BEIJING, Jan. 22, 2013 /PRNewswire/ -- Doubling down
on the success of their 2012 Chinese New
Year campaign, Pepsi has again partnered with Youku Tudou
Inc. (NYSE: YOKU), 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."
About Youku Tudou Inc.
Youku Tudou Inc. is China's
leading Internet television company. Through Youku.com and
Tudou.com, China's two largest
online video platforms, Youku Tudou offers viewers a rich library
of premium licensed content, user generated content, and original
in-house productions. Our mission is to become the primary source
of online video content for Chinese internet users across all
Internet-enabled devices. Youku Tudou's American depositary shares
are traded on NYSE under the symbol "YOKU."
For further information, please contact:
Jean Shao
Tel: +86-10-5885-1881-7128
Email: shaodan@youku.com
SOURCE Youku Tudou Inc.