Brand festivals are usually based on "years" and show the charm of the brand through a series of activities, ceremonies, publicity and other means, such as: annual festivals, fan carnivals, anniversary celebrations, etc. According to the purpose of the ceremony, the brand will invite celebrities, celebrities, users and other people from all walks of life to participate in the event to witness the glorious moment of the brand and improve the influence and recognition of the brand.
Today, let's take a look at the top 10 brand festival activities in 2023 and see if there are any cases you have participated in or know about (event Wang is a creative platform for advertising and marketers).
, betta fishAnniversary Fish Fun Festivalbrand, betta fishagency: Jingrui Marketingevent date
location: Wuhan Hanxiu Theater
Reason for selection: One of the largest annual festivals in the live broadcast industry, this year created a stunning Yellow Crane Tower Ancient Scenery Film Show, and the whole ceremony was unique in terms of creative design, stage presentation and program choreography. (The activity covers the activity plan, marketing plan, industry report and other office materials).
Before the official start of the event, Betta released a very shocking Yellow Crane Tower light and shadow show pilot film, which kicked off the ceremony. This creative visual show full of sincerity uses naked-eye 3D mapping technology to create beautiful visual effects, visualizes the development process of Douyu for the 9th anniversary, and uses local elements such as the Yangtze River Bridge and the Yellow Crane Tower as the carrier to fully demonstrate the platform's beautiful vision of "going to nine years and continuing to shine in the future". (The activity covers office materials such as team building plans, work reports, PPT templates), etc
As a highly prestigious water show theater in China, Han Show Theater has a unique three-dimensional "three-dimensional stage" of water, land and air, of which the "water stage" has a water depth of 87 meters, with a capacity of 10 million liters, equivalent to 4 Olympic-sized swimming pools, combined with 3D virtual image technology, can create a gripping stage effect, icing on the cake for the performances of stars and anchors. (Activity Wang has 15w+ program ppt can be **).
In addition to the stage, the annual star lineup is also one of the highlights of the fish music festival. This year, the Fish Music Festival set up three chapters: "Seeing the Light", "Following the Light", and "Becoming the Light", and the party officially started at 7 p.m. Invited the powerful singer Chen Xiaochun, the popular girl group AKB48TeamSH, and the rapper Good Morning (Dm.g), Round 2-Erwan sang on stage, and the host team was composed of Chen Ming, a popular player in "Wonderful Story", and Yu Shuang, the official host of League of Legends.
, PorscheAnniversary Dream Carnival
brand, Porsche
agencyapaxChuanli Planning
event date
location: Guangzhou Haixinsha Asian Games Park
Reason for selection: A celebration of Porsche and fans, combining sports, art, e-sports and other multiple elementsWith the participation of 10,000 people, it is the largest community event in the history of Porsche China.
As the first stop of the global celebration, Porsche opened an 11-day "Dream Carnival" at the Haixinsha Asian Games Park in Guangzhou, China, showing Porsche's unique historical heritage and innovative spirit through interactive forms, and combining multiple elements such as sports, art, and e-sports, to create a celebration feast for Porsche owners and fans to resonate with dreams, create art, and share sports.
On the day of the celebration, in order to commemorate the dozens of years of time spent with the owner, Porsche presented a special parade of classic cars. The team drove along the Pearl River, like a link to bring Porsche's historical heritage to Guangzhou, and also evoked everyone's resonance for the sports car dream with feelings.
The Dream Carnival presents a dream world exclusive to Porsche through seven areas: "Generations of Boxes", "Fun World", "Dream Boardland", "Zero Carbon Ecology", "Collector's Time", "Racing Success" and "Fun and Fun".
Kuaishou live broadcastA peak summer night
brand: Kuaishou
agencyhofo
event date
location: Shanghai Indoor Stadium
Reason for selection: The annual ceremony created around the anchor, the wrap-around cut-corner screen stage design, making full use of the space layout, creates an immersive audio-visual experience for the audience.
