Zhong Jin Zai Xian·2025-08-28 09:19Core Viewpoint - The collaboration between JD Takeout and the short drama "Xiao Mei Man" represents a significant innovation in cross-industry marketing, integrating film content with instant consumption to enhance brand recognition and user engagement [4]. Group 1: Drama Overview - "Xiao Mei Man" is a 20-episode short drama featuring actors Ni Hongjie and Xu Kaixin, focusing on the emotional dynamics and generational conflicts in a restructured family involving a single mother and her daughter [1][2]. - The narrative explores themes of middle-aged relationships and family restructuring, highlighting the protagonist's journey to provide her daughter with a complete family through a unique agreement with a chef who conceals his true identity [2]. Group 2: Marketing Strategy - JD Takeout employs "scene-based marketing" by offering exclusive benefits linked to the drama, allowing viewers to access special discounts and participate in a diamond lottery while watching [1][4]. - The partnership aims to create a marketing loop that combines "film content + instant consumption," showcasing JD Takeout's ability to penetrate the emotional consumption space of family dynamics [4]. Group 3: User Engagement and Benefits - Users can access various interactive benefits through the JD APP's "秒送" channel by entering the code "Xiao Mei Man," which includes exclusive discount coupons and opportunities to win prizes [4][6]. - The platform introduces "drama-inspired home-cooked meal" packages, enhancing the viewing experience by allowing users to taste dishes that resonate with the show's themes, thereby linking emotional engagement with real-life satisfaction [6].