2. FORE WORD!
CREATIVE!
MEDIA INNOVATION, CREATIVE TRENDS, AND NEW OPPORTUNITIES IN
CHINA
GLOBAL KEY CAMPAIGNS
CHINA KEY CAMPAIGNS
OTHER INNOVATIONS
DIGITAL NEWS
ORIGINAL THINKING LIVE!
THOUGHT PIECES, CASE STUDIES AND KNOWLEDGE SHARING FROM
MINDSHARE OR ELSEWHERE
CULTURE!
CHINA-FOCUS CULTURAL INSIGHTS AND IMPLICATIONS
TOP TRENDING NEWS, SHOWS, SITES, GAMES
CULTURAL NEWS
CULTURAL MUSIC/VIDEO/WEIBO
BIG CHINA DATA
BACK WORD!
3. FORE WORD!
Welcome to the first issue of Culture Vulture IN CHINA!
Taking inspiration from Culture Vulture WorldWide, we decided to localise it.
After all, China is not really one country, so much as many different ones.
With so many variables in terms of wealth, culture and opportunity, we felt
that China deserved it’s own special lens.
We hope to bring you, 10 times a year, an overview of trends, insights,
innovations and learnings from around the world, but with a China focus.
In this first issue, you’ll read about the impact of Jeremy Lin, learn what
makes Chinese shop online vs in store and hopefully get thinking about
your brand’s true role in culture.
There’s some great Original Thinking to read through.
If you have some of your own that you’d like to share, send me an email
chungaiz.mumtaz@mindshareworld.com
and we’ll include you in issue two, out in May.
Thanks for reading,
CHUNGAIZ
4.
5. CREATIVE!
MEDIA INNOVATION, CREATIVE
TRENDS, AND NEW
OPPORTUNITIES IN CHINA
GLOBAL KEY
CAMPAIGNS
CHINA KEY CAMPAIGNS
OTHER INNOVATIONS
DIGITAL NEWS
6. ADIDAS’ CHINA ORIGINALS CAMPAIGN AIMS TO SHOWCASE THE
INSPIRING AND ORIGINAL CREATIVE TALENTS IN CHINA THAT
CREATIVE!
EXEMPLIFY THE SPIRIT AND AUTHENTICITY OF THE ADIDAS ORIGINALS’
BRAND.
The China Originals campaign is particularly special because for the first time
content created in china has been picked up and leveraged by Adidas‟s other
global markets. Usually it is the other way round.
Adidas, NeoCha:Edge and ad agency TBWA tracked down a diverse range of
top Chinese creatives from singers to fashion designers to tattoo artists
8. PIZZA HUT LEVERAGES WEIXIN TO ENABLE GREATER SHARING
EXPERIENCES AMONGST FRIENDS
CREATIVE!
Weixin (微信) is booming amongst China‟s mobile users, and marketers are
using it to create stronger intimacy, interaction and involvement with their
brands. In Pizza Hut‟s most recent TV ad, Weixin is used by friends to share
Pizza Hut‟s latest food menu. By introducing it through this interesting and
familiar way, consumers are able to share real-life excitement that feels very
natural and close to them.
From these brand examples, we see Weixin creating a stronger sense of two-
way communication between brand and consumer; it is now more about brand
participation and brand involvement, rather than top-down brand communication
9. PEPSICO, “BRING HAPPINESS HOME”. CREATIVE!
This 10minute piece of branded content was released for the Chinese New
Year, featuring 3 key products for PepsiCo. Filmed by award-winning director
Zhang Guoli and featuring famous Chinese celebrities, this tiny film has
amassed a not-so-tiny 100 million online views in china.
The ad was created to reach people whose friends and relatives travel home for
the annual new year‟s celebration. In particular, the ad tries to reach the 70% of
Chinese youth who, when interviewed for a study, said they no longer wanted to
go home.
10. PARROT / AR Drone Flying Budweiser / The Big Time Energizer / Toy Rescue
Banner Bud rewards social media fans with Battery brand collects toys
Product demo allows branded content opportunities for children
customers to control banner
ads through their phone
Lagerhaus / Blog-up Stores Coca-Cola / The Happiness Durex / Vinyl
Bloggers' digital pop-up Passenger Condom brand encourages
stores build buzz for Happiness strikes cab couples to get their timing
Swedish home interiors drivers on Christmas Eve right in social game
brand
CREATIVE!
