From the beginning of its inception to the present, Nuan Nuan IP has been with many little girls for 11 years, but it is still enduring. Today, Yuan Tsai will take a look at the powerful magic hidden in this "national daughter" IP.
In fact, "companionship" is also a common feature of all growth IPs - by continuously improving the depth and breadth of content, while promoting their own development, they can form companionship for users and establish an increasingly strong emotional bond, which is the secret of the success of growth IP.
It is also based on this party that the live broadcast of the last 2023 Nuan Nuan's birthday party created a special theme of "Go to the Fantasy Train with Nuan Nuan", connecting different IP elements in the way that the train stops at different stations to form a rich program content. At the same time, the elements of trains and travel do not mention "companionship", but they are all "companionship". And what this fantasy train journey connects is not only different IP elements, but also a fragment of good memories between players and Nuan Nuan for more than ten years.
On this basis, the official program in the live broadcast of this birthday party also brought unexpected "surprises" to players-
At the first stop of the train, "Cloud Station", the intangible cultural heritage skill - the iron flower brought an unparalleled visual impact.
The east wind blooms thousands of trees at night, and the stars are like rain", the dazzling iron flowers shine in the night sky, the long-standing traditional culture and the trend culture represented by digital IP are intertwined, and at this moment, the emotional collision between players and players is realized through visual and auditory shock, bursting out the most beautiful sparks.
The flying iron flower is not only a different birthday fireworks for Nuan Nuan, but also a concrete display of the emotional bond and collision between the player and Nuan Nuan for more than ten years.
The climax of the live broadcast program is undoubtedly the new single "Walking Through the Four Seasons Like Us" sung by Nuan Nuan.
This song "Walking Through the Four Seasons Like We Walk Together" was created by the original team of Nuan Nuan's exclusive ** studio - Nitrogen Bubble (N) Studio, which is still full of warm lyrics and songs, but the melody is more light and lively. With the combination of virtual and real pictures, at this moment, Nuan Nuan broke the dimensional wall and came to everyone's side from the Miracle Continent. The players' emotional bond with Nuan Nuan was instantly ignited to a high point. Ending with the good wishes of "once a year, I will spend it with you", so far, the gradual and progressive emotional scheduling of the live broadcast of the entire birthday party has also reached its peak.
A second-creation ecology where emotions and creativity are intertwined
Player co-creation is one of the important IP contents that Papergames has always valued and supported, and the strong development of the co-creation ecology of "Shine Nuan Nuan" in recent years has also been demonstrated at this birthday live broadcast - handwriting, creativity**, covers, MMD and other secondary programs have received good feedback from official programs, and also fully demonstrated the expansion of Nuan Nuan's second creation in the emotional and creative dimension.
In terms of emotion, some secondary creations represented by handwriting are created by extracting IP elements and injecting the players' own emotional expressions, which can often obtain emotional resonance with more users. Programs that are warm or tearful have become an indispensable and important part of the live broadcast of birthday parties.
For example, the handwritten book ** "Stars in the Wasteland" jointly produced by UP master Su Yuyu and TS Pictures selects the distinctive but precious wasteland suit as the creative theme, connecting Jiang Beixi, Tisi, Heritt, Zuo Yi and other characters and Nuan Nuan's story, telling it in a soothing and gentle narrative style**, and also recalling the past of meeting and acquaintance with the characters of the wasteland, so that it is not turbulent in the heart, but it is unforgettable emotional fluctuations.
In terms of creativity, Nuan Nuan's players have never stopped experimenting with innovation in content, themes, and forms. Whether it is the second creation of daily creation**, or the program that appeared in the live broadcast of this birthday party, many works contain the author's unique ingenuity or boundless brain holes.
For example, "Cat Fight" produced by "Milk Tea Mouse Idea" and "Triple Plush Warm Fufu" produced by "LCT Fire Red Dates", a funny and funny, reinterpreting the classic "cat and mouse" theme with warm IP elements, the details make people laugh, and the other is a warm image created in the style of a plush toy, showing the cuteness of the Q version of plush Nuan Nuan through MMD**.
In the finale of the show "Warm Promise", the warm pictures and lyrics carry the past of Nuan Nuan and the player for 11 years. At the end of the program, the real messages from the players were also displayed, which instantly hit the tears and drew a warm enough end to the whole live broadcast.
Vertical expansion and horizontal expansion of the warm IP road
The live broadcast of the 2023 Nuan Nuan birthday party is undoubtedly a window to condense users' emotions based on IP content. Extending the time vertically to the dimension of 11 years, we will find that Nuan Nuan IP has always regarded user emotion as the cornerstone of development, and on the basis of the continuous iterative evolution of its own IP content, it has promoted its continuous iterative growth through chemical incubation, IP derivation, cross-industry cooperation and other forms, which has not only enhanced the thickness of IP content, but also made it an IP benchmark for emotional interaction with users.
Therefore, it can be seen that in addition to the dazzling array of official and second-creation programs, in the live broadcast of this birthday party, there are also many highlights in the version update of "Shining Nuannuan" and the release related to IP cross-industry cooperation.
In terms of product content iteration, this year's birthday version of "Shine Warm" has richer and better content updates than before. Around the voice of the players, the important role of accompanying Nuan Nuan - Big Meow will also usher in the in-game 3D, free to change clothes to add the [Big Meow] classification, after wearing the classified parts, you can also click the big meow switch button in the upper right corner of the screen to switch the big meow state, at this time, you can edit the display position of the big meow within a certain range. The 3D form of Big Meow can also be brought into the main interface, and you can also take pictures with Big Meow in the camera, 3D studio and other interfaces.
In terms of cross-industry cooperation, from Hellobike to "Hou Hot Pot", from QQ** to Wecouture haute couture restored dresses, from Sanrio co-branded merchandise to CITIC Bank co-branded card faces, from December Nuan Nuan official clothing to AI dress-up photos in collaboration with the Meitu App, etc., covering all aspects of players' clothing, food, housing and transportation. It can also be seen that Nuan Nuan, as a digital IP with more than ten years of precipitation, has become an indispensable part of the lives of many young people. And from emotional companionship to life companionship, it is also an important step for growing IP.
From the perspective of vertical depth, Nuan Nuan takes games as the source, and continuously expands the richness and diversity of content through IP derivatives such as peripherals, songs, and clothing, so as to consolidate the foundation of IP influence; From the perspective of horizontal broadening, Nuan Nuan not only realizes the purpose of Nuan Nuan coming to players and accompanying players for a long time from different dimensions through the penetration of all aspects of players' lives, but also conveys the positive value of its own IP to the public and the outside world.
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