"The streets of Chongqing are surprised by the original god Easter egg bus"
"I met Mr. Albedo on the subway"
"I haven't been on the bus for a long time,
Happened to be involved in Shimohara Kazu
Alipay linkage activities,
I collected all the game items in one day..."
In recent months, words related to Genshin and green travel have frequently appeared in the form of combinations on major social networking platforms, causing widespread heated discussions among netizens. In the new generation of young people, green travel is not only a way of life, but also gradually become a trend and interesting thing, more and more young people began to share their new experience of daily green travel on the Internet...
Since April this year, public transport operators in Shanghai, Shenzhen, Guangzhou, Wuhan, Hangzhou, Chengdu, Nanjing, Kunming, Chongqing, Xiamen, Fuzhou, Jinhua and other cities across the country, together with Alipay and the popular game product Genshin, have jointly carried out large-scale public welfare activities covering online and offline "Tianlang Wind Clear Green Travel". Passengers who use Alipay to participate in green travel will have the opportunity to obtain travel coupons, "Genshin" travel skins, character peripherals and other benefits. At the same time, in many cities, Genshin-themed buses, subway stations, and bicycles have appeared one after another, attracting many citizens to check in.
Co-branded formats bring strong passenger flow
Produces 31,000 tons of green energy
In order to be able to get on themed buses and subway trains, many Genshin fans in Wuhan, Shanghai and other places squat at the station. The staff of Xiamen Metro Operation Co., Ltd. said that they would receive calls from Genshin fans every day to inquire about the operation schedule of the theme train. On major online platforms, Genshin fans have written more than 1,000 Amway guides on themed buses and subways, and many of them have even been read up to one million, and many players dress up as their favorite game characters to ride themed subways and buses.
In recent years, the public transportation industry has faced the dilemma and pressure of declining passenger flow and revenue, but it also has broader development opportunities. The scenario-based marketing linkage between Alipay and Genshin makes the bus no longer just a means of transportation, but a diversified scene space, which brings new ideas and new channels to the traditional urban transportation industry to improve passenger flow.
According to statistics, since the launch of the "Tianlang Wind Green Travel" public welfare activity to August, more than 34 million users have participated in the activity, and the cumulative green energy generated by users through green travel has reached 31,000 tons, which is used for public welfare tree planting in ant forest, which is equivalent to planting 1.73 million shuttle trees in desert areas. In terms of rights exchange, the number of digital collection skins exchanged by Alipay and Genshin exceeded 8 million.
In fact, this is the second time that Genshin has linked with Alipay for green travel. As early as last year, Alipay Grand Travel cooperated with Genshin to launch a green travel public welfare activity, and more than one million users actively participated on the first day of the event. Since then, it has also driven the joint format of game IP and transportation industry. Compared with last year, this year's cooperation between the two parties has a longer duration, more diverse prizes and more forms. In addition to online interaction, the two sides also planned the "Green Travel City Tour Activity" offline, and in many cities across the country, the two sides jointly created themed buses, theme subway stations, themed bicycles, etc., allowing virtual IP characters to enter the real traffic travel scene, setting off a wave of young people's green travel check-in craze.
The linkage between the two sides allows gamers to come out of the virtual game world and return to real life travel, and also indirectly drives the physical consumption of local cultural tourism in Chongqing, Xiamen and other places.
For example, in August this year, Chongqing Bus Group teamed up with Alipay and Genshin to create an immersive green travel experience activity. Chongqing citizens and tourists can purchase sightseeing bus e-tickets and participate in offline check-ins through Alipay, and check-in points have been set up at the north and south gates of the Yangtze River Ropeway, Lailong Lane and Xinhua Road. In Chongqing, public transportation and tourist attractions form a linkage, not only the tourist bus has been customized into a green Genshin theme car, but even the Yangtze River Cableway, Jiefang Monument and other tourist attractions passing through have also been transformed into immersive green check-in spaces, attracting many netizens to check in and travel for consumption.
There is something new, more intentional
Citizens enjoy immersive mobility
Transportation linkage with top IP, so that more young people can feel the fun of public transportation and help cities travel beautifully, but Alipay focuses on green travel innovation, Alipay is continuing to cooperate with more IP parties to create a better travel experience. At present, there is a "IP Collection Hall" area in the Alipay travel channel all year round, where unique cultural and creative peripherals, digital skins, and game props can be exchanged for miles accumulated through green travel. The popularity of mobile payment has also enriched the scope of Alipay's services to help beautiful travel. Bus, subway, bicycle, taxi, plane, train, self-driving... The travel services provided by Alipay cover almost all means of transportation, bringing one-stop travel services to citizens.
Looking back on the marketing innovation of the transportation industry, especially in the field of urban transportation in the past year, Alipay has always been exploring first. In June this year, the topic of "Hangzhou Metro surprised nine and three-quarters of the platform" caused heated discussions on the Internet, passengers can use Alipay in the subway station for AR treasure hunting, not only can get the novel experience of being in the magic space, after successful treasure hunting, you can also get the right to ride the subway for free, many Hangzhou citizens are amazed.
In fact, this is a pilot application of AR technology in the subway field. Relying on the technical assistance of Alipay, the industry for the first time uses SLAM technology to achieve step-by-step visual positioning, through large spatial modeling capabilities, visual recognition algorithms, large spatial positioning capabilities, and the introduction of new interactive interaction technology, the interactive superposition of multiple capabilities to achieve the reality enhancement of subway AR.
In addition to the application of AR technology in subway travel scenarios, Alipay has also spared no effort in the innovation of bus travel scenarios. On Valentine's Day on February 14 this year, a "heart bus" loaded with roses appeared on the streets of Hangzhou, encouraging young people to bravely confess and boldly court, and this romance also attracted the attention and participation of many "silver-haired people". In the festive atmosphere, young people propose marriage through the bus, the elderly write three love letters through the bus, during the period, this "heart bus" also drove the flow of customers in the business districts along the line, many citizens lined up to take the bus on rainy days, and spent a different Valentine's Day with the bus.
Romance doesn't just exist on Valentine's Day. Alipay cooperates with the "Good Morning and Good Night" public travel city exchange platform, allowing citizens to exchange the mileage accumulated by riding the bus for the opportunity to display on the bus screen, share their daily life and what they want to say, and convey warmth and love through the city's bus digital screen. At present, the activities have been carried out in Beijing, Qingdao, Hefei and Changsha.
Author丨Shan Jiawen
Editor丨 Zhai Hui
Review丨Guo Yilin
Executive producer丨Chen Lin
Submission email: [email protected] Business: 010-64266095