The Year of the Dragon in the 2024 lunar calendar is approaching, and how to tell the "dragon" cultural story well has become a problem-solving point for brand marketing. On the occasion of welcoming the Year of the Dragon, Kuaishou collaborated with Jietu Shanhai to create a micro-variety show "Fireworks China Year", and invited cross talk actors Sun Yue and Sun Zizhao to join in. He went to Kunming, Yunnan to appreciate the local folk culture of "dragon" and explore the "dragon" in the intangible cultural heritage.
In this unique "journey to find the dragon", "Fireworks China Year" takes users to see the "dragon" inheritance in Chinese culture, and also conveys the brand concept of Jietu Shanhai in the exploration of the customs and culture of welcoming the New Year with great fireworks, and promotes the expansion of the volume of Jietu Shanhai L9.
Walk through the Chinese New Year fireworks and explore the cultural heritage of the Chinese "dragon"
In the micro variety show "Fireworks China Year" titled by Jietu Shanhai and produced by Kuaishou, the well-known crosstalk actor Sun Yue and his apprentice Sun Zizhao took the Jietu Shanhai L9 with large space, good appearance, fast speed, and 5/7 seats to switch at will. The first stop came to the Long Street Fair in Chenggong District, Kunming City. The long, winding streets like dragons gathered all kinds of food and general merchandise. Catching up with the excitement of preparing New Year’s goods a year ago, Sun Yue and Sun Zizhao felt the pomp of the local market.
Through fun game settings, the two guests clocked in to try Yunnan’s local fried potato chips, flower cakes, dried beef and other specialties. Following the guests’ perspective, users learned about Yunnan’s food characteristics and folk customs in the "immersive market" experience.
Specialty delicacies are a must for the New Year, and unique folk cultural performances are also an indispensable sense of New Year’s rituals. In Baicao Village, Xishan District, Kunming City, Sun Yue and Sun Zizhao followed the Baicao Village Bai Nationality Women’s Dragon Dance Team and entered the century-old Baicao Dragon Dance Culture.
Developed from the sacrificial team of villagers worshiping the gods and praying for good weather and abundant grain, today’s Baicao Village Dragon Dance Team has inherited the performance skills of dragon dance and wishes for people’s better life. During the festival, it shuttles between thousands of households to bring peace to people. Raising the dragon head and swinging the dragon tail, the two guests and the dragon dance team put on the words "Chinese Dragon" and sent a unique Chinese New Year blessing.
In addition to the Hundred Herbs Dragon Dance, the intangible cultural heritage culture "Bench Dragon Dance" is also one of Kunming’s characteristic art forms. The unique three-legged bench, wrapped with a dragon body and a dragon head, becomes a "Bench Dragon". The rhythm sounds, and the "Bench Dragon" comes to life in the hands of the performers, dancing in the air, rolling and coiling.
Following the non-genetic inheritors of "Bench Dragon", Sun Yue and Sun Zizhao joined the "Bench Dragon" team and presented the "Bench Dragon Dance" with the performers to pray for the New Year. The fun interaction between the guests dispelled the sense of distance between traditional culture and people. Through the joyous interpretation of the guests, users also felt the wonders of folk performance culture such as dragon dance and "bench dragon dance".
Traditional cultural connotation activates users emotional resonance, Chinese New Year content empowers brand marketing
Combining the multiple elements of Chinese New Year folk customs + regional culture + joy and fun, "Fireworks China Year" brings users a new experience of fireworks New Year with a "journey to find dragons" with a regional style. In addition to the program, Kuaishou also launched the topic of "Fireworks China Year" online, encouraging users to share the fireworks welcome moments in their lives, share laughter, and create a fiery Chinese New Year atmosphere in the Year of the Dragon.
Create popular content with micro-variety shows, and set off an interactive craze with hot topics. "Fireworks China Year" integrates a variety of styles of content to release Chinese New Year marketing opportunities for Jietu Shanhai. By presenting scenes such as stocking up on New Year’s goods and families traveling together, "Fireworks China Year" creates real and vivid grass-planting content, helping Jietu Shanhai seize the Chinese New Year marketing hotspots and achieve a loud explosion.
In addition, by exploring the regional characteristics of folk culture, "Fireworks China Year" awakens the public’s sense of identity with the traditional "dragon" culture, builds a Chinese New Year custom cultural content marketing position, connects brands and users in a rich Chinese New Year atmosphere, and helps brands achieve full-link marketing demands such as exposure, planting grass, and transformation.
Focusing on the taste of the Year of the Dragon is not only a new practice of Kuaishou’s "Fireworks China Year", but also a new incision for Jietu Shanhai festival marketing. As a new energy sequence newly created by Jietu Automobile, Jietu Shanhai pursues zero-distance contact with the audience in brand marketing. Jietu Shanhai L9, which is positioned as "Big Family Big Seven Super Hybrid SUV", starts from the most realistic family car scene during the Spring Festival of the Year of the Dragon, and takes everyone to pass on the fireworks of the Year of the Dragon, enjoy the variety of life, stimulate the potential of the whole people to participate, and empower the content marketing of the models with the cultural connotation of the Chinese New Year festival.
In the future, Kuaishou will continue to create more diverse content and activities, focusing on user requests, mining traditional festivals and other ethnic characteristics, and bringing new content marketing to the brand. (Li Li)