JELL-O / Temptations Meiji / Tweet Love Story: Lebanese Brew / Courage is
iSample machine Megumi & Taiyo Contagious
Vending machine offers Japanimation love story Multiplatform approach gets
samples only to adults played out through Twitter sales results as new brew
for confectionery brand tries to topple…
WEBSITE URLS –
1 2 3 1 http://www.contagiousmagazine.com/2012/03/parrot_1.php
2 http://www.contagiousmagazine.com/2012/03/budweiser_6.php
3 http://www.contagiousmagazine.com/2012/03/energizer.php
4 http://www.contagiousmagazine.com/2012/03/lagerhaus_1.php
4 5 6 5 http://www.contagiousmagazine.com/2012/03/coca-cola_26.php
6 http://www.contagiousmagazine.com/2012/03/durex_3.php
7 http://www.contagiousmagazine.com/2012/03/jell-o_1.php
8 http://www.contagiousmagazine.com/2012/03/meiji.php
7 8 9 9 http://www.contagiousmagazine.com/2012/03/lebanese_brew.php
11. National Film Board Canada / Lacta / Lacta mobile app MTV / Under The Thumb
Bear 71 Greek chocolate brand brings Music network creates mobile
Interactive content showcases romance to packaging via app to watch, share and
the life of a bear augmented reality comment on content…
Norte / Fotostop eBay / Watch With eBay Mountain Dew / Skate Pinball
Facebook faux pas averted by eBay lets TV viewers buy Giant pinball machine-themed
ice bucket that stops people straight from the screen skatepark generates buzz for
taking your picture new soft drink…
CREATIVE!
Axe / Anarchy Andes / The Great Escape Coca-Cola / Coke Polar Bowl
Social graphic novel with user Flee family functions Coca-Cola turns to two-screen
suggestions from Facebook for its Polar Bowl Party
and YouTube launches…
WEBSITE URLS –
1 http://www.contagiousmagazine.com/2012/03/national_film_board_canada_1.php 1 2 3
2 http://www.contagiousmagazine.com/2012/03/lacta_2.php
3 http://www.contagiousmagazine.com/2012/03/mtv_1.php
4 http://www.contagiousmagazine.com/2012/03/norte_1.php
5 http://www.contagiousmagazine.com/2012/03/ebay_4.php 4 5 6
6 http://www.contagiousmagazine.com/2012/03/mountain_dew.php
7 http://www.contagiousmagazine.com/2012/03/axe_2.php
8 http://www.contagiousmagazine.com/2012/03/andes.php
9 http://www.contagiousmagazine.com/2012/03/coca-cola_25.php
7 8 9
12. „Sunshine„ is a short film that follows American advertising producer, John
Benet, as he heads to China to film a new TV Commercial for McDonald‟s, whilst
simultaneously going on a personal journey where he learns about the Chinese
CREATIVE!
way of doing things
„Sunshine‟ is full of various comments and insights into China and its ad industry
that will raise an eyebrow to outsiders, from the “Sunshine People” to the aim of
promoting happiness in ads.
You cant help but watch a film that opens with a Chinese man on the phone
describing an idea for a family friendly Mcdonald‟s TV ad: “You know the music
video by Prodigy „Smack My Bitch Up‟…that‟s kind of the idea”.
(see final page for link)
13. ORIGINAL THINKING!
THOUGHT PIECES, CASE
STUDIES AND KNOWLEDGE
SHARING FROM
MINDSHARE OR
ELSEWHERE
15. The last month has seen an unknown bench-warmer of the New York Knicks
basketball team – Harvard graduate Jeremy Lin – propelled into the upper echelons
of auspicious notoriety. Mr Lin wrote his name in the history books by delivering
more points during his first five games as a starter than any of the greats who had
gone before him. From this unlikely scenario, Mr Lin has garnered a global spotlight
with his own lexicon and, despite a gap of 6 NBA championships and 5 MVPs, his
face has appeared on Time Magazine the same number of times as Michael
Jordan‟s.
