How to Fully Grasp the Word 'Creativity' in Event Planning

Creativity is the new combination of old elements, making people feel both familiar and unfamiliar, thus sparking the exclamation 'How can this be?' and triggering sharing.

Specific combination methods:

1. Combine with classic legends, stories, novels, films, and TV shows

2. Collaborate with classic artworks

3. Combine with news events

4. Combine with advertising itself

▼

Creative Marketing – Pop-up Store Selling Imagination

Old elements: Pea Pod APP + avant-garde theater master Meng Jinghui: pop-up concept + experience store; art + technology

New combination: visualized mobile application scenarios

Brand concept output: As the first quality app discovery column in the industry, Pea Pod discovers one novel and interesting new app every week

Concept extension: Pea Pod curates excellent apps, and excellent apps are full of imagination

Event planning: 'Imagination' experiences in three fields: apps, games, and theater

In this event, Pea Pod used artistic installations to bring apps and games offline, turning them into tangible, interactive entities, and used sound and light techniques to integrate situational experience exhibitions with immersive theater. Several interactive booths were set up: 'Fantasy Hotel', 'Fantasy Maze', 'Fantasy Fighting Arena', 'Fantasy Theater', 'Fantasy Video Room', and 'Fantasy Arcade'.

Event data: 4 million online followers, over 6,500 young people signed up to participate.

▼

Creative Marketing – Buddhist-style Concert

Old elements: Internet buzzword 'Buddhist-style' + concert; AR + concert

New combination: Internet-based Buddhist-style concert

Brand output: Dedicated to products, devoted to music, and persistent in deep cultivation of niche music fields

Event planning: Enjoy the concert + release wishing lanterns + Zen music series merchandise

At the end of the concert, by opening the NetEase Cloud Music app and scanning with AR, attendees could enter a blessing page, input their wishes, and click to release a wishing lantern, which would be displayed on the circular screen.