Who won Ma in the Spring Festival? Huawei's "power bricks fly", Xiaomi OPPO showed their own magical powers

Have you watched this year's Spring Festival Gala?

Although the overall evaluation of the Spring Festival Gala is getting worse and worse year by year, it may be due to the historic tide of returning to his hometown, and the attention of this year's Spring Festival Gala seems to be much higher than in previous years. I believe that the audience who watched the Spring Festival Gala will find that the "Chinese content" of this year's Spring Festival Gala is extremely high, and the "scientific and technological content" is also very high.

Photo/ 2024 CCTV Spring Festival Gala

Not only is the eye-catching "Wenjie M9" advertisement next to the host stage, but all the mobile phones that appear in the show are also produced by Huawei, such as the most discussed part of this year's Spring Festival Gala - Liu Qian's magic show, the mobile phone used to time is the Huawei Mate60 RS Extraordinary Master with a three-hole design.

Not to mention that in "Mountains and Rivers Poetry Chang'an" and many sketch programs, Huawei has also implanted a "family bucket", from Huawei Mate60 series to P60 series, from Huawei Mate X5 folding screen mobile phone to Sound speaker.

Photo/ 2024 CCTV Spring Festival Gala

Through implantation, Huawei swiped its face fiercely in front of a global Chinese audience. According to data provided by CCTV, the total number of live broadcast users of the Spring Festival Gala of the Year of the Dragon is 679 million, and the number of social media topics discussed has reached 16.052 billion times. "We don't know anything about the power of the Spring Festival Gala" This sentence is deeply rooted in the hearts of the people, and the influence of the Spring Festival Gala is strong, so there is no need to say more.

But the Spring Festival isn't just a few hours of the Spring Festival Gala. The Spring Festival is an important marketing node every year, and of course the major consumer electronics brands will not let go of this node this year, but throughout this year's Spring Festival, in addition to a larger scale of investment, it can also be seen that many brands have also spent a lot of thought, hoping to attract the attention of consumers in a more clever way.

拿下「黄金 30 秒」,OPPO 官宣 AI 手机战略

OPPO's expectations for AI phones were actually revealed at the Find X7 global launch event at the beginning of the year. At that press conference, OPPO spent a lot of time introducing the application of generative AI, including call AI summarization, AI elimination, and other features that also attracted a lot of attention.

But apparently, OPPO wants more people to know that it is actively becoming a leader and democratizer of AI phones – as stated in an internal letter released on the first day of the Year of the Dragon. OPPO's Spring Festival Gala and the measures at the beginning of the year have also triggered a big discussion on AI hardware in the industry, and Lei Technology's "OPPO Meizu Xiaopeng Geely Collective Stud, 2024 will become the "first year of AI hardware"?" has also sparked heated discussions.

Photo / OPPO

Therefore, OPPO planned an AI conference on the eve of the Spring Festival Gala broadcast in the Year of the Dragon, and bought a set of CCTV 1 set of 30 seconds before eight o'clock on the night of Chinese New Year's Eve (Spring Festival Gala broadcast time), when everyone sat in front of the TV and waited for the Spring Festival Gala to be broadcast immediately, Liu Zuohu, chief product officer of OPPO, announced that OPPO had entered the era of AI mobile phones.

At the same time, OPPO has also pushed the ColorOS AI New Year Edition (including OnePlus and realme models) to more than 10 million users, updating it with hundreds of AI features, hoping to further strengthen OPPO's understanding of "AI phones".

Photo/Ray Technology

All of this shows that OPPO is paying more attention to AI phones than ever before. "In the face of the magnificent tide of AI, OPPO is eager for more users to stand at the forefront of the trend with us," Chen Mingyong, founder and CEO of OPPO, said in an internal letter, which is probably the most important sentence that OPPO wants to convey to consumers and the market during the Chinese New Year.

The world's first "AR flight", Rokid and Hainan Airlines took off

If OPPO hopes to become a leader and popularizer in the era of AI phones, Rokid obviously wants to become a leader and popularizer in the AR era.

