“蒙牛有好礼 有爱才会拼” 粤拼粤有爱中秋游园会

“蒙牛有好礼 有爱才会拼” 粤拼粤有爱中秋游园会

2026年09月25日

广州 广州塔

作为国民乳制品代表品牌，蒙牛一直依托传统节日开展城市级品牌文化活动，2026 年 9 月 25 日于广州塔广场落地 “蒙牛有好礼 有爱才会拼” 粤拼粤有爱中秋游园会。项目立足中秋团圆的文化内核，以 “拼” 作为核心创意概念，串联广府地域文化、市民情感表达与品牌精神，跳出单纯产品促销的活动逻辑，把品牌营销升级为一场城市中秋文化庆典。

活动将广州酒家、陈家祠、六榕寺等本土文化符号进行现代化转译，既是蒙牛双节营销体系的关键线下环节，也是快消品牌将在地传统文化与城市地标相结合，实现品牌、城市、大众三方共情的典型实践，具备文化传播、公众情感连接与商业转化的多重价值。在空间造型与现场制作层面，活动选址广州塔城市地标广场，划分四大主题展区，整体空间围绕岭南风情进行氛围营造，不追求奢华装置堆砌，更多借助主题美陈、传统纹样视觉、古风场景布置搭建游园式体验场地。

各个展区分别对应饮食、纹样、诗词、心愿四大主题，场地规划出完整 “寻月” 游园动线，将互动游戏、试吃体验、NPC 情景演绎融入广场开放空间，场地制作兼顾大众游园的通行容量、打卡观赏性与互动实操性，为后续广州塔塔身灯光点亮仪式做好场景铺垫，实现户外公共广场从游园体验到城市灯光事件的叙事递进。

活动期内市民沿着寻月路径参与四大展区体验，品尝广式月饼与蒙牛饮品，动手完成陈家祠祥纹拼图，参与六榕寺月下诗局对诗，扫码提交个人中秋心愿；集齐月亮拼图碎片即可参与整点抽奖，当收集到 9999 份用户祝福，广州塔于晚间 20 点完成灯光点亮，完成个人心愿向城市公共景观的情感升华。“拼” 的内涵被逐层演绎，涵盖游戏玩法、文化融合、情感汇聚以及蒙牛 “天生要强” 的生活态度。从传播营销维度来看，线下游园会、广州塔亮灯打造极具记忆点的城市事件，激发现场游客打卡 UGC 扩散；线上联动美团上线拼好礼积分拼图活动，形成线下体验、线上话题发酵再到电商消费转化的链路。活动借由文化体验弱化硬广感，强化大众对蒙牛温情、国民向的品牌认知，完成节日情感共鸣、地域文化表达、社交声量提升与消费转化的完整营销闭环。

As a leading national dairy brand, Mengniu regularly launches city‑scale cultural campaigns for traditional Chinese festivals. Held on September 25, 2026 at the Canton Tower Plaza, the Mid‑Autumn garden‑party themed “Mengniu Gifts, Greatness Comes with Togetherness‑Love” takes “puzzle / joint effort” as its core creative concept. Integrating local Cantonese culture, public emotional expression and brand spirit, the event evolves from simple sales promotion into a municipal Mid‑Autumn cultural celebration.

By modernizing cultural icons such as Guangzhou Restaurant, Chen Clan Academy and Liurong Temple, it serves as a vital offline component of Mengniu’s dual‑festival marketing strategy. It sets a remarkable example for FMCG brands to combine local heritage with urban landmarks and build empathy among brand, city and citizens, delivering multi‑dimensional values of cultural communication, emotional bonding and commercial conversion. In terms of spatial styling and on‑site production, the open‑air plaza at Canton Tower is divided into four themed zones with Cantonese‑style decorative installations. Instead of extravagant hardware structures, the venue adopts thematic displays, traditional pattern visuals and ancient‑scenery layouts to build a garden‑fair atmosphere.

A complete “moon‑hunting” visiting route integrates food tasting, puzzle games and NPC interactive performance. Site production balances pedestrian capacity, photo‑taking appeal and hands‑on participation, and lays narrative groundwork for the landmark lighting ceremony, forming a natural progression from garden‑party experience to spectacular urban visual event.

During the activity, visitors travel through four zones, sampling Cantonese mooncakes and Mengniu dairy products, assembling Chen Clan Academy auspicious‑pattern puzzles and joining poetic interaction at Liurong‑Temple‑themed booth. Guests submit Mid‑Autumn wishes via QR code and collect moon‑shaped puzzle fragments for lucky draws. After gathering 9,999 public wishes, Canton Tower lights up at 20:00, elevating individual sentiments onto public urban scenery. The concept of “puzzle / joint effort” is interpreted on multiple layers: gameplay, cultural integration, emotional convergence and Mengniu’s “born‑to‑strive‑for‑excellence” brand spirit. From marketing‑communication perspective, the garden‑party together with the Canton Tower light‑show forms a highly‑memorable urban event and inspires abundant visitor‑generated UGC content.

Cooperating with Meituan, the online puzzle‑and‑points campaign connects offline experience, social‑media buzz and e‑commerce consumption. Cultural‑oriented scenarios reduce hard‑selling perception and consolidate Mengniu’s warm national‑brand image, accomplishing a full marketing closed‑loop of festival emotional resonance, regional‑culture presentation, social‑heat growth and sales conversion.

场地供应商：思贝思（SPACE） www.360space.cn

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