The Work
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.

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