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?
McDonald’s; Using China’s “eBay” to auction Super Value Meals; Social media viral campaign done right.
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.
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.
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 One event to boost their brand. Although the cynics among us may think “wait, Puma is a shoe, and F1 is a racing car; don’t they work against each other (ie: why would you need new fast shoes when you have a racing car? …and is Lego associated with “fast”?)”; to those people I say – ya OK I can see that; but in the end, who cares – the communication of Puma + F1 + Fun is achieved.
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.