디지털 시대 캐릭터 IP 언박싱 콘텐츠 마케팅 분석에 관한 연구 - AI 교육 프로그램을 중심으로 -

초록

With the development of digital media and changes in consumer behavior, unboxing content using character IP plays an important role in brand marketing, and systematic research and strategy search are needed for this. The purpose of this study is to strengthen the ability to produce character IP-based unboxing contents through practical education and industrial connection, and to build a model that contributes to the development of local communities and industries. The study period is from November 24 to December 2, 2025, and the subjects of the study are students who have completed the character brand AI utilization marketer training course at P character company and D university. The comparative department program consisted of character brand and IP business training, visiting the Kakao Friends field, visiting the Hyundai Seoul branch, and creating AI application of SNS promotional materials using unboxing random characters. As a result of the study, the learning result of unboxing content production using character IP provides important implications for improving practical skills and building an industry-linked model. Character IP is expanded by the combination of fandom culture and digital media, and unboxing marketing and interactive content are actively used on various platforms such as YouTube. Global brands have succeeded in improving consumer experience and loyalty through storytelling and multi-channel strategies, and market changes centered on Generation Z and AI-based practical education programs are also showing practical effects. Unboxing is categorized into three types: random structure, AI application, and figure completion, contributing to industrial linkage and practical capacity building.

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