DiDi Runs Harbin Summer Pun Campaign with Migu Music Tie-In and Hundreds of City Touchpoints

DiDi (滴滴出行) has launched a summer ride-hailing promotion in Harbin built around a Chinese pun: 「两块出发」("set off for two yuan") sounds like 「凉快出发」("set off feeling cool"), linking a 2-yuan-starting fare offer to the city's summer tourism identity. The campaign deploys hundreds of offline touchpoints across transit stations, metro lines, shopping districts, universities, double-decker buses, and landmark sites including St. Sophia Cathedral, Central Street, China Baroque, and Ice and Snow World.

Physical activations include shaded rest stops and boarding-point photo installations stocked with ice lollies and hand fans. DiDi has partnered with Migu Music to produce NFC-enabled "music easter egg" vehicles that deliver music content, fans, and scented cards to passengers inside the car. The campaign also positions itself around local events — the Northeast Super (东北超) football matches and the Harbin Beer Festival — placing fan cheering stations and cool-down rest points at venue entrances and exits.

On digital channels, Migu Music is supporting the activation with app launch-screen placements, homepage banners, and an exclusive custom ringtone tied to the campaign.

The Harbin push is part of a broader DiDi pattern of city-specific themed activations. Earlier efforts include a flower-season "Divine Capital Flower Fairy" easter egg car in Luoyang, a "Zhonghua Changzhou Dragon" themed vehicle produced with Dinosaur Park Group (恐龙园集团) in Changzhou, and a nine-city initiative that dressed DiDi waiting stations in "winter clothing" to provide heated waiting areas during the cold season, with Harbin among those nine cities.