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Tết 2025 marked a clearer emergence of the trend of applying AI/AR/VR technologies into communication activities. According to the Winning Tết 2026 report, out of 132 Tết campaigns in 2025, 15 campaigns included tech-driven activities, contributing up to 21.24% of Buzz Volume From Qualified Users across the market. So how exactly were these technologies applied? And what should marketers keep in mind when leveraging this trend for Tết 2026?
Disclaimer: In this article, the terms AI (Artificial Intelligence), AR (Augmented Reality), and VR (Virtual Reality) follow the standard definitions used in media and technology, as compiled by YouNet Media from BrandsVietnam. All figures, analyses, and trends are extracted from the Winning Tết 2026 report, based on publicly available data from the SocialHeat platform. The report covers 132 Tết 2025 campaigns with festive media elements, tracked from October 1, 2024, to February 14, 2025.
1. AI/AR/VR Technology: Refreshing the Way Brands Tell Tết Stories
The application of AI/AR/VR into communication efforts began to surface during Tết 2024 and was first recorded by YouNet Media in the Winning Tết 2025 report. By Tết 2025, the trend became even more prominent, serving as a new approach for brands to revamp their storytelling and user engagement. Rather than relying solely on traditional methods, incorporating technology opened up new opportunities to create personalized, emotional experiences that resonate more deeply with users on social media.
According to the Winning Tết 2026 report, 15 out of 132 Tết 2025 campaigns incorporated AI/AR/VR elements, generating 21.24% of Buzz Volume From Qualified Users across the entire festive campaign landscape. This reflects how brands are increasingly turning to digital technologies to engage users with fresh, interactive formats that make campaign messages more memorable.
So how did brands actually use these technologies during Tết 2025? Which campaigns stood out the most?
2. Minigames Reinvented with a Tech Twist
Among the 15 campaigns mentioned, most user engagement activities were rolled out in the form of minigames – a familiar tactic that gained renewed appeal through the integration of technology, such as AI-generated Tết greetings, fortune readings, or custom sticker creation. These tech-enhanced activities not only attracted more interaction but also created a sense of personalization, making users feel closer to the brand through experiences that reflect their own identity and sentiment.
YouNet Media analyzed Buzz Volume From Qualified Users across these campaigns to rank engagement levels generated specifically from AI/AR/VR activities. The Top 5 campaigns by tech-driven discussion volume are:
#1 Mirinda – “Vui Tụ Tết, Kết Tình Thân”: 6.1K mentions
#2 Pepsi – “Mang Tết Về Nhà, Làm Con Ba Mẹ”: 5.8K mentions
#3 Heineken – “Mở Kết Nối Thật – Tết Bật Heineken”: 5.5K mentions
#4 ZaloPay – “Tết Nguyên Nhà”: 4.8K mentions
#5 Budweiser – “Vận Đỏ Chắc Tay, Năm Đỏ Bất Tận”: 1.6K mentions
Among these, Mirinda and Pepsi stood out for having the highest proportion of discussions generated by AI/AR/VR-based activities.
For example, Mirinda partnered with singer Quang Hùng MasterD to launch the “Mirinda Vui Tụ Tết Filter” minigame, encouraging users to apply a festive AR filter on TikTok and share photos with their family, friends, and Mirinda products. Thanks to its entertaining nature, customizable filter, and influencer support, the activity sparked 6.1K discussions—accounting for 23.96% of the brand’s total campaign mentions.
Similarly, Pepsi’s “Mang Tết Về Nhà, Làm Con Ba Mẹ” campaign partnered with ZaloAI to let users generate personalized AI images from their real photos and turn them into heartfelt Tết-themed t-shirts with messages like “Tết này về làm con ba má”, “Mẹ ơi Tết của con là mẹ”, “Tết này chỉ cần ông tui”,etc. Pepsi further activated this idea through offline printing booths in Hanoi and Ho Chi Minh City. Amplified by influencers like Trúc Nhân, Isaac, and Quân AP, the campaign generated 5.8K mentions—31.1% of its total campaign buzz.
These cases show that when technology is combined with personalized experiences and emotionally resonant messaging, campaigns can achieve higher engagement and stronger emotional connections—especially during festive seasons like Tết.
3. The “Formula” for Implementing Effective Tech-Driven Tết Campaigns
Based on the analysis of the Top 5 most engaging campaigns, YouNet Media identified four key factors marketers should consider to enhance the success of AI/AR/VR applications in their Tết campaigns:
- Message Alignment: Ensure that any tech-based activity aligns closely with the key message of the campaign. This consistency helps reinforce brand identity and prevent disjointed user perceptions.
- Technology Application: Choose the right type of technology based on campaign objectives and audience insights. AI may be used for generating greetings, personalized images, or predictions; AR for filters or interactive videos; and VR for immersive virtual experiences.
- Activation Format: Select the most suitable format—such as minigames, challenges, competitions, or offline events—based on the desired level of engagement and resource availability.
- Media Channels: An effective media strategy is key to amplifying impact. Social platforms like Facebook and TikTok remain critical for reaching younger audiences. Brands can also combine these with microsites, Zalo OA, or influencer marketing to maximize reach.
When brands align all four factors — message, technology, format, and channel—the chances of creating a standout Tết campaign with high interaction and brand recall increase significantly.
4. Conclusion
Data from Tết 2025 clearly reveals that AI, AR, and VR are emerging as game changers in festive communication, especially when applied to familiar formats like minigames. These technologies bring renewed creativity, personalization, and emotional resonance to user experiences.
However, technology itself is not a silver bullet. Its effectiveness depends on proper execution—backed by a clear message, engaging format, and well-thought-out communication strategy aligned with platform behaviors.
The Winning Tết 2026 report from YouNet Media provides an in-depth overview of the social media landscape during the 2025 festive season and offers practical insights to help marketers succeed in Tết 2026. Download the full report now.