天貓雙11引入「虛擬街區」 加強數字化營銷
阿里巴巴(09988.HK)(BABA.US)表示,今年「雙11」活動期間,淘寶APP及天貓APP以一系列創新科技強化購物體驗,阿里影業(01060.HK)旗下IP交易與創新平台阿里魚與阿里巴巴達摩院XR實驗室合作,通過淘寶APP的「IP新勢力」首次推出VR技術驅動的虛擬IP場景,建造一座沉浸式虛擬街區。
用戶於APP可進入虛擬街區,該空間內匯聚Pokemon、Sanrio、KAKAO FRIENDS、多啦A夢、League of Legends、高達、變形金剛等超過30款獲授權的知名卡通或動漫形象,用戶可操控虛擬角色,進入分佈街區兩旁的卡通或動漫形象店舖,並瀏覽相關商品。
「IP新勢力」是阿里魚旗下首個趨勢營銷品牌,通過整合集團電商生態宣傳推廣資源,開發靈活和多樣化的會場玩法。阿里巴巴指,阿里魚希望為IP授權商品打造專屬的品牌聚合優勢,為合作IP版權方、品牌商家和消費者創造更多營銷機會和優惠權益。
手機天貓APP負責人趙昆指,手機天貓APP接下來也會基於混合實境(Mixed Reality,MR)及虛擬實境(Virtual Reality,VR)等硬件設備,為用戶帶來全新的探索。
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