A spectacle of lights using numerous drones took place in Shanghai’s night sky, culminating in the display of a large QR code, which is a symbol of China’s flourishing digital economy and consumerism.
The QR code is widely utilised throughout China for a variety of purposes, such as adding friends on messaging applications, paying for groceries at markets, ordering food at restaurants, and even donating to beggars. The illuminated QR code, essentially an airborne billboard advertisement, was part of a light show presented by Chinese video-streaming firm Bilibili to commemorate the first anniversary of the Chinese release of the Japanese role-playing game Princess Connect! Re:Dive.
A photo of the event became viral on Twitter on Sunday, provoking reactions that ranged from amazement to disgust.
Certain commentators drew parallels between the light display and the advertising-saturated universe depicted in Blade Runner 2049, where enormous holographic ads vie for individuals’ attention and persistently encourage them to purchase and consume more. The spectacle was performed above Shanghai’s picturesque waterfront promenade, the Bund, and involved 1,500 illuminated drones forming the logo and characters from the game before transitioning into a floating QR code that directs users to its homepage.
In response to the COVID-19 pandemic, the local authorities provided citizens with coloured QR code images to signify their risk of exposure to the virus, in an effort to regulate the public health crisis. Before accessing public locations, residents are required to exhibit the code on their mobile devices.
Bilibili, whose primary user base consists of Generation Z, chose not to comment on the drone performance.
The promotion of Princess Connect! Re: Dive by Bilibili has heavily focused on the use of QR codes. A year ago, when the game was first introduced in China, the company included QR codes on billboards at bus stops in Shanghai and even erected a giant QR code outside its own office building. This advertising stunt gained considerable attention on Chinese social media platforms. In a humorous video produced by Bilibili, CEO Chen Rui appeared surprised by the massive QR code, after instructing his employees to come up with advertisements that were large and camera-friendly.
The use of drone displays for advertising purposes has become increasingly popular in Shanghai’s waterfront region.
For instance, the fire department of Shanghai’s Huangpu district hosted a show last year that featured drones transforming into the shape of a firefighting vehicle to recruit new members. Additionally, luxury brands such as Coach and Bulgari showcased their logos in the air with drones.
