2. PAGE. 3-4
Netizen Response to Product Placement
INTEGRATED PAGE. 5-6
Effectively Combining Online and Offline Engagement
MARKETING PAGE. 7-8
The Voice of China:
Digital Engagement for Traditional Television
3. 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.
Summary
All of BMW’s models appear “Mission: Impossible 4", but rather than being viewed as awkward and unnatural, fans were excited and generated a
significant volume of positive buzz in China’s social media. Besides Tom Cruise driving, and just showing off, BMW’s fascinating new concept car, there
is 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
4. 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
Placement
CIC View
Brands placing their products in movies is always going to be a little risky. However, BMW’s placement within “Mission: Impossible 4” has proved
successful. The movie generated over 500 million US dollars worldwide, gaining massive exposure for the BMW brand. Of course, BMW went to
great 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 of
well executed marketing activities.
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5. Effectively Combining Online and Offline Engagement
2012 DELL XPS Ultra Travel
2012 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!!!
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6. 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
Yunnan
Female
59%
Due to the sleek and artistic design, more than Over a quarter of respondents engaged with More than half of netizen respondents were
half 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 encourages
visitors 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 generate
the greatest response from netizens are key to creating more effective promotion.
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7. 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 Link
Summary
Audience ratings are the measure of television success, so promotion to drive up viewing numbers is the aim of any engagement. In addition to
their conventional advertising, television programs are increasingly establishing an official presence in social media via Sina Weibo. As a hot
entertainment program, “Happy Camp” (快乐大本营) founded an official account and employ standard tweet and retweet functions to publish
program 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 generate
engagement with their official account. Essentially, although these three examples cover three tiers of engagement strategy, they focus more on
promotion and less on communication with their fans.
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8. 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 View
The most popular program on Chinese TV this summer was “The Voice of China”, attracting the nation’s highest audience rating every
Friday evening. This show’s popularity brought one million followers to its Sina Weibo account and helped it to the top of Weibo’s film
and television rankings. As a TV program account, Weibo content is focused on promotional information, which it did very effectively. It
build two official accounts, one in Weibo and the other in Weiba, Sina’s BBS style forum. Via “The Voice of China” official account, it
clearly 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 buzz
volume. Through integrated use of official accounts, “The Voice of China” listens, knows, and participates in the on-line discussion.
8
13. Shanghai:
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Shanghai, 200042, China
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Beijing, 100025, China
Phone: 010 - 59080268
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