Turning one satisfying crunch into a joyful experience the whole mall could join.把一口“咔嚓”， 变成整座商场都能参与的快乐现场。
A live cone festival where installations, low-friction interaction, livestreaming, redemption, and sales all served the same product experience.从装置、互动与直播到销售、赠品和志愿服务，一场让品牌体验与购买自然相连的甜筒节。
CASE 59案例 59
Project-close materials confirm physical delivery and the recorded visitor journey; quantified traffic and sales results are not currently supported for public use.公司在册项目材料
Project-close materials confirm physical delivery and the recorded visitor journey; quantified traffic and sales results are not currently supported for public use. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
How could a mature product become worth stopping for again in a familiar shopping district? Ice cream is naturally suited to summer events, but suitability does not create memory. If installations, games, livestreaming, and sales operate separately, the site may feel busy without building a coherent brand asset.怎样让一个成熟产品在熟悉商圈里重新值得停下来？ 雪糕天然适合夏日线下活动，但“适合”不等于有记忆。 装置、游戏、直播和销售如果各自存在，现场会显得丰富，却无法沉淀品牌资产。
02
The decisive insight关键洞察
The product action could organize the entire experience: notice, crunch, play, share, and buy. Meantime placed the cone's crispness and joyful emotion into each touchpoint. A playful 'crunch away unhappiness' idea turned texture into emotional release, while mirrors, ring toss, stamps, livestreaming, and the sales area reduced barriers from participation to purchase.用产品动作组织体验：看见、咔嚓、游玩、分享、购买。 明通把甜筒的脆感和快乐情绪写入每个触点。 “咔嚓不开心”让产品口感成为情绪释放； 哈哈镜、套圈和集章降低参与门槛； 直播间与销售区把现场注意力继续引向购买。
03
The core idea核心创意
Build one clear spatial center, surround it with easy-to-join interactions, and connect those moments to livestreaming, redemption, and sales through a controlled production and visitor-flow system.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
一个清楚的空间中心
02
一组低门槛互动
03
一条销售与直播路径
04
一套可控的制作交付
01
Created one recognizable spatial center for the festival.
02
Used funhouse mirrors, ring toss, stamps, and redemption to make participation immediate and accessible.
03
Connected the live experience with a livestreaming and sales path.
04
Managed installations, service points, production, and on-site delivery as one controlled system.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
现有结案材料证明：创意设计被转化为真实装置与现场；
02
销售、直播、互动与兑奖均进入同一动线；
03
现场包含消费者参与、工作人员服务、党员志愿服务队与销售实景。
04
公开页不使用“人气爆棚、销量暴增”等无法量化的表述。
05
若要增加结果数字，应补商场客流、实际参与、试吃、成交、直播与销售后台，并说明活动周期和归因边界。
01
Project-close materials confirm that the creative design was produced as physical installations and a live consumer environment.
02
Sales, livestreaming, interaction, and prize redemption were integrated into the same visitor journey.
03
The recorded site included consumer participation, staff service, a Party-member volunteer team, and real product sales.
04
No claim of exceptional attendance or sales growth is made without mall traffic, participation, sampling, transaction, livestream, and sales records.
What this proves它证明什么
Why this case matters案例价值
The source materials show the concept translated into real installations, interactions, livestreaming, redemption, service, and retail delivery.这个案例展示了明通如何围绕“让“脆甜美味”不只写在海报上，而是在城市现场被听见、被玩到、被买走。”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
A phased operating approach that protected high-pressure holiday delivery, then shifted from rapid coverage toward higher-quality content.先守住国民品牌的节日主场，再主动减少无效刷屏，把运营推向更高的单条质量与长期关系。
