PAGE. 3-4 Netizen Response to Product PlacementINTEGRATED PAGE. 5-6 Effectively Combining Online and Offline EngagementMARKETING PAGE. 7-8 The Voice of China: Digital Engagement for Traditional Television
Netizen Response to Product Placement BMW Stars in “Mission: Impossible 4” 宝马概念车第一次看到它电影里出现，那个流线型的车身，哦卖 看了碟中谍4 对宝马产生了独特的感情 这也太经撞了 这安全气囊 也太 噶，彻底迷住了[link] 安全了 要是真的这样 我也想要一辆 [link] OMG, I was totally obsessed with the BMW concept model After watching this movie, I have a crush on BMW. BMW vehicles are when I saw it in the movie. so safe that I really want to have one.SummaryAll of BMW’s models appear “Mission: Impossible 4", but rather than being viewed as awkward and unnatural, fans were excited and generated asignificant volume of positive buzz in China’s social media. Besides Tom Cruise driving, and just showing off, BMW’s fascinating new concept car, thereis also a scene in which Tom successfully foils the villain’s evil schemes purely thanks to the safety features of the BMW 1 series.In addition to the blatant product placement, BMW also released a series of TV commercials to maximize on exposure. 3
Netizen Response to Product Placement BMW Stars in “Mission: Impossible 4” Engage customers to Direct, authentic engage with branded Generate positive feedback & communication with offline activities. maintain netizen engagement Brand related consumers via brand articles across social media. Product placement various media. highlighting the key Sample Quotes: features of BMWs. 宝马的广告做得很实，拉风的外型，绝佳的 装备，以及无以伦比的安全性[link] Ads for BMW in “Mission: Impossible” are solid: charming appearance, excellent gear, and unbeatable safety performance. Frequent 好想看《碟中谍4》，据说里面宝马的植入 Community 很炫[link] Diversify Branded Interaction via Participation I would like to watch the movie as it is said the Content Social Media placement of BMW is gorgeous Product PlacementCIC ViewBrands placing their products in movies is always going to be a little risky. However, BMW’s placement within “Mission: Impossible 4” has provedsuccessful. The movie generated over 500 million US dollars worldwide, gaining massive exposure for the BMW brand. Of course, BMW went togreat lengths to maximize on this opportunity.Through a well integrated social media strategy, the positive sentiment and significant buzz volume amplified and maintained through a series ofwell executed marketing activities. 4
Effectively Combining Online and Offline Engagement 2012 DELL XPS Ultra Travel2012 DELL XPS ULTRA TRAVEL Sample Quotes： Highlights： Dell worked with Jiepang to launch the “2012 DELL 上海站活动耶！我是上海的，支持戴尔中 The live tweeting and XPS Ultra Travel” 国，期待好运 [Link] It would be held in retweeting included netizens in campaign to promote the Shanghai! I’m from Shanghai. Support Dell new Ultrabook XPS. and hope I’m lucky. the offline experience. Anyone using a phone to check-in at authorized 我在[活动] 天河城 - 2012 DELL XPS超极之旅 An impressive exhibition stand vendors and sharing to 拍了照片：@戴尔中国 被科技化的外形和 Weibo is awarded a badge 设计吸引~ [Link] I was attracted by the enriched the overall experience. that can then be redeemed technological appearance and design. for a gift. Effective integration of LBS. 我在[活动] 万达广场(五角场店) - 2012 DELL During the campaign, XPS超极之旅拍了照片：#戴尔XPS超级之旅 there were more than #超级美女配戴尔超级电脑。超级给力。 70,000 check-ins and [Link] Super model with Ultrabook. Super Weibo retweets. cool!!! 5
Effectively Combining Online and Offline Engagement 2012 DELL XPS Ultra Travel Respondent Demographic Engagement Medium Geographic Response 40% 25% 35% 30% 20% 25% 15% Interaction on Spot Authorized Campaign City 20% 15% 10% Male 41% 10% 5% 5% 0% 0% Neimenggu Shanxi Sichuan Hubei Henan Fujian Shanghai Guangdong Jiangsu Beijing Zhejiang Shandong Liaoning Chongqing Heilongjiang YunnanFemale 59%Due to the sleek and artistic design, more than Over a quarter of respondents engaged with More than half of netizen respondents werehalf of respondents were female. the official account on location. from Shanghai, Beijing and Guangdong; the authorized campaign cities.CIC View Data source: CIC IT Industry Sina Weibo Data Panel.1. Pattern — Offline participation to online engagement - the tour brings the offline experience to more consumers; the quality of the exhibition encouragesvisitors to turn that offline experience into online engagement.2. Spread — LBS increase exposure and attract more netizens from more platforms.3. Effect — Understanding the elements of the offline experience that generate the most social engagement and the means of online engagement that generatethe greatest response from netizens are key to creating more effective promotion. 6
