Culture Vulture IN CHINA! April 2012

APRIL 2012IN CHINA!

FORE WORD! CREATIVE!MEDIA INNOVATION, CREATIVE TRENDS, AND NEW OPPORTUNITIES IN CHINA GLOBAL KEY CAMPAIGNS CHINA KEY CAMPAIGNS OTHER INNOVATIONS DIGITAL NEWS ORIGINAL THINKING LIVE!THOUGHT PIECES, CASE STUDIES AND KNOWLEDGE SHARING FROM MINDSHARE OR ELSEWHERE CULTURE! CHINA-FOCUS CULTURAL INSIGHTS AND IMPLICATIONS TOP TRENDING NEWS, SHOWS, SITES, GAMES CULTURAL NEWS CULTURAL MUSIC/VIDEO/WEIBO BIG CHINA DATA BACK WORD!

FORE WORD!Welcome to the first issue of Culture Vulture IN CHINA!Taking inspiration from Culture Vulture WorldWide, we decided to localise it.After all, China is not really one country, so much as many different ones.With so many variables in terms of wealth, culture and opportunity, we feltthat China deserved it’s own special lens.We hope to bring you, 10 times a year, an overview of trends, insights,innovations and learnings from around the world, but with a China focus.In this first issue, you’ll read about the impact of Jeremy Lin, learn whatmakes Chinese shop online vs in store and hopefully get thinking aboutyour brand’s true role in culture.There’s some great Original Thinking to read through.If you have some of your own that you’d like to share, send me an emailchungaiz.mumtaz@mindshareworld.comand we’ll include you in issue two, out in May.Thanks for reading,CHUNGAIZ

CREATIVE!MEDIA INNOVATION, CREATIVE TRENDS, AND NEW OPPORTUNITIES IN CHINA GLOBAL KEY CAMPAIGNSCHINA KEY CAMPAIGNS OTHER INNOVATIONS DIGITAL NEWS

ADIDAS’ CHINA ORIGINALS CAMPAIGN AIMS TO SHOWCASE THE INSPIRING AND ORIGINAL CREATIVE TALENTS IN CHINA THATCREATIVE! EXEMPLIFY THE SPIRIT AND AUTHENTICITY OF THE ADIDAS ORIGINALS’ BRAND. The China Originals campaign is particularly special because for the first time content created in china has been picked up and leveraged by Adidas‟s other global markets. Usually it is the other way round. Adidas, NeoCha:Edge and ad agency TBWA tracked down a diverse range of top Chinese creatives from singers to fashion designers to tattoo artists

CREATIVE!“Embrace strangeness, togetherness and separation.Don‟t keep waiting for someone or something.The unexpected is waiting for you on the road. Go wild.”

PIZZA HUT LEVERAGES WEIXIN TO ENABLE GREATER SHARING EXPERIENCES AMONGST FRIENDSCREATIVE! Weixin (微信) is booming amongst China‟s mobile users, and marketers are using it to create stronger intimacy, interaction and involvement with their brands. In Pizza Hut‟s most recent TV ad, Weixin is used by friends to share Pizza Hut‟s latest food menu. By introducing it through this interesting and familiar way, consumers are able to share real-life excitement that feels very natural and close to them. From these brand examples, we see Weixin creating a stronger sense of two- way communication between brand and consumer; it is now more about brand participation and brand involvement, rather than top-down brand communication

PEPSICO, “BRING HAPPINESS HOME”. CREATIVE!This 10minute piece of branded content was released for the Chinese NewYear, featuring 3 key products for PepsiCo. Filmed by award-winning directorZhang Guoli and featuring famous Chinese celebrities, this tiny film hasamassed a not-so-tiny 100 million online views in china.The ad was created to reach people whose friends and relatives travel home forthe annual new year‟s celebration. In particular, the ad tries to reach the 70% ofChinese youth who, when interviewed for a study, said they no longer wanted togo home.

