Seize the "heat" of summer, 7 most noteworthy cooling cases

As summer approaches, major brands are scrambling to launch summer marketing. This article summarizes 7 cool cases that are worth paying attention to. Let’s take a look.

The seaside, ice drinks, watermelon... just a few simple words can immediately outline people's imagination of summer.

Since the summer solstice, major brands have been competing to engage in summer marketing. According to their own characteristics and fields, they have also extended various marketing scenarios and methods around summer keywords. In this wave of summer marketing boom, there are several cases that are particularly eye-catching, which TOP Jun can't help but share. Let's draw inspiration from them for summer brand marketing.

1. JD.com

JD.com's "Cooling Platform 2.0" version is here! Last year, JD.com Home Appliances and Home Furnishings set up a cooling platform outdoors to provide people with an air-conditioned resting place, which received wide acclaim.

This year, JD.com continued its thinking and teamed up with air-conditioning brands such as Midea and Haier to launch "Cool Platform 2.0" at zebra crossings and kindergarten entrances in more cities across the country.

In addition to providing coolness to passers-by waiting for red lights and parents picking up their children in high temperatures, the Jingdong Cooling Pavilion also conducted a simple experiment:

There were two areas with new and old air conditioners inside. The old air conditioner area was a bit noisy and the temperature dropped slowly. In the end, everyone honestly stood in the new air conditioner area where the coolness was more obvious.

This also led to JD.com's solution of exchanging old air conditioners for new ones. With the help of the offline installation experience, JD.com focused consumers' attention on the promotions in the cool season and the product selling points of the brand's new air conditioners, which can be said to kill two birds with one stone.

2. Tencent Maps

Tencent Maps, Dahe Daily and urban management departments across Henan Province have teamed up to launch the "Henan Melon Eating Map" event, inviting everyone to "eat melons."

Users only need to search for "Henan Melon Map" on Tencent Maps to easily navigate to the nearest melon and fruit service point among 1,140 service points.

For local melon farmers, they can sell their own watermelons at the service points; for the watermelon-eating public, they can eat fresh fruits directly from the farmers.

By combining online software with actual offline needs, Tencent Maps not only targets the pain points of melon farmers and consumers, but also truly uses technology for good, bringing a touch of coolness to the summer.

In addition to the Chigua map, Tencent Maps also plans to create more people-friendly map services for different cities and provinces to make life more convenient.

3. Aranya x Xiami Music Festival

When it comes to the activities that best represent the summer atmosphere, music festivals are unavoidable. Due to the natural appeal of offline scenes, large-scale offline performances such as music festivals have recovered rapidly after the epidemic, and many brands and local cultural tourism have taken advantage of this.

This year is the third year of the Aranya Xiami Music Festival. From "No one can be closer to each other than us" to "Undefined life" and then to "Life is about living a few moments", although the Chinese theme is changing, what remains unchanged is the appeal of this music festival IP to literary youths.

The sea, sunrise, sunset, tides, the performance environment of the Anaya Xiami Music Festival always leaves many beautiful memories for the audience. The official concept video only needs to be shot around the beach, accompanied by leisurely and free music and performance scenes to create a unique atmosphere.

Ananya is becoming an increasingly important regional cultural landmark, and through the continued holding of large-scale music festivals, Xiami Music is also gathering its target audience and constantly attracting new audience groups.

4. Pulse x Strawberry Music Festival

Compared with the Aranya Xiami Music Festival, Pulse and Strawberry Music Festival take a more "wild" approach. Pulse and Strawberry Music Festival have reached a long-term cooperation, offering two magic weapons, "status security" and "sweating waterfall", on site, setting off a check-in craze.

Pulse sent a team of "condition security guards" with a height of over 185cm and wearing uniforms to patrol the music festival site, responsible for catching fans who lost their condition at the scene and giving them water rechargers filled with Pulse products. Pulse cleverly integrated the product selling point, highlighting "refreshing and hydrating" while playing "male sex marketing" to the fullest.

