Background
During the summer version launch and the Anime Expo milestone, STARROAD leveraged the iconic in-game BOSS "Cryo Regisvine" as a core creative anchor. Combining an ice cream truck with a giant physical boss installation, STARROAD created a ice-breaking experience centered on "BOSS Parody + Offline Engagement + Online Viral Spread." Through a full-link campaign featuring "a customized preview teaser by major influencers + a stealth challenge by top creators + high-frequency check-ins by Cosplayers and photographers + broad UGC viral explosion," the brand achieved cross-circle noise expansion.
Challenges
- Tone Integration of ACG IP & Overseas Entertainment Influencers: How to transform ACG gaming logic into real-life challenge/comedy content suited for overseas top-tier entertainment influencers while preserving the game's core brand identity and character lore?
- On-Site Coordination & Contingency Management at Overseas Expos: Facing massive foot traffic at Anime Expo, venue badge pass restrictions, and mobility limits for the giant Cryo Regisvine prop, how to ensure high-quality footage completion within an extremely tight on-site window?
STARROAD Solutions
STARROAD provided a full-process service covering creative planning, on-site coordination, influencer partnerships, and UGC amplification:
Deep Creator Customization & "Stealth Challenge" Concept
Collaborated with top overseas creators Max Fosh and Zac Alsop to produce long-form and short-form videos around "Stealth Challenge" and "Elemental Challenge" themes. Released a pre-event teaser and provided official assets, visual effects, and detailed content support during post-production.
Agile On-Site Management & Emergency Adaptation
In response to crowd rushes and badge issues at the expo, on-site teams quickly adjusted filming routes and video creative setups, ensuring adequate shooting time and asset completeness for creators.
Results
- 10M+ Viral Explosion & Hit Content: Customized videos sparked widespread online discussion upon release, with YouTube videos capturing 600M+ views and 180K+ likes, while the TikTok creator check-in matrix surpassed 10M+ total views.
- Successful Cross-Circle Breakthrough into Entertainment Audiences: Comment sections were filled with high praise from general entertainment viewers regarding the creative crossover, effectively stimulating trial intent and brand affinity among broad audiences.