PARROT / AR Drone Flying Budweiser / The Big Time Energizer / Toy Rescue Banner Bud rewards social media fans with Battery brand collects toys Product demo allows branded content opportunities for children customers to control banner ads through their phone Lagerhaus / Blog-up Stores Coca-Cola / The Happiness Durex / Vinyl Bloggers digital pop-up Passenger Condom brand encourages stores build buzz for Happiness strikes cab couples to get their timing Swedish home interiors drivers on Christmas Eve right in social game brandCREATIVE! JELL-O / Temptations Meiji / Tweet Love Story: Lebanese Brew / Courage is iSample machine Megumi & Taiyo Contagious Vending machine offers Japanimation love story Multiplatform approach gets samples only to adults played out through Twitter sales results as new brew for confectionery brand tries to topple… WEBSITE URLS – 1 2 3 1 http://www.contagiousmagazine.com/2012/03/parrot_1.php 2 http://www.contagiousmagazine.com/2012/03/budweiser_6.php 3 http://www.contagiousmagazine.com/2012/03/energizer.php 4 http://www.contagiousmagazine.com/2012/03/lagerhaus_1.php 4 5 6 5 http://www.contagiousmagazine.com/2012/03/coca-cola_26.php 6 http://www.contagiousmagazine.com/2012/03/durex_3.php 7 http://www.contagiousmagazine.com/2012/03/jell-o_1.php 8 http://www.contagiousmagazine.com/2012/03/meiji.php 7 8 9 9 http://www.contagiousmagazine.com/2012/03/lebanese_brew.php

National Film Board Canada / Lacta / Lacta mobile app MTV / Under The Thumb Bear 71 Greek chocolate brand brings Music network creates mobileInteractive content showcases romance to packaging via app to watch, share and the life of a bear augmented reality comment on content… Norte / Fotostop eBay / Watch With eBay Mountain Dew / Skate PinballFacebook faux pas averted by eBay lets TV viewers buy Giant pinball machine-themed ice bucket that stops people straight from the screen skatepark generates buzz for taking your picture new soft drink… CREATIVE! Axe / Anarchy Andes / The Great Escape Coca-Cola / Coke Polar BowlSocial graphic novel with user Flee family functions Coca-Cola turns to two-screen suggestions from Facebook for its Polar Bowl Party and YouTube launches… WEBSITE URLS – 1 http://www.contagiousmagazine.com/2012/03/national_film_board_canada_1.php 1 2 3 2 http://www.contagiousmagazine.com/2012/03/lacta_2.php 3 http://www.contagiousmagazine.com/2012/03/mtv_1.php 4 http://www.contagiousmagazine.com/2012/03/norte_1.php 5 http://www.contagiousmagazine.com/2012/03/ebay_4.php 4 5 6 6 http://www.contagiousmagazine.com/2012/03/mountain_dew.php 7 http://www.contagiousmagazine.com/2012/03/axe_2.php 8 http://www.contagiousmagazine.com/2012/03/andes.php 9 http://www.contagiousmagazine.com/2012/03/coca-cola_25.php 7 8 9

„Sunshine„ is a short film that follows American advertising producer, John Benet, as he heads to China to film a new TV Commercial for McDonald‟s, whilst simultaneously going on a personal journey where he learns about the ChineseCREATIVE! way of doing things „Sunshine‟ is full of various comments and insights into China and its ad industry that will raise an eyebrow to outsiders, from the “Sunshine People” to the aim of promoting happiness in ads. You cant help but watch a film that opens with a Chinese man on the phone describing an idea for a family friendly Mcdonald‟s TV ad: “You know the music video by Prodigy „Smack My Bitch Up‟…that‟s kind of the idea”. (see final page for link)

ORIGINAL THINKING! THOUGHT PIECES, CASESTUDIES AND KNOWLEDGE SHARING FROM MINDSHARE OR ELSEWHERE

ORIGINAL THINKING!

