The limited-time pedestrian street on Daxue Road has been "dressed up" again. Today and tomorrow, when I go to Daxue Road, I will harvest the lively and jumpy "Chicken Yellow" - KIC has teamed up with the international creative studio LINE FRIENDS to land the IP of the popular image SALLY Sally Chick and its peripheral products on Daxue Road, creating a SALLY spring cute pop-up block and bringing SALLYTAKEOVER-themed pop-up market.
The nearly 100-meter-long limited-time pedestrian street not only has SALLY's giant IP entity, but also transforms into a street playground, setting up cute street games such as "Feeding SALLY (Sandbag)", "SALLY Donut (Ring)" and "Left and Right Hitting (Chopsticks and Dolls)" to attract people to participate in interaction.
In addition, the brand collaborated with a variety of other licensing partners to create 13 creative interactive booths, and many LINE FRIENDS co-branded models and toy merchandise were unveiled in the market. During the linkage period, 7 coffee, bakery and lifestyle brand stores near the theme pop-up block, including TruaBoo, 81BAKERY, ALPHA SEEDSCOFFEE, and Chasheng, jointly launched SALLY-themed window sticker layouts and cute IP peripherals such as themed cup sleeves and stickers, which filled the atmosphere. The shops also launched an interactive check-in game, where consumers could earn stamps by participating in the interactive experience at SALLY theme park and various licensed merchants' booths, and participate in activities such as brand stamp collection, gift redemption and surprise lucky draws.
The reporter learned that relying on the resource endowment of the resource agglomeration of Wujiaochang and Dachuang Zhi District, the limited-time pedestrian street of Daxue Road continues to create a complex urban public space and commercial scene, and promotes the diversified co-creation of online and offline integration. In 2023, 29 markets with different themes will be held throughout the year, covering more than 2.6 million people, and co-branding activities will be carried out with a number of cross-border brands. In the future, KIC KIC will cooperate with Wujiaochang Street to continue to expand the "circle of friends" based on the natural advantages of the "three-district linkage" of Daxue Road, and continue to explore new ways to play IP, so as to create a unique lifestyle on Daxue Road.