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Library/Campaign/Apple Three Minutes
Grade B26 sourcesHIS-00029

Apple Three Minutes

Campaign · 2018 · Notable

58Editable slideCertificate

Apple's iPhone-shot reunion film carried a reported 68 million-view campaign claim.

Original · re-upload by Dose of Good Ads
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.
Dose of Good Ads on YouTube
Apple's Sad, Sweet Short Film About a Mother's Love Goes Viral in China
Adweek
春节营销哪家强？大牌影响高，小众见效快
Zhiwei Data
Apple celebrates Chinese New Year with short film "Three Minutes" shot on iPhone X - 9to5Mac
9to5Mac
Apple: Diese bewegende Mutter-Sohn-Geschichte wird zum Viral-Hit in China - HORIZONT
HORIZONT
Here are all of the awards Apple took home at Cannes Lions 2018 - 9to5Mac
9to5Mac

Spread Score

How it works
Reach65Contagion35Breadth40Velocity100LongevityNo data yet58

Numbers

Weibo seed + 10 largest derivatives: reported film floor
40M
As of Feb 12, 2018 · Xiaohongshu · HORIZONT
Seed to peak
1 day
Feb 1 ’18 to Feb 2 ’18
Platforms
5
Started on YouTube
Origin
Mixed
Technology

Mechanics

  • Platform jumpPrimary
  • Press loop
  • Controversy
  • Newsjacking
  • Transgression

How it spread

Trace the origin

Apple released a reunion film for Chinese New Year. Discussion on WeChat and Weibo accompanied paid video, TV and outdoor placements. The film received festival and advertising awards; an entrant case study later claimed growth in Apple’s WeChat followers.

Feb ’18MarMayJulOctFeb ’19MayJunJulYouTubeOpen webPressXiaohongshuGroup chats
YouTubeOpen webPressXiaohongshuGroup chats

14 more events on this chart

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Timeline (17)

  1. February 2018

    Apple Singapore seed · Feb 1 ’18

    Apple posted Three Minutes on its Singapore YouTube channel; Guangming later reported a Youku premiere at 20:00.[1][2][24][26]

    An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.
    Open the first post ↗

  2. Apple owner response · Feb 1 ’18

    Apple launched a companion page with filming tutorials and behind-the-scenes footage.[1]

    Apple celebrates Chinese New Year with short film "Three Minutes" shot on iPhone X - 9to5Mac

  3. Chinese social-media users peak · Feb 2 ’18

    A later paper placed the iiMedia popularity peak on February 2; Zhiwei dated its first high to that evening.[3][4]

    春节营销哪家强？大牌影响高，小众见效快
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 22 sources · Score 56
Origin
Mixed
Sector
Technology
Region
CN
Weibo seed + 10 largest derivatives: reported film floor
40M
As of Feb 12, 2018 · Xiaohongshu · HORIZONT
Evidence
Grade B

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How the next thing spread, the week it does.

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Feb ’18MarMayJulOctFeb ’19MayJunJulYouTubeOpen webPressXiaohongshuGroup chats
YouTubeOpen webPressXiaohongshuGroup chats

14 more events on this chart

Join free to see them

  1. February 2018

    Apple Singapore seed · Feb 1 ’18

    Apple posted Three Minutes on its Singapore YouTube channel; Guangming later reported a Youku premiere at 20:00.[1][2][24][26]

    An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.
    Open the first post ↗

  2. Apple owner response · Feb 1 ’18

    Apple launched a companion page with filming tutorials and behind-the-scenes footage.[1]

    Apple celebrates Chinese New Year with short film "Three Minutes" shot on iPhone X - 9to5Mac

  3. Chinese social-media users peak · Feb 2 ’18

    A later paper placed the iiMedia popularity peak on February 2; Zhiwei dated its first high to that evening.[3][4]

    春节营销哪家强？大牌影响高，小众见效快

  1. press · Feb 2 ’18

  2. press · Feb 3 ’18

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