How to Master the Essence of 'Creativity' in Event Planning

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

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Creative Marketing - Selling Imagination Pop-up Store

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

New combination: visualized mobile application scenarios

Brand concept output: Wandoujia, as the industry's first quality app discovery column, discovers one "different" novel and good app every week

Concept extension: Wandoujia explores excellent apps, and excellent apps are full of imagination

Event planning: "imagination" experiences in three fields: apps, games, and theater

In this event, Wandoujia used artistic installations to bring apps and games offline, turning them into tangible, interactive entities. With sound and light techniques, they integrated 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.

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Creative Marketing - Buddhist-style Concert

Old elements: internet buzzword "Buddhist-style" + concert; AR + concert

New combination: internet-ized Buddhist-style concert

Brand output: dedicated to products, devoted to music, and committed to deep cultivation of niche music fields

Event planning: enjoy the concert + release heart lanterns + Zen music series merchandise

At the end of the concert, by opening the NetEase Cloud Music app and using AR scan, participants could enter a blessing page, input their wishes, click to make a wish, and release a heart lantern, which would be displayed on the circular screen.