The last month has seen an unknown bench-warmer of the New York Knicksbasketball team – Harvard graduate Jeremy Lin – propelled into the upper echelonsof auspicious notoriety. Mr Lin wrote his name in the history books by deliveringmore points during his first five games as a starter than any of the greats who hadgone before him. From this unlikely scenario, Mr Lin has garnered a global spotlightwith his own lexicon and, despite a gap of 6 NBA championships and 5 MVPs, hisface has appeared on Time Magazine the same number of times as MichaelJordan‟s.Clearly something remarkable has happened beyond the accomplishments of aregular NBA player. Many consider the halo topic to be Mr Lin‟s ethnicity. In reality,however, the question is one of nationality. Taiwanese media are celebrating a localhero. Sports mega-structure ESPN broadcast every Knicks game live to theirsubscribers, and free-to-air picks up all highlights. Deep into the city of Taipei,„Linsanity‟ t-shirts hang proudly alongside designs celebrating Taiwan‟s other gemssuch as Taipei 101. [see image: Linsanity t-shirt] In case human t-shirts are notenough, Taipei‟s famous night markets also offer imitation Lin jerseys designed forcanine fans.During a recent visit, your correspondent even saw local convenience-store ownersin Taipei group around television sets behind their counters to watch a national newsfeature about a Jeremy Lin look-a-like who, owing to the higher earning potential,quit his job so that he could profit from his good fortune by cutting ribbons to opensuper-markets. It is unclear if Mr Lin benefits from his doppelganger‟s franchise.Meanwhile, across the Strait of Taiwan, some mainland-Chinese had, until recently,been claiming an adopted son.Mr Lin‟s on-court success has helped the NBA put pressure on Chinese nationalmedia giant CCTV to broadcast Knicks games live to their billion-strong audience. InChinese-language social media, Mr Lin‟s Sina Weibo account has grown from arespectable 100,000 followers to a beefy 2million. Sina Sports, a portal service notdissimilar to Yahoo and part of the Sina group that owns Sina Weibo, have an ORIGINAL THINKING!exclusive content deal with the NBA in China that sees content sharing between theNBA and Weibo. Excitement around a particular player will fuel excitement for theleague. Linsanity has contagious benefits, of which the NBA is a principle recipient.As a 6-ft 3 Asian-American – or American-Asian, if you please – and a graduate of LINSANITYan Ivy League school, Mr Lin‟s chosen career path is unconventional compared withthe NBA‟s most recent star of Chinese descent, 7ft-6 Yao Ming, who retired from theprofession during the off-season to much fanfare and reverence in China. As a boy,Mr. Yao was raised to play basketball; both his parents represented the Chinesenational teams. The matrimony of 6ft 7 Yao Zhiyuan and 6 ft 3 in Fang Fengdiproduced, at the time, the NBA‟s tallest player. Today, Yao Ming is among theworld‟s top 25 tallest living people.

LINSANITYORIGINAL THINKING!

Contrastingly, Mr Lin was born and raised in the United States; his family emigratedto Taiwan around the time of the 1949 Communist Revolution. Without dwelling onthe historical relations between Taiwan and Mainland China, it is suffice to say thatMr Lin‟s Chinese nationality is, at best, questionable. Indeed, were Mr Lin to havebeen born in China and raised through the Chinese sports system, it is unlikely thathis parents – to whom Mr Lin would have been an only son – would have activelyencouraged a career to which the country‟s sports system would have deemed himtoo vertically-challenged to compete with „born specimens‟ like Mr Yao. Nor wouldMr Lin‟s religious disposition be allowed to blossom as it evidently has in the UnitedStates; what the American-born Mr Lin sees as a “miracle from God”, the Chinese-born Mr Lin would be expected to honor to the nation. To some degree, Mr Lin hasbeen able to achieve what he has for the very reason that he is not Chinese.Therein lies the problem.While Linsanity is practically epidemic in Taiwan, in China the bubble has beenprematurely burst. On February 18th, Mr Lin‟s grandmother appeared on televisionrebuking Chinese fans for claiming her grandson as their own. Ironically, the video,and the message it contained, quickly spread on Sina Weibo, the preferredChinese-language micro-blog among Taiwanese users and East-coast Mainland ORIGINAL THINKING!China users alike, and the NBA‟s main social media outlet in China.Since then, Patriotic enthusiasm from China directed towards Mr Lin has waned.Chinese Weibo users were less than impressed with the snub, and those frommainland China who had previously celebrated Mr Lin‟s success as a derivative of LINSANITYtheir own are now too embarrassed to do so.Search volume for both Google and Baidu has fallen dramatically. Insights gleanedfrom Baidu‟s Index tool – the equivalent to Google‟s Insights – reveals thatsearches relating to Mr Lin are now much more to do with his tactical positioningwithin the team, or results of a particular game, than they are to the hypesurrounding his past escapades.

