Recently, the linkage between "Egg Boy Party" and the Sanrio family was officially launched, through multiple linkage modes covering interactive gameplay, linkage appearance, theme manor, sub-main city scenes, etc., with full-dimensional and permeable IP content integration, on the basis of stimulating the brand tonality exclusive to the Sanrio family such as "girl's heart" and "dreamy feeling", allowing users to truly feel the charm of IP renewal, realizing the "double kitchen ecstasy" that continues to spread outward from the game, and greatly enhancing users' desire to explore. This is also after the international catering brand KFC joined the "Egg Waffle Linkage Family" project, another global top IP has bloomed in "Egg Waffle Island". In the field of commercial linkage, "Egg Boy Party" not only has its inclusiveness and openness of "linking everything", but also has always been able to stay out of the box, fit the interests of different circles, and maintain a linkage experience of "always playing and always new".
01
Starting from the real needs of players,
Grounding linkage can go both ways
This "Egg Boy Party" × Sanrio family, which can be said to be a completely user-oriented cooperation. For a long time, users wanted to see the Sanrio family on "Egg Boy Island", and spontaneously made their own Egg Boy version of Sanrio appearance, derived two creation avatars, and also created a lot of Sanrio-themed maps, among which the most popular pictures have more than 5 million users, which also highlights that this collaboration is a great demonstration of users' responsiveness.
On the other hand, in the cultural map of Gen Z, trendy consumption is a "spiritual supply", an important continuation of the daily lifestyle. As a world-renowned lifestyle brand and a diverse fashion IP, Sanrio has launched cute derivative content in response to seasons and celebrations, connecting consumers and conveying a happy attitude towards life. With the blessing of "Egg Boy Party", which also has a trendy and cute background, the two sides continue to create joy and share a stable sense of happiness for 500 million users, and launch a linkage feast that infiltrates the trend.
In other words, this linkage is based on accurate insight into users' heartfelt curiosity and expectations, and then matches the brand propositions of both parties.
From "emotionally driven" to "value-driven", the linkage between "Egg Boy Party" × the Sanrio family has shown a super trend as soon as it is launched. The Douyin #EggBoy PartySanrio linkage topic has 300 million views, Xiaohongshu #蛋仔派对三丽鸥家族联动超 7.78 million views, and the Weibo topic #EggBoy PartySanrio Family linkage has nearly 90 million views...... These data not only show that this is a profound phenomenon-level linkage, but also further illustrate that this linkage penetrates the circle and achieves expectations, which is positively correlated with the egg waffle brand always having insight into user needs.
02
All-round realization of user imagination,
The linkage of the ecstasy of the two chefs is not difficult
Strictly speaking, the reason why the Sanrio family's landing on "Egg Boy Island" has set off a huge public opinion response is that it really starts from the core point of "user needs", and spreads Sanrio's brand culture and imprint to all aspects of the content ecology to present what players want.
The Sanrio family has many classic characters such as "Hello Kitty", "Melody", "Kuromi", "Big-Eared Dog", among which "Big-Eared Dog" and "Kuromi" ranked first and second respectively in the official Sanrio Family Popularity Poll in 2023. This allows "Egg Boy Party" to be targeted in the initial linkage creation, establishing an "anchor" of content radiation around these two top stars, superimposing and amplifying the brand characteristics of both parties, and also building a new "cultural totem", which will undoubtedly stimulate users to get novel feelings from many aspects such as vision and emotion.
Being loyal to the characteristics of IP and being able to present a new look is one of the important features of this linkage. Taking the skin of "Kulomi" as an example, through the creative approach of "Everything Can Be an Egg Waffle" that incorporates the IP signature of Egg Waffle, the skin of "Kulomi" retains the original cute characteristics from the dress and expression, and has its own iconic Egg Waffle brand characteristics, which is refreshing.
Even down to the relevant accessories, the "permeable design" can also allow users to feel the personality and temperament of the character, such as the round frame and lilac design of the Kuromi sunglasses, and the purple Kolomi mobile phone pink skull logo, which is full of "trendiness" and highlights the charm of the character to the greatest extent, and also fits the "girly" characteristics of Sanrio's signature "girly heart" just right.
It is not difficult to see that Egg Boy IP can not only grasp "what users want", but also have a unique understanding of the performance of linkage aesthetics, which profoundly interprets "from the user, to the user". In fact, this concept is also deeply integrated into the blood and bones of this linkage content. For a long time, thanks to the advanced social mechanism and the dual spindle drive of "original + co-creation" and "PGC+UGC", "Egg Boy Party" has an advantage in both social atmosphere and content gameplay, which also provides a more diversified connection point for it in the creation of linkage content, so that players can more fully harvest the natural sublimation from experience to emotion from linkage.
