loved by the young circle and is also loved by the public. In this context, "Peace Elite" teamed up with popular talk show actors to launch a "Seize the First Chicken Talk Show".

Hu Lan, He Guangzhi, Xu Zhisheng, Niaoniao and other popular contestants from "Talk Show Conference" have joined the show one after another, and their famous quotes frequently come out. Through the unique content form of talk shows and soft expressions based on life insights, it arouses people's strong excitement about daily life during the New Year, and subtly connects the "chicken-eating" culture with users' emotional touch points. Even if you are not a gamer, you can still feel in the program that "Peace Elite" is a powerful tool for "seeking luck" during the New Year. In conjunction with the program content, "Peace Elite" also simultaneously updated the talk show New Year voice pack in the game, leveraging the influence of talk show actors to effectively promote user activity and conversion.

From magical comedies to comedy genres, these imaginative, interesting and interesting cross-border contents fit the Spring Festival scene, and naturally bring out the overall atmosphere of "New Year's Chicken" from different dimensions, and use it to The unique content attributes allow "Chicken Eater" to reach more target audiences, creating the possibility for the brand to tap potential users. Not only has the theme song "Jijiji" entered the top 3 of the QQ music game list, but also related topics such as #Peace Elite Seizes the First Chicken Talk Show Premiere#, #He Guangzhi Back Hometown# have also appeared on Weibo, Douyin, Kuaishou and other social media platforms The hot search list is enough to show the public's attention and recognition of the cross-border content of "Peace Elite".

◆Celebrities take the lead, detonating New Year hot topics

As the Spring Festival approaches, "Peace Elite" also launched a New Year blockbuster led by Wu Jing, joining the "Lunar New Year" War situation. The film incorporates the common features of Lunar New Year films such as celebrity presence, compact plot, and lively joy. It uses a movie-level texture and fast-paced narrative technique to fit the atmosphere of the Spring Festival. "

< p>Source: SocialBeta, public account ID: hisocialbeta, editor: Jellyfish, Natsumi)

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