Project Background
In 2020, Guizhou Xijiu continued its "Mid-Autumn Night · Drink Xijiu" series of themed events, using "blessing" as the keyword and joining with People's Daily New Media, NetEase News, Toutiao-affiliated media and several other media outlets to launch a prosperity blessing campaign for the public. The campaign approached from angles such as emotional resonance and double-festival blessings, seeking connection points with the public and injecting new cultural connotations into "Mid-Autumn Night · Drink Xijiu."
Media Warm-Up and Communication
The campaign partnered with People's Daily as the main co-organizing media, combining with Toutiao, NetEase, Douyin, and WeChat/Weibo KOLs for social communication. A livestream was conducted at the FAST (Tianyan) site to enhance communication value. A prosperity blessing campaign H5 was produced, attracting 1.7 million visits to click and send blessings, and some lucky users were invited to participate in offline activities.
Multiple sets of posters and illustrations were designed, including the main KV, countdown posters, Junpin · Elegant Banquet preview posters, etc., and 9 illustrations paying tribute to ordinary heroes were drawn, incorporating Xijiu product information to strengthen the brand image.
Short promotional videos for the offline event and a campaign feature page were produced, previewing program content in timeline format. Ultimately, the campaign achieved 233 million total online impressions, 1.7 million participants, 1.01 million livestream viewers, and 23.62 million PR reach.
On-Site Presentation
The stage as a whole created a scene of mountains and rivers, with the theme "Rivers Share the Moon, Mountains and Rivers Get Drunk Together." Themed light boxes and illuminated characters were set up at the hotel entrance to create atmosphere. The stage was decorated with arch bridge, mountain, and water elements. A "Huaxia Jiuzhou" character wall was set up, displaying the abbreviations of China's 32 provincial-level administrative regions.
Guest gifts were Han ethnic traditional craft round fans, with a painter arranged to paint on site. A "Yue Lao" was invited to tie red strings for lovers. A "winding water cup table" was designed, with a bartender mixing drinks mainly based on Xijiu products. An introduction to the nine matters of Xijiu tasting was set up, and guests could participate in pitch-pot and drinking-game interactions. Six lanterns were arranged with Xijiu-related riddles. The entrance design incorporated the Xijiu bottle shape. At the photo area, lanterns were combined with Xijiu, highlighting the Mid-Autumn atmosphere.
Programs included: Wang Qiming, chief designer of China Tianyan, tasting wine and viewing the moon; Miao sisters' toast etiquette; celebrity artists Meng Ran and Yan Zehuan performing; host Q&A interactions; online and offline audiences jointly sending blessings through the H5, lighting up a giant blessing lantern; a birthday surprise prepared for guests whose birthdays fell on the event date; on-site DJ and MC driving the celebration.
Project Materials
People's Daily was the main co-organizing media of the campaign, combined with Toutiao, NetEase, Douyin, and WeChat/Weibo KOLs for extensive social communication. A livestream at Tianyan, a site of special significance, had even greater communication value. To warm up for this event, we produced a prosperity blessing campaign H5, attracting 1.7 million visits to participate in the blessing-clicking activity, and invited some lucky users to participate in our offline activities. In addition, according to communication needs, we designed different posters as promotional materials at different time periods.
During the communication process of "Mid-Autumn Night · Drink Xijiu," in order to maximize communication effects, in addition to the main KV related to Xijiu, we also designed multiple sets of posters and illustrations to trigger emotional resonance among people nationwide from a visual level, attract attention, and strengthen the brand's high-quality image among netizens. Nine tribute illustrations of ordinary heroes from different industries were drawn, with Xijiu product information incorporated, externally releasing Xijiu's Junpin culture.
In response to the official Douyin livestream requirement, we designed the Junpin · Elegant Banquet preview poster.
The event countdown posters were also coordinated with WeChat Moments communication to warm up for the offline event.
To achieve a better warm-up effect, we produced a short promotional video for the offline event, as well as a campaign feature page, previewing the exciting program content in timeline format. Ultimately, this campaign achieved 233 million total online impressions, a total of 1.7 million participants, 1.01 million livestream viewers, and 23.62 million PR reach.
The stage as a whole created a scene of mountains and rivers, building for guests a beautiful scene of Junpin quality, sharing the moon with rivers, and getting drunk together with mountains and rivers.
Themed light boxes at the hotel entrance created atmosphere, with wine bottles and the moon as the main subjects, while blessing-meaning poems were arranged around in illuminated characters, making the atmosphere even better.
The stage was decorated with arch bridge, mountain, and water elements, corresponding to the theme "Rivers Share the Moon, Mountains and Rivers Get Drunk Together."
The abbreviation characters of China's 32 provincial-level administrative regions formed a "Huaxia Jiuzhou" character wall, strengthening the sense of participation for all viewers.
We prepared Han ethnic traditional craft round fans as gifts for guests, and arranged a painter to paint on site; guests could take home the round fans painted on site by the painter.
We invited a young version of "Yue Lao" to "tie red strings" for lovers.
We carefully designed a "winding water cup table" and also arranged a bartender to mix drinks mainly based on Xijiu products for guests.
An introduction to the nine matters of Xijiu tasting allowed guests to have a deeper experience of tasting baijiu and tasting Xijiu. Guests could also participate in pitch-pot and drinking-game interactions to obtain exquisite gifts.
We arranged six lanterns and set Xijiu-related riddles. While participating in interactions, guests could also learn about Xijiu's brewing process.
A cool and dazzling entrance design cleverly incorporated the Xijiu bottle shape.
At the photo area, lanterns were combined with Xijiu, heightening the Mid-Autumn atmosphere and highlighting the theme "Mid-Autumn Night · Drink Xijiu."
For this "Mid-Autumn Night · Drink Xijiu" event, we arranged a series of wonderful programs, including:
Wang Qiming, chief designer of China Tianyan, was invited to taste wine and view the moon on site, raising glasses together to get drunk for the mountains and rivers.
Each dining table was placed with an Enchanting Draw Tube; guests who drew the "Enchanting Top Top Draw" with the words "Xijiu Cellar Reserve 1988" could go on stage to receive a prize.
Miao sisters came down from the stage and danced enthusiastically, inviting guests among the audience to take part in toast etiquette with Miao characteristics.
Celebrity artists — Meng Ran and Yan Zehuan — joined to perform the songs "Great Times," "Let Dreams Grow," and "Youth."
The host asked the audience Xijiu-related questions; those who answered correctly could go on stage to receive a prize.
Online and offline audiences simultaneously entered the H5 interaction, jointly sending blessings online and together lighting up and releasing the giant blessing lantern in the center of the stage screen.
We prepared birthday surprises for guests whose birthdays fell on the event date, and gave birthday cakes and flower blessings, letting guests feel Xijiu's warmth and thoughtfulness.
On-site DJ and MC led all guests in a celebration.
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