MI2N
Music Industry News Network
FRIDAY, SEPTEMBER 4TH
Advanced Search
MusicDish Advertising Network
Subscribe to Mi2N's Free Newsletters B2N (business) i2N (indie)
HOME | FREE NEWS SUBMISSION | PREMIUM PR DISTRIBUTION | PR COPYWRITING | RSS FEEDS | TESTIMONIALS | CONTACT

Sections: Band | Business | Career | Events | Label | Music Releases | Radio | Tech | Video | Web Events
Genres: Country/Folk | Dance/Electronica | Jazz/Blues | Latin | Rock | Urban | World
International: Asia | Canada | Europe

Advertise | Artist Development | Submit Video | MusicDish*China | MusicDish e-Journal | MusicDish Network | Urban Music News Network
Web Events (more headlines) 02-03-2013

Pepsi Steps Up With Expansive Web Movie Campaign

Bookmark and Share
Doubling down on the success of their 2012 Chinese New Year campaign, Pepsi has again partnered with Youku Tudou Inc., China's leading Internet television company, on a even more dynamic, multi-faceted web movie campaign, "Bring Love Home." The 30-minute web movie premiered yesterday simultaneously on Youku.com, Tudou.com, and in a Beijing theater packed with Pepsi celebrities.

Pepsi's campaign marks the latest and the most elaborate attempt by a major brand to create themed content targeting China's massive and growing audience. Prior successful campaigns from brands like General Motors and Yili have earned more than 100 million views and upwards of 100,000 comments. Pepsi's 2012 campaign of the same title involved a web movie released on Youku and a call for Youku users to upload videos expressing their wishes for their family members. Prior to the movie premiere, the campaign successfully generated thousands of uploads, and by the end, the web movie had more than 100 million views.

Building on last year's success, Pepsi designed this year's campaign to have the scope and quality of a major title release - in addition to the web movie and user-submitted video contest, viewers can enjoy a celebrity-packed music video featuring lyrics about home, family, and mutual trust, additional mini-web movies, and a lottery. "Bring Love Home" content has already garnered more than 71 million views, 92,000 comments, and 17 million forwards. In addition to Youku Tudou's powerful media platform, this year Pepsi also leveraged the power of Sina Weibo, Tencent Weibo, and Taobao into this multi-layered campaign.

The "Bring Love Home" movie opens with a bus full of people anxiously heading home to their families to celebrate Chinese New Year. A surprise blizzard strands their bus in the mountains and threatens to bring out the worst in everyone. But, as they seek shelter in an abandoned cabin and settle in spend New Year's Eve together, the strangers open their hearts to one another and enjoy a beautiful holiday. When the storm passes and they reunite with their families, the stranded strangers really do "Bring Love Home": not just love for their nuclear family but, as Pepsi's campaign suggests, love for everyone from colleagues and strangers to their online "micro-family." This story has clearly struck a chord with the Chinese audience - a shorter version of the movie uploaded 5 days ago already has 10 million views.

"The Pepsi campaign is a perfect example of the kind of branding communications that we excel at," said Dong Yawei, senior vice president of Youku Tudou Inc. "We understand the Chinese audience and consistently deliver content that strikes a chord. With Youku and Tudou joining fully inter-connected, our ability to deliver commercially effective and socially affecting campaigns is huge, and only increasing."

Bookmark and Share

back | top



MusicDish Advertising Network

Mi2N Music PR

Cheoyong World Music Festival / Asia Pacific Music Meeting

MusicDish Sponsors SPOTLIGHT Rhythm & Trends Festival

IES 15 - The Indie Entertainment Summit A Resounding Success

Dirty Lowdown & Dominican Don To Release New Single Tributing Michael Jackson

Melissa B. Signs Worldwide Exclusive Publishing Agreement With USA Media Rights


UNITY Electronic Music Festival Is Coming!


EASTWEST Offers Free Trial And Streamlined Pricing For Composer Cloud Subscribers

Zaena Morisho Releases New Video "MI NA WE" - FUSING AFRO ROOTS



MusicDish*China Song Blast
Promote Your Music Single In China

News Headlines
Mi2N EDITOR'S PICKS
» OpenLIVE Launches Australia's First Hi-Resolution Music Download Store
» Japanese Auto Maker And Musical Instrument Manufacturer Partner To Co-Develop Electric Sports Car Driving Sound
» Arizona Progressive Art Rock Band With Our Arms To The Sun Sign With Fade To Silence Records
» D.O.A. Releases Controversial “Pipeline Fever” Video
» BLACKFOOT GYPSIES RELEASE “HANDLE IT” TO GLOBAL RADIO EXCLUSIVELY VIA AIRPLAY DIRECT
» The Talkhouse Hires Brenna Ehrlich As Managing Editor
» SUISA Builds Online Portal With The Appway Platform For Swiss Songwriters, Composers And Music Publishers
» MusicDish Sponsors SPOTLIGHT Rhythm & Trends Festival
» New Album Release From Angela Predhomme: 'Will'
» Voodoo Sex Cult Announce Their Sponsorship With Coldcock Whiskey


Get your music news covered...
Have your press release written
by the pros at Mi2N

Articles
MUSICDISH E-JOURNAL
» China's Indie Music Market And Livehouse Status Quo
» MusicDish Sponsors SPOTLIGHT Rhythm & Trends Festival
» Beijing's FakeMusicMedia And Pilot Music Announce New Label
» UNITY Electronic Music Festival Is Coming!
» Second Hand Rose Rocked At Paléo Festival Nyon
» New Island Entertainment Presents A F8ckin Birthday Extravaganza At Santos Party House
» MusicDish*China Booking (Snow Mountain), DDC, NAMM Musikmesse Russia And NMS
» 365 Days From Dusk Till Dawn: DDC 1 Year Anniversary Program
» The Challenges Of Learning How To Play Drums
» Blue Note Entertainment Group Further Expands East With New Venue In Beijing
» From North Korea To NYC - Shanghai DJ B.O Spins Libation & Leftfield
» Bay Area Chinese Music Association Presents Second Hand Rose West Coast Show

Mi2N's Music PR distribution service guarantees online exposure for your press release. Choose from seven (7) different packages.


HOME | FREE NEWS SUBMISSION | PREMIUM PR DISTRIBUTION | PR COPYWRITING | RSS FEEDS | TESTIMONIALS | CONTACT

Sections: Band | Business | Career | Events | Label | Music Releases | Radio | Tech | Video | Web Events
Genres: Country/Folk | Dance/Electronica | Jazz/Blues | Latin | Rock | Urban | World
International: Asia | Canada | Europe

Advertise | Artist Development | Submit Video | MusicDish*China | MusicDish e-Journal | MusicDish Network | Urban Music News Network
Copyright © 1997-2015 MusicDish LLC, all rights reserved. Text, graphics, and HTML code are protected by US and International Copyright Laws, and may not be copied, reprinted, published, translated, hosted, or otherwise distributed by any means without explicit permission.