Shiwei In September, NetEase Cloud Music and POP Mart City Park (POP LAND) worked together to jointly plan a number of online and offline activities. Based on Bubble Mart City Park, NetEase Cloud Music has created a special installation for the park, launched a new park-themed promotional song and player-themed skin, and launched the "Random Gap One Hour" initiative, and also released multiple welfare gifts, bringing unique benefits to users music and entertainment experience.
In the immersive IP theme park Bubble Mart City Park located in Chaoyang Park, Beijing, NetEase Cloud Music has in-depth cooperation with it to jointly launch a brand device "Random Music Review Clock" that is integrated with the theme of the park. This unique device allows every young friend who comes to Bubble Mart City Park to have their own "Happy Time Zone" and has attracted many young people and fashion bloggers to check in and play. Through interaction in offline scenes, NetEase Cloud Music provides users with interesting ways to experience consumption and better meets the needs of young consumer groups for personalized social interaction.
In order to create an atmosphere that is more in line with the theme, NetEase Cloud Music and Pop Mart City Park jointly launched the POP LAND theme promotion song "Go to the Park Now!", which is played daily in offline parks and stores. This upbeat and energetic song, which includes the original vocals of Pop Mart's popular IP LABUBU, will lead listeners into a fantasy and wonderful paradise world.
At the same time, the co-branded player skin carefully designed by NetEase Cloud Music and Bubble Mart City Park has also been launched simultaneously on NetEase Cloud Music mobile terminals, car terminals, and TV terminals. On the basis of the original classic vinyl record player, all four of Bubble Mart's star IPs have appeared. The cute shapes and cute animations create an immersive listening atmosphere and bring more diverse style modes to users. Users can enjoy music in a more personalized way. We also use the consistency of multi-terminal experience in player mode to bring the simple joy of listening to music to various scenarios used by users.
Combining the commonalities between NetEase Cloud Music's "Music Spiritual Park" and Pop Mart City Park's "City Spiritual Park", NetEase Cloud Music also jointly launched the "Random Gap Hour" initiative with Pop Mart City Park. This theme aims to encourage young people to reconcile with themselves and face life with a more relaxed and free attitude. It also encourages young people not to be bound by fixed patterns, but to bravely try new things and embrace them. Unknown possibilities.
In addition, in conjunction with the above-mentioned related activities, NetEase Cloud Music simultaneously launched the "Lottery to Win Gifts" event on the site, giving away Bubble Mart global limited edition dolls, global Bubble Mart City Park tickets and NetEase Cloud Music vinyl membership experience card, providing users with real benefits.
As the most popular music platform among the younger generation in China, more than 90% of NetEase Cloud Music’s active users are born in the 1990s and 2000s. It is not only a paradise for music lovers, but also a gathering place for the emotional expression and resonance of the younger generation. As a trendy cultural and entertainment brand, Bubble Mart is also very popular among young people. This time, it provides a brand new entertainment method by creating an urban paradise. The cooperation between NetEase Cloud Music and Bubble Mart has created a surprise cross-border event for users based on their common user preferences and needs.
As China's leading music platform, NetEase Cloud Music not only provides users with high-quality music content, but also deeply engages in scene marketing and is committed to creating more diverse forms of IP cooperation. Since this year, NetEase Cloud Music has launched game themed player skins such as "Egg Party" and "Light Encounter", and launched trendy themed player interfaces. In the future, NetEase Cloud Music will also gain in-depth insights into user emotions and needs, continue to expand the boundaries of music, and create a new music consumption experience for users.
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