The provided text examines the sophisticated marketing strategy behind the Chinese beverage chain Mixue Bingcheng and its viral "earworm" theme song. Rather than relying on luck, the company utilized a cross-channel approach that coordinated content across platforms like Bilibili, Douyin, and WeChat to trigger widespread user-generated content and store visits. The author highlights how the brand used a recognizable mascot, "Snow King," and low-cost "hook" products to drive consumer traffic and psychological engagement. This professional analysis illustrates a shift from traditional multi-channel broadcasting to a dynamic journey map designed to convert online memes into physical sales. Ultimately, the source notes that while the campaign was a massive success, it was later hampered by food safety scandals and regulatory scrutiny.