From April 11th to 13th, McDonald's and Sanxingdui, two super-large IPs of different tracks, conducted a three-day virtual online live broadcast. Suiyu Technology provided a full-process digital content customization and XR live broadcast service for this co-branded live broadcast, and used AI and 3D digital technology to create a live broadcast case with bright spots in content creativity and technological texture for the brand co-branded live broadcast.
Customized digital virtual space to upgrade the McDonald's brand
In this live broadcast, digital streets and independent buildings build a virtual urban consumption space. McDonald's unique golden M-shaped arch design, orange and bright light bar, and giant product slogan "A bite of McSpicy, a spicy face" make the whole space cheerful and lively. The illusionary XR technology incarnates a magician, using rich visual effects to immerse the audience in the exclusive surreal space of McDonald's and feel the vitality of the McDonald's brand.
XR digital animation interaction vividly presents Sanxingdui IP
What amazed many viewers in this live broadcast was that the 3D three-dimensional Sanxingdui bronze strong man walked out of the museum, from ancient times to the present, and interacted with people in a modern living space. The golden sun five-spoke wheel also adds a touch of mystery to the live broadcast room, and the audience seems to be in the wonderful world of Sanxingdui Museum, and has close contact with precious cultural relics such as bronze Daliren and bronze longitudinal masks. When the solemn statue walked out of the museum and ushered in the freedom of the body in the virtual world, the live broadcast room also seemed to be injected with life force.
Product power 1+1>2 New ideas for brand co-branding
This cross-border collaboration contains the difference between ancient and modern, as well as the mixing of multiple temperaments. Sanxingdui is a symbol of mystery and solemnity, and McDonald's is synonymous with modern fashion consumption.
The McDonald's promotional screen, which is full of 3D restoration and full of science and technology, makes the whole space real and beyond reality. This is thanks to the accumulation of multiple technologies in the field of AI and 3D digital technology: real-time virtual fusion technology with tracking, so that real anchors can freely shuttle and explain in the virtual digital space, followed by multi-modal interaction technology, which allows various brand digital elements to interact with real anchors in real time in the digital space, realizing the comprehensive linkage of "people and goods", making the whole picture cheerful and vibrant, full of interaction!
Tradition and modernity, culture and technology, reality and virtuality, the combination of various elements in this co-branded live broadcast presents us with an interesting and wonderful visual feast, and also opens up a new imagination space for cross-border IP co-branding. At a time when consumers' demand for high-quality content and digital technology is becoming more and more extreme, this kind of co-branded marketing method with both visual impact and digital technology content seems to provide fresh ideas and ways to play for the current brand cross-border co-branding marketing, and opens up a greater imagination space for marketing digitalization.