Background
In 2025, marking the milestone of Sky: Children of the Light's 6th Anniversary and in alignment with the promotional campaign for the Sky: Two Stars Evening Star chapter animation, STARROAD hosted a 36-day themed immersive carnival at Guangzhou's iconic landmark, the Canton Tower. Spanning multiple areas of the Canton Tower, the event presented a celebration bridging virtual and real worlds through artistic scene building and high-freedom interactive gameplay.
Challenges
- Landmark-Level Compliance & Long-Term Safe Operations: As a top-tier city landmark, hosting a 36-day extended event at the Canton Tower imposed strict security and delivery standards regarding police/security approvals, crowd management, pop-up operations, and long-term quality control.
- Dual-Goal Synergy & Multi-Module Coordination: The project required balancing both the 6th-anniversary celebration and the new animation release, involving high-quality synergy across 1:1 scene recreations, creator meet-and-greets, award ceremonies, live streaming, and talent management.
STARROAD Solutions
STARROAD provided a full-link, one-stop service covering campaign creative planning, security approvals, setup and operations, pop-up store management, stage program control, live stream broadcasting, and talent management:
High-Fidelity Scenes & Diverse Themed Content
Recreated iconic game scenes at a 1:1 scale while building an exclusive animation art zone. Simultaneously hosted creator meet-and-greets, the Starlight Awards Ceremony, and offline exploration activities to balance exhibition experience with animation promotion.
High-Engagement Freebies & Full-Process Quality Control
Designed and produced various customized freebies—including transparent fans, badges, and collage poetry cards—to deepen player emotional connections. Enforced strict quality control across all stages to ensure safe and stable 24/7 operations throughout the extended period.
Integrated Online & Offline Propagation
Combined on-site ceremonies with live streaming to push online and offline campaigns simultaneously, building a fully covered, multi-dimensional promotional momentum.
Results
- Landmark Traffic Surge & Tourism Enablement: Foot traffic at the Canton Tower remained high throughout the event, attracting over 3 million visits in 36 days and achieving mutual enablement between the gaming IP and Guangzhou's city tourism.
- Phenomenal Cross-Boundary Propagation: The carnival's exclusive Xiaohongshu (RED) tag views exceeded 300 million, with over 1.2 million related discussion posts, successfully breaking through gaming circles and setting an industry benchmark for the IP's 6th anniversary and animation launch.
