NIVEA Men and Ele.me jointly launched the "Rescue 'Hungry' Men" campaign, offering a "NIVEA Men Vitality Five-Color Nutrition Meal" on Ele.me's breakfast platform, which included a five-color nutritious breakfast and new NIVEA Men products, available for a limited time and quantity. The meal sold out within one minute of launch. This collaboration aimed to address the breakfast needs of urban white-collar workers, conveying nutritional concepts through five-color healthy foods, while reminding urban men to pay attention to their skin condition. By associating the product with the breakfast scenario, the campaign sought to cultivate usage habits.
Tencent QQ partnered with Chimelong Penguin Hotel in Zhuhai to launch QQfamily smart-themed rooms, creating the world's first QQ smart-themed hotel. The QQfamily characters, QQ IoT technology, and QQ-AR technology were officially integrated into the Penguin Hotel. Consumers could use QQ-AR to preview rooms, upgrading two-dimensional images to three-dimensional dynamic displays. Based on guests' QQ usage records, big data analysis identified their preferences, and artificial intelligence planned meal and travel itineraries in advance.
Vipshop's winter sports equipment cross-industry marketing campaign "Let's Go Wild" partnered with platforms such as Yuedong Quan, Laidian Technology, Tongdao Dashu, and Douyin. With Yuedong Quan, they invited running group leaders and outdoor enthusiasts to review sports and outdoor products, and held a "Let's Go Wild" sports photography contest. With Laidian Technology and Tongdao Dashu, they customized 12 zodiac-themed sports charging banks and charging stations, promoting the attitude of "Let's go wild, the wilder the better" for sports. The campaign launched offline in five major cities (Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu), and online integrated power bank borrowing resources to push promotional activities. With Douyin, they invited eight sports influencers to showcase the spirit of sports through extreme sports videos including parkour, skiing, skydiving, and diving.
To promote its new summer product "Hi Cup Fresh Fruit Tea," Pizza Hut collaborated with niche domestic perfume brand RE to launch a fruit-scented home fragrance called "Summer Hi Cup Fragrance." This was based on the similarity between the sensory experience of the fruit tea and perfume, and the preparation for scene marketing through cross-industry collaboration with a fashion brand. On Chinese Valentine's Day 2017, Pizza Hut launched a 99-yuan "Hi Cup Summer Scent" set and initiated a "love note to your loved one" campaign to stimulate consumer interaction.
