Winners of the campaign were awarded an e-coupon which could be sued to by HP products at its online store. The online game on a microsite created by Saatchi & Saatchi allowed consumers to share results on platforms like Sina Weibo, Tencent Weibo or RenRen. The next phase was launched on June 20 and consumers were invited to play the online game and share their results. Consumers were encouraged to predict what would come next on Kung Fu Panda 3. First, HP ran a writing and martial arts competition: Kung Fu PC, the master of both the writing and martial art. The campaign was carried out in two phases. To leverage on the popularity of Kung Fu Panda 2 and drive brand engagement among China’s youth. The PC manufacturing giant also paired with PR agency Hill & Knowlton to launch a 360 degree integrated digital marketing campaign. As the sole IT technology supplier and long-term strategic partner of Dream Works, HP offered audiences the 3D animation film Kung Fu Panda 2 during the summer. In line with the summer holidays, HP launched a two-month summer promotion in June themed “Kung Fu HP Passion Gifts”.
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