Tmeland's music is the new value of digital scenario marketing

Author | Peng Peng Editor | Fan Zhihui

In recent years, the performance of the Yuan universe music has set off a wave.

In foreign countries, "Fortress Night" is the "professional household" of the cross -border game scene of music. A number of well -known artists such as DJ Kaskade, BTS, Travis Scott, Ariana Grande have been invited to host in the game world of "Fortress Night" concert. In China, Tmeland is a pioneer exploring the field of virtual music performances.

Following the first Yuan -Universe New Year's Concert in 2022, and joint CCTV to create the first real -fusion of the virtual music world program experience and the ADIDAS launched "OZ Future Concert", on July 16, Tmeland will be upgraded again, and Pepsi Cola Create "Chaoyin Dream Music Party -Pepsi Coca -immersed Virtual Music Performance" This is Tmeland's first immersive virtual 3D performance. At the scene, well -known musicians such as Afujeni and French Pharaohs took turns on the stage in Livehouse, the new venue of Tmeland, and Pepsi's 4 Avatar also turned on the stage to sing a new song on stage.

It is reported that more than 4 million viewers logged in to Tmeland with a virtual image that night to enjoy the music experience of virtual and real interaction. The enthusiasm of virtual social carnival also spreads to social media. On the day of the topic#虚 虚 虚 虚 虚#to the hot search on the day, young people's imagination of the music of the music of the music becomes reality again.

As the Yuan universe has set off in the field of music, what new imagination can Tmeland's exploration bring to virtual performances and virtual social networking? This time, what experience will Pepsi and TMland bring to digital scenario marketing?

"Re -upgrade" of virtual music experience

For the more than 4 million "Digital Islanders" that night, the heavy meeting with Tmeland began with a new self.

As the first appearance of the Avatar image to the second phase, it has changed the cute boxman who had previously become cute, and incarnate a more fashionable and more personalized virtual image. The process of creating Avatar is also very playable. Tmeland provides a variety of wear. From sexy music festivals, hot girls to casual seaside vacation, users can choose as they want.

At the same time, the place of the performance this time also shifted from the Haili Hall to a new venue Livehouse.

Livehouse's architectural image is formed by a microphone and a guitar piano head support. The neon light of Welcome flashes below. Interestingly, there is a small light ticket hall next to the subject, full of details.

The performance of that night was held on Livehouse. When many fans who came to watch the performance were placed on the rooftop, overlooking the entire digital islands, the light and shadow of the Cyberpunk style, placed the surrounding tall buildings on the psychedelic blue atmosphere. Among them.

In the center of the rooftop, a dynamic metal sculpture of electric guitar stands, and the holographic information screen is surrounded by electric guitar. It is backflowing Tmeland's previous wonderful events to warm up the next performance. There is also a announcement board for performance information in the Livehouse Hall. Digital island citizens are consulting the next performance message, and sending barrage Hupeng to accompany the next time to watch the performance next time.

After the performance began, Livehouse rose around the scene around the scene, and the guests appeared. Unlike other online performances, the stars of this performance also appeared in Avatar. When the stars on the stage sing, Livehouse forms a panoramic experience space of the ring screen+ground screen visually. The entire space does not have a fixed boundary and is in a free flow. Fans are in it, and they can choose to call the guests with applause, shouting, etc., and the screens have drifted over the screen from time to time on the screen.

With different artists on the stage, the theme of the scene also switches smoothly with the theme of the song. When Pepsi virtual idol group Team Pepsi performed the latest single "PEPSI Cypher" on the stage, the home scene was switched to the blue storm, corresponding to the theme of Pepsi. In the six major scenes of the lyrics, the cool new song first sing.

When performing the Pharaoh, the audience first experienced the blood and passion in the pixel screen in the scene of the retro arcade game, and then was in the steam Mando. Between the scene switching, the song also coincides with the song from the hard core rap to soothing the love song.

When Afujani performed, he walked out of the big screen from far to near, and wherever he went, he scratched the wind and sand, and gradually swept the entire stage and the scene. The opening was spectacular. As the song moved, the scene also entered an oasis and universe from the desert. I met one unique planet after another and brought fans to dream adventure.

Throughout the process, the lyrics of 3D effect appeared in the air from time to time, and the on -site mobilization and the audience's sense of participation were directly filled.

In addition to the immersive experience in visual interaction, Tmeland also worked hard in the hearing space experience.

During the performance, the sound effects will be adjusted according to the distance between the fans from the guest distance. The differentiated experience of the front -row interactive area and the rear quiet enjoyment area can be achieved in a performance. At the same time, the guests appear in different areas, and the sound effects will change accordingly, almost tied the experience of offline viewing. It is worth mentioning that this performance was jointly created by Tmeland and TMELIVE, and the Livehouse Hall will become one of the landmarks in the Yuan universe. In the future, more performances will be implemented in the Livehouse Hall.

It can be imagined that Tmeland has continuously improved the "infrastructure" of virtual society. TMELIVE provides more high -quality projects for sound and entertainment content. Livehouse Hall is the possibility of linked virtual performances and virtual social hubs.

