Which is the best at “Spring Festival Marketing”? Here is a summary of the best strategies for all platforms!

The Spring Festival has not yet arrived, but marketing activities on major platforms have already begun. Read this article to see what Spring Festival activities Alipay, Douyin, Kuaishou and other platforms have launched this year. Let’s “copy homework” together!

The Spring Festival has always been the main battlefield for "brand marketing".

Although there is still some time before the Spring Festival of the Year of the Dragon, the gunpowder smell of the "Spring Festival War" is already very strong.

Xiaohongshu and JD.com have officially announced that they will become the official partners of the Spring Festival Gala. Alipay has upgraded the classic "Collect Five Blessings" activity to the Five Blessings Festival in an effort to further increase traffic.

At the same time, a number of platforms such as Douyin, Kuaishou, and Meituan are also eager to try and share the "traffic cake" of the Spring Festival.

Major Internet companies have all made efforts in the Spring Festival Gala. For the majority of users, it is undoubtedly a good opportunity to "take advantage of the benefits" across the entire network.

In this article, I have summarized the strategies for you to get the best deals during the Chinese New Year of the Dragon. Without further ado, let’s take a look!

01 Alipay: Happy Five Blessings Festival

This year marks the 9th year of Alipay's "Collect Five Blessings" campaign. As the first generation of Spring Festival marketing brand, Alipay adds new gameplay to the classic "Collect Five Blessings" campaign every year.

This year, Alipay upgraded the "Collect Five Blessings" activity to the "Five Blessings Festival" and added four new AI gameplays: drama theater, talking red envelopes, time-space photo studio, and everyone come to find blessings.

Through AI technology, users can upload a photo after self-authorization, and then participate in more than 100 classic film and television clips such as "Legend of the New White Snake" and Stephen Chow's classic movies in the "Biaoxi Small Theater";

Through the "Talking Red Packet", using AI voice and video synthesis technology, users can generate a "talking" red packet with one click and forward it to relatives and friends during the Spring Festival, making the New Year greeting interaction more interesting;

Through the "Space-Time Photo Studio", users can take photos with their relatives and friends, and even if they cannot meet in person, they can still reunite across the space without any regrets.

"Let's Find Blessings" is a new way to collect blessing cards this year. All pictures are generated by AI. Through pixel-level controllable generation technology, more than 100,000 pictures of blessings are generated. Users can compete with their family members in eyesight and get blessing cards while finding the word "blessing".

In addition to the reserved program of collecting five blessings on New Year's Eve to share a 500 million yuan bonus, during the entire Five Blessings Festival, users can also share 300 million red envelopes by watching short videos on Alipay, participating in comments, and ranking.

02 Tik Tok: Happy Chinese New Year

Similar to Alipay, Douyin also launched the "Happy Chinese New Year" event, in which "Collecting Zodiac Cards" became the core of this Douyin New Year event.

During the "Collect Zodiac Cards" event from January 26 to February 9, users can get a chance to draw cards by completing tasks such as "visiting the New Year group buying venue" and "greeting the New Year and receiving red envelopes."

As long as you collect 6 different zodiac cards, namely rat, ox, tiger, rabbit, dragon and snake, you can participate in the red envelope sharing on New Year's Eve and have a chance to win a koi grand prize of 10,000 yuan.

In addition to traditional gameplay, Douyin has also launched group chat, voice red envelopes, photo red envelopes and other gameplay. Users can customize the "voice red envelope" with a blessing password, and friends can open the red envelope after reading the password to receive the blessing.

As for the "photo red envelope", friends need to upload their own photos or videos and share the happy New Year moments to unlock the red envelope.

In addition, Douyin has also launched the "AI Group Photo" function. Users can upload selfies with friends and generate a New Year photo with one click even if they are in different places. Users who participate in the event for the first time can also receive red envelopes of up to 8.8 yuan.