Starting from "Egg Boy Island" and the main city of the linkage, "Egg Boy Party" draws on the healing and sweet brand background carried by the Sanrio family to create an immersive theme park with multiple amusement facilities. Based on the simple, efficient and direct social mechanics of "Egg Boy Island", players can easily pick up strangers and challenge the "Big-Eared Dog Pirate Ship" together to feel the thrill of extreme swinging, or jump on the merry-go-round together and indulge in warm and sweet moments.
Even if you explore alone, it is still fun and slow, take Sanrio-style photos at fixed check-in points, record every wonderful moment, and pass on the fun brought by the amusement experience to more people after DIY beautification.
On this basis, "Egg Boy Party" also created the "Coolomi Parade Diary", which uses "check-in culture" as a series to attract more fans and players to participate in the event, which complements the theme park activities, further activates the social atmosphere of "Egg Boy Island", expands the "circle of friends" for users, and provides more opportunities for the Sanrio brand to reach the minds of users.
In addition, "Egg Boy Party" also combines rich gameplay advantages to create more customized content. In addition to the launch of the Sanrio family's unique linkage furniture in the "Manor System", it also provides an exclusive "linkage blueprint", and at the same time, you can also participate in the fairytale atmosphere of the "Sanrio Family Garden Party", or hide in the beautiful dream garden, or hide in the healing and warm big-eared dog café...... Embark on a heart-pounding hide-and-seek binge.
By deeply deconstructing and refining the Sanrio brand characteristics and achieving a high degree of integration with the product form, this cooperation has brought "large quantities and full management" experience content, refreshed the industry's perception of IP linkage, and can be called a model of in-depth linkage empowerment, and also successfully drove the secondary communication led by emotions among the player group to promote the maximization of the linkage effect.
In addition to the common skin tanning and sharing activity strategies, a large number of second-generation content that revolves around linkage and integrates trendy expressions has blossomed in many places. For example, the Sanrio family star "Big-Eared Dog" created a COS dance, with simple and bright movements and dopamine color matching, which quickly made it on the Douyin hot list.
Taking the linkage as an opportunity, some players also drew inspiration from outfits to explore the combination of fashion elements and linkage, creating gorgeous outfits for popular stars such as "Big Eared Dog" and "Kulomi", which complemented the "girliness" of the Sanrio brand and also had a new effect on the IP.
03
National IP wins at the "starting line",
The upper limit of "Connecting Everything" is "Unlimited"
For brands, what they are interested in is nothing more than whether the linkage subject can bring traffic, users and "scenes", and ultimately promote a high degree of unity of "people, goods and places". By breaking down the brand elements and seamlessly integrating them into the product form, "Egg Boy Party" not only promotes the enthusiasm of players, but also injects new vitality into the brand and really enhances its commercial value, which can be found in many of its past commercial linkages.
Through high-frequency, high-quality and efficient linkage, up to now, "Egg Boy Party" has been invited to "Fantasy Journey to the West", "Light Encounter", "Honey Snow Ice City", "KFC", "Ultraman" and other major fields, with a total of more than 20 IPs at home and abroad linked, which not only output cultural effects, but also drive the growth of brand commercial value.
For example, through the egg waffle IP, which carries the window of young fashion culture, Flying DongDong has jumped up and upgraded to a big brand with both influence and commercial value. In the same way, during the linkage with Mixue Bingcheng, the brand symbol of Egg Waffle covered more than 20,000 offline stores from online social media platforms and short video platforms, as well as the outer packaging of tea drinks in the hands of consumers, successfully attracting customers for it. This also explains that IPs such as Flying DongDong and Guobao Special Attack will return to the scene and continue to carry out the second wave of linkage with "Egg Boy Party".
It is not difficult to imagine the deeper reasons that the egg boy IP has penetrated into daily food, clothing, housing, transportation and play, has a deep national foundation, has accumulated the thickness of commercial value, can bring traffic to partners, and can also build a new digital marketing scene, so all kinds of reverse attraction more IPs to join its "family linkage matrix", such as the recent KFC and Sanrio family.
In the longer term, Egg Boy's IP linkage play has been successfully verified by the market, and will bear fruit in more fields in the future. As its IP potential continues to increase, its upper limit in the linkage development map may be "unlimited".