Following such unprecedented hype, Mr Lin‟s subsequent NBA performancesinevitably underwhelmed. Opponents learnt how to deal with his style of play,and the standing ovation returned their bums to their seats in an expressionof calm appreciation. Back in Taipei, book stores maintain their stocks ofLincredible, the biographical almanac perhaps more astounding for thetapidity of its creation than the insights of its content. Hedging the hype, theunit price has tumbled to 21% off original price. At the current rate, by Junethe books will be free. In New York, after a sharp spike around the time of MrLin‟s rise to fame, stock price for Madison Square Garden Co. has steadied;while no longer rising, it is still outperforming the NASDAQ by 10%pts. [seeimage: Lincredible: 21% off]. Amazingly, there is even talk among sportswriters in The New York Times of Mr Lin returning to the bench of which hehad, but one month ago, been so inconspicuously accustomed. It seems the ORIGINAL THINKING!world has been guilty of a certain temporary Linsanity.Stock prices, dog-jerseys, and books aside, Mr Lin‟s impact on basketball willbe resoundingly positive as basketball challenges football as the world‟s mostinternationally-represented sport. In August 2011, Wuxi Risheng Sports UtilityCo. registered Mr Lin‟s name as a trademark for the paltry sum of USD 710. LINSANITYToday, Forbes estimates Mr Lin‟s brand to be worth USD 15million, albeit asomewhat arbitrary calculation. Whether his team lins or loses, Mr Lin hasundoubtedly become red hot marketing real-estate; but brands eyeing ashort-cut to building equity among mainland-Chinese should think twicebefore looking for Jeremy Lin to solve their problems.Original Thinking by LYNDON MORANT

ORIGINAL THINKING! LINSANITY

WHAT IS YOUR BRAND’S ROLE IN CULTURE?ORIGINAL THINKING! CAN BRANDS OFFER CUSTOMERS SERVICES BEYOND THEIR CORE PRODUCTS, SERVICES THAT GENUINELY SERVE AN UNMET NEED? With brands more adept at tapping into the rich wells of data consumers now leave in their wakes, many are becoming increasingly able to spot the gaps, or unmet needs, in people‟s lives. Addressing these needs was Previously trusted to token utilities such as mobile apps; however, a study by Deloitte found that 80% of branded apps have been downloaded fewer than 1,000 times. Today, consumers expect something wholly more relevant, enabling and ultimately less self-serving. This is where marketing becomes genuine service design.

WHAT IS YOUR BRAND’SROLE IN CULTURE?PURINA PET-FOOD HAS LAUNCHED A NEW US-BASED PROJECT THATENCOURAGES PEOPLE TO LOSE WEIGHT – WITH A LITTLE HELP FROM ORIGINAL THINKING!THEIR PETS.Partnering with weight loss association Jenny Craig, Project: Pet Slim Down getsboth owners and pets to lead a healthier life: in 2010, 55% of dogs and 54% ofcats in the United States were overweight or obese.Participants sign up with their pet on the site. Track and monitor weight loss,document activities and upload progress photos, receive tips and reminders (e.g.„Dogs have abs too. Work them by having your dog sit several times on a walk‟).www.projectpetslimdown.com

WHAT IS YOUR BRAND’S ROLE IN CULTURE?ORIGINAL THINKING! OKAMOTO FREEDOM PROJECT CONDOM BRAND FACILITATES ILLICIT SINGAPOREAN BEHAVIOUR Okamoto freedom project is a campaign designed to help Singaporeans „get away with it‟ discreetly. To accomplish this, the brand added a series of products to its range. First there was urban camouflage, a large re-usable windshield screen that made people‟s cars look empty. Next up was tipoff, an iPhone app that turns your phone camera into an early warning system set off by movement. Finally nightcap is a condom hidden in a beer mat. Users have suggested their own discretion innovations and the winners get a trip to Japan. www.okamotofreedom.com

ORIGINAL THINKING!!ALIENATION ON THE INTERNET – THE NET MAY BRING CHINESE CLOSERTOGETHER, BUT IT ALSO RISKS KEEPING YOU APART.With a half billion netizens in China, many are unaware of how being online canalienate their family. Family care for grassroots community (FCFC), a non-profitorganization dedicated to community building and family care, wanted tocommunicate a call to Chinese internet users to encourage them to spend lesstime online and more time with the family in an engaging way.