03 Kuaishou: Kuaishou has the flavor of the New Year

From January 30 to February 9, open the Kuaishou App, click the "Spring Festival" icon at the top of the homepage, then click "Collect Cards and Share Money" in the lower right corner, complete the designated tasks every day, collect 5 Dragon Blessing Cards and 5 Dragon Luck Cards, and you can share 100 million cash red envelopes at 17:00 on February 9 (the first 10,000 users who collect will receive a 66 yuan cash red envelope).

In addition, from February 8th to February 10th, Kuaishou will also launch the "Kuaishou Family Carnival" live broadcast, where celebrity anchors and big names will appear and bring exciting program content.

In addition to opening a red envelope every 60 seconds in the live broadcast room, there will also be various interactive games such as "Super Red Envelope Rain", "Golden Dragon Sending Wealth", "Making Money Together", and "Kuaishou Champion" to accompany users through a lucky New Year's Eve.

04 Xiaohongshu: Everyone’s Spring Festival Gala

In the past few years, Xiaohongshu, which was quite quiet during the Spring Festival period, was the first to throw a "blockbuster bomb" this year.

On January 19, Xiaohongshu officially announced that it would become the notes and live broadcast sharing platform for the "2024 Spring Festival Gala" of China Central Radio and Television.

On the same day, the official account of the "Spring Festival Gala" officially settled in Xiaohongshu and posted notes to share the behind-the-scenes stories and highlights of the Spring Festival Gala.

Subsequently, Xiaohongshu launched the "Everyone's Spring Festival Gala" 2024 Spring Festival Gala companion live broadcast event, where users can participate in the interactive New Year gift lottery by sharing their talents, interesting life stories, and predicting Spring Festival Gala programs.

At present, the community topic #大家的春晚# has accumulated 130 million views, and over 430,000 people have clicked on one-click to make a reservation.

05 JD.com: Interactive draw to give away 100 cars

E-commerce giant JD.com does not want to miss such a phenomenal event as the Spring Festival Gala.

On January 24, JD.com officially announced that it had become the exclusive interactive cooperation platform for CCTV's 2024 Spring Festival Gala. This is JD.com's return to the Spring Festival Gala after a lapse of 2 years.

JD.com officially announced that on the night of February 9, the Chinese New Year's Eve, JD.com prepared physical gifts and red envelopes for hundreds of millions of viewers. During the Spring Festival Gala, viewers who downloaded and logged into the JD.com APP had the opportunity to share 100 million physical gifts, and even had the opportunity to win grand prizes such as the right to use a car.

06 Meituan and Ele.me: New Year Goods Festival “Open During the Spring Festival”

In addition to e-commerce platforms, two major local life platforms, Meituan and Ele.me, also made efforts in the Spring Festival period. On January 18, the two giants simultaneously announced the opening of the "New Year Goods Festival".

Meituan has linked up with millions of merchants on its platform to remain open during the Spring Festival. The event covers more than 200 categories, including takeout, food, fresh food retail, hotels and homestays, and beauty life services, covering 2,800 counties, districts and cities across the country, and will last from January 18 to February 17.

On the other hand, Ele.me also launched the New Year Goods Festival on January 18. Preferential benefits such as "1 cent purchase", "50% discount coupons", and "special price items" cover all categories of merchants such as catering, department stores, supermarkets, wine and beverages, and fresh food.

It is worth mentioning that in the food delivery business, Ele.me has done something fancy this year: it has collaborated with a game under NetEase to open a 50% off food delivery special for game players for one month during the Spring Festival, trying to further expand its influence on young groups.

Final Thoughts

At a time when user growth has peaked, the traffic during the "Spring Festival" period is like a huge piece of cheese, which I believe will be very attractive to any platform.

Judging from the content of the event, although everyone’s gameplay is different and the thresholds are different, the core is still centered around “social sinking” and “brand value”, hoping to attract more users’ attention.

As for who will ultimately stand out from this massive "traffic war", let us wait and see.

Author: Yan Tao; WeChat public account: Yan Tao Sanshou