After the release of Apple's Vision Pro, the most acclaimed use case is undoubtedly on the plane, and Rokid may have predicted this in advance. At 10 a.m. on February 7, on Hainan Airlines flight HU7874 from Shenzhen to Xi'an, most passengers found that a pair of Rokid AR glasses appeared on their seats and had downloaded a number of 3D movies offline.

Photo/Rokid

This is the world's first "AR flight" jointly created by Rokid and Hainan Airlines, and the flight is equipped with dozens of Rokid AR entertainment kits (Rokid Max + Rokid Station). In the month starting from February 8, more than 20 Hainan Airlines flights will be equipped with Rokid AR entertainment packages, "so that everyone who returns home can experience happiness and enjoy the charm of technology during the long journey." 」

Photo/Rokid

It is not difficult for civil aviation passengers to understand that passenger planes are an extremely closed special scene when flying, and most flights still do not support network services, and there is a lack of entertainment. On top of that, AR glasses and 3D movies will undoubtedly be a powerful grip that allows travelers to deeply experience the charm of AR glasses and 3D content in a few hours.

As we all know, this year's Spring Festival travel can be called the "hottest" in history, whether it is road, rail or civil aviation travel passengers have hit a record high. "Travel", "reunion" and "family" have always been the eternal themes of Spring Festival marketing, and "Returning Home" is a classic among the Spring Festival topic classics.

Rational and rational.

Spring Festival film and television dramas were implanted, and Xiaomi and Huawei came down one after another

It's not uncommon to implant mobile phones in movies and TV dramas with modern backgrounds, and global mobile phone brands are basically keen on it, including Apple and Samsung.

Domestic mobile phone brands are no exception.

Photo/Article 20

As one of the most watched movies in this year's Spring Festival, Zhang Yimou's "Article 20" still has a good reputation, and multiple models of Xiaomi mobile phones were shown in the movie. Wang Hua, general manager of the public relations department of Xiaomi Group, also asked netizens on Weibo:

Have you noticed which Xiaomi mobile phones appear in it after watching "Article 20"? Are there also the same ones that you have used in your memory? Talk about which Xiaomi mobile phones you have seen in the movie?

Then some netizens replied at the bottom: "Liu Yaowen Xiaomi 6, Zhang Yi Xiaomi Mi Mix3, Lei Jiayin is a waterdrop screen, like Xiaomi Play is not sure about the specifics, and then Gao Ye is Xiaomi 10 or cc9pro is not sure." It is also through this kind of publicity that Xiaomi has also driven the discussion about Xiaomi mobile phones to a certain extent.

Xiaomi 14 Pro Custom Gift Box, Photo/Weibo

In addition, Xiaomi also gave Zhang Yimou's studio a customized gift box of Xiaomi 14 Pro.

Similarly, there is Huawei.

As one of CCTV's New Year's dramas, the female family group drama "Fireworks Family" has been broadcast on CCTV 1 prime time since the fourth day of the Lunar New Year, and the story revolves around three generations of women in the Meng family. A large number of shots using Huawei mobile phones appear in the play, but it may be due to the gap between the shooting time and the broadcast time, most of the products that appear in the play are Huawei's previous generation products, including Huawei P50 Pro and Mate 50 Pro.

Huawei P50 Pro, photo/"Fireworks"

In fact, mobile phones, as the most commonly used tools in modern society, are themselves essential props for film and television dramas in the modern context. Film and television dramas come from life, and the implantation of a specific brand of mobile phone in the plot is not only in line with the storyline, but also can be used for mass publicity, it can be said that film and television dramas are the natural advantages of mobile phone implantation, and it is also one of the core reasons why mobile phone brands are tired of implantation.

Write at the end

In the final analysis, marketing is essentially to let consumers know, recognize and recognize the brand, from the Spring Festival marketing can see the trend of all node marketing, ordinary holiday marketing actions have been difficult to impress the mass consumer. On the one hand, festival marketing needs to combine creative methods with the cultural sentiment behind the festival, and on the other hand, it cannot deviate from the strategic goal, and only by maintaining focus can we promote the realization of the fundamental purpose of marketing.

Last but not least, did you notice any digital brand advertisements during this year's Chinese New Year, and were you impressed by them?

The title picture is from the CCTV Spring Festival Gala