The Mixue Ice City blackout incident is a topic-burying marketing campaign for the purpose of launching new products.
June 18, 2022 is the time when Mixue Ice City officially starts marketing. The official blog starts with "Guess why Snow King turned black''" and "''Snow King's new skin" due to high temperatures for days. These topics have attracted a lot of attention and discussion. We all know that the image of Snow King has always been white. This suddenly turned black, forming a great contrast. It is difficult not to notice that many people People say it's because Mixue Ice City's headquarters is in Zhengzhou, and the temperature there is too high, causing Snow King to get tanned. But if this is actually the case, then we can only wait for an official explanation.
When the topic fermented to a certain level, their goal was achieved. They began to launch their new products "Mulberry Berry" and "Zhizhi Mulberry", and gave an explanation as to why Snow King turned black. A very cute explanation was that he got tanned while picking mulberries. Later, interactive memes such as "Snow King Turns into Charcoal King" and "Black Makes You Slim" also started to become hot topics.
So far, topics related to Mixue Bingcheng have had 750 million discussions and 530 million reads. Therefore, this marketing of Mixue Bingcheng can be said to be very successful. Online Next, Mixue Bingcheng’s new mulberry product is also very popular. On the one hand, it is the popularity brought by the Internet, and on the other hand, the product itself is cost-effective, so it is still worth trying.