With the SU7 Ultra flying off the shelves, Xiaomi’s YU7, an electric SUV, is one of the most anticipated releases in the EV field. Recently, Lei Jun, Xiaomi’s celebrity founder and CEO, posted a photo shoot of himself with the unreleased YU7 model under the blooming cherry blossoms at night at Wuhan University.
- #小米YU7 Xiaomi YU7: 270 million views on Weibo, ranking number 1 on the Hot Search list
- #雷军小米YU7樱花照Lei Jun Xiaomi YU7 cherry blossoms photo shoot: 42.37 million views on Weibo, ranking number 2 on the Hot Search list
Netizens discuss how, in posing with the YU7 SUV, Lei Jun is now taking the jobs of models and is a marketing guru. Even unofficial shots of Lei and the cars get widely shared for the romantic framing of the flowers.
The cherry blossoms of Wuhan University have become a seasonal view for both the university and the city. Brands such as Starbucks, snack chain Bestore and Alibaba’s food delivery service Ele.me launched cherry blossoms-themed campaigns this year.
But for Lei, being an alumnus of the college, the trip was about presenting the scholarship named after him, which made the car reveal look effortless. For marketers, the fit between the elements in a crossover is always important, and when the pieces come together like Lei Jun, Wuhan University and Xiaomi EVs, you have a hit on your hands.
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