Those who analyze youth and the Internet often distinguish between online and offline life. In this issue of IWOM watch, we see that this distinction is becoming less and less clear.

For example, Tencent’s Q baby forum recognizes that the relationships that develop in online communities often extend to offline by offering on the ground events to support its latest Super Q Baby campaign. Parents who have gotten to know each other online can finally meet offline.

Micat, an application that allows netizens to easily upload videos and pics taken with their phones lowers the barrier for netizens to turn their lives into a media.

Finally, Starbucks recent “A Sunny Day” “subway series” of videos rides high on the buzz that is generated through discussions and the uploading of the subway videos onto leading video sites.

In truth, young netizens don’t really make a distinction between online and offline: the Internet is simply a natural part of life. The savvy marketers and application developers who recognize this, and even more, who contribute to the blurring of these worlds, will see greater success in reaching and engaging Chinese youth.

An excerpt from IWOM watch about the Q Baby activity is below.

Summary
Tencent recently launched a Super Q Baby campaign in which parents can upload their baby's photos and netizens will vote for them for prizes. This campaign is very hot these days with many netizens, especially parents to participate in it.

In some cities, Tencent also cooperates with active parenting communities such as wawayaya.net to organize offline gatherings for this campaign.

Sample Quote
是什么形式呀？我一定参加！
What kind of activity? I will definitely participate. (link)
我也给我们瑶报个名，回去准备一下照片
Vote for my baby first, then prepare the photos. (link)
报个名先，看看时间再决定能不能参加吧！尽量去喽！！
Sign up first. I need to check the time. Try my best!! (link)

Westmama, a parenting community even launched a special column for Super Q baby campaign where netizens share photos of their babies. The discussion is very hot these days and a lot of community members participate in the conversations.

CIC View
Parenting is one of the hottest online community category we track, and one of the characteristics of these forums is for parents to show off and promote their babies. These passionate parents can be a tipping point to help the brand’s campaign take off.

Another interesting fact is that parents love taking part in offline gathering to meet their online friends and see each other’s baby.

Brands who try to be attached to the online parenting community, leveraging these 2 facts are a “must have”.

Below is a screen shot of the index for the full IWOM watch report

Other CIC IWOM Watch related posts that may be of interest:
-See another post about the blurring line between online and offline lives here
-CIC Watch Half-Year Review released (download the full report)
-CIC watch: "You" - Time's Person of the Year - also lives in China (download the full report)