Naixue and Fantasy Collaboration - Naixue Leverages Jay Chou |GreatCase100

This video is made by Dr. Pearl Lin and Dr. Clare Fung's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Liu Hao, who provided information and insights for this video. This case discusses how the Chinese tea brand Naixue collaborated with musician Jay Chou's Fantasy album to create a successful marketing campaign. Naixue leveraged Chou's massive fanbase by co-branding with the album, allowing them to use Chou's image and music without the high endorsement fees. They created a "Fantasy Music Universe" virtual space where consumers could access digital products and rewards by purchasing co-branded items. This innovative digital and experiential marketing strategy led to record-breaking sales, enhanced Naixue's brand image, and showcased the power of AI and digital technology in modern marketing. However, the case also highlights the need for brands to balance technological innovation with maintaining brand integrity and transparency to sustain long-term consumer trust.
本視頻由林博士和馮博士的專案「酒店和旅遊業行銷的傑出案例」製作。特別感謝劉昊為本視頻提供信息和見解。本案例討論了中國茶飲品牌奈雪如何與音樂家周杰倫的Fantasy專輯合作，打造成功的營銷活動。奈雪利用周杰倫的龐大粉絲群，與周傑倫的專輯進行聯合品牌推廣，使他們能夠使用周杰倫的形象和音樂，而無需支付高昂的代言費。他們創建了一個「范特西音樂宇宙」虛擬空間，消費者可以通過購買聯名商品來獲得數位產品和獎勵。這種創新的數位和體驗式行銷策略帶來了創紀錄的銷售額，提升了奈雪的品牌形象，並展示了人工智慧和數位技術在現代行銷中的力量。然而，該案也凸顯了品牌需要在技術創新與保持品牌完整性和透明度之間取得平衡，以維持長期的消費者信任。