I took the flight in PUBGM for real

Have you ever tried playing mobile games on the airplane?

If you are interested in this, you can find the opportunity to take an IP flight cooperated by Tencent and Hainan Airlines during the Tencent TGC event.

 

Recently, Tencent and Hainan Airlines have jointly customized four flights with the theme of "Happy Poker", "Moonlight Blade", "Craz3 Match" and TGC Haikou Station after the new cultural and creative strategic cooperation by Hainan and Tencent.

About TGC

Technology Glowing Culture is cultivated by the Tencent strategy: New Cultural and Creative, which gathers flagship IP, and high-quality digital cultural and creative content in various fields such as Tencent Games, Tencent E-sports, Tencent Animation and Tencent Film. It takes digital and technological interaction as the core culture and creativity experience intending to provide young people with a fresh and trendy experience by various IP categories and creative digital method.

Unlike the previous themed activities, on the plane, the stewardess will not only broadcast the game lines but also have in-depth interactions with the passengers by related game characteristics. 

▲"winner winner, chicken dinner" (大吉大利，今晚吃雞). Some netizens commented that 『it's totally an immersion.『. I have already brought a lv.3 helmet and ready to skydive.』

▲On the theme plane of "Moonlight Blade", the crews said, 『Hello, young heroes』 (各位少俠，你們好) bringing strong immersion to participants.

On the "Craz3 Match" theme flight, the game element is presented on the packaging of the lunch box. When the person chooses the same meal as the person next to them, the lunch will be disappeared. Surprisingly, in the end, no one`s meal was eliminated and three passengers were exempted from the tickets due to the same colour.

 

The highlight of TGC is that everything derives from IP and combines with new cultural and creative elements. It is not only a way to verify the capability and attraction of IP through the offline event and also test whether IP can keep up with the changing market environment. 

However, there are more and more Internet companies setting up such offline events and exhibitions for promotion. Is it really worthy to do such activities? Most of such events are free of the ticket including TGC itself. Everyone can join by making an appointment and preparing the QR code so the entry barrier is low. Other income resources such as beverage cannot cover the cost of venue construction and labour. From the point of group interest, such offline activities are impossible to exist independently and it is almost difficult to see the direct commercial profitability.In contrast, its highlight and core lie in the realization of online and offline linkage for sustainable development and leverage. This is why TGC has been doing it for several years.Almost all companies are facing with the concern of the way of acquisition, activation, retainment and referral. Therefore, more effective marketing tools and methods have to apply for resonance.Different to the online experience, offline activities are the most direct way to attract people such as IP fan, traditional culture overs, tourists and local users in a persuasive and trustworthy way with the advantages of covering a wider audience and create interest from the immersive experience. Participants can get a more different feeling from reality experience. Although Tencent's IP and all of its products are popular, no one actually sees them in real life. In this event, people can touch and talk with them which able to create chemical reactions.Moreover, it is a way to expand the user scope and verify whether IP can be accepted by other groups. Based on the intuitive feedback from offline activity, iterative adjustments to the direction and field of IP construction can be carried out more accurately.
The process of mutual empowermentAlmost everyone's impression on Hainan is nothing more than a big tourism province, wonderful beach, various seafood and free of duty. To break through the old impression and create a new memory point, the city is required more forms of exposure so every cooperation and interaction with big corporations is meaningful.For companies, the city’s background can enrich the event value and generate different styles of game experiences.- Considerable flow and exposureAlthough the audience is limited by the theme, TGC provides a broader environment with lower barriers to entry. For example, the check-in area, scenery, and food are available for all adults and children. These participants will always bring a certain degree of influence through spreading and sharing to various channels.Moreover, the dynamic forms of activities such as variable hosting cities, different gameplay and the integration of different local customs and cultural traditions can construct more fun and novelty combination. For the audience, the most intuitive feeling is that nothing is better than come to the scene for the surprise value maximization.Finally, the amount of flow brought by the event is very considerable.-  Stimulating consumptionThe event itself has completed a screening process. Participants are more likely to have similar aesthetic and consumption abilities. Through the content, user's emotion and attention will be easier to trigger consumption. The flow from an event can stimulate local consumption including food, clothing, shelter and transportation.For example, this year's TGC event not only carried out a round of creative cooperation on the plane with HNA but also reached an agreement with Shangri-La Hotel to launch joint customized e-sports and gaming IP themed rooms.All the cities are competing for rejuvenation. For example, the two-dimensional culture is not the original cultures of Guangzhou and Shanghai but they have constructed their unique young culture finally through cross-industry cooperation.To establish emotion with the youngers, these cities ought to understand their needs and attach young labels. Games and e-sports are now the main trends of young people. By the cooperation, Hainan can pass on and be closer to the youth concept.‍The idea of TGC is bound to forecast a wave of imitating but simply copying is meaningless.Its real value is how to present and realize the closed-loop market, and preparation process involving tourism transformation, online publicity and cultural IP. Advantages can be created by bringing a younger, more energetic and special cultural experience. The event form is not important which can be more mobile and flexible.

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The industrial revolution and possibilities brought by TGC seem to have some predictions about the future world. In the future, there will no longer be the so-called difference between online and offline. Our live and work will be digitizing.An era of integration is coming.

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