作为冬奥会中国冰雪指定用酒，水井坊携手 G.M.G 以一封封家书，为中国冰雪加油，把高端白酒与家国情怀绑定。As the official Chinese baijiu of Team China at the Winter Olympics, Shuijingfang turned a million letters of blessing into brand love.
水井坊是冬奥会中国冰雪指定用酒。雪季伊始，品牌希望借势冬奥大事件，在高端白酒的宴席与礼赠场景之外，建立更具情感浓度的大众连接，并强化会员资产的长期运营能力。As the official baijiu of Team China at the Winter Olympics, Shuijingfang wanted to ride the Olympic moment to build emotional connection beyond its usual banquet/gifting场景 and strengthen long-term membership assets.
以「万封家书送祝福」为情感主题，诚邀所有关心中国冰雪事业发展的人，为中国举杯、为中国冰雪加油。把品牌主张嵌入家国情怀叙事，让消费者从「喝一杯酒」变成「写一封信、送一份祝福」的参与者。A "Ten Thousand Letters of Blessing" campaign invited everyone who cares about Chinese winter sports to raise a glass and send a blessing — turning the brand into a participant in a national story.
G.M.G 负责小程序设计、开发与品牌运营：搭建「万封家书送祝福」互动小程序；并延展出水井坊小程序矩阵——狮王荟高端会员中心（建档入会、权益展示与管理）、博物馆沉浸式演出预约系统（预约 / 评论 / 核销）。以数字互动承接冬奥声量，沉淀为可复用的会员与内容资产。G.M.G designed, built and operated the mini-program, then extended it into a matrix: the "Lion King Club" VIP membership center and a museum immersive-show booking system — turning Olympic buzz into reusable assets.
「万封家书」量级的用户互动，在冬奥窗口期强化了品牌与民族自豪感的绑定；小程序矩阵支撑高端会员建档入会、权益管理与演出预约核销，把一次性 campaign 转化为持续的会员运营能力。Ten-thousand-scale interactions during the Olympic window; the mini-program matrix now powers VIP onboarding, benefits management and show booking — a one-off campaign turned into ongoing membership operations.
人无我有：情感化数字互动 + 会员矩阵一体化设计，既做声量又做资产。Emotional digital interaction + membership matrix in one build.
人有我优：从 campaign 到可复用系统的交付标准，不止于一次性 H5。Delivered as a reusable system, not a one-off H5.