It is reported that this activity is a brand-new upgrade on the basis of the “Hefei first stoned melon seeds but not eat contest” held by Qiajia Foods in May in Hefei New Granary. After receiving suggestions from college students, Qiajia customized the event and finally met with college students in the form of “Stoned Exam”. Once the registration information was released, the number of applicants quickly exceeded 3,000 within one hour, and by the end of the registration, nearly 20,000 college students participated in online registration. According to incomplete statistics, up to now, the first college students high melon seeds competition related to the network exposure has exceeded 25 million, and only the video number of live broadcast viewers close to 100,000.
After 4 rounds of preliminary rounds and 1 round of final rounds, Xie Yang from Hefei University of Technology won the championship with a hardcore score of 302 melon seeds in 10 minutes, and was awarded a golden melon seed. The rest of the runners-up and the third place winners were awarded 365 bags and 180 bags of melons, which were contracted by Qiajia for one year and half a year respectively.
It is worth mentioning that the “Hefei first melon seeds but not eat contest” organized by Qiaqia recently won the 31st China International Advertising Festival “2024 annual campaign marketing gold case” by virtue of its unique insight and marketing creativity. The college students' melon seeds contest is not only another successful practice of the brand's rejuvenation strategy, but also a positive exploration of the interaction between the brand and young people.
“Qiaqia has been committed to spreading happiness for many years, and this event also hopes to play with college students, make a mess together, and use the melon as a carrier to bring young friends a relaxing and enjoyable experience, as well as to relieve the pressure of life and coursework.” Said the relevant person in charge of Qiaqia.