Glory of Kings Content Marketing Event Observation
Event 1: King of Glory Co-creation Night to create a new brand proposition
On October 30th, King of Glory held the 2021 Co-Creation Night and the 6th Anniversary Celebration of King's Glory and broadcast it in-game and major platforms. It is reported that the stage of the co-creation night is based on the theme of the inheritance of the national style, and in line with the theme of the Chang'an season, the stage design presents a full Chinese style from the stage effect to the program setting. Not only that, King of Glory also invited several celebrities and professionals in the field of traditional culture to participate in the performance, integrating the national style with modernity, and better expressing and disseminating it through the medium of games.
Event 2: Glory of Kings Sixth Anniversary with Players "Glory Together"
On October 19, Glory of Kings released the game's sixth anniversary CG "Glory Together" and launched the theme song of the same name. There are four main scenes in this CG, and the petals are the main clues throughout the film. As the most popular game in China, King of Glory has accompanied players through six years of ups and downs and has long been integrated into the daily lives of many players. The team, friendship, and love shown in CG are essentially projections of the players' real lives, and the past, present, and future reflect the king's glory to accompany the players for the next six years.
Incident Three: The Glory of the King and the Sun Walker walk again to take the path of the scriptures
On October 8, the first skin of the 86th edition of Journey to the West was launched. Sun Wukong Sun Walker" was officially launched. The skin has made a high degree of reproduction and restoration of the 86 version of Sun Wukong in terms of character image and character skills, from the design of the fire-eyed golden eye, the yellow tiger skin skirt, and the Ruyi golden hoop stick to the interaction of stepping on the tendons and fighting clouds and angrily pulling the sea god needle, all of which reproduce the image of Sun Xingxing in "Journey to the West". The character dubbing invited Teacher Li Shihong, one of the voices of the original TV series Sun Wukong, and as soon as he opened his mouth, he remembered his childhood. Not only that, the game character appearance music combines the classic "Yungong Xunyin" and the pulsar sounds collected from the universe by the "Chinese Tianyan FAST Telescope" to express the beautiful imagination of the Tiangong with Chinese unique romance.
The 86th edition of Journey to the West is a childhood memory for many people, and Sun Wukong is a "superhero" in many people's childhood. The linkage between the king and Journey to the West this time is started with Sun Wukong, which on the one hand gets a lot of attention by evoking childhood memories, and on the other hand, it also has the intention of continuing childhood happiness.
Event Four: The King of Dunhuang series skin reproduces Hu Xuan
Recently, the third season of the King's Glory Dunhuang cooperative skin "Sable Cicada - Meet Hu Xuan" was officially launched. Inspired by the Dunhuang music and dance of Cave 220 of Dunhuang Mogao Grottoes, the king, under the artistic inclusive guidance of "Tang Yun Hu Feng", integrates the cultural elements of the Western Regions, Dunhuang and Tang To create a beautiful Hu Whirling Maiko dressed in a hakama, barefoot lightly pointing the dance feast, and turning sharply like the wind. In addition, the skin design is implanted in many places to symbolize the erosion of the murals and the dissipation of wind and sand, suggesting the importance of digital protection and spiritual inheritance under the continuous disappearance of Dunhuang murals.
The king also cooperated with the Dunhuang Research Institute to carry out the "Happy Hu Xuan Circle Together" activity, collecting pictures, texts and videos of users happily circling inside and outside the game. It is intended to convey the warm tolerance of the spirit of the Mogao Grottoes under the tang dynasty with a sharp turn like the wind, and to call on everyone to protect Dunhuang culture in the most vivid way.
Event Five: Glory of kings join hands with the Perfect Diary to give you a look
You can't be the four beauties, but you can try the eye makeup of the four beauties. On September 25th, Perfect Diary linked up with the glory of the king, summoned the popular four beautiful heroes, and crossed the border to create the king's eye king series and the loose powder "king series". Eye shadow series of four beauty and four colors, mink cicada pink purple, Xi Shi dadi, jade ring orange brown, Zhaojun ice blue, each showing its beauty; The loose powder series combines heroic stunts, condensing ice crystals, magic yarn, flower prints, neon clothes and other beautiful patterns.
King Glory mobile game and beauty brand cooperation is not the first time, love armed and love red makeup behind is the king's private domain culture shaping and dissemination. The perfect diary launched the same eye makeup of Canyon Four Beauty, which is to use the spiritual core of the game to expect users to be able to "make up" in their daily lives and attack the whole army.
Event 6: Come to King's Canyon for the Mid-Autumn Festival
The Mid-Autumn Festival is approaching, and the finale of the king's glory traditional festival skin - Shen Mengxi [Moon Group Thoughts" was officially launched on September 19. The hero Shen Mengxi appears as a gourmet, wearing a bright moon suit on the sea, stepping on Lingyun jade rabbit shoes, holding a moon cake in his left hand, and a jade rabbit immortal in his right hand. This time, the skin is based on the new meaning, and the traditional stuffing is integrated into a variety of Mid-Autumn Festival elements such as the full moon, lanterns, jade rabbits, etc., and the bomb throwing of the character's skill is changed to the throwing moon cake, which is suitable and does not lose heart.
Brand gamification marketing insights
Since its birth, the glory of the king has remained high all the way, it is the supreme entertainment, but also the social darling, but also the marketing weapon. Super popularity, super players, too many topics, too many activities, stickiness once caused the topic of supervision to discuss, but this can not change it is still the ceiling of entertainment consumption
Chinese New Year's Eve buying skin seems to have become a New Year's custom. It is an indisputable fact that the King's Glory New Year's limited skin, activity, and blackening have become the new fashion. From game experience, content operation, marketing topics, etc. King glory is a model for brands worth learning, gamification marketing is one of the key categories of content marketing, the underlying logic of content marketing is to stimulate the user's sense of participation, symbiosis with brand value creation, seven directions to drive brand game marketing management:
Product co-creation: link products, deep integration of game circle entertainment scenes
Idea Marketing: Advocate advocacy and attract people with common value orientations to get together
Event Rituals: Construct memories and establish signs of gamified memory celebrations
Cultural consensus: Excavate the common cultural memory content elements of the user circle
Historical creation: content innovation, combined with excellent history and culture for innovation
Tide cool fusion: business cooperation, the conclusion of connotation fits the brand for co-creation
Node activity: trigger emotion, topic activity leverage group emotional resonance
This year, EDG won the League of Legends Global Finals, and another wave stirred up the enthusiasm of game competition. Judging from the update-related dynamics of multiple age levels in the circle of friends, the popularity of the game has a certain weight in the national mind. With the new development of cultural going to sea and cultural revitalization, the depth and breadth of gamification marketing will surely usher in a new round of bursting.
Games are a way of life, a source of happiness, and have become more and more the mark of the Chinese people.