Sign in or 
Share this
Taiwan: Case Studies
EMI Music's Mobile Campaign
Mobile devices have proven to be as handy as marketing tools as they are for other uses. Taiwan’s mobile market is no exception.
EMI Music, the music industry’s third largest company, unleashed a successful mobile advertising campaign in September 2007 for Taiwanese pop star Jolin Tsai’s Agent-J CD release. In an effort to curb illegal downloading and stimulate interest, the mobile campaign encouraged fans to buy the album pre-release rather than wait to download it illegally.
Mobile activity was used as part of an integrated campaign involving a film based around Agent-J. Advertising was pushed across multiple mediums. The DVD was available only with advance orders. A pre-launch SMS drive offered VIP tickets to the film premiere. A website offered a downloadable ringtone in the style of a voicemail detailing Tsai’s mission in the film. Posters and concerts added to the visibility of the campaign.
The mobile campaign was a resounding success. Agent J was Taiwan’s top-selling album of 2007, and 80,000 copies of the film and album were pre-ordered. More than 27,000 people requested the downloadable voice message and 15,000 applied for tickets to the VIP premiere.
Information Source
Intel's "Heart of the Matter" Campaign
Intel wanted to make their Centrino 2 Processor relevant again. Ad agency MRM's Asian Pacific branch unleashed a campaign to achieve this using transmedia. MRM took the non-traditional approach of of creating an online-only feature film called "Heart of the Matter". It starred two of Taiwan's biggest stars and was distributed exclusively online. Viewers were then invited to enter a competition where they could win a laptop.
The campaign was a surprising success. In just over two weeks, there were over 50 million ad impressions with a substantial click-through rate.
Other markers of success:
- The film pulled in over 200% higher traffic to the Intel "What's Inside You" page located on Intel.com.- During the first two weeks, the videos were viewed by more than 100,000 people.
- The first week alone saw an impressive 239% growth in Intel Corporate site visits and a 236% increase in page views.
- Over half of all visitors entered the contest, with an overwhelming 94% getting the correct answer and 90% submitting their emails to enter.
Information Source
Local elections in Taiwan saw the launching of campaigns which were not just being run on the streets but also in cyberspace. The screen shot from the DPP website shows the party’s candidates for mayor or county commissioner in the end of year local government elections. Beneath each candidate’s photo there are icons linking to Plurk, Facebook, blogs, websites and YouTube. It shows that candidates are actively using social media as tools in their campaign.A number of leading DPP politicians including Frank Hsieh, Su Tseng-changand Hsiao Bi-khim are active users of Plurk. Frank Hsieh has just published a book called “Frank’s Plurk Diary”. He began using Plurk in April this year and now has 11,447 friends and 3,519 fans. Plurk is currently much more popular than Twitter in Taiwan because it has a Chinese-language option.
Information source
Social Media during Typhoon Morakot
Rescue efforts by citizens during the aftermath of Typhoon Morakot was the first time people gathered together
through social media after a natural disaster in Taiwan, illustrating how online messages can motivate people
to stand up and devote themselves to rescuing others.
Microblog service Plurk played a new role during this Typhoon’s attack. People published instant messages to gather goods and volunteers via Plurk. There were tons of related messages but they were spread individually without integration. Therefore, a specific account was established to collect and republish information. Moreover, several developers created Web sites voluntarily for the public to report the latest news. For example, Google
maps shows the latest situation visually. The Typhoon page looks simple, but it presents each area’s immediate
need for food and volunteers. DisasterTv also serves a similar purpose. The largest BBS forum in Taiwan, PTT, also created a discussion board for fundraising and recruiting volunteers.
Information Source
| Read more about Taiwan's Digital Social Media: |
| About Taiwan Media Landscape Case Studies Interviews Useful Links From the Creators |
chitanya |
Latest page update: made by chitanya
, Nov 8 2009, 11:27 PM EST
(about this update
About This Update
Edited by chitanya
158 words added 1 image added view changes - complete history) |
|
Keyword tags:
None
More Info: links to this page
|
There are no threads for this page.
Be the first to start a new thread.