As an offline extension of the 2023 Kuaishou Live Summer Festival, the "2023 Kuaishou Live Summer Peak Night" is different from the traditional evening party full of stars, this is a stage that continues the ecological background of live broadcast and is exclusive to Kuaishou anchors. While satisfying the glory experience of the anchors, the grand ceremony party takes into account the original hot spots on the site, the popular trends of the whole network and the classic cultural content, and conveys the ecological diversity and entertainment of the live broadcast through programmatic innovation.
In recent years, traditional culture has gradually become one of the mainstream topics on the Kuaishou platform, and appreciating opera, visiting intangible cultural heritage, learning talents, and watching performances in the live broadcast room has also become a new trend of Kuaishou Laotie. At the party, the traditional culture anchor and the talent anchor cooperated with the "Book French Wind Show", "Who Said Folk Music Can't Jump", "Treading Mountains and Rivers" and other programs, or using calligraphy art to present the rhythm flow, or using ancient musical instruments to interpret the Internet Divine Comedy, or using opera singing to interpret the popular **, once again let the audience see the strong vitality of national culture.
The summer festival adopted full-link 4K+HDR live broadcast technology, which was the first time in a large-scale live broadcast event in the industry, from clarity to light and shadow, and color made Lao Tie addicted. Behind the stunning live broadcast effect, Kuaishou's self-developed SL200 encoding chip and high-quality audio and video enhancement algorithm provide key technical support.
Tencent Starlight Awards
brand: Tencent**
agency: Juren Film and Television
event date
location: The Venetian Macao's Cotai Arena
Reason for selection: As a full-platform super ceremony hosted by Tencent**, the Tencent ** Starlight Awards reviewed the highlight moments of the year with the audience through honorary awards, stage performances, and red carpet links. On the day of the event, more than 100 celebrities and industry celebrities gathered at The Venetian Macao's Cotai Arena to witness the eventHonors released.
On the stage of the Starlight Awards, the word "new" is run throughout. After each honor is announced, the honoree will pass through the dazzling catwalk and a huge dynamic honor display screen, and receive the trophy carrying the glory from the futuristic cool robotic arm, which brings a more immersive and realistic live experience to the audience, and also adds a unique atmosphere of "art and technology integration" to the road of honor.
In addition, the Starlight Awards also invited Xu Zhiyuan, the creator of the documentary "Thirteen Invitations", to read the award speech for the honorary winner, and made a special appearance in the form of voice. The familiar voice brought the audience back to those moments of dialogue that gave infinite warmth and comfort, and instantly shortened the distance between the honor stage and the audience.
In addition to the shining moment of the coronation, the charm of the stage is also inseparable from the wonderful stage show that night. In the performance session, Zhou Shen, Li Peiling, Meng Meiqi, and An Qi joined hands to bring a set of anime game suites "Bright Adventurer", "The Lonely Brave", "Get Jinxed" and "Here Comes VI"; Wang Sulong, Song Qian, etc., through diversified and cutting-edge stage interpretation design, brought the audience a series of stage performances integrated with modern visual effects and dramatic interpretation styles, such as "The Great Entertainer" and "Roof on Fire", which amazed the audience. Zhang Bichen, Mao Buyi and others also sang each other's masterpieces to bring a new experience to "Unstained", "As Long as Ordinary" and other classic film and television songs. And Li Yuchun brought the finale performance "As a Monster" and "Milky Way Heavy Star" to the audience, which also amazed the audience.
Speaking of the best creative design of the "Starlight Awards", in addition to the overall high-standard presentation of the stage, packaging, first-class mechanical devices, and the fashion sense embodied in the trophy design, the first appearance of the "i" "e" double red carpet play and the "surprise" appearance of the "I person brief interviewer" Bird Bird must be one of the biggest highlights of the ceremony, this ingenious "collocation" brought a refreshing experience to the audience, and also made Bird Bird contribute a lot of hot search "famous scenes" on the day.
Looking at the challenges encountered in this project, Zhao Xianqing, the project leader, mainly shared two points with us, one is that the project is huge, involving a total of more than 160 groups of artist teams, more than 40 groups of businessmen, a total of more than 2,000 cast and crew in front of and behind the scenes, and a total of 2,000+ trains.
