How Shanghai Disney Resort used Xiaohongshu to turn spring dining into a collecting game

The spring 2024 "年卡春日美味大赏" (Annual Pass Spring Delicacy Celebration) offer bundled five snack redemption vouchers, one "吸管杯" (straw cup) and the "新手套装" (Starter Set), including the "春日赏味护照" (Spring Tasting Passport) and a stamp journal. Instead of presenting the package as a simple meal deal, creators framed it as "边吃边玩边收集": eat, play and collect around the park. Their content followed a practical sequence from unboxing the package and recommending redemptions to explaining the stamp game and calculating value, with "相当于八折" (equivalent to 20% off) and "值了" (worth it) as price anchors.

The campaign targeted young urban women and parent-child families with Shanghai Disney Resort annual passes, particularly Pearl card holders, who cared about park rituals, IP merchandise and value. Visitors collecting twelve stamps could redeem a large badge. Snack vouchers remained valid until May 31, giving the in-park redemption call to action a mild deadline. From March 26 to April 16, ten creators published ten posts, nine of them videos.