Clearly something remarkable has happened beyond the accomplishments of a
regular NBA player. Many consider the halo topic to be Mr Lin‟s ethnicity. In reality,
however, the question is one of nationality. Taiwanese media are celebrating a local
hero. Sports mega-structure ESPN broadcast every Knicks game live to their
subscribers, and free-to-air picks up all highlights. Deep into the city of Taipei,
„Linsanity‟ t-shirts hang proudly alongside designs celebrating Taiwan‟s other gems
such as Taipei 101. [see image: Linsanity t-shirt] In case human t-shirts are not
enough, Taipei‟s famous night markets also offer imitation Lin jerseys designed for
canine fans.
During a recent visit, your correspondent even saw local convenience-store owners
in Taipei group around television sets behind their counters to watch a national news
feature about a Jeremy Lin look-a-like who, owing to the higher earning potential,
quit his job so that he could profit from his good fortune by cutting ribbons to open
super-markets. It is unclear if Mr Lin benefits from his doppelganger‟s franchise.
Meanwhile, across the Strait of Taiwan, some mainland-Chinese had, until recently,
been claiming an adopted son.
Mr Lin‟s on-court success has helped the NBA put pressure on Chinese national
media giant CCTV to broadcast Knicks games live to their billion-strong audience. In
Chinese-language social media, Mr Lin‟s Sina Weibo account has grown from a
respectable 100,000 followers to a beefy 2million. Sina Sports, a portal service not
dissimilar to Yahoo and part of the Sina group that owns Sina Weibo, have an
ORIGINAL THINKING!
exclusive content deal with the NBA in China that sees content sharing between the
NBA and Weibo. Excitement around a particular player will fuel excitement for the
league. Linsanity has contagious benefits, of which the NBA is a principle recipient.
As a 6-ft 3 Asian-American – or American-Asian, if you please – and a graduate of
LINSANITY
an Ivy League school, Mr Lin‟s chosen career path is unconventional compared with
the NBA‟s most recent star of Chinese descent, 7ft-6 Yao Ming, who retired from the
profession during the off-season to much fanfare and reverence in China. As a boy,
Mr. Yao was raised to play basketball; both his parents represented the Chinese
national teams. The matrimony of 6ft 7 Yao Zhiyuan and 6 ft 3 in Fang Fengdi
produced, at the time, the NBA‟s tallest player. Today, Yao Ming is among the
world‟s top 25 tallest living people.
17. Contrastingly, Mr Lin was born and raised in the United States; his family emigrated
to Taiwan around the time of the 1949 Communist Revolution. Without dwelling on
the historical relations between Taiwan and Mainland China, it is suffice to say that
Mr Lin‟s Chinese nationality is, at best, questionable. Indeed, were Mr Lin to have
been born in China and raised through the Chinese sports system, it is unlikely that
his parents – to whom Mr Lin would have been an only son – would have actively
encouraged a career to which the country‟s sports system would have deemed him
too vertically-challenged to compete with „born specimens‟ like Mr Yao. Nor would
Mr Lin‟s religious disposition be allowed to blossom as it evidently has in the United
States; what the American-born Mr Lin sees as a “miracle from God”, the Chinese-
born Mr Lin would be expected to honor to the nation. To some degree, Mr Lin has
been able to achieve what he has for the very reason that he is not Chinese.
Therein lies the problem.
While Linsanity is practically epidemic in Taiwan, in China the bubble has been
prematurely burst. On February 18th, Mr Lin‟s grandmother appeared on television
rebuking Chinese fans for claiming her grandson as their own. Ironically, the video,
and the message it contained, quickly spread on Sina Weibo, the preferred
Chinese-language micro-blog among Taiwanese users and East-coast Mainland
ORIGINAL THINKING!
China users alike, and the NBA‟s main social media outlet in China.
Since then, Patriotic enthusiasm from China directed towards Mr Lin has waned.
Chinese Weibo users were less than impressed with the snub, and those from
mainland China who had previously celebrated Mr Lin‟s success as a derivative of
LINSANITY
their own are now too embarrassed to do so.
Search volume for both Google and Baidu has fallen dramatically. Insights gleaned
from Baidu‟s Index tool – the equivalent to Google‟s Insights – reveals that
searches relating to Mr Lin are now much more to do with his tactical positioning
within the team, or results of a particular game, than they are to the hype
surrounding his past escapades.
