The document provides an overview of IWOM Watch, a monthly digest from CIC that analyzes the hottest online trends and most impactful marketing campaigns in China. It highlights case studies from 2012 that leveraged topics like "Doomsday" predictions and gamification. The analysis shows how brands engaged netizens by addressing hot social issues and popular behaviors. The compilation aims to help marketers understand China's unique digital landscape and participate in online conversations.

1. IWOM WATCH
网论观察
2012
IWOM WATCH COMPILATION 2012
© 2011 CIC
© 2012 CIC IWOM WATCH

2. PAGE. 3-4
“Gamification” Marketing
SOCIAL PAGE. 5-6
Doomsday Marketing
MARKETING PAGE. 7-8
Crowd Sourcing Creativity and an Enterprising Spirit

3. “Gamification” Marketing
BMW’s In-Car Escape IV
Description:
The mobile game was about escaping from
BMW’s new 1 Series, released in March,
2012. The story covers escaping the New 1
Series and a mysterious back room .
Reward:
If you successfully pass all of the levels, you
earn the opportunity to win an iPhone case
and a test drive of the new 1 Series from a 这个游戏挺有意思/ 前三部都很不错哦。[link]
nearby 4S store. The game was interesting. / Last 3 versions were
good.
好想去体验1系啊。[link]
Platforms: I wanted to try New 1 Series.
iPhone / iPad 这个营销很赞。[link]
The marketing was good.
Summary:
In March, BMW released a mobile game called, “In-Car Escape IV”. The aim of the game is to emphasize the features of the new 1 Series.
To build on the game, BMW offered the opportunity for reward to those lucky winners who passed all levels in the game, like an iPhone
case and a test drive of the new 1 Series from a nearby 4S store. First and foremost, netizens thought this was a good game and
therefore, an effective piece of marketing, which successfully piqued netizens’ interest in the new 1 Series.
3

4. “Gamification” Marketing
BMW’s In-Car Escape IV
CIC View:
What constitutes “gamification” Nowadays, more and more brands are keen to “gamify” their marketing.
This playful approach can bring brands and consumers closer together
marketing? but it has to fit the brand’s identity. There are three different ways for a
brand to join in the game.
- Ad Game: An “Ad” game is one that’s been created by the brand. e.g. BMW’s
“In” Games In-Car Escape IV. It helps brands to “play” directly with their consumers.
- In Game: “In” game, as it sounds, is about in-game advertising, e.g. Clarins set
Game
“Ad” Games a series of traditional looking ads within the social game ‘SPA LIFE’. It helps to
Products enhance overall brand awareness amongst a target audience.
- Game Products: A “Game Product” is a real-life product “virtualized” for
inclusion in a social game, like brand engagement with Second Life, for example.
“Gamification”
In addition to the obvious opportunity presented to brands by gamifying
their marketing, there are also a couple of potential pitfalls:
1st. It will always be problematic to pick a popular gaming mechanism
with which to associate your brand in a crowded marketplace.
2nd. Aside from picking a fundamentally “fun” game, there is then a
difficult process of artistically and effectively incorporating the brand
within the game.
Brands should carefully consider gamification marketing according to
overall culture and product features, integrating these factors with the
right style of game.
4

5. Doom’s Day Marketing
Weibo Promotion for “Lost in Thailand”
Forecast: Slogan: Box Office:
Last Comedy Before Doomsday Would Rather Laugh to Death on Doomsday Rebirth after Doomsday
Doomsday Marketing
Summary Click to see detailed case
The film, “Lost in Thailand”, set up an official Sina Weibo account a couple of days before the premier, through which the movie was promoted in relation to
the topic of the moment, “the end of the world”. On Nov 30th, it tweeted an film forecast and promoted “Lost in Thailand” as the last comedy before
Doomsday, which generated more than 3,000 retweets and comments. During the film’s release, it leveraged a series of emotive slogans, like “We would
rather laugh to death than die on Doomsday”, which also resonated well with netizens. It didn’t just the leverage most recent topics and behaviors though;
netizens were invited to recreate and photoshop the movie poster, which is a well established behavior among Chinese netizens. The celebratory mood
after Doomsday was echoed in ongoing promotions that talked about box-office “rebirth”.
5
5

6. Doom’s Day Marketing
Lenovo Leverage Netizens’ Natural Doomsday Associations
Doomsday Keyword Cloud
Doomsday Marketing
Data Source: CIC IWOM Data Panel
Data Base: Total buzz volume was 82,438,802 from Dec 1 to Dec 25.
CIC View Click to see detailed case
Doomsday was frequently co-mentioned with the words love, friend, tears and hope, emphasizing an inherent optimism to netizens’ conversation.
Lenovo leveraged these hot keywords around the concept of Doomsday to trigger significant resonance with netizens and importantly, potential
consumers. Hot topic marketing is growing increasingly popular as brands enjoy an ever more sophisticated ability to listen to netizens’ naturally
occurring conversations in social media and know the cultural context in which these conversations occur, facilitating a timely, responsive and highly
relevant keyword marketing strategy.
6

