JD.com Jingxi Uses AI Short Films and a Seafood Game to Sell Mantis Shrimp at 19.9 Yuan
JD.com Jingxi launched three AI short films starring a Dragon King character to promote mantis shrimp at 19.9 yuan, tied to an on-site game and social referral mechanic.
JD.com Jingxi (京东京喜), the self-operated brand arm of JD.com, has launched a campaign promoting mantis shrimp sourced from Haitou Town (海头镇) in Ganyu District, Lianyungang (连云港赣榆区), featuring a "Dragon King of the East Sea" character across three AI-generated creative short films titled "Chasing the Moon" (奔月), "Wedding" (婚礼), and "Big Bomb" (王炸).
The campaign runs across three linked layers. Off-site, the three short films circulate on social channels, each framing the mantis shrimp through distinct narrative scenarios using the mythological Dragon King figure. On-site, users are directed to an interactive "Catching Seafood" (捞海鲜) mini-game on the Jingxi platform. From there, a social referral mechanic allows users who watch the videos to invite friends, unlocking a promotional price of 19.9 yuan for two mantis shrimp — a deal the campaign tagline phrases as "take home a pair, long and lasting" (只需19块9，带走一对长长久久). The campaign is dated September 30, 2026, timed to the Mid-Autumn and National Day holiday window.
The broader campaign slogan, "Buy farm produce on Jingxi" (买农产品上京喜), positions the platform explicitly as a destination for agricultural products, while the referral mechanic is designed to convert content viewers into buyers and then into distributors within their own social networks.
The use of AI production for all three short films keeps content volume high while containing creative costs — a practical consideration when the hero product sells at a sub-20-yuan price point. The mythology-driven character gives the campaign a recurring anchor across formats, linking video, game, and referral into a single recognisable identity rather than three separate executions.
