In order to promote the character, MiHoYo directly launched an idol project?

Since I stepped into Pinoconi, I have been deeply attracted by this dreamland.

When I first saw this place, my eyes were filled with its luxury and fantasy. As the story continues to advance, we gradually see the conspiracy, ambition and sacrifice hidden behind these brilliance, and these contradictions are ultimately intertwined with the various characters of Pinoconi. I have been saddened by Liuying and also lamented by the fate of sand gold. Its excellent branch lines have allowed me to see the countless struggles, joys and sorrows carried by Pinoconi.

(For example, the previous Branch Line of Sea of ​​Trees made me sigh that this place is really full of stories)

Let’s talk about the most dazzling character in this dreamland , is undoubtedly the robin.

As soon as the player comes to Pinoconi, they will learn from various characters that she is the absolute core of Pinoconi's most grand event - the Harmony Ceremony, and is a top idol famous in the galaxy. She is also the younger sister of Sunday, one of the most talkative people in the family, and is quite famous.

Originally, I didn’t know much about Robin except that she was a “famous singer”, but as the game progressed, I became more and more aware of her charm, and gradually understood why. Loved by so many people.

Even I myself have become one of the countless "robin recommendations".

1: The Robin I recommend

Just from the setting, she has a beautiful face, a singing voice that amazes everyone, and her behavior is also dignified and elegant, and she treats her fans He has no pretensions, is affable, and is almost perfect.

As the story continues to progress, Robin gradually reveals her deeper personality charm. She is one of the first characters to wake up from the "False Ending". She is also a unique comrade who descends from the sky with a beautiful singing voice during the boss battle between the player and "God's Day", turning the tide of the battle and bringing hope to everyone present. When "God's Sunday" was finally defeated and turned back to Sunday, she did not give up on her brother, but chose to embrace him and bring him back to "the right track."

Her various performances not only implement Mockingbird's concept of "everyone has the right to make free choices", but also prove to players that she is not an idol to be pitied, but a perseverant and capable person. Opinionated soul singer. This almost completely overturned my previous perception of Robin as a "poor person with a beautiful face and a fate". While I was praising the various wonderful plot twists, I was always amazed by Robin's tenacity.

The story of Pinoconi this time is so exciting. The successive reversals almost made me change the perception of each character to a certain extent, but what really made me What impressed me deeply about Robin came more from the "unexpected" actions outside of the plot.

Especially this time the character announcement for Mockingbird was really eye-opening for me.

2: Unique Publicity

The Robin PV that was officially released before looks very different.

The entire character trailer does not focus on dialogue, narration, and skill introduction as before. Instead, song singing becomes the leading role of the entire character PV, and the production directly uses the presentation method of the song MV. If the official didn't say anything, I would have thought this was just a new song MV.

The warm-up live broadcast before the new version is launched also adopts the new model of "Robin Slow Live Broadcast", which shows the daily life of Robin in the live broadcast. At the same time, he chatted with the viewers watching the live broadcast, which looked like a daily live broadcast by an artist.

As early as the preview live broadcast of the version, Star Iron announced Robin's solo album "Air Chrysalis INSIDE", and the official version was also released on Pinocon soon. Pinocchio created posters and related promotions for the album, and the posters became a regular on Pinoconi billboards.

Finally, looking at the pv, album, and live broadcast, Robin's character promotion almost adopts the conventional promotion process of promoting virtual idols in reality. This approach is rare in the industry, and it made me once again marvel at Star Iron's overall level of workmanship.

But the official obviously has no intention of letting this announcement stop there.

3: Did you really push an idol?

In the preview live broadcast, in order to promote the "Air Chrysalis INSIDE" album, the official specially added a clip of people cheering for the album to hit the charts.

It wasn’t a surprise at the beginning, the congratulations were from in-game characters such as Sylva, Sunday and Clock Boy. But when people from different dimensions, such as Lu Ming, American male singer Jake Miller, and Japanese female singer May'n, came to show their congratulations, I realized that things were not as simple as they seemed.

(I like the words of Star Iron players very much: Huh?)

After the live broadcast of the preview, the official announcement of a series of event plans was directly This "not simple" thing is confirmed: the official released the pre-order plan for the digital and physical versions of the Robin album "INSIDE"; at the same time, it also cooperated with the music platform to create a special H5 for this album Page... This album project is not just part of the game content service, but a truly independent music project.

Whether it is the synchronized idol packaging process inside and outside the game, or this album planning with a certain degree of independence, it is not difficult for us to see that MiHoYo not only wants to An idol is created in the game, and they really intend to bring this well-known singer with a reputation across the galaxy to the real world. Behind this is naturally massive investment and huge costs. It can be said that it is quite bold to put so much effort into such an advanced announcement.

(The album is now online, the quality of the songs is quite high, and the number of comments has reached 80,000+ in just one day since it was online)

In terms of results, this promotion The hair effect is quite excellent, and the Robin album has received rave reviews. Presumably if this momentum continues, the fame of the character Robin may indeed break the dimensional wall and become famous in the real world we live in.

It is precisely because of seeing such publicity results that I discovered a new possibility behind this kind of innovation.

Players have seen Mockingbird hit the fourth wall step by step, and its idol image has extended from the second dimension to the third dimension. This will undoubtedly successfully catalyze players' emotional investment in the characters. Especially watching the idols in the game releasing albums, performing live, and even live broadcast interactions in real life will give players a sense of confusion that blends virtuality and reality. .

There is an old saying that goes well, sometimes the distance between two people is not the distance, but the dimension.

But more importantly, this combination directly creates an entire packaging process for the character from inside the game to outside, including music works and artist packaging. A complete set of production chain including concert production and so on. This actually makes the image of Robin no longer just a simple game character, but makes it an IP in itself - an IP based on the game itself, which can have influence inside and outside the game and has its own unique value. s brand.

This approach is all in line with the current secondary game industry’s emphasis on the element of “role”.

Conclusion

Judging from the trend of character promotion in recent years, various game manufacturers are paying more and more attention to the influence value of the characters themselves, holding more and more game concerts and character voice actors In activities and promotions, jokes about characters and voice actors are laid out... but if the routine is played for too long, it will become the same. The industry needs some more innovative ways to cater to the current secondary game market's increasingly strong consumer desire for the "character" element. .

And "Star Iron"'s approach to creating a "character brand" this time undoubtedly provides new possibilities for promoting this trend. This also makes me admire MiHoYo’s business sense in the market and their ability to carry out bold innovations.

And I also look forward to how this pioneering spirit and courage to innovate will promote the creativity of the entire industry and diversify game characters.

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