Hopson Commercial × Arctic Ocean: From space operation and IP incubation to how to do links with users' minds

Every year, The New Year's Flavor has become one of the hot words. On the occasion of the Spring Festival in 2022, Hopson Commercial and Arctic Ocean have created the "Beijing Flavor New Year , Family Orange" New Year Theme Award, a trendy retro feeling IP and a trendy commercial landmark strong combination, giving the New Year flavor a more innovative presentation.

Hopson Commercial x Arctic Ocean

New Year's Eve Insight To create a New Year feast

Although it is inevitable to be affected by the epidemic, the New Year is still the emotional resonance in Chinese's mind. As a result, Hopson Commercial and Arctic Ocean carefully created a "Beijing Flavor New Year , Family Orange" New Year theme activity.

When, a generation's childhood passed, memories tumbled;

Now, whose happiness is just in time, see new surprises.

Covering an area of 600 square meters, the theme trampoline park opens a carnival feast for adults and children: jumping, flying and falling on the bouncing trampoline, no matter the age of the child, at this time, do not care about the image, just open your arms to meet the moment of wanton, now Hopson also has a limited time discount, online discount ticket purchase can participate. Trampoline addiction, tired to jump again! The orange soda-smelling devil slide is stimulating and warm; adults and children like to be in the ocean ball pool, and they don't want to get up when they fall into it, and the sticky walls that appear in major variety shows are like hilarious machines... In this playground for adults, the adventure island of children will release the hard work and stress that has accumulated for a year, and regain a cheerful and vivid attitude to life in the busy crevices of the city.

But the excitement doesn't stop there.

On January 22nd, come to Beijing Chaoyang Hopson Hui to make the little year more flavorful!

PK race as a child

According to the scene of the childhood paradise, set up a childhood game to break through the PK game, so that the most familiar childhood paradise returns!

With the map, you can participate in jumping leather bands, kicking shuttlecocks, hopscotches, and hoops on the 5F floor of Hopson Hui, and after punching in, you can get a custom scarf (with the scarf you can enjoy multiple exclusive privileges)! Use the simplest happiness of the past to find your own childhood memories.

(Punch card map distribution: trampoline park on the 5th floor, service desk on the first floor)

Childhood Post Office

With the map, at the entrance of the 21st block on the B1 floor, get a Chinese New Year card, write down a full of New Year's expectations on the spot, deliver the New Year greeting card to the time mailbox, mail it to the designated location, and bring greater surprises across time.

Stuck in the heart of the bear

On the occasion of the New Year, it is always indispensable to the questioning and nagging of relatives, and the heart of the bear - the Arctic Ocean Ice Bear doll random street visit, for us to ask "100,000" heart-piercing questions. In a humorous interactive way, everyone gathered to speak out and leave a deep and interesting group portrait of life.

Family Orange custom scarf privilege

With orange custom scarf, you can enjoy welfare at many merchants in Beijing Chaoyang Hopson Hui.

(Scarves are obtained by participating in game interactions/Bear Questions, etc.)

Exclusive customization

(1) Arctic Ocean theme joint special drink, feel the taste of memory, here is within reach and different.

(2) Children's DIY fun handmade, for the Arctic Ocean Bear white model, add a strong ink and color!

At this event, Hopson Commercial and Arctic Ocean linked many merchants in hopson hub to maximize the diversion of personnel, when the game interaction field is scattered throughout Hopson, no matter where you are, you can participate in this feast and feel the New Year activities full of flavor! The collision of interesting commercial space and emotional IP will bring a unique experience to consumers. When business is infinitely close to people's social norms, it also has the possibility of triggering deep value resonance.

Young traffic x directed IP

New experience of the scene Tap into the vitality of the city

The Internet has brought "a thousand miles a day" of information iteration, IP cooperation needs more accurate insight from the brand side, because the commercial space is more carrying the intersection of consumer life, so it is particularly important to create a suitable communication content for consumer needs to achieve the interpretation of product characteristics and the expansion of brand connotation.

