壳牌 ×HACIPUPU「萌心壳动」Pit Stop 能量站快闪

2026年07月31日-2026年08月01日

上海 五星广场

项目现场

泡泡玛特HACIPUPU与壳牌的全国联动快闪，是能源品牌与头部潮玩IP跨界融合的创新标杆项目，也是壳牌首次联动国内潮玩IP、泡泡玛特深耕汽车出行场景的重要落地，具备双向破圈的行业示范意义。项目创新采用“短期商圈快闪+长期站点落地”双模式，上海静安五星广场限时快闪打造轻量化潮流场景，全国超400座壳牌加油站落地整月长效主题空间。

整体空间以壳牌经典红黄配色搭配黑白格赛道元素，融合热血赛车氛围与HACIPUPU软萌治愈调性，商圈巨型赛车雕塑、飞艇装置与加油站全域IP灯箱、主题立牌、赛道道具形成统一视觉体系，科学划分打卡、游戏、兑换多功能区域，沉浸式还原“小小赛车手”主题场景。

活动周期搭配AR互动、趣味游戏、消费换购、亲子研学等多元玩法，以低门槛饮品、限定周边福利激发用户参与。依托商圈流量撬动年轻潮玩群体社交UGC传播，借助全国加油站长效场景精准触达自驾客群，双向打通品牌粉丝圈层，既赋能壳牌品牌年轻化升级，拓宽潮玩IP生活化应用场景，实现产品种草、流量互通与品牌价值升级的多重营销效果。

The national co-branded campaign of POP MART HACIPUPU and Shell is an innovative cross-border project integrating energy retail and trendy culture. Adopting a dual-operation model of short-term commercial street pop-ups and long-term themed gas station spaces, the project marks Shell’s first cooperation with domestic leading trendy toy IP and expands POP MART’s layout in the travel scenario.

The visual system combines Shell’s classic red and yellow tones with black-and-white grid racing elements, balancing passionate track atmosphere and the IP’s healing cuteness. Giant racing sculptures, hanging airship installations and full-site IP decorations build immersive racing-themed scenes with complete functional areas. During the event, diversified interactive experiences and low-threshold limited peripheral rewards effectively boost user participation and sharing.

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