Recently, "Yuanmeng Star" can be called a very strong presence, not only its discussion is growing on Weibo, Douyin, Xiaohongshu and other social networks, but also a boom of "dropping a star" within its player group. As a game that has been online for nearly two months, the reason why player discussion can still continue** may be in the Spring Festival content recently released by "Yuan Dream Star".
In the Spring Festival version of "Yuan Dream Star", a series of cross-border linkages is undoubtedly the most eye-catching part. However, unlike the common practice of cross-border linkage with other products, "Yuan Dream Star" does not simply hide the linkage information in a certain event interface in the game, but chooses to let the linkage brand "open a cyber store" in the star square where players gather.
Take the linkage between "Yuanmeng Star" and Juewei Duck Neck as an example, when the store of Juewei Duck Neck stands on the Yuanmengxing Square, compared with the traditional linkage publicity method, players can obviously be caught by the interesting cyber store after entering the game, and take the initiative to learn about the linkage. At the same time, the colorful decorations on the store also complement the Spring Festival node, adding another New Year's flavor to the game atmosphere, which will also allow a large number of players to take photos and check in and share them on social **, which will help the further spread of the linkage content.
And in addition to the ingenious linkage presentation, "Yuan Dream Star" also integrates benefits into the process of playing in the welfare link, so that players can enjoy the festive sense brought by the New Year more interestingly. For example, in the cross-border cooperation between "Yuan Dream Star" and Laiyifen, the official designed a link where you can get 30,000 copies of popcorn and 250,000 coupons of 10 yuan without threshold by completing the designated tasks. Although the prizes are of comparable value, due to the limited number and first-come, first-served characteristics, players are very likely to have fun in the process of "fighting" for rarer popcorn, and this half-play, half-competitive atmosphere also makes the unique excitement of the Spring Festival node even stronger.
Under the above linkage idea, players are more likely to feel the fun brought by the linkage activity itself, and at the same time, it further weakens the antipathy to the commercial nature of brand cooperation. For example, in the linkage with Luckin Coffee, the brand's coffee appearance contracted the ** of the rocket props in the game, and used its fun to cover its commerciality; The linkage map of jumping and swimming in hot pot launched in the linkage with Haidilao has made "hot pot stew yourself" one of the popular stalks of "Yuan Dream Star", adding another red and prosperous New Year flavor to the game.
It is not difficult to see that in this Spring Festival cross-border linkage, "Yuanmeng Star" focuses on conveying positive emotional value to players rather than commercial communication. When players feel the flavor and happiness of the New Year in this series of activities, it can naturally prompt players to spontaneously spread the linkage content, and invite more people to join in it and feel the Cyber Spring Festival in the game, which can be said to be a real sense of making the New Year's flavor of the Spring Festival into the hearts of players through the game. Perhaps the Spring Festival linkage of "Yuanmeng Star" will also bring new thinking to the future linkage promotion of the game circle.