为了推角色，米哈游直接搞出了个偶像企划？

自打踏入匹诺康尼，我就被这个梦境之地所深深吸引。

初见此地，满眼皆是它的奢华与梦幻。随着故事不断推进，逐渐看到了隐藏在这些光彩背后的阴谋、野心与牺牲，而这些矛盾最终都交织于匹诺康尼形形色色的人物身上。我曾为流萤所感伤、也为砂金的命运所感叹，其优秀的支线更是让我看到了匹诺康尼所承载的无数挣扎、欢乐与忧伤。

（比如此前的树海支线就让我感叹这地方真是故事不断）

而要说这片梦境中最光彩夺目的人物，无疑就是知更鸟了。

玩家一来到匹诺康尼，就从各种角色的口中得知她是匹诺康尼最盛大活动——谐乐大典的绝对核心、是名震银河的顶级偶像、还是家族话事人之一星期日的妹妹，称得上是声名显赫。

本来对知更鸟的印象除了“知名歌星”外并无更多认知，但随着游戏进度不断推进，我愈发感受到了她的魅力所在，也逐渐理解了为何会受到那么多人的喜爱。

乃至我自己也成了无数“知更鸟推”的其中一员。

一：我推的知更鸟

光从设定上看，她有着美丽的面孔，惊艳众人的歌喉，而言行举止上也突出一个端庄优雅，对待歌迷更是毫无架子，和蔼可亲，几乎称得上完美。

随着故事剧情的不断推进，知更鸟逐渐展现出了她更深层次的人格魅力。她是从“假结局”中首批醒过来的角色之一，也是在玩家与“神主日”的boss战中带着美妙歌声从天而降，扭转战局，为在场的所有人带来希望的独特战友。当最后“神主日”被击败，变回星期日时，她也没有放弃自己的哥哥，而是选择拥抱他，将其接回“正轨”。

她的种种表现，不仅贯彻知更鸟“每个人都有自由选择的权利”的理念，更向玩家们证明她并不是一个供人惋惜的偶像，而是一个坚毅且有主见的灵魂歌者。这几乎完全颠覆了我此前剧情中对知更鸟“红颜薄命的可怜人”的认知，让我在连连赞叹各种精彩的剧情反转时，也无不为知更鸟的坚韧所惊艳。

这次匹诺康尼的故事实在太过精彩，接二连三的反转几乎都让我在一定程度改变每个角色的认知，但真正令我对知更鸟印象深刻的，更多是来自于剧情内容之外那些“意想不到”的举动。

尤其这一次针对知更鸟的角色宣发，着实是令我大开眼界。

二：与众不同的宣发

光是此前官方释出的知更鸟PV，看上去就很与众不同。

整个角色预告并没有像从前那样以对话、旁白以及技能介绍为主，而是让歌曲演唱成为了整个角色PV的主导，在制作上直接采用了歌曲MV的呈现方式。如果官方不说，我还真就以为这是个纯粹的新歌MV。

而新版本上线前的预热直播也采用了“知更鸟慢直播”这一全新模式，在直播中展现知更鸟的生活日常，同时与收看直播的观众们聊聊天，看上去就像是某位艺人开的日常向直播。

而早在版本的前瞻直播中，星铁就公布了知更鸟的个人专辑《空气蛹 INSIDE》，而官方也很快在匹诺康尼为专辑做起了海报和相关宣传，海报图更是成为了匹诺康尼广告牌上的常客。

最终从pv、专辑、直播一路看下来，知更鸟的角色宣传几乎就是采用了现实中推虚拟偶像的常规宣发流程。这种做法称得上业界罕见，也无不令我再度感叹星铁的整活水平。

可官方显然并没有让这一次的宣发止步于此的意思。

三：真就推了个偶像出来？

在前瞻直播中，为了宣传《空气蛹 INSIDE》专辑，官方特地加入了众人为专辑打榜应援的片段。

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. .

The "Star Iron" 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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