/PRCWT/Guangzhou, October 11, 2023 - NetEase Media continues to explore a new model of digital travel communication, and the pace has never stopped. From graphics, to AI music, theme digital collections, NetEase Media for many years with content + technology to help Beijing axis cultural communication, to create a number of classic cultural IP such as "context axis", "AI music axis", "Axis Yuan Force God", widely loved by users.
This year, NetEase Media innovated the central axis meta universe gameplay, launched the interesting interactive H5 game "Central Axis Calendar Travel", presented a beautiful visual culture feast, integrated the cloud tour ancient building punch card and smart IP interactive experience, and was able to extract digital collections and exchange physical postcards. Through the combination of online and offline fun interaction, users enjoy the exquisite visual culture feast at the same time, let the axis culture deeply rooted in people's hearts.
Interactive upgrade, create a "meta-universe + cultural travel" smart new gameplay
As the axis of spatial planning and cultural axis of the capital Beijing, the central axis of Beijing embodies the cultural features of the ancient capital of thousands of years and carries the fresh breeze and ancient charm of Chinese culture and thought. Sorting out the cultural context and telling the story of the central axis is inseparable from the in-depth mining and accurate expression of the cultural connotation of the central axis of Beijing.
NetEase Media focuses on the historical and ancient buildings on the central axis of Beijing. From the perspective of "meta-universe + cultural travel", NetEase Media transforms the ancient buildings from static cultural symbols into a dynamic IP with vitality and interaction, injecting modern connotations into the cultural heritage of ancient buildings, integrating new artistic expressions, and attracting the attention of a new generation of audiences.
For example, the guardian of the Forbidden City, "Yuan force God" named "Lingjun", it can intimidate the four corners with a mouth, with the powerful power inherited from the dragon, entrenched in the Forbidden City, guardian the city, but also guard the road ahead of the people, smooth obstacles, help people thrive and have a bright future.
This year, NetEase Media further upgraded the interactive play, not only added the number of smart IP, but also launched the "Axis Calendar Journey" H5 game on the basis of ancient buildings + smart IP. In the game, users can travel the axis, in Yongdingmen, Temple of Heaven, Temple of Heaven, Qianmen Street, Zhengyangmen archery tower, Shiji altar, Taimiao, Imperial Palace, Jingshan Park, bell and drum Tower ten ancient buildings, through and an Qi, Ji Tian, Si days, Shang Gu, Xuan arrow, Gufeng, heavy Ming, Ling Jun, Yu Yu, morning 10 "axis force God" interaction, complete the punch card, collect stamps.
Each building in the "Axis Calendar Travel Notes" is issued 780 seals, a total of 7800 stamps, and users have the opportunity to draw a limited number of axis theme digital collections after completing all the ancient buildings. Users can also fill in the offline address to obtain a physical postcard corresponding to the number of collections, while harvesting historical and cultural knowledge, but also make this digital journey more collectible value.
Continue to cultivate and explore the innovative expression of Beijing central axis culture
The central axis of Beijing represents the history, aesthetics and spirit of the centuries-old capital, which not only vividly tells the past, but also profoundly affects the present and future of the nation. How to make traditional culture popular again in the contemporary communication environment, not only let more people feel the cultural charm behind the central axis of Beijing and the buildings along the line, but also cause the public to pay attention to and participate in the protection of traditional culture, NetEase Media has always been moving forward and exploring.
Since 2019, NetEase Media has taken the lead in applying AI and meta-universe technology capabilities to government content innovation, successively launched cultural IP such as "Tribute to the central axis of Beijing" and "Context Central Axis", and created phenomenon-level network works such as "AI Music Central Axis", "Central Axis Yuan Force God" and "Capital Moon Punch Map", with a cumulative play volume of over 100 million times, forming a "network Yi text in Internet communication. The phenomenon of transformation ".
At present, the Beijing axis has entered the sprint stage. Yang Yueming, a professor at the Institute of Cultural Innovation and Communication of Beijing Normal University, pointed out in an interview that Beijing's central axis has a strong spillover effect, which has multiple meanings for Beijing's economy, society, environment, people's livelihood and other aspects, so that the historical style of the old city can be restored, the community living environment can be optimized, the historical and cultural resources can be activated, and the tourism and new culture can be activated.
With the power of science and technology, constantly try the latest and most fashionable content creativity, so that historical and cultural content online and offline integration, become audible, perceptible, playable, and become fresh and interesting among young people, is the mission of NetEase Media service government communication and help digital cultural travel.
In the future, NetEase Media will continue to create a rich and diverse content experience with more novel and more scientific and technological content forms, and deeply implant NetEase's science and technology research and development genes into the blood of traditional cultural communication. This digital journey will also give a strong boost to the application of Beijing's Central Axis as a world heritage site, allowing the world to appreciate the splendid achievements of Chinese civilization and its major contribution to human civilization.