19. Following such unprecedented hype, Mr Lin‟s subsequent NBA performances
inevitably underwhelmed. Opponents learnt how to deal with his style of play,
and the standing ovation returned their bums to their seats in an expression
of calm appreciation. Back in Taipei, book stores maintain their stocks of
Lincredible, the biographical almanac perhaps more astounding for the
tapidity of its creation than the insights of its content. Hedging the hype, the
unit price has tumbled to 21% off original price. At the current rate, by June
the books will be free. In New York, after a sharp spike around the time of Mr
Lin‟s rise to fame, stock price for Madison Square Garden Co. has steadied;
while no longer rising, it is still outperforming the NASDAQ by 10%pts. [see
image: Lincredible: 21% off]. Amazingly, there is even talk among sports
writers in The New York Times of Mr Lin returning to the bench of which he
had, but one month ago, been so inconspicuously accustomed. It seems the
ORIGINAL THINKING!
world has been guilty of a certain temporary Linsanity.
Stock prices, dog-jerseys, and books aside, Mr Lin‟s impact on basketball will
be resoundingly positive as basketball challenges football as the world‟s most
internationally-represented sport. In August 2011, Wuxi Risheng Sports Utility
Co. registered Mr Lin‟s name as a trademark for the paltry sum of USD 710.
LINSANITY
Today, Forbes estimates Mr Lin‟s brand to be worth USD 15million, albeit a
somewhat arbitrary calculation. Whether his team lins or loses, Mr Lin has
undoubtedly become red hot marketing real-estate; but brands eyeing a
short-cut to building equity among mainland-Chinese should think twice
before looking for Jeremy Lin to solve their problems.
Original Thinking by LYNDON MORANT
22. WHAT IS YOUR
BRAND’S ROLE IN
CULTURE?
ORIGINAL THINKING!
CAN BRANDS OFFER CUSTOMERS SERVICES BEYOND THEIR CORE
PRODUCTS, SERVICES THAT GENUINELY SERVE AN UNMET NEED?
With brands more adept at tapping into the rich wells of data consumers now
leave in their wakes, many are becoming increasingly able to spot the gaps, or
unmet needs, in people‟s lives. Addressing these needs was
Previously trusted to token utilities such as mobile apps; however, a study by
Deloitte found that 80% of branded apps have been downloaded fewer than
1,000 times. Today, consumers expect something wholly more relevant,
enabling and ultimately less self-serving. This is where marketing becomes
genuine service design.
23. WHAT IS YOUR BRAND’S
ROLE IN CULTURE?
PURINA PET-FOOD HAS LAUNCHED A NEW US-BASED PROJECT THAT
ENCOURAGES PEOPLE TO LOSE WEIGHT – WITH A LITTLE HELP FROM
ORIGINAL THINKING!
THEIR PETS.
Partnering with weight loss association Jenny Craig, Project: Pet Slim Down gets
both owners and pets to lead a healthier life: in 2010, 55% of dogs and 54% of
cats in the United States were overweight or obese.
Participants sign up with their pet on the site. Track and monitor weight loss,
document activities and upload progress photos, receive tips and reminders (e.g.
„Dogs have abs too. Work them by having your dog sit several times on a walk‟).
www.projectpetslimdown.com
24. WHAT IS YOUR BRAND’S
ROLE IN CULTURE?
ORIGINAL THINKING!
OKAMOTO FREEDOM PROJECT
CONDOM BRAND FACILITATES ILLICIT SINGAPOREAN BEHAVIOUR
Okamoto freedom project is a campaign designed to help Singaporeans „get
away with it‟ discreetly. To accomplish this, the brand added a series of products
to its range. First there was urban camouflage, a large re-usable windshield
screen that made people‟s cars look empty. Next up was tipoff, an iPhone app
that turns your phone camera into an early warning system set off by movement.
Finally nightcap is a condom hidden in a beer mat. Users have suggested their
own discretion innovations and the winners get a trip to Japan.
www.okamotofreedom.com
25. ORIGINAL THINKING!!
ALIENATION ON THE INTERNET – THE NET MAY BRING CHINESE CLOSER
TOGETHER, BUT IT ALSO RISKS KEEPING YOU APART.
