On October 14th, Tmall Sports Outdoor officially announced that Ali Dali, a hyper realistic digital character from Alibaba Entertainment, would serve as the promotion ambassador for Double 11, and released a short film featuring Lili for the pre-sale of Double 11 on Tmall, adding another new example to digital character marketing.
During Tmall's Double 11 shopping festival, when you open your mobile Taobao, you can see the figure of Lili on the opening poster. The Tmall Sports Outdoor branch venue also promotes Lili as a brand ambassador. In the pre-sale of the short film, Lili teamed up with five brands including DeSant, FILA, Skechers, MLB, and Bosch to transform into a mysterious girl, searching for mission clues in passionate stadiums, retro streets, cyber cities, mountain jungles, and other places. Lili's healthy and sunny image matches different styles of trendy outdoor clothing, not only full of youthful vitality, but also stunning with real skin, delicate expressions, and muscle movements. The effect presented by Lili is no less impressive than that of real actors.
(Alibaba Entertainment Digital Person Li Li Tmall Sports Outdoor Double 11 Activity Poster)
With the development of emerging technologies such as AI, the use of digital people in commercial endorsements and promotions has become increasingly common. A practitioner from a fast selling brand introduced that in the past, the top priority for endorsements was given to influencers who could help brands penetrate their fan base. However, there are also many brands that hope to break through the traffic circle and expand their brand influence to a wider audience. He said that the image presented by Lili is almost indistinguishable from real people, and can achieve the same display effect as real people. "More importantly, digital people are not limited by factors such as schedule, and can also help brands connect with a wider younger circle. Therefore, many brands are also willing to try this new way of playing
In the past two years, sports outdoor clothing has no longer appeared as purely professional functional clothing. With the popularity of mountain style dressing, outdoor items such as assault jackets have gradually evolved into a fashionable lifestyle with a strong sense of technology. Not only in the mountains, but also in parks, shopping malls, even subways and office buildings, the figure of assault jackets can be seen.
(Ali Dali, a digital character from Alibaba Entertainment Group, participates in web dramas and brand endorsements)
The relevant person in charge of Alibaba Entertainment stated that as a digital idol, Lili naturally has a sense of technology and fashion, which matches the temperament of Tmall Sports Outdoor very well. As the first hyper realistic digital character created by Alibaba Entertainment, Lili debuted with her participation in the TV series "Under Strangers" and became the first digital actor in China to participate in a live action TV series. Not long ago, Lili also signed with Damai to enter the music industry as a virtual musician. Previously, Lili had cooperated with international brands such as Huawei, Intel, MLB, Samsung through various forms such as endorsements, live broadcasts, and digital collectibles. At present, Youku's exclusive broadcast of "Battle Under Strangers! Biyou Village" has also officially announced the poster for Li Li, confirming that Li Li will continue to play the role of Er Zhuang.