近日，手游《塵白禁區(qū)》官宣聯(lián)動(dòng)中國(guó)郵政推出的線下郵局快閃活動(dòng)引發(fā)爭(zhēng)議，相關(guān)話題登上熱搜。

A planned collaboration between mobile game

Snowbreak: Containment Zone

2月24日，游戲“塵白禁區(qū)”微博發(fā)布消息稱，“塵白禁區(qū)”游戲聯(lián)動(dòng)中國(guó)郵政推出線下郵局快閃活動(dòng)，“箋定恒約”郵政聯(lián)名紀(jì)念禮盒也將同步限量發(fā)售。

因游戲“塵白禁區(qū)”的畫面尺度較大，曾引發(fā)“色情內(nèi)容”等爭(zhēng)議，聯(lián)名消息發(fā)布后，引發(fā)網(wǎng)友抵制。不少網(wǎng)友認(rèn)為，這一聯(lián)名活動(dòng)嚴(yán)重?fù)p害了品牌形象。

On Tuesday, the game announced a joint offline pop-up post office campaign with China Post, along with a limited edition co-branded commemorative gift box. The announcement quickly drew criticism, with some arguing the partnership was inappropriate for a public service brand like China Post and warned it could harm China Post's public image, given the game's past controversies involving sexualized imagery and mature themes.

網(wǎng)友評(píng)論

另?yè)?jù)未來網(wǎng)報(bào)道，中國(guó)郵政官方對(duì)此回應(yīng)，相關(guān)郵局現(xiàn)已叫停該服務(wù)，可關(guān)注后續(xù)動(dòng)態(tài)發(fā)展。手游《塵白禁區(qū)》也宣布終止與中國(guó)郵政的聯(lián)名合作。

China Post later said the related postal services had been halted and advised the public to await further updates, while the game developer confirmed the collaboration had been terminated.

據(jù)公開資料，《塵白禁區(qū)》于2023年上線，后轉(zhuǎn)為成人向游戲，全渠道禁止未成年人登錄，游戲中大量女性角色服裝暴露、身材夸張，被批低俗擦邊。

Released in 2023,

Snowbreak: Containment Zone

對(duì)此，有媒體評(píng)論稱——近年來，聯(lián)名營(yíng)銷十分火熱，被視為品牌破圈引流的“利器”。好的聯(lián)名能通過跨界碰撞吸引不同群體關(guān)注，為消費(fèi)者提供新穎體驗(yàn)，實(shí)現(xiàn)“1+1>2”的雙贏。但跨界不能越界，碰撞不能亂撞。如果只盯著流量和熱度，忽視了必要的審核預(yù)判，守不住底線，丟掉了原則，那么碰撞出的就可能不是火花，而是“火災(zāi)”。

Commentators said cross-brand collaborations are widely used to attract attention and expand audiences, but warned that without careful review and value alignment, the pursuit of publicity may lead to controversy rather than mutual benefit.

來源：中國(guó)青年報(bào) 未來網(wǎng) 大皖新聞 極目新聞

跟著China Daily

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