ORIGINAL THINKING! DEBRANDING: THE GREAT NAME-DROPPING GAMBLE Some say Nike was the first, but now the practice of eliminating the brand name from products or marketing activity is becoming a popular way for companies to differentiate themselves or extend their business.

CULTURE! CHINA-FOCUS CULTURAL INSIGHTS AND IMPLICATIONSTOP TRENDING NEWS, SHOWS, SITES, GAMES CULTURAL NEWS CULTURAL MUSIC/VIDEO/WEIBO BIG CHINA DATA

DROP IN WEIBO (TEN CENT AND SINA) FROM 31ST MARCH AFTER THE BAN ONCULTURE! COMMENTS WAS IMPOSED Shanghai-based Sina, which has more than 300 million registered users, started a 72-hour suspension of Weibo‟s comment function from 8am in Beijing on March 31, citing a need to “clear up rumors and illegal information,” according to a statement on the site…

BUS DRIVERS MEMORIZE LUXURY CAR LOGOS TO AVOID HITTINGTHEM CULTURE!Yesterday, a poster was posted to the office wall of a certain Jinhua city publictransportation company, with car logos for BMW, Mercedes Benz, Rolls-Royce,Lincoln, over 10 brands. An employee said this is to remind drivers to drivecarefully.“Hitting a luxury car costs several hundreds of thousands ofyuan incompensation, and a higher quality public bus is also over 200,000yuan, so howcan we afford it! Cant afford to hit luxury cars, can only avoid them.

CULTURE!

CULTURE!Pigsy has sexual needs.Sandy needs security.Horsy needs belongingness.The Buddhist monk needs honor.And Monkey needs self-actualization.Happy now, Maslow?

CULTURE! My in-laws have been married for three decades. They love and respect each other and never fight. I asked my father-in-law for advice when I got married. He said, “When I got married, my father-in-law told me, „Never blame your wife for her weaknesses or mistakes. You should know that her weaknesses and mistakes are exactly the reasons why she didn‟t find a better husband.‟”

WITNESS: CHINESE LIVES THROUGH A TENCENT PHOTOGRAPHER’SLENS CULTURE!“Black kiln slave”: September 25th, 2010, in Hunan province Xiangtan cityYuetang district Shunjiang village, Zhou Daoming‟s looked at this strange worldwith a vigilance in his eyes. 17 years ago he had gone missing, imprisoned in ablack [illegal] brick kiln for 14 years, finally returning to his hometown 3 yearsago in a filthy unkempt state. Slavery, poverty, sickness, forgotten andabandoned… Zhou Daoming is a microcosm of numerous kiln slaves whosurvive on packing mud in the black brick kilns.

12.00% 10.00% 8.00% 6.00% Sep-11 4.00% Oct-11 2.00% 0.00%CULTURE! TOP 10 AUTO BRANDS BY SEARCH MARKET SHARE

1 IN 4 PEOPLE IN SHANGHAI OVER THE AGE OF 603.48 million of Shanghais 14.2 million permanent residents are over the age of60. At 24.5% of the citys population, Shanghais elderly community is CULTURE!significantly larger than the 13.7% national average, causing concern for thefuture.Shanghais centenarian population has tripled in the past ten years (1,156 in2011). Unsurprisingly in a city where men carry their partner‟s handbag, 907 ofthese centenarians are women, and only 249 are men.Besides economic issues of a smaller workforce and a larger dependentpopulation, metro transfer times will be trebled by old people standing on the leftof escalators whilst crossing outdoor spaces will become a perilous questthrough flailing arms and dancing feet.

Classified sites Group buying sites Video sharing LBS/check-in BBS/forums Social networking sites Blogs Online travel sites Weibo Comments on brand… E-commerce sites Q&A sites Social shopping sites Wiki sites Review site 6.5 7 7.5 8 8.5CULTURE! SOURCE CREDIBILITY OF ONLINE WORD OF MOUTH

Easier to find fav brand Detailed product info Delivery servicePossible to buy something… More choices Easier to compare…Easier than going to retail…Faster than going to retail… Low price Shopping anytime 0% 5% 10% 15% 20% 25% 30% CULTURE!TOP REASONS CHINESE CONSUMERS SHOP ONLINE

CULTURE!

