Qi Le Longlong celebrates the New Year, singing and laughing for the New Year. For Chinese people, the Spring Festival has always carried a strong emotional significance, is the grandest and most national iconic traditional festival, and is also an important node for emotional communication between brands and users. Major brands have created phenomenal marketing activities around traditional Chinese New Year customs, social sentiments, festive atmosphere, etc.
However, looking at the cases of CNY marketing out of the circle in 2024, we find that there are many new elements of science and technology added. Alipay uses AI to upgrade the Five Blessings, China Mobile Migu uses digital sapiens to send New Year blessings, Meituan creates an AI New Year blockbuster, BeautyCam shoots AI photos for the Year of the Dragon, and Nanbutou allows users to spend New Year's ...... in the metaverseUnder the trend of digital intelligence, "creativity" is the basic criterion of CNY marketing, and "technology" has become a plus.
So how do they use scientific and technological creativity to achieve emotional resonance with users and grasp the high explosive traffic during the Spring Festival? Let's see how it rolls up new tricks.
Alipay - a new way to play "Five Blessings".
While watching the Spring Festival Gala, waiting for all Alipay Wufu to open red envelopes has become a habitual action for many netizens.
In 2024, Alipay's "Five Blessings Festival" will upgrade a series of "new gameplay" on the basis of the original traditional gameplay methods such as AR sweeping blessing and watering blessing. With the help of the four major AI gameplay methods such as Soaring Opera Small Theater, Talking Red Envelopes, Time and Space Photo Studio, and Everyone Comes to Find Blessings, it has attracted many users to participate in the use and appeared on the hot search list of major social platforms.
Through AI technology, users can authorize the upload of a ** to participate in classic film and television clips in the "Soaring Theater"; Using AI voice and ** synthesis technology, you can generate a "talking" red envelope with one click; Through the "Time and Space Photo Studio", you can take photos with your relatives and friends even if you don't see each other; The new gameplay of "Everyone Comes to Find Fu", users can fight with their families to get Fu cards while looking for Fu characters in more than 100,000 Tibetan Fu pictures.
China Mobile Migu - Digital Homo Sapiens New Year Blessings
Use the exclusive image of digital sapiens to greet the New Year, play ** and send red envelopes, and set your own Spring Festival status ...... anytime and anywhereFollowing the Year of the Rabbit's first digital Homo sapiens New Year's greeting gameplay, China Mobile's Migu has upgraded the "Digital Homo Sapiens New Year Blessing" experience in the Year of the Dragon, setting off a nationwide "Year of the Dragon Electronic Blessing" boom, giving the New Year a new way to pass the New Year with science and technology.
Relying on China Mobile's Migu digital sapiens capabilities, users can self-generate and receive their own "exclusive digital sapiens for the Year of the Dragon" for free through ** generation and manual editing, as well as more than 200 pieces of Chinese New Year clothing and limited costumes for the Year of the Dragon, which can be dressed up as you like, creating a "new atmosphere" for the Year of the Dragon. Through the digital sapiens clone, users can also simultaneously unlock creative gameplay such as "Digital Sapiens Emoji Pack", "Digital Sapiens New Year's Greeting Poster", "Digital Sapiens Co-production", "Egg Breaking Competition", "Digital Sapiens Reading Book Card", "MBTI Personality Test" and so on, so that the holiday season will be fun every day.
Send blessings with digital sapiens ** ringtones, and the Spring Festival greetings will be more lively. Rich New Year**CRBT templates can be selected at will, and you can set it as a personal **CRBT with one click, and you can also click "do the same paragraph" to use your own digital intelligence image to make the same **CRBT. In the status CRBT area, there are more than 40 digital sapiens status CRBT templates such as "On the Way Home" and "New Year's Greetings to You" for users to choose freely and post their Spring Festival status at any time.
Transforming the traditional offline New Year's greeting scene into a fun and diverse Internet New Year's greeting without leaving home, China Mobile Migu has made the traditional Chinese New Year's flavor pass on to the new generation of young people in a joyful way. At home, you can have a strong interactive and immersive New Year experience, and the New Year blessings have a heart and a "new" meaning.
Meituan——aiChinese New Year Blockbuster Reunion 2024
Grasping the popularity of AI, on the occasion of the Spring Festival in 2024, Meituan has created an AI New Year blockbuster, presenting a time-traveling drama at the intersection of science fiction and reality. From the introduction of the cool New Year scene in the AI era at the beginning, to the protagonist's return to 2024 across time and space to find the meaning of reunion, although the whole story is based on AI, it is not staged as an AI carnival drama, but through a "old ** that even AI can't repair", the brand values of "family being together is more important than anything else" is reversed.
At the same time, Meituan left the easter egg of program developer Zhang Danian and robot Xiaolong meeting again at the end of the short film, which not only gave the audience a warm and happy ending, but also gave the audience infinite reverie and confidence in the AI era, and the dramatic effect was simply full marks.
Beauty Camera - AI photo of the Year of the Dragon
Good luck and welcome the Year of the Dragon! 2024 will inevitably take a set of prosperous photo photos to make this New Year full of commemorative significance! On the occasion of the beginning of the New Year, BeautyCam will send a New Year's gift to all fans, you don't have to set up or purchase props, you don't have to spend time researching New Year's makeup, and you don't have to spend ** about taking photos in a photo studio.
There are also four major New Year's must-shoot series of Oriental Aesthetics, full of New Year's flavor, full of atmosphere, and happy reunion, which run through the classic scenes of the New Year such as watching fireworks, playing mahjong, visiting the New Year, and taking family photos, helping to freeze the warm and beautiful moment, and firmly grasp the sense of ritual of the New Year!
Nanbu Xinle Yuan - the Year of the Dragon in the Metaverse
On the occasion of the Spring Festival in 2024, Nanbu Investment and China Mobile Migu will reproduce the prosperous business appearance of Nanjing Road Pedestrian Street in Shanghai into the "Nanbu Xinle Yuan" metaverse space, and launch a series of New Year activities, allowing users to visit Nanjing Road without leaving home, and immerse themselves in the "new" taste of digital intelligence such as lighting dragon lanterns, watching fireworks, and winning New Year's goods!
Here, after users independently generate an exclusive digital intelligent human image, they can explore the high-precision digital twin style of the entire Nanbu Street in a 360° all-round way, and can follow the perspective of the "flying dragon" to overlook the crowds and neon lights of the entire Nanjing Road Pedestrian Street. Take the bell car to visit the three landmark scenes of New World City, Century Plaza, and Daimaru Department Store, and there are also wonderful activities and surprises such as lighting dragon lanterns for the New Year, opening dragon scale treasures, lighting New Year fireworks, watching flying dragons in the sky, and mother-of-pearl ensemble, as well as full of surprises, unlocking a different sense of New Year's rituals.
As an annual major marketing node, the Spring Festival comes with its own topics and traffic, and is a natural brand marketing field. In this scenario, all the above cases are creating a new New Year's atmosphere with the power of the brand, not only keeping up with the development trend of the digital intelligence era, but also incorporating more creativity and ingenuity in the presentation form. Time never stops, and the pace does not stop! What kind of surprises will major brands bring to consumers in the future? Let's look forward to it together.