冰雪之境II REALM OF THE SNOW AND ICE II

About The Entry

The ice and snow scene was a city-level marketing event that went viral during the anniversary celebration of MixC Qianhai at the end of 2024. At the end of 2025, the event was once again innovated and iterated, incorporating more tangible polar elements to further enhance interactive and immersive experiences at the ice and snow photo-taking spots. “Snowfall” is not a rare marketing gimmick in winter, and most popular business districts adopt it. Our internal analysis suggests several reasons why it did go viral: ① Southerners' curiosity about ice and snow, ② Shenzhen residents’ need for weekend outings, and ③ social media users’ desire for “check-in” sharing and content creation. Ice and snow scenes are something that cannot be seen in Shenzhen or even in Guangdong Province. Combined with the popularity of the ice and snow economy in northern China, this aligns perfectly with the venue and the timing. Such scenes naturally become a viral marketing highlight in the current context. Our core strategy revolves around creating a closed loop across three major aspects: "circulation design, business mix integration, and member retention." The ice and snow landscape should not exist as an isolated "attraction" but rather as a meticulously designed "heart of foot traffic," with its location and circulation strategically channeling visitors to various high-activity zones within the mall. In our previous campaign, we placed the main ice and snow installation in the B2 courtyard. However, through directional guidance, we organically connected the queue areas, best photo spots, B1 Breeze Canyon's dining establishments, limited-time pop-up stores, and winter-themed pet-friendly experience zones, forming a complete experiential consumption route. In summary, the ice and snow landscape in commercial districts has proven its value as a top-tier offline experiential content driver.