This July it’s been another exciting month. Firstly, we watched as lots of netizens took relationships they have formed online offline – with netizens coming together to watch the longest total solar eclipse of this century and then proceeding to spread the news via different online channels. Then we watched as Man United fans organized meet ups to go see their favorite team play in Hangzhou. In the second part of this issue, we then looked into the popularity of the Jia Junpeng incident which has already generated more than ten million page views and hundreds of thousands of replies! Finally, we take a quick look at KFC’s newly launched “Drink Joyfully” campaign which runs over famous SNS’s and encouraged netizens to interactive with others and in doing so promotes their products and brand image online.

Case Study

KFC launched their “Drink Joyfully” campaign on major Chinese SNS
(肯德基联合热门网络社区，一齐“吸乐无穷”)

Summary

KFC has recently launched a summer drinks campaign on some mainstream Chinese SNS’s called “Xi Le Wu Qiong”. From June 15th when a customer buys a Summer Drink they will also receive a campaign card, with the code on each card then activating an individual game account. The campaigns participants win points in two ways, either by inviting friends to join the game or by stealing away their friends’ drinks. The participants who have accumulate the most points are then awarded a variety of prizes once the campaign has finished.

CIC View

Due to netizens starting to use SNS’s more and more and because of the close relationships that can be found on this space, brands and companies are now starting to use them more frequently as a platform to promote their campaigns and products.
In this example, KFC ran their campaign over a number of the most popular social networks in China, encouraging netizens to also add their online friends in order to win points. By doing this not only do KFC acquire more participants and exposure to this branded drink game but they also create a great platform that can be used to promote future KFC products and brands.

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

For related articles, please see below:

CIC launches new ‘Youth Report’
IWOM Watch Sep 16-30: Retailers reverse the “Group Purchase” trend
The DNA of internet word-of-mouth platforms
Connection points for the “connected agency” in China