Benjamin Li
Sep 21, 2012

Creative Mid-Autumn Festival marketing

Festivals are important occasions for marketers to drive their brand awareness. While some brands simply go through the motions, some find more interesting ways to connect their names with the holiday. Here are some examples of creative marketing connected to this year's Mid-Autumn Festival.

There is a folk tale about mooncakes being used as a vehicle for distributing letters for the Ming revolutionaries in their effort to overthrow the Mongolian rulers of China in the Yuan dynasty. Guangxi bakery Lao Chuangzhang, picking up on current anti-Japanese sentiment in China, has produced a series of mooncakes imprinted with anti-Japanese messages like 'Bite up little Japan'. The photos of these mooncakes have been widely shared on Facebook, a free and successful viral marketing campaign--even if you don't agree with the political stance.

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Related Articles

Just Published

3 hours ago

Why are the majority of AI assistants female?

Meghan Joyce, CEO and co-founder of Duckbill, explores the historical, scientific and technological reasons behind the feminine voices of AI assistants.

3 hours ago

AB InBev moves beyond sponsorships—betting big on ...

Globally, AB InBev invested $7.2 billion in sales and marketing in 2024, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.

3 hours ago

AKQA co-founder Tom Bedecarré dies, aged 69

'Silicon Valley’s favourite ad man' is honoured by friends and colleagues.

3 hours ago

LinkedIn picks network for $97 million global media ...

The appointment follows a closed process across several global markets.