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Tudou and Minute Maid Online Brand Campaign

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An overview of Tudou's online brand campaign for Minute Maid.

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Tudou and Minute Maid Online Brand Campaign

  1. 1. Tudou + Minute Maid
  2. 2. Nike Woman campaign extended online. Background: In collaboration with Minute Maid, a Coca Cola Company, Tudou created a reality show contest called “My Funny Minute Maid Laughter Wins Gold” Minute Maid Campaign on Tudou
  3. 3. Nike Woman campaign extended online. Characteristics: Utilized the best of Tudou’s video-bloggers in making creative funny videos embedded for the soft drink product. Featured product characteristics while providing fresh original entertainment experience, thus avoiding hard sell advertisement. Utilize Tudou’s video blogger community
  4. 4. Nike Woman campaign extended online. Promotion Objectives: 1. Feature “Orange Health Humor” , a Minute Maid brand experience. The campaign mobilized the best of Tudou’s internet talent through its extensive diverse network of users to capture the funny small moments around the lives of ordinary people. This encouraged a targeted following of users to enter the website and learn more about the “My Funny Minute Maid Laughter Wins Gold” contest. 2. Through broadcasting the whole contest, including the live broadcast of the finals on June 6, a community grows around the event. the Minute Maid brand is able to reach a wider audience through interactive and social experience via sharing and forwarding of content among users. Video promotion generates awareness
  5. 5. Nike Woman campaign extended online. Image: The campaign was meant to project the image that Coca Cola’s Minute Maid is the world’s biggest fruit juice brand and renowned expert in fruit beverages and health. Minute Maid represents health, happiness and simplicity, enabling users to enjoy each and little funny details around them. Strategy : Participants were encouraged to capture the funniest detail around their everyday lives on video in order to enter the reality show contest. Through mobilizing supporters in the Greater-China region on the internet, contestants going into the 2nd round were decided by interactive vote. “The funniest Person” was then decided though interactive vote during a live broadcast, in which the winner was awarded with 1000g of gold. Interactive voting engaged community
  6. 6. Nike Woman campaign extended online. Highlight: The Finals on June 6 was a high point of the campaign. The prize of 1000g of gold was awarded to the winner by the famous singer Eason Chan Finals featured celebrity presenter
  7. 7. Nike Woman campaign extended online. The Result - A Cost Effective Ad Campaign Effective displays: 5,279,698,553 ( 5.2 billion times ) Advertisement hits: 11,922,479 ( 11 million hits ) Accumulated audience during reality show live broadcast: 6,530,160 Number of participants: 1,147.020 Interactive audience during live: 151,353 Interactive audience during live: 151,353 Cost Effective Ad Campaign for Brand
  8. 8. Nike Woman campaign extended online. Contact: Anita Huang 黄蕙雯 VP of Marketing & Business Development Tudou - www.tudou.com    土豆网 市场和商务合作部副总裁 Tel: +86 21 51702355 ext. 6300 Email: [email_address] com Mobile: +86 13910911275

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