In 2021, more than 100 million people stay put for the Spring Festival. As people were unable to reunite with their loved ones, there was a general feeling of melancholy. With a reinterpretation of the BMW name, the brand came to stand for "BaMaWo (My Parents and Me)" rather than "BieMoWo (Don't Touch Me)". Thanks to Douyin, a dynamic platform with numerous potential customers, BMW has successfully awakened people's great memories of spending the Spring Festival with their parents. As a result, what was once a derisive backronym has become a call for reunion. The "BaMaWo" hashtag challenges on Douyin encouraged users to make videos of themselves and their parents, thereby sharing the New Year's joy in their circles. Moreover, these videos served as gifts for their parents to create an "online reunion" with their families. In doing so, BMW's heart-warming approach stood out from the tear-jerking ones.