7. Crowd Sourcing Creativity and an Enterprising Spirit
Johnnie Walker’s “Enterprising Spirit”
Start-Up Entrepreneur behind “Light Wing Shoes” Link
Sept.
Helping special people perform on the 2013 Spring Festival Gala Link
Story of China’s Paralympics Ping-Pong Team Link
Helping Students in Need Link
Helping Yan to Collect Forgotten Chinese Folk Music. Link Helping the Elderly Link
Aug.
Summary
The campaign was launched in Q3 2012, across Sina Weibo and Youku platforms. It was initiated by a series of charitable and
encouraging stories. In August, “Stories of Token Hu”, about an ordinary designer who aspired to make the first Chinese leisure shoe, and
the story of the Chinese Paralympic Ping-Pong Team were published; their faith and ambition deeply touched netizens. In mid September,
inspirational stories about 2013 Spring Festival performers and Yan Jiaqing’s quest to find lost Chinese folk music generated another buzz
peak. By the third phase, netizens were primed and highly engaged with Chen Gangjian’s charity work and Ye Zuyi’s rural records.
7

8. Crowd Sourcing Creativity and an Enterprising Spirit
Charity is the new Luxury
The Call of Hometown
Charity Elements
Ye Zuyi, an ordinary country
recorder, appeal to people for
take better care of the old
people who have been left
behind by rural migrant
workers who have gone to
cities in search of work.
Link
Stories provokes a “visceral” reaction…
We all should go home once in a while to extend our love to our parents.
I really appreciated the charity movie by JW, thank you and such great Link
young people Ye for reminding us to take care of our elders.
CIC View
The latest embodiment of the Johnnie Walker “Keep Walking” spirit has achieved a strong sense of resonance with Chinese netizens,
generating significant engagement. The secret behind the success in this instance, as has been claimed by netizens, is the Charity
element. Ye Zuyi, one of the six KOLs invited by brand to create a short film, is a mixture of sociologist and story-teller, aiming to educate
an audience on the lives of elderly people in rural China and the impact changing times are having on them, both physically and mentally.
Netizens were overwhelmed and deeply touched by a story so common to many of their own situations. This emotional resonance and
artful delivery prompted substantial, spontaneous engagement. This kind of engagement and understanding also hints at a progression
in the perception of consumer sophistication, from an ideal of luxury purchasing power to a charitable, emotional empathy.
8

9. About CIC IWOM WATCH
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth
(IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term
IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront
of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies
and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research,
consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social
business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster),
powered by our proprietary technical solutions and platforms.
CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw
out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a
range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China
focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived
almost 7 billion mentions of brands and products, from over 2 billion consumer comments.
CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has
persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers
and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry
and help enterprise grasp the revolutionary opportunities brought about by the development of social business.
In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and
insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over
5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer
insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and
industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release)
CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
© 2012 CIC

10. About IWOM Watch IWOM WATCH
What is IWOM Watch:
A monthly digest of the hottest trends, creating the biggest buzz, reflecting China’s unique online culture. CIC’s exemplary
case studies and detailed analysis of the month’s most significant online marketing campaigns allow you to listen, know,
and participate in China’s unique digital community.
As the industry’s thought leader and pioneer of Internet Word of Mouth (IWOM) and social business in China, our finger is
always on the pulse of the hottest online issues and influential IWOM. Since 2006, our monthly Watch reports have been
distilling social business intelligence that not only keep our retainer clients on the leading edge of China’s IWOM, but also
inform their strategic planning with insights into platform development, netizen behavior and social culture of the world’s
largest, most dynamic and fragmented digital landscape.
In this IWOM Watch compilation, we have collected and categorized a series of articles that bring 2012 into focus. For
marketers, this is a year in the life of China’s social Internet.
Copyright Statement
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This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a
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© 2012 CIC

11. CIC IWOM watch archive IWOM WATCH
If you would like to find updated IWOM intelligence (CIC White paper, IWOM Watch and Social business
eNewsletter) in one place, then apply for your IWOMmaster ID now.
2012:
2012 IWOM Watch Travel Special Edition | view 2009
IWOM watch Compilation 2011 | view IWOM watch 2nd half year review 2009 | view
IWOM watch 1st half year review 2009 | view
2011:
IWOM watch Special Edition: Microblog | view 2008
IWOM watch 2nd half year review 2008 | view
2010: IWOM watch 1st half year review 2008 | view
IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch May Special Edition (Sichuan Earthquake) 2008 | view
IWOM watch compilations from 2006 to 2010 (part 7)
- How brands marketing under social media age | view 2007
IWOM watch compilations from 2006 to 2010 (part 6) IWOM watch 2nd half year review 2007 | view
- Interaction in virtual gaming world between brands and netizens | view IWOM watch 1st half year review 2007 | view
IWOM watch compilations from 2006 to 2010 (part 5)
- The inspiration from “Shai”,“Show” culture for brand marketing | view 2006
IWOM watch compilations from 2006 to 2010 (part 4) IWOM watch 2nd half year review 2006 | view
- Spoof – Brand’s “ending” or “chances”? | view
IWOM watch compilations from 2006 to 2010 (part 3)
- Viral videos storm come up with brands | view
IWOM watch compilations from 2006 to 2010 (part 2)
- Brands Crisis upgrade to 2.0 | view
IWOM watch compilations from 2006 to 2010 (part 1)
- New product promotion way through new media - Seckill & Group purchase | view View more on IWOM Backstory
© 2012 CIC

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