MI2N
Music Industry News Network
SUNDAY, MAY 1ST
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

New Album "Believe In His Promises" The Mighty Men Of Faith

Award Winning Guitarist Actor Releases New CD

Zen2u Releases Album "Echoes Of Industry"

Gathering Time Sweeps March Folk Radio Chart

NYC-Based Producer & Songwriter Ayhan Sahin Releases Fourth Single 'Love Everybody' From Award-Winning Album 'Pop'

MusicDish*China @ MEF Connects China

The Blue Danes Release Highly Anticipated Debut Album "Invisible And Untouchable"



MusicDish*China Song Blast
Promote Your Music Single In China

News Headlines
Mi2N EDITOR'S PICKS
» Universal Audio And Fender Musical Instruments Announce Development Partnership
» Emerald City Glistens Like A Gem With Beautiful New Studio By Carl Tatz Design
» Insomniac Launches New Underground Brand, Factory 93 With Debut Warehouse Show In Downtown Los Angeles
» Utor Goes Global With Snapchat
» FULLEE LOVE’S SINGLE "SURFBOARD CALI" CONTINUES ITS MOMENTUM WITH 105 RADIO ADDS, 58 IN ROTATION, WHILE CONTINUING ITS STEADY PACE
» Dominic Pandiscia Appointed CEO Of PledgeMusic As The Leading Artist-to-Fan Platform Embraces Growth And Expansion
» Bandzoogle Releases Powerful Theme Design Customization Tools
» TAMC - The Asia Music Conference
» Ep 'Undeniable' On Target For Hot Summer Drop
» Billy Ray Cyrus Joins List Of Artists Standing Up Against Anti-LGBT Bills


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

Articles
MUSICDISH E-JOURNAL
» MusicDish*China @ GMIC Beijing 2016
» Venues Refuse To Pay Songwriters While Profiting From Their Music
» Streaming Is More Than A Wave, It's Now The Sea In Which The Music Business Swims
» Beijing-based Alpine Decline Release "Life's A Gasp" On Maybe Mars Records
» GigCave Reaches Milestones Of 10,000 EPKs And 35,000 Artists
» MusicDish*China Premieres Rainbow Chan's Music Video "Nest"
» Tourism Promotions Board Philippines Partners MTV To Bring Back The Award-Winning MTV Music Evolution Manila
» Billy Ray Cyrus Joins List Of Artists Standing Up Against Anti-LGBT Bills
» Girls With Guitars #8
» Abigail Washburn: The China Update
» Submissions Now Open For The 2016 She Rocks Summer NAMM Showcase In Nashville
» TAMC - The Asia Music Conference

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.