With a half billion netizens in China, many are unaware of how being online can
alienate their family. Family care for grassroots community (FCFC), a non-profit
organization dedicated to community building and family care, wanted to
communicate a call to Chinese internet users to encourage them to spend less
time online and more time with the family in an engaging way.
26. ORIGINAL THINKING!
DEBRANDING: THE GREAT NAME-DROPPING GAMBLE
Some say Nike was the first, but now the practice of eliminating the brand name
from products or marketing activity is becoming a popular way for companies to
differentiate themselves or extend their business.
27. CULTURE!
CHINA-FOCUS CULTURAL INSIGHTS AND
IMPLICATIONS
TOP TRENDING NEWS, SHOWS, SITES, GAMES
CULTURAL NEWS
CULTURAL MUSIC/VIDEO/WEIBO
BIG CHINA DATA
28. DROP IN WEIBO (TEN CENT AND SINA)
FROM 31ST MARCH AFTER THE BAN ON
CULTURE!
COMMENTS WAS IMPOSED
Shanghai-based Sina, which has more than
300 million registered users, started a 72-hour
suspension of Weibo‟s comment function from
8am in Beijing on March 31, citing a need to
“clear up rumors and illegal information,”
according to a statement on the site…
29. BUS DRIVERS MEMORIZE LUXURY CAR LOGOS TO AVOID HITTING
THEM
CULTURE!
Yesterday, a poster was posted to the office wall of a certain Jinhua city public
transportation company, with car logos for BMW, Mercedes Benz, Rolls-Royce,
Lincoln, over 10 brands. An employee said this is to remind drivers to drive
carefully.
“Hitting a luxury car costs several hundreds of thousands ofyuan in
compensation, and a higher quality public bus is also over 200,000yuan, so how
can we afford it! Cant afford to hit luxury cars, can only avoid them.
31. CULTURE!
Pigsy has sexual needs.
Sandy needs security.
Horsy needs belongingness.
The Buddhist monk needs honor.
And Monkey needs self-actualization.
Happy now, Maslow?
32. CULTURE!
My in-laws have been married for three decades. They love and respect each
other and never fight. I asked my father-in-law for advice when I got married. He
said, “When I got married, my father-in-law told me, „Never blame your wife for
her weaknesses or mistakes. You should know that her weaknesses and
mistakes are exactly the reasons why she didn‟t find a better husband.‟”
33. WITNESS: CHINESE LIVES THROUGH A TENCENT PHOTOGRAPHER’S
LENS
CULTURE!
“Black kiln slave”: September 25th, 2010, in Hunan province Xiangtan city
Yuetang district Shunjiang village, Zhou Daoming‟s looked at this strange world
with a vigilance in his eyes. 17 years ago he had gone missing, imprisoned in a
black [illegal] brick kiln for 14 years, finally returning to his hometown 3 years
ago in a filthy unkempt state. Slavery, poverty, sickness, forgotten and
abandoned… Zhou Daoming is a microcosm of numerous kiln slaves who
survive on packing mud in the black brick kilns.
34. 12.00%
10.00%
8.00%
6.00%
Sep-11
4.00%
Oct-11
2.00%
0.00%
CULTURE!
TOP 10 AUTO BRANDS BY SEARCH MARKET SHARE
35. 1 IN 4 PEOPLE IN SHANGHAI OVER THE AGE OF 60
3.48 million of Shanghai's 14.2 million permanent residents are over the age of
60. At 24.5% of the city's population, Shanghai's elderly community is
CULTURE!
significantly larger than the 13.7% national average, causing concern for the
future.
Shanghai's centenarian population has tripled in the past ten years (1,156 in
2011). Unsurprisingly in a city where men carry their partner‟s handbag, 907 of
these centenarians are women, and only 249 are men.
Besides economic issues of a smaller workforce and a larger dependent
population, metro transfer times will be trebled by old people standing on the left
of escalators whilst crossing outdoor spaces will become a perilous quest
through flailing arms and dancing feet.
36. Classified sites
Group buying sites
Video sharing
LBS/check-in
BBS/forums
Social networking sites
Blogs
Online travel sites
Weibo
Comments on brand…
E-commerce sites
Q&A sites
Social shopping sites
Wiki sites
Review site
6.5 7 7.5 8 8.5
CULTURE!
