Spring Festival Marketing Case: "I'll Treat You to New Year's Eve Dinner"

The end of 2018 is quietly approaching. After a busy year, are you, like me, silently counting down the days to go home for reunion?

The Spring Festival is the most warm and grand festival of the year.

It is not only an important outlet for Chinese people to release their emotions

It is also an important opportunity for brands to compete for the C position.

Whenever we are immersed in the joy of the festival

Brands are also competing in the marketing campaign of creativity and traffic.

Enjoy it

Grab red envelopes, collect five blessings, play H5 games...

Various gameplays are sweeping in

Make the traditional Spring Festival more fun

So,

What are some Spring Festival marketing cases?

Successfully grabbed the audience's attention

How can you make your presence felt among so many brands?

Pepsi & Bring the Fun Home

Some netizens said that as soon as they saw the new Pepsi "Bring the Fun Home" series come out, they knew the Chinese New Year was approaching.

At the beginning of 2018, PepsiCo launched "2018 Bring the Fun Home: Thunderbolt Parents", using a fantasy storyline to clarify a "misunderstanding" to the younger generation: We used to think that our parents did not understand us, until we understood them, we found that our parents back then were exactly like us now, their youth was also flamboyant, and their dreams were also crazy.

PepsiCo combines elements of popular music from the younger generation with unique creativity, deeply taps into the demands of young groups, continuously deepens the connotation of "bringing music home", forms a unique cultural value chain, and successfully triggers a wave of widespread topic discussion.

iPhone X & "Three Minutes"

I believe everyone still remembers the “Three Minutes” video shot by Apple and director Peter Chan using a mobile phone. Apple, in keeping with local customs, chose the "Spring Festival Travel Rush", an event that touches the hearts of Chinese people, as the entry point and filmed a touching story. As far as the story itself is concerned, it is undoubtedly a remarkable masterpiece. Whether it is the "3-minute" time conflict or the ingenious setting of the "99 multiplication table", it is enough to make the audience cry.

What sparked controversy was the fact that the entire video was shot with an iPhone X, which later sparked widespread criticism. But compared to the story itself and the spread effect it caused, Apple is undoubtedly quite successful.

Dove & Micro Film "Year after Year of Blessing"

During the 2016 Spring Festival, Dove launched the heartwarming micro-film "Blessings Every Year". This movie has no fancy special effects and techniques, no pretentious incitement and persuasion. It takes everyone into a warm memory and evokes sweet memories deep in their hearts by telling an ordinary and simple story about the relationship between a child and his mother during his growth.

Once the video was released, it was flooded on WeChat Moments and Weibo in just over ten hours. Everyone was forwarding it with tears in their eyes, and the number of views has exceeded 7 million. Many netizens said they cried after watching the video, and Dove successfully captured the hearts of a group of consumers.

The countdown to the 2019 Spring Festival has begun. Before the Spring Festival marketing war began, some brands have already taken the lead and created a "New Year" circle.

Recently, Lai Mao took the lead in launching an H5 that combines "Manhan Banquet" with "New Year's Eve Dinner". Its unique style, unique creativity and excellent production have attracted the attention of many netizens.

This H5 is themed "I Invite You to New Year's Eve Dinner". It takes advantage of the popular palace drama of 2018 and invites netizens to create a royal New Year's Eve dinner for their families through a heartwarming "imperial edict", connecting everyone with home.

"My food is good, my wine is good, and my dear you are also excellent." While the soothing copy gives users full warmth, the rich dishes and fine wines on the H5 page also make users unable to stop.

When users enter the H5 page and select 10 dishes and fine wines according to the instructions, they will not only receive a "position reward", but also have the opportunity to win a Spring Festival Eve dinner, Lai Mao wine or a Lai Mao New Year gift box from Lai Mao.

What is the flavor of the New Year? The flavor of the New Year is the joyful atmosphere of family reunion and the glass of wine toasted by relatives and friends sitting around the table. As soon as Lai Mao's H5 was launched, it successfully swept the circle of friends. In addition to the temptation of free New Year’s Eve dinner, it is more about satisfying netizens’ desire to customize meals for their families. It focuses on family ties and the festive atmosphere of the New Year, and successfully arouses the common emotional cognition of netizens.

The entire H5 uses red as the background, highlighting the festive atmosphere of the Spring Festival. Coupled with New Year's blessings such as "The New Year brings many happy events, and the family is reunited and full of happiness", it has won the favor of consumers and the warm brand image is vividly presented.

A successful brand IP not only needs to know how to describe the charm of the brand to the public, but also needs to know how to hit the consumer's psychology at the right time and communicate with the consumer skillfully. As a national brand with a long history, Lai Mao combines with China's "palace culture" and takes advantage of the Spring Festival atmosphere with the theme of "New Year's Eve Dinner", integrating products and content to display products and brand culture in multiple dimensions.

Source: Brainburning Ads (ID: shukewenzhai)