TMLAND's Yuan universe journey

Starting from the first "Virtual New Year's Eve Music Festival" to start the "first shot" of the domestic Yuan universe music, Tmeland's Yuan universe journey has been officially launched, and several months have launched several high -quality project planning for the Yuan universe scene. In this process, we can see the phased upward trend of Tmeland.

Judging from the Chaoyin Dream Music Party, Tmeland has created a new virtual building Livehouse based on the previous scenario and other scenarios of Haili Hall to adapt more music performance forms and music styles. At the same time, in the new performance space, visual interactive experiences also begin to try more possibilities.

The previous performance scene was a digital twin based on the real scene, and the gameplay of the 360 ​​° ring screen and the ground screen broke the conventional mirror -style stage. And in the same performance, users can experience the changes in multiple scenes such as desert, oasis, underwater, planet universe, and Cyber ​​metropolitan city.

In Livehouse, users no longer need to watch the movie through virtual large screens. Participating guests have appeared in Avatar's image completely, which not only weakly weaken the sense of difference between artists and fans, but also breaks the sense of virtual and reality. More importantly, when the number of virtual buildings gradually increases and the number of Avatar continues to increase, the sense of life and community in Tmeland greatly increased. Rather than creating several virtual performance venues, it is better to say that it improves a small music town in the virtual world.

At the same time, Tmeland's digital social experience has also been upgraded, which has realized the opening of digital social periods and multi -platform.

After the performance is enabled, users can get a chance to go to the rehearsal background in the rehearsal background on the QQ music. Fans may see the rehearsal scene of Avatar, the Pharaoh, and the Pharaoh, or they may also play the stalks around two rapper. For example, a photo of a garden baby pops up. Positioning, the result was taken to the baby's studio "; or a lion body popped up, the text was" sending a transmission error, I wanted to see the elder, and I saw the Pharaoh. "And the fans wanted to unlock more. The colorful rehearsal "fun", you need to share inviting friends. Direct traffic directly by fans' private domain, which has accumulated a certain user advantage for the virtual community.

During the formal performance, users can not only send barrage to communicate and interact, but also use a variety of actions to jump, dance, and call. While watching the performance, the TMELAND task bar also provides multiple task options to guide users to explore the entire virtual island. Avatar can choose to take a hot air balloon and airship to reach different scenes and iconic to take photos. In addition, Tmeland has a red envelope rain activity, which has superimposed a wave of users' participation incentives.

From the beginning to the end of the performance, fans can find dynamics in the official fluttering group "Tmeland Group" or with#TMELAND#top -top topics to find fellows.

It can be seen that Tmeland's Yuan cosmic conception uses content and socialization as the two wings. Based on such a underlying architecture, the audience participating in virtual concerts not only realized the interaction between reality and figures, people and technology, but also met the social needs and identity needs of psychological levels. Tmeland is not the upsurge of the Yuan universe, but is realized as the inevitable performance of the Yuan universe as the future, and gradually improves.

Virtual images, physical communities, and real -time interaction are the basic content of virtual society, which constitutes the skeleton of the Tmeland Yuan universe. Virtual music performances add content and aesthetic flesh to them. In the integration of new technologies and new scenes, perfect technical support and high -quality cultural atmosphere are the vitality of the Yuan universe scene, and it also opens the window that spy on the future.

New possibility of virtual scene marketing

Based on virtual music performances and virtual society, Tmeland is giving static virtual scenes to dynamic, and the upgrade of this scene recognition is also brewing new opportunities for business.

With the increase of the consumption power of Gen Z and the context of the continuous evolution of the content ecology, facing more segmented media forms, more decentralized traffic, and more picky users, if you want to impress young people, you will undoubtedly need more creative gameplay. Essence The trendy culture pursued by young people not only pays attention to the cool technical upgrade, but also pays attention to the wonderful concept presentation, but also pays attention to the satisfaction of personalized self.

This time, Tmeland chose to cooperate with Pepsi, in addition to the brand of the brand in the core landmark area advertisement, the barrage crown icon, the pre -broadcast video implantation, brand task implantation, brand Banner, red envelope rain and other forms to conduct brands to conduct brands to conduct brands. During the performance, PEPSI ball is also an important image in the concept of performance. For example, in the process of performing, in the process of performance, whether in the Western Desert or in space, PEPSI balls have always been used as his compass to guide the direction.

Prior to this, Tmeland had launched the "OZ Future Concert" with Adidas Originals. Tmeland has created an exclusive customized music performance for this, and also specially created the Ozworld SS22 broken box virtual fashion show interpreted by Avatar upper body.

From the two virtual scene marketing trendy brand cases, it is not difficult to find that Tmeland's strategy in virtual scene marketing has rejected passive and rigid advertising insertions, but chose to play with the trendy culture of young people. By integrating marketing into the scene of performance narrative and gaming, it guides users to interact spontaneously with the brand, and subtly enhances the emotional viscosity between brands and users. At the same time, the foundation of virtual scenario marketing is a complete content ecology and scene layout. Compared with traditional marketing methods, users will have higher retention rates for the platform.

Therefore, with a huge young group, Tmeland's diversified gameplay is gradually releasing its marketing value. And Tmeland's experience is also showing the industry that in the layout of the "content -social -marketing" trinity, there is huge commercial potential.

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