From the category archives:

Interactive

Social Media promotes generation ‘ME’

09.06.2009 China Consumer Profile
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This is an excerpt from an article on our sister site ZeroDegrees.
I wasn’t surprised to learn that the bulk of Social Media evangelists consider the space as a way to promote themselves.  Nothing wrong with promoting yourself – I mean we can’t all have a ‘Don King’ like character doing our talking for us.
A report [...]

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Littleredbook.cn; At 6 months old, our digital baby has learned to walk.

05.28.2009 Interactive

Littleredbook is 6 months old, and I want to take a brief moment to pull the spotlight away from China’s social media landscape and briefly shine it on LRB. So what have we accomplished in 6 months?
My initial goal was to show up on the top of Google for the search term “China Advertising”; among [...]

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McDonald’s; Using China’s “eBay” to auction Super Value Meals; Social media viral campaign done right.

04.20.2009 Interactive

On 11th Feb 2009, the fast food giant McDonald’s China Co. opened an online ebay-like auction store, McDonald’s Super Value Shop, on China’s hottest and most influential C2C and B2C shopping site Taobao.com.

So do users bid on happy meals? Nope, the items available for bidding are popular and fashionable products such as digital cameras, laptops, [...]

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GM; When their viral videos dominate Chinese internet, GM decides to make a few more.

02.19.2009 General Motors

You go girl.
Several videos featuring “anti-social girl power” went viral on the Chinese web last year; viewed and discussed ad infinitum, many Chinese netizens argue these videos were created by GM’s China advertising agency, rather than random passerbys on the street.
I side with the “China advertising agency created videos”; each show GM’s cars in a [...]

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Puma; What do Puma, F1, and Lego have in common?

02.06.2009 Case Studies
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“Fast enough to be No.1, Successful enough to be No.1, the fastest F1 in the world, brave enough, just come.”  As you may have guessed… this line sounds better in Chinese.

Very cute series of ads bring the idea of “play” to the Puma brand. Through a co-sponsorship with F1, Puma leveraged the 2008 China Formula [...]

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Starbucks; Digital SNS Advertising Through China’s Social Media Networks.

01.08.2009 Case Studies

Starbucks’ online photo contest funnels visitors from ipart.cn to Starbucks’ promotion page. It’s a digital promotichino!
Advertising via digital media in China is still evolving; it’s hard to find a reliable way to advertise on Chinese websites which often forces many campaigns to be limited to PPC campaigns.
During my own research of possible methods to advertise [...]

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Starbucks; An Inspirational Love Drama in Shanghai Metro.

12.04.2008 Case Studies

‘A Sunny Day’ scene: Sunny and CC
A love story can sell you cup of coffee (by which I mean Starbucks’) is a question or … maybe not.
Except than daily commercial bombardment, in late 2007, Shanghai metro travelers could find themselves a love drama being shown on the subway stations and trains several times a day. [...]

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Coca Cola: A Penguin Falls in Love with Coke.

11.17.2008 Case Studies
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iCoke.cn site 2008
How does Coca Cola educate 210 million Chinese netizen about their magic soft drink? Let them play with a cute pig might do the trick? You bet!
After initial trials with Nine cities, China Joy, Lenovo on online campaigns since 2005, Coca Cola planned something bigger in 2006. It teamed up with the biggest [...]

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