Every time 618, major e-commerce platforms are bound to stage a "traffic battle", using this golden node to achieve brand communication and maximize the value of the platform. Compared with previous years, this is the first "618" that does not include , Li Jiaqi, , , Wei Ya, and other top anchors. With the decline of top anchors, brand self-broadcasters have taken up the responsibility of the "6·18" live broadcast. The relevant person in charge of Daqi, Douyin Kuaishou e-commerce said bluntly: The era of experts bringing goods has transformed into the era of brand self-broadcasting. Since the second half of 2021, many brands have started the self-broadcasting mode, moving from a single star to a hundred flowers blooming.
With the strong winds of the metaverse blowing, the Z generation people who like to break conventions and pursue innovation have gradually become the main force of consumption, and the brand's live broadcast form is also constantly "evolving". Nowadays, we can see more and more virtual anchors active in the live broadcast rooms of major brands. Virtual scenes + virtual human live broadcasts have become a major trend in the development of live broadcasts, and they have also brought new marketing ideas to brands.
Seize the new trend of virtual live broadcast and open up new ideas for brand marketing
Tuhu Automobile’s “618” live broadcast chose to be broadcast in the hottest metaverse at the moment. The live broadcast on May 31 kicked off Tuhu’s car maintenance “618” event. The immersive lens leads users to shuttle between neon high-rise buildings. Tuhu's huge tiger head logo occupies the C position of the screen. Cool airships and speed cars float back and forth over the city. As the fireworks explode, "Tuhu" The slogan "Tiger 618 National Car Ownership Season" suddenly appeared. The rising and switching of the lens allows the user's perspective to switch accordingly, allowing the user to overlook the entire Tuhu "Big Brand Surprise City", bringing a new viewing experience to the audience in the live broadcast room, and experiencing a cyberspace metaverse online. addiction.
A virtual car demolition show with 3D special effects was also staged in the Tuhu Surprise City. With the perspective of the camera, the car parts are disassembled one by one. From the complete car to the parts, the virtual digital person explains car maintenance through the 3D car disassembly of the holographic image, giving the audience a deeper understanding of how to maintain a car and how to maintain a good car. .
In addition, "An Lu'er", the first virtual digital idol and digital experience officer in the automotive aftermarket, made her debut in Tuhu's live broadcast room on the evening of June 17, serving as Tuhu's first digital technology consultant for car maintenance. "An Luer"'s partner "Shell Pengzhi Burning Mechanic 001" also appeared in the live broadcast room. "An Lu'er" is based on a real person, based on virtual reality technology , AI artificial intelligence technology, etc., and provides live explanations to the audience in the Tuhu Car Care Metaverse.
Technology empowerment, the perfect integration of driving technology and brand marketing
In this virtual live broadcast, the virtual digital idol "An Luer" was driven by Shiyou Technology's motion capture and virtual technology, a full set of live broadcast-level products independently developed by Shiyou Technology The motion capture device integrates body capture, expression capture, finger capture, virtual shooting, etc., and can realize simultaneous recording of real-time whole body motion capture data and automatic refinement of post-plug-in data. Compared with pure live broadcast, the virtualized brand IP image is more vivid and lively. The virtual digital person "An Luer" interacts with the audience in real time, completely tying together the entire virtual live broadcast. In addition to the empowerment of virtual IP images,
also uses the Shiyou Technology virtual studio system for the construction of virtual scenes and the 3D special effects virtual car demolition show. It shoots through multiple cameras and uses three-dimensional scene modeling and real-time keying rendering. technology, customized exclusive elements for the Tuhu Car Care 618 event, and can render output in real time to achieve infinite expansion of the virtual space and a stage effect of combining virtual and real, which greatly enriches the program presentation effect and brings users an immersion full of technology. live streaming experience.
Shiyou Technology’s core technologies are real-time virtual digital human technology and virtual studio technology. It has been deeply involved in the field of virtual technology for more than ten years and is committed to building an digital human factory to provide enterprises and brands with practical and low-cost technologies and services. Provide diversified creative virtual technology marketing methods such as customized virtual digital human IP, virtual scenes, special effects displays, etc., which can meet the needs of enterprises for online virtual conferences, online virtual live broadcasts and other internal and external online virtual activities and virtual program scene production needs .
Faced with huge market demand, Shiyou Technology combined with virtual studio technology to create a lightweight 3D digital virtual live broadcast service SaaS system, which allows enterprises and brands to create virtual live broadcast rooms in a very convenient way without the need for complex software. Hardware equipment greatly reduces the user threshold, allowing users to obtain broadcast-level large-scale virtual production effects at a low cost and in a DIY manner.
Creative virtual live broadcast tracks have become a trend. Virtual live broadcasts built around virtual digital people, virtual scenes and other multiple technical means will gradually become a norm. Strengthening the emotional link with users has become a new era of marketing. Important factors will resonate with users’ needs and monetization will become simple. It is foreseeable that virtual digital people combined with virtual scenes for live broadcast are becoming a new infrastructure for brand and corporate marketing.
