2. PAGE. 3-4
Youku and Tudou Merger
VIRAL VIDEO PAGE. 5-6
The Micro-Movie Effect
3. Youku and Tudou Merger
Netizen Created Content – The “YouTudo” Model
The news of Youku and Tudou’s Netizens made fun the news, creating the
merger shook the market. YouTudo Model in social media. Sample Quote:
优酷深情的看了土豆一眼，于
是，我们又相信爱情了[link]
Youku looked at Tudou soulfully,
and we believe in love again.
优酷土豆合并了。新浪看了一
眼腾讯，360看了一眼QQ，苹
果看了一眼安卓，蒙牛看了一
眼伊利，方舟子看了一眼罗永
浩，韩寒看了一眼郭敬明，……
欢迎接龙[link]
Youku and Tudou merged, so
that Sina took a look at Tencent,
360 glanced QQ, apple …
solitaire welcome.
Summary
In March 2012, video sharing websites Youku and Tudou announced a merger, causing tremors throughout the market. It was pretty hard
to believe that these two embattled enemies could actually be partners. Netizens took to weibo to creatively express sentiments around
the central premise, “Youku and Tudou are married, nothing is impossible”. Netizens developed the “YouTudo Model”, which became
quite popular across China’s social networks.
3
4. Youku and Tudou Merger
Impact on the Market
According to EnfoDesk, Youku and Tudou were the top
two in online video advertising in the last quarter. Their
market shares are up to 21.8% and 13.7% respectively; Reduced content costs
the merger will take them to more than a third share of Enriched content
the domestic video market. resource, UGC added
value
Youku
Increased user base
(although there is an
Leading overlap)
Video YouTudou
Market
Share
Tudou Potential for package
media solutions for
agencies and advertisers
CIC View
This merger is a must under the current circumstances of industry consolidation, as both were anxiously seeking a solution for the
escalating competition. It is believed that this move will increase market concentration, but we’re still some way from a monopoly.
YouTudou will share both user and video content, so the cost of content and bandwidth will be reduced.
Advertisers will be eager to see if YouTudou will provide package media solutions that reduce the overall CPM across two sites.
4
5. The Micro-Movie Effect
Developing a Micro-Movie
Rise of the Micro-Movie Micro-Movie Features and Advantages
The micro-movie is one of Spread – Micro-movies can be broadly and efficiently
delivered via interactive new media.
the latest marketing
mechanisms in new media. Cost – Micro-movies cost less in production,
Generally, the most publication and transmission than conventional TVCs.
successful combine humor Period – Micro-movies have a short production period
with fashionable, trendy and condensed story arc.
topics. Content – Micro-movies can offer a vivid and engaging
medium for a brand’s story-telling.
Micro-Movie Marketing in Social Media
Everyone could make a JianLiBao tried to Casarte crowdsourced
micro-movie in the early leverage netizens’ a micro-movie script
stages, and few advertisers interest in micro-movies from Douban.com, with
were actually taking to promote products via the help of a prize
advantage. As such, most placement. This approach incentive. Participants
micro-movies were solely was still pretty unique had creative freedom,
focused on creative content and added to the overall as long as Casarte’s
and audience appreciation. popularity of the micro- product featured. Link
Link movie. Link
Initial Show Ad Implantation Co-Creation
5
6. The Micro-Movie Effect
Micro-Movie Marketing
IBM Micro-Movie : PingXingXiangJiao / Joined Parallel Feature of the Case
1. IBM promoted its collaboration product via micro-movie
Summary placement, which impressively highlighted the features and
The story describes two colleagues clearing up advantages from different angles.
their misunderstanding through collaboration.
IBM implanted its solution software to improve
communication and collaboration between 2. IBM integrated its collaboration solution with the micro-
colleagues, allowing them to realize the movie story, which evoked the resonance with netizens.
importance of cooperation.
3. IBM involved its enterprise culture in the micro-movie,
Spread
effectively popularizing the brand image amongst netizens.
This micro-movie was first promoted via Weibo,
then transmitted to many other social
platforms; video websites like Youku and
4. The micro-movie generated interest in IBM’s offline social
Tudou; SNS websites like Kaixin, Renren and business forum - Business Gets Social, which was key to the
Douban. Engaged, entertained netizens were integrated promotion of IBM business collaboration.
active participants.
CIC View
1. Spread – Micro-movie success is inherently linked to new media development, facilitating netizen participation.
2. Creation – Micro-movies are a quick and cost effective way to generate and express new, creative ideas.
3. Content – The micro-movie is a stylish and interesting approach to presenting brand image and product features.
4. Feedback – The brand can glean deep understanding of consumer interests through their feedback, for more effective marketing.
6
11. Shanghai:
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Shanghai, 200042, China
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Beijing, 100025, China
Phone: 010 - 59080268
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