HOT TOPIC #2 – RISING OIL PRICES CHANGES ATTITUDESThe rise of oil prices with oil reaching eight yuan per litre also spread rapidly on Weibo thispast week with people releasing steam on the social media platform. Most topics werehumorous and satirical rather than serious.“People in Shanxi should find a new source of energy. This guy found out that his horse isactually a very efficient mode of transportation – it takes about the same time for him to ridethe horse to town as a motorbike.” CULTURE!“I just found out there is a bus that goes straight from my work to my home. And another onecan take me all the way to this shopping mall! I don‟t even get in traffic jams, publictransportation in Beijing in actually works.”“[With high gas prices] traffic jams are now luxury items [only the rich can afford]!”“Is it because the government want to rescue state enterprises, now everyone is forced toride bicycles?”

HOT TOPIC #1 – SOCIAL FARMING COLLECTIVE, NX28 Social charity is a mainstream concern amongst many of the Post-80s Generation, especially social media users on platforms like Weibo. Since 2008, numerous social charity activities have launched on Weibo, such as “Saving Homeless Cats“, “Free Lunch“, “Wardrobe of Love” and so forth. Recently a new form of social charity is attracting more and more Weibo users – nx28.com. A direct distribution channel for Chinese farmers, nx28.com currently has over 120,000 followers on Weibo. The founder of nx28.com is a Post-80s female Peasant Deputy to the NPC. nx28 provides urban consumers with organic agricultural products direct from their origin. Cutting out the middleman, the products are packaged and delivered by the farmers. With photos and videos, the entire process is revealed via the nx28 Weibo page in an attempt to win trust and a sense of authenticity. This business model is catching on as of late with other, similar direct from the source distribution channels cropping up. Below are several examples of photos from nx28′s Weibo page.CULTURE!

HOT TOPIC #3 – BO XILAI IS REMOVED, CHONGQING IS RELEASEDFollowing the dismissal of Bo Xilai, Former leader of western Chinese city, Chongqingand once rising star of the Chinese political inner-circles, Weibo is once againbecome the place for information. Many journalists and activists pushed for furthertransparency in hopes that the government would leak more reform-orientedinformation, but Weibo‟s censors were quick to remove keywords related to Bo Xilai.Netizen voices were not all of dissent – many supported and agreed with the centralgovernment‟s efforts. Other voices showed concerns over the uncontrolled power ofthe government.“Not sure if we should celebrate this. If someone as powerful as Bo can simplydisappear, just like that, what about ordinary people?”While the print and online media are all unquestionably on the government‟s side –featuring slogans such as, “Support Central Government‟s Decisions”, “Chongqing isReflecting on It‟s Past”, the online discussions are much deeper. Particularly relatedto the “release” of Chongqing and what it should be “reflecting” on.“So much money was spent promoting red songs, organizing red song events – howmuch money was spent overall? Did people really, or at least the party members,really want to do it themselves? Or did they do it just because they are under CULTURE!pressure from work or peers?”“What is the role of the government and the public service? If someone in thegovernment decided a certain ideology is better than others, what right do they haveto spend tax payer‟s money to promote it?”“We are not children. We are not still living in the period of cultural revolution. Stoptelling us what is right or wrong.”

7 Days Sina Weibo Top 5 Trends 清明微博祭故人 168,552 小S顺利生产再添一女 168,930 电影《春娇与志明》 185,751 全球新浪微博网友实时… 259,551 微分享大赛持续升温 948,780 0 400,000 800,000 7 Days Baidu Top 5 Trends 农二代辍学做鸭 502,340 妻妾和谐共处 510,538 张国荣 770,275 aa制生活 825,200 李湘被离婚 886,145CULTURE! 0 400,000 800,000