SOURCE CREDIBILITY OF ONLINE WORD OF MOUTH
37. Easier to find fav brand
Detailed product info
Delivery service
Possible to buy something…
More choices
Easier to compare…
Easier than going to retail…
Faster than going to retail…
Low price
Shopping anytime
0% 5% 10% 15% 20% 25% 30%
CULTURE!
TOP REASONS CHINESE CONSUMERS SHOP ONLINE
39. HOT TOPIC #2 – RISING OIL PRICES CHANGES ATTITUDES
The rise of oil prices with oil reaching eight yuan per litre also spread rapidly on Weibo this
past week with people releasing steam on the social media platform. Most topics were
humorous and satirical rather than serious.
“People in Shanxi should find a new source of energy. This guy found out that his horse is
actually a very efficient mode of transportation – it takes about the same time for him to ride
the horse to town as a motorbike.”
CULTURE!
“I just found out there is a bus that goes straight from my work to my home. And another one
can take me all the way to this shopping mall! I don‟t even get in traffic jams, public
transportation in Beijing in actually works.”
“[With high gas prices] traffic jams are now luxury items [only the rich can afford]!”
“Is it because the government want to rescue state enterprises, now everyone is forced to
ride bicycles?”
40. HOT TOPIC #1 – SOCIAL FARMING COLLECTIVE, NX28
Social charity is a mainstream concern amongst many of the Post-80s Generation,
especially social media users on platforms like Weibo. Since 2008, numerous social
charity activities have launched on Weibo, such as “Saving Homeless Cats“, “Free
Lunch“, “Wardrobe of Love” and so forth.
Recently a new form of social charity is attracting more and more Weibo users –
nx28.com. A direct distribution channel for Chinese farmers, nx28.com currently has
over 120,000 followers on Weibo.
The founder of nx28.com is a Post-80s female Peasant Deputy to the NPC. nx28
provides urban consumers with organic agricultural products direct from their origin.
Cutting out the middleman, the products are packaged and delivered by the farmers.
With photos and videos, the entire process is revealed via the nx28 Weibo page in an
attempt to win trust and a sense of authenticity. This business model is catching on as
of late with other, similar direct from the source distribution channels cropping up.
Below are several examples of photos from nx28′s Weibo page.
CULTURE!
41. HOT TOPIC #3 – BO XILAI IS REMOVED, CHONGQING IS RELEASED
Following the dismissal of Bo Xilai, Former leader of western Chinese city, Chongqing
and once rising star of the Chinese political inner-circles, Weibo is once again
become the place for information. Many journalists and activists pushed for further
transparency in hopes that the government would leak more reform-oriented
information, but Weibo‟s censors were quick to remove keywords related to Bo Xilai.
Netizen voices were not all of dissent – many supported and agreed with the central
government‟s efforts. Other voices showed concerns over the uncontrolled power of
the government.
“Not sure if we should celebrate this. If someone as powerful as Bo can simply
disappear, just like that, what about ordinary people?”
While the print and online media are all unquestionably on the government‟s side –
featuring slogans such as, “Support Central Government‟s Decisions”, “Chongqing is
Reflecting on It‟s Past”, the online discussions are much deeper. Particularly related
to the “release” of Chongqing and what it should be “reflecting” on.
“So much money was spent promoting red songs, organizing red song events – how
much money was spent overall? Did people really, or at least the party members,
really want to do it themselves? Or did they do it just because they are under
CULTURE!
pressure from work or peers?”
“What is the role of the government and the public service? If someone in the
government decided a certain ideology is better than others, what right do they have
to spend tax payer‟s money to promote it?”
“We are not children. We are not still living in the period of cultural revolution. Stop
telling us what is right or wrong.”
42. 7 Days Sina Weibo Top 5 Trends
清明微博祭故人 168,552
小S顺利生产 再添一女 168,930
电影《春娇与志明》 185,751
全球新浪微博网友实时… 259,551
微分享大赛持续升温 948,780
0 400,000 800,000
7 Days Baidu Top 5 Trends
农二代辍学做鸭 502,340
妻妾和谐共处 510,538
张国荣 770,275
aa制生活 825,200
李湘被离婚 886,145
CULTURE!
