Video-sharing platform Bilibili has taken publicity to the next level by creating a unique Blade Runner-like cinematic experience, combining drones and LED lightning technology, to celebrate the first anniversary release in China of the video game, “Princess Connect Re: Dive”.
1,500 drones lighting up Shangai’s sky with a scannable QR code
In April 17, the popular Chinese-based video-sharing platorm partnered with Cygames, the Japanese studio responsible for developing the video game, to put up a spectacular technological lights show with 1,500 drones dancing in the sky and drawing the game’s logo and characters above Huangpu River.
Before the end of the exhibit, the drones formed a floating QR code, which viewers could scan to go to the official website to download the video game on their smartphones.
China leads the game when it comes to creating the most attention-grabbing marketing stunts
The futuristic advertising event by Bilibili and Cygames is not new to the Chinese market.
China is worldwide known for delivering unique and innovative technology-driven marketing campaigns and ads. From QR codes and Aumented and Virtual Reality (VR) marketing to AI-powered advertising.
Multinational tech giants like Tencent or Alibaba have been core to standarize QR coding, AR, VR and AI-powered marketing to promote their services, but also to get closer to their audiences and create memorable user experiences.
Alibaba, for example, is pushing E-commerce to the next level with Taobao Buy, its interactive shopping experience featuring AR technology aimed to attract and retain millennials..
Taobao Buy app blends real-world with 3D holograms and allows users to search and grab products from the online store and place them into their own environment to see if they fit before purchase.
In 2019, Tencent partnered with the British AI company, Mirrad, to include product placement into old movies through AI technology.
Advertisers could integrate branded content into TV series and movies to reach new audiences.
Last year, the tech company also teamed up with WIMI Hologram to release an AR navigation system that uses real road conditions captured in real-time fused with Artificial Intelligence.
Drones create video game characters in Shangai’s sky.
The importance of QR codes in China
China has a long history with QR coding.
In the past decade, the Chinese population has completely embraced this technology and use it in a daily basis, whether its to make mobile payments, add new contacts in specific messaging and social media platforms like WeChat, for online banking or downloading content to their smartphones like those users who scanned Bilibili’s and Cygames’ QR code to get “Princess Connect Re: Dive” video game.
A scannable QR code advertisement created by drones above the skies of Shanghai.
Beautiful. pic.twitter.com/s3T4Fb9314— John Pathfinder Lester (@Pathfinder) April 17, 2021
By mid-2020, the country’s State Council reported there were over 1.3 billion internet mobile users (over 98% of all China internet users) in China and millions of them using QR code-oriented plaforms regularly.
Alibaba’s Alipay and Tencent’s WeChat are dominating the Chinese market with their unique QR coding systems, which are daily used for comercial transactions, especially amongst Gen Z, but also for generating movement certificates in the times of the pandemic.
The two companies were also enlisted by the Chinese goverment last year to host a health QR code system on their apps to control movement and reduce the spread of coronavirus.
How to use QR codes to boost your digital marketing strategy?
It all depends on the product, the audience and how you want to reach them, but below are a few examples of how to use QR codes for marketing purposes, increase brand awareness, reinforce customer loyalty and position your brand at the top of the game.
QR codes are great (and not limited) to:
- Direct users to your business digital channels: website, app and social media profiles.
- Offer special promotions and exclusive content.
- Allow users to fast pay for your products (e-Commerce).
- Automate website logins.
- Provide coupons that can be used in both digital and offline stores (shopping).
- Allow users to download o watch interactive content, including video ads.
- Create virtual business cards to add and share personal and professional contacts.
- Send emails and track data for your campaigns.
- Allow people to enroll in specific events like webinars.
- Share your company’s location using interactive maps (Google Maps or Waze).
- Invite users to take a survey or write a review about your business.
- Provide extra information about your products.