7 Days Top 5 Talked TV Drama: Sina Weibo 经营婚姻 6,516 步步惊心 9,909北京爱情故事 19,737向着炮火前进 22,995 甄嬛传 26,163 0 5,000 10,00015,00020,00025,00030,0007 Days Top 5 Searched TV Drama: Baidu 偏偏爱上你 655,442 真爱找麻烦 704,845北京爱情故事 790,734太平公主秘史 1,942,599 甄嬛传 4,157,821 CULTURE! 0 2,000,000 4,000,000

Weekly Sina Weibo Top 5 Celebrity 羅志祥 1,231 潘石屹 1,247 任志强 1,268 杨幂 1,278 薛蛮子 1,297 1,180 1,200 1,220 1,240 1,260 1,280 1,300 1,320 7 Days Top 5 Played TV Drama: Youku 青盲 929,650 夫妻那些事 1,132,173 偏偏爱上你 1,161,361 AA制生活 2,171,389 太平公主秘史 3,044,367CULTURE! 0 1,000,0002,000,0003,000,0004,000,000

BACK WORD!Thanks for reading this issue of Culture Vulture IN CHINA! We hope you’ve enjoyedlooking at all the cultural insights we’ve gathered together and that you’re asexcited as we are to see what is in store in issue 2!As you’ll have notices, China is vibrant and progressive, it’s easy to forget thatChina is the size of Europe, and with cities that have the populations of entireStates, things here move fast. To really make the most of this market we must digdeep and explore the cultural color of the country.Please don’t hesitate to get in touch if you’ve got any thoughts, feedback orcomments!

SOURCES, WITH THANKS ADIDAS ORIGINALS - http://www.tudou.com/programs/view/anSlpbL1SYA/?resourceId=47173214_06_02_99?fr=2 THE NORTH FACE “Go Wild” - http://www.tudou.com/programs/view/dISS_I3xzog/?resourceId=0_06_02_99 PIZZA HUT (Weixin) – http://www.flamingoshanghai.com/blog/2012/03/26/pizza-hut-tv-shows- reaching-out-to-consumers-on-weixin/ PEPSICO, “BRING HAPPINESS HOME”- http://youtu.be/1CkmSZRNW1g GLOBAL ROUNDUP - http://www.contagiousmagazine.com/issues/issue-30-dvd.php SUNSHINE - http://www.tudou.com/programs/view/XqJNHSbJL_Y/?resourceId=76897068_06_02_99?fr=2 GLOBAL ROUNDUP - http://www.contagiousmagazine.com/issues/issue-30-dvd.php WHAT IS YOUR BRAND‟S ROLE IN CULTURE? - http://www.contagiousmagazine.com/2012/03/news_38.php FCFC - http://youtu.be/mH-xmHSIRko DEBRANDING - http://www.marketingweek.co.uk/trends/debranding-the-great-name-dropping- gamble/4001018.article WEIBO LOCKDOWN - http://www.chinainternetwatch.com/#ixzz1r5O38Oj1 LUXURY CAR BRANDS - http://www.chinasmack.com/ WEIBO NATION - http://www.chinainternetwatch.com MONKEY VS MASLOW - http://www.chinasmack.com/ MARRIAGE - http://www.weibo.com/hahachn CHINESE LIVES - http://www.chinasmack.com/TOP TEN AUTOBRANDS = http://www.chinainternetwatch.com/1303/top-10-searched-auto-brands- in-oct-2011-chart/ OLD PEOPLE - http://shanghaiist.com/ DEMOCRACY – http://www.haohaoreport.com/l/34063 WHY SHOP ONLINE - http://www.china.org.cn/arts/2012-01/23/content_24472294_2.htm TOP TEN REASONS - http://www.chinainternetwatch.com/1421/reasons-online-shopping/ BUZZ MAP – http://www.weibo.com WEIBO HOT TOPICS 1,2,3 - http://www.flamingoshanghai.com/blog/

Chief Editor – Chungaiz Khan Mumtaz CREDITS!Editors – Kenneth Cheung, Bolin Wang, Cindy Liang, Andrew Spear,Benjamin Condit, Phil MoOriginal Thinking – Lyndon MorantGet involved contact -kenneth.cheung@mindshareworld.com

Culture Vulture IN CHINA! April 2012

by Chungaiz Mumtaz on Apr 17, 2012

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Culture Vulture IN CHINA! April 2012 Document Transcript