联名活动被批“严重擦边”，中国邮政回应

近日，手游《尘白禁区》官宣联动中国邮政推出的线下邮局快闪活动引发争议，相关话题登上热搜。

A planned collaboration between mobile game Snowbreak: Containment Zone and China Post has been suspended following online backlash over concerns about brand image and content suitability.

2月24日，游戏“尘白禁区”微博发布消息称，“尘白禁区”游戏联动中国邮政推出线下邮局快闪活动，“笺定恒约”邮政联名纪念礼盒也将同步限量发售。

因游戏“尘白禁区”的画面尺度较大，曾引发“色情内容”等争议，联名消息发布后，引发网友抵制。不少网友认为，这一联名活动严重损害了品牌形象。

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.

网友评论

另据未来网报道，中国邮政官方对此回应，相关邮局现已叫停该服务，可关注后续动态发展。手游《尘白禁区》也宣布终止与中国邮政的联名合作。

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.

据公开资料，《尘白禁区》于2023年上线，后转为成人向游戏，全渠道禁止未成年人登录，游戏中大量女性角色服装暴露、身材夸张，被批低俗擦边。

Released in 2023, Snowbreak: Containment Zone later shifted toward an adult-oriented model that restricts minors and has faced criticism over its sexualized character designs.

对此，有媒体评论称——近年来，联名营销十分火热，被视为品牌破圈引流的“利器”。好的联名能通过跨界碰撞吸引不同群体关注，为消费者提供新颖体验，实现“1+1>2”的双赢。但跨界不能越界，碰撞不能乱撞。如果只盯着流量和热度，忽视了必要的审核预判，守不住底线，丢掉了原则，那么碰撞出的就可能不是火花，而是“火灾”。

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.

来源：中国青年报 未来网 大皖新闻 极目新闻

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