, Carefree NightAnnual Gala
brand: Worry-free media
agency: Sun, Moon and Starlight Media (production).
event date
location: Hangzhou Olympic Sports Center Gymnasium
Reason for selection: YesRed man OscarThe so-called carefree night is grand-scale, bringing popular artists, top Internet celebrities, and cultural and sports celebrities to perform on the same stage and present the Asian Games.
As the highlight of Worry-Free Night 2023, the party ceremony is divided into four sections: running towards the boiling life, running towards endless love, running towards the great rivers and mountains, and running towards the endeavor life, deducing the beautiful life in different dimensions and infinitely exciting.
In addition, in terms of visual effects packaging on the stage, the director team has come up with a super high standard at the concert level. In the gymnasium of the Olympic Sports Center, which will soon become the venue of the Asian Games, a runway-shaped stage full of dynamic sense has been built, with three huge CNC light rings to bring more visual changes. At the same time, a professional team is hired to arrange and produce new music for each song according to the performance characteristics of the talents.
In addition to the ceremony, there are also fan meetings, lecturer live broadcasts, anti-fraud shops, and worry-free image exhibitions, ......In the "Worry-free City" Fan Festival, a creative bazaar specially created for anchors, fans, and brands integrates various activities such as stage viewing, fan interaction, sports competition, and commercial co-branding, attracting more than 1,000 anchors and fans to interact and have an immersive experience.
Little Red Book Day Little Red BookAnniversary
brand: Little Red Book
agencypmwgThe horse bends the bow
event date
location: Shanghai World Expo Huangpu Sports Park
Reason for selection: EmployeesA kind of lifestyle paid experience, public welfare jogging, fluorescent party, truly celebrate with employees, can be called a textbook-level case of anniversary.
This year's 82 Little Red Book Day was held in Shanghai, Beijing, Wuhan and Guangzhou, bringing together red book people to come into their lives. Experience the lifestyle of the Xiaohongshu community together, set off for a 2-kilometer Red Book charity jog together, sing the 10th anniversary fluorescent party together, and carnival together with Xiaohongshu's unique traditional water gun battle.
The core of the concept of this fluorescent evening party focuses on "let's go to life together", and the open-air grass is lightweighted to create an oxygen comfort from the blue sky and white clouds to the afterglow of the sunset, setting the tone for the living atmosphere. Interactive booths such as tarot divination, occultism, fluorescent painting, and various food and cold drink booths were gathered on site to provide a one-stop experience of "eating, drinking and playing" for Hongshu people, allowing them to experience life in the fireworks.
On the same day, the party was broadcast online and in real time, and everyone followed the founder Seiya's 10th anniversary speech and the 10th anniversary of the Red Book people's impression VCR to immerse themselves into the ten-year development history of Xiaohongshu. Follow the wonderful live performances of three groups of special guest artists Yuan Yawei, Nanquan Mother, and Pu Shu to enjoy the wanton life of the moment. The big screen scrolls the stories of the red book people to evoke a sense of substitution in the audience, so that the red book people present can connect and resonate with each other.
, BMW BrillianceAnniversary Employee Celebration
brand, BMW Brilliance
agencyyoungsYoungs PR
event date
location: Shenyang Olympic Sports Center
Reason for selection: 100 days of preparation and implementation, thousands of staffA number of live audiences, BMW's kidney grille modeling stage, and the new car release level show were impressive.
This may be the largest corporate culture event in 2023. On this night exclusive to BMW Brilliance, a warm carnival celebration was created, and the wonderful star lineup included: Xin, Tang Bohu (American female singer), Li Yugang, and Zhang Bichen's charm and demeanor were immersed in the scene.
During the whole ceremony, there were frequent highlights, such as the boss show, where 5 bosses took the lifting platform to shine on the stage, and paid tribute to the employees with affectionate speeches, respectively, offering the best wishes and the most sincere thanks. With the customized content of the speech, the on-site support light sticks continue to change colors, and the atmosphere is full!
