Project Background
In 2020, Guizhou Xijiu continued its "Mid-Autumn Night · Drink Xijiu" series with the theme of "Blessing." Collaborating with People's Daily New Media, NetEase News, Toutiao, and other media, the campaign invited the public to send blessings. By tapping into emotional resonance and dual festival wishes, it sought to connect with the audience and infuse new cultural meaning into the event.
Media Preheating and Promotion
The event was co-hosted with People's Daily as the primary media partner, leveraging Toutiao, NetEase, Douyin, and KOLs on Weibo and WeChat for social media dissemination. A live broadcast from the FAST (Five-hundred-meter Aperture Spherical Telescope) site enhanced the communication value. An H5 blessing campaign attracted 1.7 million participants, with some lucky users invited to the offline event.
Multiple sets of posters and illustrations were designed, including the main KV, countdown posters, and Junpin Yayan preview posters. Nine illustrations honoring ordinary heroes were created, incorporating Xijiu product information to strengthen brand image.
Promotional videos and a dedicated event page with a timeline of program highlights were produced. The campaign ultimately achieved 233 million online exposures, 1.7 million participants, 1.01 million live viewers, and 23.62 million PR impressions.
On-Site Presentation
The stage was designed to depict mountains and rivers, embodying the theme "Rivers and Moon, Mountains and Drunkenness." The hotel entrance featured themed light boxes and glowing characters to create ambiance. The stage incorporated arched bridges, mountains, and water elements. A "Huaxia Jiuzhou" character wall displayed abbreviations of China's 32 provincial-level administrative regions.
Guests received traditional Han round fans as gifts, with an artist painting on-site. A young "Yuelao" (matchmaker) tied red strings for lovers. A "Qushui Liushang" table was set up, where a bartender prepared cocktails based on Xijiu products. An introduction to the nine rituals of Xijiu tasting allowed guests to participate in pitch-pot and drinking games. Six lanterns with Xijiu-themed riddles were arranged. The entrance design cleverly incorporated Xijiu bottles. Photo areas combined lanterns and Xijiu to highlight the Mid-Autumn atmosphere.
Program highlights included: Wang Qiming, chief designer of China's FAST, tasting wine and enjoying the moon; Miao sisters performing a toast ritual; celebrity singers Meng Ran and Yan Zehuan performing; interactive Q&A with the host; online and offline audiences jointly sending blessings via H5 to light a giant blessing lantern; birthday surprises for guests born on the event date; and a DJ and MC leading the celebration.
Project Materials
Media Preheating Reports
People's Daily served as the main co-host media, combined with Toutiao, NetEase, Douyin, and KOLs on Weibo and WeChat for extensive social media dissemination. The live broadcast from the FAST site, a location of special significance, added communication value.
To preheat the event, we created the H5 blessing campaign, attracting 1.7 million participants to send blessings, and invited some lucky users to the offline event.
To meet communication needs, we designed different posters for various stages of promotion.
To maximize the impact of the "Mid-Autumn Night · Drink Xijiu" campaign, we designed multiple sets of posters and illustrations beyond the main KV. These visuals aimed to evoke emotional resonance nationwide, attract attention, and reinforce the brand's high-quality image. Nine illustrations honoring ordinary heroes from different industries were created, embedding Xijiu product information to convey the Junpin culture.
For the official Douyin live broadcast, we designed the Junpin Yayan preview poster.
Countdown posters were also used for WeChat Moments promotion to preheat the offline event.
To enhance preheating, we produced promotional videos for the offline event and created a dedicated event page with a timeline previewing the program highlights. Ultimately, the campaign achieved 233 million online exposures, 1.7 million participants, 1.01 million live viewers, and 23.62 million PR impressions.
The stage was designed to depict mountains and rivers, creating a scene of noble character, sharing the moon with rivers, and getting drunk with mountains.
The hotel entrance featured themed light boxes with wine bottles and the moon as the main elements, along with glowing characters displaying blessing poems to enhance the atmosphere.
The stage incorporated arched bridges, mountains, and water elements to match the theme "Rivers and Moon, Mountains and Drunkenness."
A "Huaxia Jiuzhou" character wall displayed abbreviations of China's 32 provincial-level administrative regions to enhance audience engagement.
We prepared traditional Han round fans as gifts for guests, with an artist painting on-site so guests could take home custom fans.
We invited a young "Yuelao" to tie red strings for lovers.
We carefully designed a "Qushui Liushang" table and arranged a bartender to prepare cocktails based on Xijiu products.
An introduction to the nine rituals of Xijiu tasting allowed guests to gain a deeper experience of tasting baijiu and Xijiu. Guests could also participate in pitch-pot and drinking games to win exquisite gifts.
We set up six lanterns with Xijiu-related riddles, allowing guests to learn about Xijiu's brewing process while interacting.
The cool entrance design cleverly incorporated Xijiu bottles.
Photo areas combined lanterns and Xijiu to highlight the Mid-Autumn atmosphere and the theme "Mid-Autumn Night · Drink Xijiu."
For this event, we arranged a series of exciting programs, including:
Wang Qiming, chief designer of China's FAST, was invited to taste wine and enjoy the moon, raising a toast together for the mountains and rivers.
Each table had a "Zuimei" fortune stick container. Guests who drew the stick inscribed with "Xijiu Jiaocang 1988" won a prize on stage.
Miao sisters danced enthusiastically among the audience, inviting guests to participate in a traditional Miao toast ritual.
Celebrity singers Meng Ran and Yan Zehuan performed songs including "Great Times," "Let Dreams Grow," and "Youth."
The host asked Xijiu-related questions to the audience; correct answers won prizes on stage.
Online and offline audiences simultaneously entered the H5 to send blessings, lighting and releasing a giant blessing lantern on the stage screen.
We prepared birthday surprises for guests born on the event date, presenting birthday cakes and flowers to convey Xijiu's warmth and care.
The DJ and MC led all guests in a celebration.
Event Site
