三丽鸥“好朋友号列车”

2026年08月17日-2026年08月23日

杭州 湖滨银泰in77湖滨步行街

项目预告

项目现场

本次阿里鱼联合天猫超级品牌日打造的三丽鸥复古旅行列车户外快闪，依托成熟IP超品营销体系迭代落地，是品牌年度IP商业化的重点场景项目，以“好朋友就要一起出发”为温情主题，依托360㎡户外空间创新构建复古旅行叙事场景，为文娱IP与多品类品牌联名营销提供优质范本。

项目空间造型以复古观光列车为核心原型，整体采用明快童话色彩，视觉辨识度极高，以巨型Hello Kitty气膜车头为主视觉地标，串联五大品牌联名车厢、行李候车厅、旅行停靠站、慢递邮局及旅行服务站，形成完整沉浸式旅行故事动线。场内全覆盖布置Hello Kitty、库洛米、玉桂狗等热门角色雕塑与主题美陈，场景层次丰富、氛围感饱满，适配湖滨步行街游客与年轻粉丝打卡需求。展区集中陈列心相印、周生生、乐扣乐扣等多个品牌的三丽鸥联名新品，同时设置明信片邮寄、全域集章抽奖等互动玩法，解锁限定周边福利。

活动联动天猫超级品牌日线上会场同步首发全新系列周边，依托西湖湖滨超大客流优势，以线下沉浸式场景完成种草体验，借助高颜值打卡点位激发社交平台UGC传播，打通线下体验、全网曝光与电商发售的营销闭环，高效实现IP价值释放、联名货品展示与粉丝精细化运营。

Co-created by AliFish and Tmall Super Brand Day, the 360-square-meter retro travel train outdoor pop-up follows the annual IP commercialization layout, themed “Good friends set off together”. It innovatively transforms IP image into a nostalgic travel scenario, upgrading traditional IP product exhibition into immersive emotional experience marketing.

The venue is centered on a giant Hello Kitty inflatable locomotive, with five co-branded carriages and complete narrative zones including waiting hall, post office and service station. Adopting bright fairy-tale tones and full Sanrio character installations, the highly photographable space fits urban tourism and youth social preferences. The exhibition displays co-branded new products from multiple authorized brands, with interactive gameplay such as postcard mailing and stamp-collecting lottery to enhance visitor participation.

Connecting offline scenario experience with Tmall’s online campaign, the pop-up synchronizes new product launches and builds a closed-loop system covering on-site trial experience, social UGC communication and e-commerce conversion. Leveraging the huge passenger flow of Hubin Pedestrian Street, the project effectively amplifies IP influence, displays co-branded commodity strength, realizes precise fan operation, and sets a typical reference for cross-brand IP joint marketing.

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