SapiensgqPerson of the Year ceremony
brandSapiensgq
agency: Pending
event date
location: Zhejiang Jiaxing Puyuan fashion ancient town
Reason for selection: One of the most high-profile events in the fashion field, this year will be Puyuan Fashion Ancient Towngq town, the first amphibious red carpet on land and water, star-studded, dominating the hot search on Weibo.
This year, the creative concept of "GQ" has been upgraded again, with the theme of "out of time". Before the opening of the ceremony, we jointly launched an innovative warm-up live broadcast event with the exclusive live broadcast platform partner ** live broadcast, and mobilized the public's curiosity through innovative live broadcast content with multiple themes such as "ROCCO Insomnia", "Celebrity Fitting Room", "Red Carpet Press Conference", etc., and the **premiere brought by ROCCO Liu Chong, editorial director of "Zhizu GQ", won more than 1.5 million times. The highlight of the year, the red carpet live broadcast, also brought a colorful red carpet to the audience. This series of live broadcast innovations is also another far-sighted and pioneering exploration of "GQ" in the expression of diversified content.
In order to allow the invited guests to fully feel the relaxation of life during the two-day event, "Zhizu GQ" has joined hands with many partners to build Puyuan, a "Chinese fashion town" integrating sightseeing, leisure and vacation, business exhibitions, fashion culture and other tourism formats, into a quiet and luxurious town - Zhizu GQ Town, which allows people to immerse themselves in the relaxation outside of time.
In addition to the relaxed living atmosphere, "Zhizu GQ" also prepared 2 ideological feasts for the guests.
lululemonThe 10th anniversary ceremony of Chinese mainland
brandlululemon
agencylivekingwayJun Wei
event date
location: Beijing Shougang Park
Reason for selection: The collision of heavy factory area and dynamic brandThe iconic chimney and eye-catching red yoga ball of Shougang Park are eye-catching, and the dancing scene of thousands of people in front of the huge main stage is grand.
The background of the main stage is woven with nearly 10,000 red threads, just like the story of the 10th anniversary, the lululemon that began on us, and the story of every partner who sweats, shines, and loves lululemon. The "spotlights" on both sides of the stage are inspired by the design of the 10th anniversary logo, as if a beam of light is pouring down, echoing the meaning of "gathering" with a brilliant visual language.
The energetic five-kilometer "Joy Run" opened the prelude to the event, led by Dou Xiao and Mao Daqing. Along the way, the running group will have a panoramic view of the textured buildings of Shougang Park, the Winter Olympics jumping platform, and the scenery of lakes and mountains, and feel an unprecedented running experience.
As the sunset falls and the sun falls and the unveiling will be unveiled under the starry sky on the lawn of Shougang Park, a number of enthusiastic and energetic SPACE star coaches and super star star coaches will take the stage to dance with their partners for a hearty offline carnival, release yourself in the rhythm of rhythm, and let positive energy refill your body and mind.
Tik Tok Movie Adventure Night
brand: Tik Tok
agencyadvantageUworld PR
event date
location: Shanghai Baoshan Gymnasium
Reason for selection: This event is the first annual film event held by Douyin, and the total number of live broadcasts is exceeded10,000 people
At present, more and more audiences have found their favorite movies on Douyin, and more and more movies have found their audiences on Douyin, and the Douyin platform has become an important position for film promotion. Douyin hopes to create such a grand festival to deeply connect industry partners and users, and explore the possibilities of future film development with everyone.
Before the start of the award ceremony, the guests appeared on the red carpet. Different from the previous red carpet, this event was cleverly designed as a blue carpet, walking on the blue carpet, the actors were like dazzling stars, twinkling in the blue night sky.
On the same day, we witnessed the birth of 14 honors, and the actors came to the scene with a number of excellent movies, such as "Customs Front", "Disappearing Her", "In the Octagonal Cage", "I Love You", etc., Chow Yun-fat, Shen Teng, Ma Li, Chen Kaige, Feng Xiaogang, Wang Yibo and other hundreds of artists and industry guests attended the ceremony to accept the honor.