0 400,000 800,000
43. 7 Days Top 5 Talked TV Drama: Sina Weibo
经营婚姻 6,516
步步惊心 9,909
北京爱情故事 19,737
向着炮火前进 22,995
甄嬛传 26,163
0 5,000 10,00015,00020,00025,00030,000
7 Days Top 5 Searched TV Drama: Baidu
偏偏爱上你 655,442
真爱找麻烦 704,845
北京爱情故事 790,734
太平公主秘史 1,942,599
甄嬛传 4,157,821
CULTURE!
0 2,000,000 4,000,000
44. Weekly Sina Weibo Top 5 Celebrity
羅志祥 1,231
潘石屹 1,247
任志强 1,268
杨幂 1,278
薛蛮子 1,297
1,180 1,200 1,220 1,240 1,260 1,280 1,300 1,320
7 Days Top 5 Played TV Drama: Youku
青盲 929,650
夫妻那些事 1,132,173
偏偏爱上你 1,161,361
AA制生活 2,171,389
太平公主秘史 3,044,367
CULTURE!
0 1,000,0002,000,0003,000,0004,000,000
45. BACK WORD!
Thanks for reading this issue of Culture Vulture IN CHINA! We hope you’ve enjoyed
looking at all the cultural insights we’ve gathered together and that you’re as
excited as we are to see what is in store in issue 2!
As you’ll have notices, China is vibrant and progressive, it’s easy to forget that
China is the size of Europe, and with cities that have the populations of entire
States, things here move fast. To really make the most of this market we must dig
deep and explore the cultural color of the country.
Please don’t hesitate to get in touch if you’ve got any thoughts, feedback or
comments!
46. SOURCES, WITH THANKS
ADIDAS ORIGINALS -
http://www.tudou.com/programs/view/anSlpbL1SYA/?resourceId=47173214_06_02_99?fr=2
THE NORTH FACE “Go Wild” -
http://www.tudou.com/programs/view/dISS_I3xzog/?resourceId=0_06_02_99
PIZZA HUT (Weixin) – http://www.flamingoshanghai.com/blog/2012/03/26/pizza-hut-tv-shows-
reaching-out-to-consumers-on-weixin/
PEPSICO, “BRING HAPPINESS HOME”- http://youtu.be/1CkmSZRNW1g
GLOBAL ROUNDUP - http://www.contagiousmagazine.com/issues/issue-30-dvd.php
SUNSHINE -
http://www.tudou.com/programs/view/XqJNHSbJL_Y/?resourceId=76897068_06_02_99?fr=2
GLOBAL ROUNDUP - http://www.contagiousmagazine.com/issues/issue-30-dvd.php
WHAT IS YOUR BRAND‟S ROLE IN CULTURE? -
http://www.contagiousmagazine.com/2012/03/news_38.php
FCFC - http://youtu.be/mH-xmHSIRko
DEBRANDING - http://www.marketingweek.co.uk/trends/debranding-the-great-name-dropping-
gamble/4001018.article
WEIBO LOCKDOWN - http://www.chinainternetwatch.com/#ixzz1r5O38Oj1
LUXURY CAR BRANDS - http://www.chinasmack.com/
WEIBO NATION - http://www.chinainternetwatch.com
MONKEY VS MASLOW - http://www.chinasmack.com/
MARRIAGE - http://www.weibo.com/hahachn
CHINESE LIVES - http://www.chinasmack.com/
TOP TEN AUTOBRANDS = http://www.chinainternetwatch.com/1303/top-10-searched-auto-brands-
in-oct-2011-chart/
OLD PEOPLE - http://shanghaiist.com/
DEMOCRACY – http://www.haohaoreport.com/l/34063
WHY SHOP ONLINE - http://www.china.org.cn/arts/2012-01/23/content_24472294_2.htm
TOP TEN REASONS - http://www.chinainternetwatch.com/1421/reasons-online-shopping/
BUZZ MAP – http://www.weibo.com
WEIBO HOT TOPICS 1,2,3 - http://www.flamingoshanghai.com/blog/
47. Chief Editor – Chungaiz Khan Mumtaz
CREDITS!
Editors – Kenneth Cheung, Bolin Wang, Cindy Liang, Andrew Spear,
Benjamin Condit, Phil Mo
Original Thinking – Lyndon Morant
Get involved contact -kenneth.cheung@mindshareworld.com
