Digital Media in TaiwanCase Studies of Companies with Digital Media Campaigns in Taiwan.

http://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_Taiwan

Saturday, March 19, 2011

Source: Http://www.clickz.asia/2334/facebook-gains-popularity-in-taiwan

Case 1. 7-Eleven AR CampaignAugmented Reality Campaign with Utilisation of Facebook for 7-Eleven

Saturday, March 19, 2011

7-Eleven AR Campaign

✤ 7-Eleven rolled out Augmented Reality billboard and Facebook Campaign Launch in Nov 2010 in Taipei’s Ximending & Kaoshiung’s Dream Mall

✤ AR Digital billboard was equipped with face-recognition technology that virtually attached 7-Eleven mascot Open Chan’s headgear on consumer’s head

Saturday, March 19, 2011

7-Eleven Augmented Reality Campaign

✤ Campaign was created by wwwins Isobar Taiwan, launched in 2 popular malls in Taiwan, several 7-Eleven stores and online.

✤ 7-Eleven will upload photos of consumers on the campaign site and its Facebook site so that participants can share them with friends

✤ Points are given when participants took their photo. These points are then used for redemption of Open Chan toy.

✤ Main platforms used during the 2-months campaign are Facebook, interactive digital billboards, online advertising, point-of-sale touch screens in 7-Eleven stores, PR event with ambassador, Jolin Tsai

Saturday, March 19, 2011

Results✤ Successful campaign

✤ 1.1 million Facebook fans

✤ 30,000 physical participants and 5,000 online participants

✤ More than 10,000 photos published on Facebook

✤ High traffic to 7-Eleven official site

Saturday, March 19, 2011

Source: Http://asiadigitalmarketingyearbook.com/system/files/ADMA-Digital-Marketing-Yearbook-2010.pdf

Case 2. Paramount PicturesCampaign for Transformers: Revenge of the Fallen

Saturday, March 19, 2011

Transformers Campaign

✤ Paramount Pictures created online ad campaign for 12 to 38 years old to showcase audio and visual effects of the movie

✤ Campaign was created by Microsoft Advertising and Paramount Pictures

Saturday, March 19, 2011

Transformer: Revenge of the Fallen Campaign✤ Campaign includes

✤ skin advertisement on MSN homepage with embedded push down video of movie trailer

✤ expandable 300x600 advertisement on Windows Live Messenger, which expanded to a full screen view of the movie trailer

✤ an expanding skyscraper banner in Windows Live Hotmail, showing movie trailer

✤ a Transformer 2 microsite on MSN entertainment channel featuring trailer and interactive options

Saturday, March 19, 2011

Results✤ Successful campaign

✤ High click through rate of 1.49%

✤ Interaction rate of 119.76%

✤ 69.76% of viewers played full video trailer

✤ Broke box office records by taking NT$40 million (US$1.24 million) on the release

Saturday, March 19, 2011

Source: Http://m.friendfeed-media.com/ecdacb8eab58fbe929069660925db6a292b212a9

Http://www.campaignasia.com/Article/210953,intel--intel-future-daily--taiwan.aspx

Case 3. Intel TaiwanCampaign for Intel Family and Intel Centrino 2: Heart of the Matter

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Saturday, March 19, 2011

Intel Family: Future Daily

✤ Intel Family campaign aimed to deliver humorous approach to the importance of choosing the right CPU in computers

✤ Future Daily component acts as e-newspaper for user-generated content revolving topics such as entertainment, technology, lifestyle and more

✤ Points are awarded to users who created contents

Saturday, March 19, 2011

Intel: Heart of the Matter

✤ Campaign was created by MRM Worldwide - Asia Pacific Agency.

✤ It features viral online-only feature film called Heart of the Matter: three-part webisodes, starring top Taiwan stars. Viewers were invited to enter a competition where they could win a laptop

Saturday, March 19, 2011

Results

✤ Success in 2 weeks

✤ 50 million ad impressions

✤ 200% increase in traffic to Intel.com page

✤ 100,000 video viewers

✤ 239% growth in Intel Corporate site visits

✤ 50% of visitors entered contest

Saturday, March 19, 2011

Source: Campaign Asia Http://www.campaignasia.com/Tools/Redirect.ashx?ID=274

Case 4. EMI Music’s Mobile CampaignLaunch for Taiwanese Pop Star, Jolin Tsai’s Agent-J album.

Saturday, March 19, 2011

EMI Music’s Mobile Campaign

✤ EMI Music - third largest company in the music industry

✤ Successful mobile ad campaign in September 2007 for Taiwanese pop star Jolin Tsai’s Agent-J CD release.

✤ Increase sales of album pre-release instead of illegal downloads

Saturday, March 19, 2011

Agent-J Campaign

✤ Campaign revolves around film storyboard of Agent-J

✤ Advertising across multiple mediums before availability of DVD through pre-orders.

✤ Pre-launch SMS offered VIP tickets to film premiere

✤ Website offered downloadable ringtone (voicemail about Tsai’s mission in the film)

✤ Posters and concerts during campaign

Saturday, March 19, 2011

Results✤ Successful campaign

✤ Agent-J was top-selling album in 2007

✤ 80,000 copies of film and album were pre-ordered

✤ 27,000 downloads of voice message ringtone

✤ 15,000 application for premiere tickets

Saturday, March 19, 2011

Source: Http://www.roc-taiwan.org/be/ct.asp?xItem=117289&ctNode=463&mp=102&nowPage=3&pagesize=15

Case 5. Taiwan Tourism BureauCampaign to get rich media inputs globally for The Best Trip in the World Contest.

Saturday, March 19, 2011

Best Trip in the World Campaign

✤ Campaign invites teams globally to send in entries of a creative and budget 4-day Taiwan tour itinerary

✤ 50 teams with best itinerary have to produce short video and write a blog post in Taiwan Tourism Bureau’s site for each day in their itinerary

✤ Winning teams receive prize money for Taiwan Trip

Saturday, March 19, 2011

Best Trip in the World Campaign

✤ 1123 team entries from 44 countries

✤ High traffic to Taiwanese Tourism Bureau’s blog (2.4 million views)

✤ Video views of 160000 times

✤ Amplification of messages about the Contest through netizen’s usage of personal blogs, Youtube, Facebook, Twitter

✤ Coverage by international media such as CNN, BBC, Reuters

Saturday, March 19, 2011

Results

✤ Successful campaign

✤ High online presence and brand equity of Taiwan Tourism Bureau

✤ Increase in number of tourists to Taiwan

Saturday, March 19, 2011

Source: www.direct2dell.com/chinese

Case 6. Dell’s SolutionsBlog of Dell, a Computer Systems Company

Saturday, March 19, 2011

Direct2Dell’s Blog

✤ Chinese-language blog for Dell, major trading partner of Taiwanese companies

✤ Blog posts by Dell workers such as blog master Jacqui Zhou helps

✤ to keep up communications with growth pace

✤ in facilitating direct communication & better service for customers

Saturday, March 19, 2011

Blog Contents

✤ New products/services

✤ Personal experience

✤ Work experience

✤ Comments and topic suggestions by viewers

Saturday, March 19, 2011