时间：2020-03-23 点击：1035次
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With rapid growth of mobile games, number of PC RPG (Role Play Game) players is drastically declining, and homogeneity competition is gradually intense.
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MapleStory 2 is a content-generated PC RPG.
It features the essence of classic IP (Intellectual Property) MapleStory, but is also of innovative gameplay and 3D-moe style.
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However, the principal aim is how to transfer our advantages to mobile sides, reach highly potential users, and promote moe culture.
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According to relevant research, target users are keen on selfie and socilazing, as well as black techs like AI (Artificial Intelligence), AR (Augmented Reality), etc.
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Besides, there is no mature AI recognition system that can generate 3D characters in camera APPs.
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To engage users into this moe world, we eventaully found out the answer in Pitu and YouTu Lab, which could help achieve a leap-forward in innovative marketing with tech breakthrough.
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Through three months of efforts, we completed standardization an data modeling of 900 user samples, and repeatedly adjusted 3D facial features, costumes, animation, etc.
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With the efforts above, an innovative marketing campaign #MapleStory 2 AI Black Tech# with a theme 3D MOEmoji with AI Tech, MapleStory 2 Light You Up came into life.
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It creatively linked two black techs AI-recognition to Generate Animation Images and ARKit 3D DIY System, facilitating the first crossover marriage of game industry and camera APPs by AI.
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This breakthrough could drive a new growth in marketing by enabling moe elements to spread on mobile sides, and stimulating users to circulate UGCs (User Generated Contents) at snowballing speed.
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Select a selfie and then customize a 3D AR character, then share with friends on various media.
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Everything was ready except for execution.
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On November 30, our spokesperson Lay Zhang did a live broadcast as an event-based trigger, leading to a heated discussion among fans.
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On December 3, this innovative gameplay debuted in TGC (Tencent Games Carnival), bringing brand-new experience and arousing users' expectation.
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On December 7, gameplay materials of MapleStory 2 officially released on Pitu,
immediately igniting a huge spark among users to try, play and share.
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Massive UGCs came out unceasingly and attracted hundred thousands of followers with snowballing effect.
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This #MapleStory 2 AI Black Tech# innovative markeing campaign realized great achievements with volume of engagement peaking beyond 50,000, and 43% higher participation rate than other AR segements in Pitu;
It also levered 220 million of in-Pitu exposure volume for MapleStory 2, sparking heated hashtages on social media with aggregate views of 114 million.
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MapleStory 2 has realized AR function reusages partnered with Qzone. In the future, it aims to connect mobile and PC channels, to facilitate multi-dimensional brand cooperations, and to consistently build social community.
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Stay tuned for MapleStory 2, a moe parallel world full of surprises.
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