Background
During the summer festival of Identity V, the "Heartbeat Carnival," fully managed and executed by STARROAD, came to a grand conclusion at the Hangzhou Grand Exhibition Center. As a 4-day immersive themed carnival attracting over 5,000 players daily, the event achieved deep synergy between high-quality offline experiences and viral online traffic, successfully extending the game IP's influence into real-world offline consumption and interactive scenes.
Challenges
- Super-Large Space & High-Standard Operations: Spanning dual halls (Hall 8 + Hall 7A) across a massive 32,000-square-meter offline space, how to ensure visual displays construction, multi-project order maintenance, and high-standard compliant delivery under extremely high foot traffic?
- Full-Link Synergy & Buzz Closure: How to efficiently integrate 20+ interactive activities, 30+ fan artist booths, and a large-scale stage setup to establish a 100M+ traffic closed loop connecting "offline immersive experience - online creator referral - long-term community retention"?
STARROAD Solutions
STARROAD provided a full-process, one-stop service encompassing campaign planning, setup and operations, talent management, stage flow control, and online propagation:
Cross-Dimensional World Building
Recreated iconic game scenes at a 1:1 scale across the 32,000 sqm exhibition area, planning 20 interactive gameplay activities and 30+ fan artist booths, while finely managing merchandise sales and crowd order to enhance player retention and experience.
Professional Full-Service Execution & Talent Management
Strictly controlled compliance approvals, stage production design, and high-standard on-site delivery, assembling top Cosplayers and popular bloggers to create layered stage program flows and parade interactions.
Results
- Unprecedented Offline Popularity: The dual-hall event attracted over 20,000 players nationwide, hosting over 5,000 attendees daily, achieving a double explosion in commercial conversion and player acclaim.
- Online Viral Dominance: Douyin platform exposure exceeded 1 billion views, Xiaohongshu-related topic views surpassed 200 million with over 60,000 creators posting, and overall online presence dominated major feeds.
- Phenomenal Buzz Explosion: Captured 20+ trending topics across all platforms and 500M+ Weibo reads, creating an industry benchmark case that seamlessly transformed offline cross-dimensional experiences into online 100M-level viral traffic.
