MOG夏日甜心派对快闪

2026年08月06日-2026年08月31日

上海 世贸广场

项目预告

项目现场

MOG落地上海世茂广场的「夏日甜心派对」限时快闪，是商场“世茂88好世节3.0”的核心配套活动，以免费开放的少女甜系主题体验为核心，是MOG IP深耕年轻女性圈层、完善线下粉丝运营体系的重要落地实践。

项目精准适配暑期消费场景，依托市中心核心商圈客流优势，空间造型与制作主打治愈梦幻风格，以蜜桃粉、浅蓝、粉白马卡龙色系为主调，搭配巨型IP立牌、糖果礼盒、蝴蝶结、夏日充气装置与柔光灯带，打造沉浸式甜心派对场景。场地科学划分售卖、拍立得互动、甜心打卡长廊、礼品兑换四大功能区，弱化商业质感，营造松弛治愈的夏日氛围。

活动周期配套全套夏日限定周边发售、阶梯式消费福利与自助拍立得互动，亲签卡、限定礼盒等独家权益有效激活粉丝参与热情。高颜值甜系场景高度适配社交传播逻辑，驱动用户自发产出UGC内容，同时联动商场大白兔主题活动实现双IP流量互补。本次活动既完成MOG周边线下铺货与粉丝沉淀，精准触达潮玩、追星年轻群体，也为商场暑期活动聚拢人气，实现IP运营、线上传播与商业客流转化的双向赋能。

The limited-time "Summer Sweetheart Party" pop-up of MOG is a core supporting activity of Shanghai Shimao Plaza’s summer commercial campaign, serving as an important offline layout for MOG IP to target young female consumer groups.

Open to the public for free throughout August, the exhibition builds an immersive fairy-tale party scene with macaron color tones including peach pink, light blue and creamy white. Decorated with giant MOG character stands, candy gift boxes, balloons and summer fruit inflatable installations, the space is divided into sales, interactive photo, checking-in and gift redemption areas. With soft light belts and picnic-style layouts, it creates a dreamy and healing atmosphere while weakening commercial selling attributes.

During the event, exclusive summer-limited peripherals, hierarchical consumption benefits and instant photo interactions fully meet fans’ collection and experience demands. High-value and girlish scenes greatly stimulate social UGC dissemination. Complemented by the mall’s concurrent White Rabbit themed activity, the project realizes dual-IP traffic complementation. It effectively completes offline product distribution and fan operation for MOG, gathers summer passenger flow for the shopping mall, and achieves multi-dimensional value including IP audience precipitation, online communication influence and offline commercial transformation.

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