The document discusses the popular Chinese reality TV show "Where Are We Going, Dad?". It features five celebrity fathers and their children going on trips together. The show has been a major ratings success for Hunan Satellite TV. A key reason for its popularity is its extensive social media marketing presence on platforms like Weibo, YouTube and blogs. It engages fans through activities, images and videos of the fathers and children. This strong social media campaign has helped create significant buzz around the show.

1. Talking about TV show on social media

2. What is" Where are we going, Dad?"
It is the celebrity parenting reality TV show that
is currently extremely popular in China.
Produced by Hunan Satellite TV, “Where Are
We Going, Dad?” invites five celebrity dads
from different fields of China and their
children to spend quality time together in new
environments while accomplishing various
survival tasks.
- The kids + Their Fathers •
Taiwanese singer, actor and professional race car driverJimmy Lin and his
son Kimi;
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mainland former diver, Olympics champion Tian Liang and his daughter
Cindy;
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mainland actor Guo Tao and his son Little Stone;
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mainland director Wang Yuelun and his daughter Angela, and
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mainland model Zhang Liang and his son tiantian.

3. Great Performance of This Show
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“Where Are We Going, Dad” has aired every
Friday night at 10pm on Hunan Satellite TV since
October 11th this year, competing with two other
parenting reality TV shows by Qinghai Satellite TV
and Shanxi Satellite TV, respectively.
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However, according to Baidu, the first four
episodes of “Where Are We Going, Dad” all
topped the charts and have been welcomed by
increasing nationwide ratings: 1.1, 1.67, 1.8, and
2.16. Re-runs are even more popular, resulting in
Hunan Satellite TV unprecedentedly deciding to
play every episode eight times a week.

4. Why is it so popular?---social media
marketing!!!
Website of Hunan Satellite TV
In the Hunan Satellite TV website, they always upload the latest
news about this TV show, the images and videos of these dads
and kids. Also, they create some campaigns such as letting the
fans to vote which dad they like most and who they would like to
see in the next season.

5. Why is it so popular?---social media marketing!!!
Tencent Microblog
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In the Tencent Microblog, there are 299,771 listeners up to
now. From here this TV show has released a lot of theme
activities such as " Say Thank U to Your Dad" to interact with
their fans.They create a lot of cartoon images for these
celebrity dads and kids, which are very cute!

6. Why is it so popular?---social media
marketing!!!
Sina Microblog
In Sina Microblog, this TV show has 2967,356 followers. And
every dad has his own microblog account here, they could
twit their own stories they'd like to share with their friends
or fans. These celebrity dads already have a lot of fans
before, however, after this TV show, their fans increased
shapely. And their kids opened their own microblog, too.
They are even more famous than their dads.

7. Besides, in Being News, YouTube, Google Blog Search, you could
all find the results of ' Where are we going, Dad' there.
It even has an mobile application online for you to get more details about
these guests and this show.

8. After so much efforts, ' Where are we going,
Dad?' has created a lot of buzz and people are
talking about this show everyday on their social
media accounts. Interestingly, this show even
creats a social trend that young people who have
no interests to marriage before change their mind
and feel that it is a good idea to have a baby~~

9. Sources
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http://www.hunantv.com/v/2013/bbqne/#1
http://t.qq.com/babaqunaer5229?lang=zh_CHT
http://www.youtube.com/results?
search_query=where+are+we+going+dad&sm=1
http://as.baidu.com/a/item?
docid=4620211&f=web_alad_2_3
http://www.chinasmack.com/2013/more/chinese-popsongs/where-are-we-going-dad-tv-show-themesong.html
http://www.youtube.com/watch?v=8fS07P14Bis
http://www.viki.com/tv/21780c-dad-where-are-wegoing

10. Sources
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http://www.hunantv.com/v/2013/bbqne/#1
http://t.qq.com/babaqunaer5229?lang=zh_CHT
http://www.youtube.com/results?
search_query=where+are+we+going+dad&sm=1
http://as.baidu.com/a/item?
docid=4620211&f=web_alad_2_3
http://www.chinasmack.com/2013/more/chinese-popsongs/where-are-we-going-dad-tv-show-themesong.html
http://www.youtube.com/watch?v=8fS07P14Bis
http://www.viki.com/tv/21780c-dad-where-are-wegoing