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皮皮游戏全程总冠名橘洲音乐节:音乐+游戏跨界裂变

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游戏与音乐作为90后、00后年轻人的两个标签,是当下流行文化中最重要的分支之二。之前,这两者或有结合,但相对独立。直到本年度橘洲音乐节的开唱,让我们领略到了游戏和音乐的另一种结合姿势。

日前,由皮皮游戏全程总冠名的2018橘洲音乐节在长沙橘洲沙滩乐园开唱,毛不易、陈粒、草东没有派对、触执毛、房东的猫、鹿先森等艺人和乐队倾情献唱,吸引4万名乐迷“high爆”全场,共同噪梦音乐。

据悉,在音乐节现场,皮皮游戏携手旗下星悦游戏、弈乐游戏、四方游戏与4万人乐迷互动,皮皮游戏在现场人气十足,展位一度被挤爆,游戏体验与互动环节赢得了众多现场粉丝和媒体的高度关注。

皮皮游戏音乐节

 

活动火爆的背后,皮皮游戏冠名音乐节为何产生如此意想不到的效果?游戏与音乐在这里产生了怎样的火花?

游戏助力音乐的创新思维

以游戏助力音乐,这是皮皮游戏在此次音乐节取得成功的关键。长期以来,我们始终把游戏与音乐区分看待,认为音乐只是游戏的“佐料”。但从皮皮游戏的实践来看,这个固有的成见应当摒弃。

在此次音乐会期间,皮皮游戏为音乐节设置了专门的专属音乐造梦区,“心愿互动地图”、“我是DJ我来噪”等现场互动环节,为这场音乐大Party增添了无限乐趣。

皮皮小姐姐,带领完成互动地图

170cm+皮皮小姐姐,带领完成互动地图

皮皮游戏展位挤满了热情的小伙伴

皮皮游戏展位挤满了热情的小伙伴

好玩到连孩子都忍不住看

皮皮游戏体验区,好玩到连孩子都忍不住看

皮皮游戏与付费点

贴上皮皮专属文身贴,从此就是自己人

这里拍照太酷啦

皮皮合影区,当一把DJ,小姐姐大叫:这里拍照太酷啦

这里拍照太酷啦

挂上心愿卡,我很小,但是我也有自己大大的心愿

这里拍照太酷啦

咨询区,游戏太好玩,怎么下载啊?

音乐可以为游戏增加乐趣,游戏也可以为音乐造梦,皮皮游戏与Scratch音乐融为一体,为音乐带来了更多的趣味性,更多的娱乐属性。音乐也不只是辅助达到某种作用的“工具”,而是娱乐本身。这次活动的意义就在于,其实际上是让音乐回归纯粹,不为音乐增加太多的主观意义。

反过来,音乐也为皮皮游戏带来了品牌效应。在喜欢音乐的用户群体中,很多也是游戏的潜在用户群体。他们对新鲜事物的接受度高,对游戏的热情更高涨。在娱乐的氛围下,用户对皮皮游戏产生了深厚的品牌认同。所以,我们可以看到,在音乐节上,众多乐迷对皮皮游戏产生了浓厚的兴趣,这源于对品牌的亲近感。

游戏与流行的火花

皮皮游戏赞助橘洲音乐节成功的要素还源于将游戏与流行要素结合。在此次音乐节,除了热闹的皮皮展位,这场音乐盛会,毛不易/陈粒/草东没有派对/房东的猫/鹿先森等中国原创音乐人/乐队,倾情献唱,他们与现场乐迷们,一起相聚橘洲!

皮皮游戏音乐节

皮皮游戏音乐节

40000人聚在一起,现场版:“人人人从从从众众众”感受一下

橘洲音乐节

热情点亮橘洲,音乐嗨翻全场

此次橘洲音乐节的重磅嘉宾都是当下流行音乐最火爆的原创音乐人/乐队之一,这些歌手有的在大众群体中有着很高的知名度,有的则在细分群体中有大量的拥趸,他们都有着极强的个人风格和原创能力。

这与皮皮游戏有着相似的品牌属性。一方面,皮皮游戏作为棋牌行业领军品牌,在垂直领域有着雄厚的原创实力。其产品涵盖20余个省份,包含麻将、字牌、扑克等100余种地道玩法。同时,皮皮游戏还是GMGC全球游戏开发者大会的最佳棋牌游戏奖的获得者、阿里巴巴集团最佳休闲棋牌游戏获得者。另一方面,皮皮游戏有着广泛的知名度。根据2017年棋牌市场调研报告(iresearch data),皮皮游戏及旗下星悦游戏、弈乐游戏、四方游戏,在重点省份占领52%棋牌游戏市场份额。这种相似度让用户在流行音乐和皮皮游戏中产生了共鸣。

将游戏融入了流行的元素,皮皮游戏的此次创新则前所未有。流行音乐吸引年轻、潮流的新一代乐迷们为皮皮游戏带来丰富的用户,从而让皮皮游戏具有了更广泛的用户基础。同时,流行音乐也为皮皮游戏增加了更时尚、更潮流的元素,皮皮游戏显得更加独特,更加有吸引力。

可以看到,皮皮游戏全程总冠名橘洲音乐节之所以能取得巨大成功,很大程度上在于音乐与游戏结合的魅力。游戏让音乐节更有趣味,音乐让游戏更加流行。皮皮游戏开创了游戏与音乐结合的新模式,这将会引领全新的娱乐领域跨界潮流。

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