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陌陌现身中国首个Hiphop音乐节 玩转年轻潮流文化
2017-09-06 15:15:42 中国经济网
在9月2日至3日这个周末,国内首个户外嘻哈音乐节“MDSK音乐节”落地成都国际非物质文化遗产博览园世纪舞广场。首届MDSK音乐节聚合了Theophilus London、陈冠希、Higher Brothers、红花会、艾福杰尼、黄旭、TT、VAVA等众多海内外嘻哈音乐人。泛社交泛娱乐平台陌陌也现身其中,为年轻潮流文化爱好者带来了丰富的线上线下互动玩法。
在音乐节的显要位置,以明亮蓝色为主搭配温暖粉色的陌陌展台“多动俱乐部”为观众提供了丰富的游乐设施体验。手机游戏互动区里,很多年轻人对着屏幕玩起“吃水果”的AR视频游戏;MOMO浴缸拍摄区,潮人们躺在海洋球中,带着夸张发饰、拿着气球频频自拍;吧台区,玩家们通过潜望镜观看陌陌主播的手机直播,并在现场寻找主播身影;扭蛋机和吊娃娃机前也排起了长龙。每一个参与的观众都不会空手而归,陌陌为大家准备了水瓶、清凉扇、卡通耳机等丰富奖品。一时间陌陌展台成为音乐节的热门“景点”。
陌陌并非首次参与音乐节,此前就已经是草莓等各大音乐节的常客。当下,在音乐节上竞技营销创意,拉拢年轻消费群体,已经成为很多互联网公司争夺公众注意力的新招数。陌陌之所以赞助“MDSK音乐节”,在于嘻哈文化与陌陌的品牌调性有融合之处。嘻哈文化在中国的兴起,使更多年轻人拥有了“话语权”。在诸多追求独立、自主的年轻人中,他们希望利用“话语权”开启一个全新的时代,使大众与小众间的藩篱彻底消失。而陌陌用户以年轻人为主,他们独立、自主,乐于展现真实自我。陌陌也在此次展台再次亮出“视频社交就在陌陌”的口号,而视频恰能更真实的展现自我。在陌陌最新的广告宣传片“用视频认识我”中,更是邀请了红花会等当下备受年轻人欢迎的网红明星出镜。
自2011年8月上线以来,陌陌从一个基于LBS的一对一聊天工具,逐渐成长为泛社交泛娱乐平台,陆续发布了群组、动态、表情、游戏、直播、短视频、快聊等多种社交玩法,通过打造丰富的社交场景提升用户社交效率。而近两年来,陌陌在视频社交方面持续发力。视频已经成为年轻一代用户分享和互动的主要介质,线下娱乐消费活动也逐步向线上迁移。短视频、直播等娱乐化社交玩法的引进,对于陌陌平台内社交关系的达成、建立、维系都起到了非常大的促进作用。
据了解,未来陌陌还将出现在深圳、昆明等地的MDSK音乐节,给更多年轻潮人带来丰富的线上线下互动体验。
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