Executive summary
- Challenge
- Regional music-and-beer festivals spike fast and fade fast—store follow-through, shareable youth language, and three days of live social content decide whether the night becomes growth or only a good party.
- Approach
- JFM ran full social: warm-up Xiaohongshu store invitations and multiple creator visits, Douyin previews; peak-day Super-coin H5 with Moments/feed ads tied to stores; on-site grids and short video; close with a results long graphic. Xiaohongshu, Douyin, and WeChat on one calendar and one narrative spine.
- Value
- Same-city talk and discoverable topics rose; invitation and display play landed in chain stores with aligned copy; H5 participation and redemption lifted during peak days with store traffic in parallel; on-site assets became a forwardable results pack for regional teams.
Regional beer festivals often fail in the gap between a great night and a week of social follow-through: warm-up, store participation, and three days of content that still feels alive.
For the 2024 SuperX Music & Beer Festival in Fujian, JFM MEDIA ran the full social program—creator seeding on Xiaohongshu and Douyin, a store invitation mechanic, the Super-coin H5, paid social, and on-site Moments assets—on one calendar.
The work aligned with Snow Beer’s regional rollout: music, beer, and nightlife language that young audiences share and stores can repeat.
01
Calendar
Warm-up · Peak · Settlement
Three beats: warm-up for exposure and perks, peak days for ignition and live content, close for a results long graphic and trade-ready recap.
Xiaohongshu and Douyin drive “want to go”; WeChat H5 and Moments drive “can join and redeem”; grids and short video show “happening now.”
02
Warm-up
Store Invitations · Dual-Platform Creators
On Xiaohongshu, multiple lifestyle and store-visit creators earned event invitations through CVS-style terminals—purchase and check-in mechanics written into notes, with topics such as #SuperUrbanBeerFestivalIsHere.
Douyin creators published previews and food-pairing scenes, highlighting installations, VIP ticket points, and offers so local feeds carried anticipation before opening night.
Pooling flexed by circle fit; scale was a reference—what mattered was believable consumption scenes and same-city talk that nudged store visits.
03
Interaction
Super-coin H5 · Paid Social
The Super-coin H5 let users collect coins through tasks and sharing, then redeem limited perks tied to purchase—linked to regional store traffic.
Moments and feed ads pushed the H5 and countdown posters, tying beer to release, nightlife, and live music; “GO Fearless · X Invasion” built a consistent memory cue across WeChat and Xiaohongshu.
04
On site
Grids · Short Video · Steady Output
Across festival days, social stayed visual: Moments grids and short clips from stage, market, food, and brand installs—one line on wine, music, food, and market, and “play now.”
The same spine linked seeding, H5 perks, and user-generated posts from people who came, shot, and shared—secondary reach inside the region.
05
What stayed
Voice · Stores · Reusable Assets
For FMCG regionals, the program showed that one social lead can run dual-platform creators, interaction product, paid heat, and live content return—turning a festival into a repeatable regional growth template.
Program value (regional)
- Sustained same-city conversation and discoverable topics across seeding and search.
- Multiple creator notes and short videos helped chain stores run displays and invitation play with aligned copy online and offline.
- H5 plus paid social lifted participation and redemption during peak days, with store traffic running in parallel.
- On-site assets became a results long graphic and a forwardable pack for regional teams and terminals.
JFM MEDIA is HQ’d in Huangpu, Shanghai, delivering Xiaohongshu, Douyin, and WeChat integration for FMCG and beverage brands nationwide. See showcase cases and methodology pages for scenario seeding and platform craft.
This recap reflects JFM’s executed social plan and on-site materials; scope and figures follow each party’s public disclosures. SuperX and related marks belong to China Resources Snow Breweries.
FAQ
Case FAQ
What social modules did JFM run for the SuperX Music & Beer Festival?
JFM MEDIA ran the full social program: warm-up Xiaohongshu store invitations and creator seeding, Douyin short-video previews, peak-day Super-coin H5 with Moments and feed ads, on-site grids and short video, and a closing results long graphic for trade. Xiaohongshu, Douyin, and WeChat moved on one calendar.
How did the store invitation mechanic work?
Multiple creators visited chain convenience stores, completed purchase and check-in steps to earn event invitations, and published notes with city beer-festival topics—turning terminals into a shareable entry that matched later H5 perks and on-site creative.
How did the Super-coin H5 link to the offline festival?
Users collected coins through tasks and sharing, then redeemed limited perks; paid social amplified the H5 alongside regional store traffic and live festival content, linking online participation to visits and on-site experience.
Which JFM capability line does this case illustrate?
Food & beverage · regional event social: dual-platform seeding, interaction H5, paid social, live content return, and trade recap assets—Huangpu HQ, national delivery. Full strategy on the showcase case page.