The water in the giant pulsating bottle pours down from a great height, and the splashing waterfall makes people feel the shocking coolness immediately. There are also interactive devices such as a disco stage and a "status funhouse mirror" underneath to attract users to watch and experience.

The brand interaction of Pulse stimulated online and offline word-of-mouth communication, successfully binding the brand image with the mindset of the music festival, and realizing the concept of "getting back to form, getting Pulse back".

5. HEYTEA x Studio Ghibli Story

Whether it is the red walls and sea of ​​flowers, the blue sky and blue clouds, or the chirping of cicadas and the gentle evening breeze, Hayao Miyazaki's description of summer always makes people fascinated, "Spirited Away", "My Neighbor Totoro", "Ponyo on the Cliff"... There is a kind of pure joy called the summer of Ghibli.

HEYTEA has collaborated with Studio Ghibli to launch two summer tea ice creams, "Roasted Tea Pop Ice Cream" and "Matcha Pop Ice Cream", using the classic characters No-Face and My Neighbor Totoro as their logos. The main theme is "A sip of summer tea ice cream starts a refreshing summer", and the company has also updated the co-branded custom stickers, refrigerator magnets and other peripherals.

Online, HEYTEA and Studio Ghibli Story have prepared summer gifts for users, encouraging them to change their phone wallpapers and start a colorful summer memory.

Summer is the peak season for tea consumption. The main colors of blue and green give people a cool feeling at first glance. Heytea takes this opportunity to launch new products, which can continue to attract user consumption and enhance user favorability.

6. Good Hope Water

Summer and juice go better together. Haowangshui held a 2024 "new" product launch conference in the mountains to introduce to everyone Xianju, one of the raw material production areas with a history of growing bayberry for more than a thousand years.

The "new" product here does not refer to the newly developed flavor of Haowang Water, but the new flavor of Jiangnan Bayberry once a year, and the unique process of Wangmeihao's product, which uses low-temperature juicing and rapid freezing to retain the fresh flavor of bayberry.

Summer is the season when bayberries mature. Haowangshui believes that good flavor is inseparable from excellent raw materials and production areas. Following the traceability plan of Wangmei last year, Haowangshui once again set foot in Xianju to pick seasonal bayberries this year, capturing the atmosphere of early summer in the south of the Yangtze River, so that consumers can drink with more confidence.

7. The Fruit is Ripe × Didi Chuxing

Summer is always filled with the fragrant scent of gardenias. When the fruits are ripe, we take the opportunity to bring the scent of gardenias into the car and start a series of collaborations with Didi.

In some Didi online-hailing cars, Guozishule has placed the same Zhizhi Oolong drink and gardenia bouquets as its spokesperson Yang Zi. The design inside and outside the car effectively utilizes the body and interior space to create a flexible and mobile brand offline atmosphere scene, allowing passengers to embark on a summer sensory journey of smell and taste.

"A sip of gardenia fragrance is the smallest unit of summer", "The stronger the flower fragrance, the lighter the 'class smell'" - these slogans not only incorporate the product selling points, but also trigger emotional resonance among passengers.

In addition, Guozishule fully utilized the star effect of its spokesperson Yang Zi and, with the help of its huge fan base, continuously expanded its marketing voice through social media and spontaneous word-of-mouth. It not only successfully increased brand awareness, but also brought a touch of coolness and surprise to consumers during the sultry summer.

Conclusion

With the arrival of summer, consumer demand is strong, and brands have turned their attention to the in-depth development and utilization of offline scenarios, hoping to shorten the distance between consumers and achieve close interaction through physical contact points. This process can often generate deeper brand memories and emotional connections, helping brands win the favor and loyalty of consumers in summer marketing campaigns.

Author: TOP Jun

Source: WeChat official account: "TopMarketing (ID: TMarketing)"