The Voice of China: Digital Engagement for Traditional Television Operating Traits of Television Program Accounts Simple Tweet and Retweets Multimedia Content: Pictures & Video Hot Topic and Content Tags Established: August, 2009 Established: March, 2010 Establish Time:August,2009 Followers: 4,364,718 Followers: 3,769,795 Followers:395,699 Up Every Day’s (天天向上) The Happy Camp(快乐大本营) official account(Link) uses hot official account(Link) was established topics and content tags to make three years ago, primarily to publish its engagement more relevant. program information. With the simple tweeting and retweeting •Hot topic: Netizens could easily mechanism, Happy Camp shared find program topics at the top program forecasts and reviews. As a popular dating show, the official Weibo account of the “Up Every Day” account of “You Are the One” (非诚勿扰) (Link) paid more page. attention to contestant registration and introducing the female guests. Through rolling pictures on the left •Content tag: The “Up Every of the page, netizens can find information on signing Day” account uses content tags up, and via promotional tweets, fans are fed the to categorize its tweets for Congratulations to the beautiful latest information about the female guests. improved user experience. Xie Na LinkSummaryAudience ratings are the measure of television success, so promotion to drive up viewing numbers is the aim of any engagement. In addition totheir conventional advertising, television programs are increasingly establishing an official presence in social media via Sina Weibo. As a hotentertainment program, “Happy Camp” (快乐大本营) founded an official account and employ standard tweet and retweet functions to publishprogram forecasts and reviews. Popular dating show “You Are the One” (非诚勿扰) shares pictures and videos to generate buzz about the program.Beyond program information and video sharing, “Up Every Day” (天天向上) use hot topics and content tags to attract attention and generateengagement with their official account. Essentially, although these three examples cover three tiers of engagement strategy, they focus more onpromotion and less on communication with their fans. 7
The Voice of China: Digital Engagement for Traditional Television Operating Traits of Television Program Accounts Structure: Establish an Official Presence Interaction: Participate in Community Discussion In order to promote “The Voice of China” and increase its Polling System audience numbers, the TV show opened two official accounts: an The Voice of China uses a polling account on Sina Weibo and another on Sina’s BBS-like, Weiba chat system to encourage netizen forum, to listen netizen opinion. engagement; netizens can quickly and easily vote for their favorite singer. Weibo Interaction Promotion: Tweet on Hot Topics and Post Popular Videos The Voice of China posts official website links and retweets the hottest news for more timely communication with fans. Quotes: 胡苗苗陕西:很期待周五的比赛//Looking Hot Topic Hot News Hot Video Hot Video forward to Friday’s competition. Link The Voice of China published hot topics, hot news and video on its 枫叶jwf:中国好声音越来越多的激情与 感动,给力//The Voice of China gave us official account to help netizens know more program information. By more passion and sensation, awesome! adding links, netizens could easily find the content and video they are Link interested in.CIC ViewThe most popular program on Chinese TV this summer was “The Voice of China”, attracting the nation’s highest audience rating everyFriday evening. This show’s popularity brought one million followers to its Sina Weibo account and helped it to the top of Weibo’s filmand television rankings. As a TV program account, Weibo content is focused on promotional information, which it did very effectively. Itbuild two official accounts, one in Weibo and the other in Weiba, Sina’s BBS style forum. Via “The Voice of China” official account, itclearly communicates timely program information, using hot topics, news and video. In addition to it’s role as a publication platform,“The Voice of China” Weibo also engages and interacts with netizens, using voting systems and retweeting hot topics to increase buzzvolume. Through integrated use of official accounts, “The Voice of China” listens, knows, and participates in the on-line discussion. 8
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