聯名活動被批“嚴重擦邊”，中國郵政回應

近日，手游《塵白禁區》官宣聯動中國郵政推出的線下郵局快閃活動引發爭議，相關話題登上熱搜。

A planned collaboration between mobile game

Snowbreak: Containment Zone

2月24日，游戲“塵白禁區”微博發布消息稱，“塵白禁區”游戲聯動中國郵政推出線下郵局快閃活動，“箋定恒約”郵政聯名紀念禮盒也將同步限量發售。

因游戲“塵白禁區”的畫面尺度較大，曾引發“色情內容”等爭議，聯名消息發布后，引發網友抵制。不少網友認為，這一聯名活動嚴重損害了品牌形象。

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.

網友評論

另據未來網報道，中國郵政官方對此回應，相關郵局現已叫停該服務，可關注后續動態發展。手游《塵白禁區》也宣布終止與中國郵政的聯名合作。

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.

據公開資料，《塵白禁區》于2023年上線，后轉為成人向游戲，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

對此，有媒體評論稱——近年來，聯名營銷十分火熱，被視為品牌破圈引流的“利器”。好的聯名能通過跨界碰撞吸引不同群體關注，為消費者提供新穎體驗，實現“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”。

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：中國青年報 未來網 大皖新聞 極目新聞

跟著China Daily

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