How Master Kong Iced Tea built a Spring Festival challenge on Douyin
Master Kong Iced Tea used 35 creators and 36 videos to split its Spring Festival activity between meal-time comedy and ice-and-snow travel. A brand-paid meal task gave audiences a simple reason to post their own gathering videos.
A brand-paid meal makes the drink part of Spring Festival socialising
Running from 26 December 2024 to 17 January 2025, the activity used "2025加康加年味" (2025: Add Health and More New Year Flavor, with health punning on the brand name) as its Spring Festival and New Year goods festival umbrella. Two topic threads divided the content: "康师傅请客买单" (Master Kong Treats and Pays the Bill) covered year-end dinners and a public participation task, while "冰红茶真的冰了" (The Iced Tea Really Got Icy) connected the drink with ice-and-snow occasions. Creators placed Master Kong Iced Tea in couple and best-friend comedy skits, role-play, home routines and travel vlogs, including Harbin Ice-Snow World. Spoken product lines paired "冰力十足，冰爽痛快" (Full of Icy Power, Refreshingly Ice-Cool) with the New Year wish "红红火火" (may your New Year flourish).
The campaign addressed young Spring Festival socialisers, including Gen Z students and urban professional women, through comedy, relationship stories and travel vlogs. Its challenge call to action was to post a gathering video for a chance to have the meal paid for by the brand. The activity was pure brand communication with no discount or urgency device, and also included a store-traffic tie-in.
- Objective
- Brand Awareness
- Occasion
- Spring Festival · New Year Goods Festival
- Funnel
- Awareness
- Messaging
- Love and Romance
- Scenes
- Festival Scene · Couple Scenario · Daily Life at Home
- Formats
- Comedy Skit · Character Roleplay
- Activation
- Challenge
- Discount
- No Discount, Pure Brand Push
What set it apart
| Choice | Share of campaigns |
|---|---|
| Distinctive | |
| Challenge | 12%1 in 8 |
| Festival Scene | 14%1 in 7 |
Share of the 1,886 Douyin Food campaigns in the unrandom archive that made the same choice. Counted Nov 5, 2026.
A female-leaning, top-heavy pyramid anchored by comedy and travel creators
228K–23.7M
35 creators with a public follower count
Head Ignite, Mid-tail Volume Pyramid
Top Heavy
Female Dominant
The first step to copy
- 1
Start with one low-friction participation task
Build the challenge around a clear action: post a gathering video for a chance to have the brand pay for the meal. Keep the reward tied to the campaign's social occasion, so the product enters an existing Spring Festival ritual rather than requiring a separate promotional story.
- 2+
More steps in the full teardown
dual-topic casting, head-led phasing and seasonal scene placement
The full teardown adds
- Reads and engagement for all 36 posts, ranked against similar creators
- Estimated spend and cost per read
- The breakout post, and why it led
- What 12,165 comments asked for most
- The rest of the playbook
- Casting risks and smart moves
More from the archive
| Campaign | Started | Creators |
|---|---|---|
| How SATINE used Douyin gifting stories to reposition organic milk across three festivalsDouyin · Food | Aug 23, 2025 | 33 |
| How Budweiser turned a Qixi music collaboration into a limited-merch moment on DouyinDouyin · Food | Aug 21, 2025 | 12 |
| How Ferrero built a three-festival gifting campaign on DouyinDouyin · Food | Aug 16, 2025 | 10 |
| How Dudu made dessert gifting the punchline of a 520 Douyin seeding campaignDouyin · Food | Mar 26, 2025 | 17 |
A public campaign observed on Douyin. unrandom did not run it and is not affiliated with 康师傅冰红茶. Analysis by unrandom from public posts, updated Nov 5, 2026. Your brand? Request a correction