At this New Year event, the most heartfelt visit in history - the heart of the bear burst into laughter. The Spring Festival party is coming, and on the surface it seems that the wind and waves are calm, but in fact, relatives are nagging and asking questions about the early rush of the dark tide. Ice Bear wearing a puppet suit randomly visits the street, about the New Year's Eve is about to encounter "heart-piercing questions", to see how everyone can turn the danger into a disaster and turn things around! Use humorous dialogue to show the way people live today.

Hopson Commercial hopes to find the emotional resonance of the public in the new taste of the year through interesting new experiences, and the United Nations public beverage brand Arctic Ocean, from interpreting the theme of "Beijing Flavor New Year , Family Orange", extends to the connection between space and people, finds the common point of family joy, and gives the brand temperature and emotional value.

In this cooperation, from the perspective of the audience, Hopson Hui, as a meeting place for millions of Generation Z customers, is highly matched with the emotional IP audience created by the Arctic Ocean National Beverage, and this accurate directional communication makes the brand IP cooperation more valuable. Hopson Hui's own young traffic and emotional activities are deeply bound, which has become an important starting point for Hopson Business to penetrate the audience and lock in young people.

Actively approaching the deep needs of the public, the ace combination of the favorite drink in the party + the favorite place to come, has achieved the greatest common denominator of the young people's gathering, and also expanded the influence and scope of influence on this group, and the integration of the two can reach a consensus and arouse widespread attention.

Deep bonding

Establish patterns and link with the user's mind

Hopson's deep alliance with the Arctic Ocean is not a simple site leasing or IP procurement, but a more effective perspective on space operation and IP enhancement. Based on its own data and models, we deeply understand and tap the advantages and characteristics of both sides, and accurately match the brand/IP characteristics, customer groups and online and offline space at the mental level to form the mental positioning of this activity as "the happy planet that has always accompanied you". Based on this positioning, Hopson Commercial generates and plans this event and content through data insight and creative approach, while strengthening the mental connection between the brand and the user, highlighting the correlation between the space activity scene and the user behavior, scientifically combining the space operation with the scene innovation, enlarging the superior resources of both sides, and "pulling the brand value to the full".

This cooperation is a tailor-made brand cooperation trial conducted by Hopson's business research team. On the basis of the brand's own activities, based on in-depth data analysis, lock the main customer groups covered by this activity, and dig deep and describe the user behavior and mental characteristics, cut into the childhood memories of the middle-aged customer group pressed in the heart, the pressure of the daily life of urban youth, etc., further enrich the cooperation content, accurately reach the public psychology, and truly achieve the whole case activity planning based on the user's mind, which has won the brand unlimited business opportunities and imagination space. At this time, everyone focuses not only on the payment of feelings but also on the deep recognition of the brand. The space operation is full of sweet memories and beautiful elements from a simple childhood, breaking through the limitations of geography, generation and space, and the brand will be revitalized.

The changes in the commercial space are colorful, accompanied by the growth of the national beverage Arctic Ocean, and the commercial center beijing Chaoyang Hopson Hui, which accompanies life, aims to form long-term interaction with consumers through the discussion of new consumption scenarios and space operation methods.

Tactical advancement

Respond to the times and grasp the pulse of business

From "one activity" to "one practice", Hopson Business, as a "value creator of the business ecological chain", makes in-depth value expression possible with cutting-edge experience and youthful social samples. As a content operation method with both commercial value and long-term vitality, IP has always been an important weapon for building brands. Through continuous exploration, Hopson Commercial has also found a new path of "IP incubation + space operation" with higher efficiency based on the logic of "consumer mind link".

Under the dual integration of brand and space, it not only enables young people to substitute for themselves and resonate, but also can burn the traces of changes in social concepts in the big era. Respond to the times with the brand, combine high-quality IP operations, and grasp the contemporary popular culture and young pulse in a targeted manner.

Maintain the gene of dialogue with young people, use IP cooperation and incubation to provide interesting gameplay and experience for business, and further intensify the social fission and word-of-mouth communication of consumers, and business can naturally jump out of the unchanged cycle law. In the future, Hopson Will also carry out more joint practice of IP, which is also what Hopson Is doing.

This article originated from Blue Whale Finance