案例概述:

美团在2026年愚人节推出首支全AI制作广告《麻烦死了》，以一场荒诞而隆重的“葬礼”宣告“麻烦真的死了”。

Meituan released its first fully AI-generated ad, "MaFan R.I.P," on April Fool\'s Day 2026, announcing with an absurd and grand "funeral" that "MaFan is truly dead."

本文来源于广告门 adquan.com

背景与挑战:

各互联网大厂都在抢占AI市场，美团旗下AI产品问小团，希望建立『生活复杂问题问美团』心智，抢占生活领域AI第一入口。

All the major internet companies are racing to seize the AI market. Meituan’s AI product, Wen Xiaotuan, aims to establish the mindset that “for complex life problems, ask Meituan” and secure the number‑one AI gateway in the lifestyle domain.

目标:

让更多人知道，美团问小团可以解决人们在物理世界的真实问题，在AI制作的加持下，在愚人节制造差异化记忆点。

Let more people know that Meituan’s Wen Xiaotuan can solve real problems in the physical world, and, with the boost of AI‑generated content, create a distinctive memory point on April Fool’s Day.

洞察:

人面对生活复杂问题时，很喜欢说的一句话就是「麻烦死了」。既然很多人希望麻烦死掉，不如顺大家所愿，让「麻烦真的死了」。愚人节当天，我们为MaFan举办一场轰动全球的葬礼。

When faced with complex life problems, people often say, ‘MaFan Si Le. （“Mafan” means trouble, “SiLE” means dead.）’ Since so many people wish the MaFan would just die, why not give them what they want and let the MaFan truly die? On April Fool’s Day, we held a globally sensational funeral for MaFan.

案例亮点与分析:

影片首次采用了全AI制作。我们没像互联网上流行的AI视频，创造视觉奇观，而是把重心放在了叙事和质感上，让AI服务创意。影片上线后，自然登上B站全站热榜，成为业内第一支刷屏的全AI广告。

The film was the first to be fully AI-generated. Unlike the AI videos trending online that focus on creating visual spectacles, we placed our emphasis on storytelling and texture, letting AI serve the creative vision. After its release, the film naturally climbed to the top of Bilibili’s trending list, becoming the first full-AI ad in the industry to go viral.

创意阐述 :

全AI制作广告，愚人节为“麻烦”举办葬礼，宣告“麻烦死了”，传递美团问小团用AI解决复杂生活问题的价值。

A fully AI-generated ad that holds a funeral for ‘MaFan’ on April Fool’s Day, declaring that ‘MaFan is dead,’ and conveying the value of Meituan’s Wen Xiaotuan in solving complex life problems with AI.

项目成果 :

影片上线后，自然登上B站全站热榜，成为业内第一支刷屏的全AI广告。全网总曝光：8195万+行业领袖自主转发：超200位全网正面评价：94.23%全网自来水UGC：4000+

After its release, the film naturally climbed to the top of Bilibili’s trending list, becoming the first full-AI ad in the industry to go viral.Total online exposure: over 81.95 million. Industry leaders sharing organically: more than 200. Positive online sentiment: 94.23%. Organic UGC from netizens: 4,000+ pieces