Wednesday, May 23rd, 2012
In China, advertisers are making the move to online branded content to take advantage of the lack of popular shows in the country?s state-controlled media.
Brands, like Pernod Ricard SA, are now building plots around their products. The French liquor company recently launched an interactive online movie to promote Martell Noblige, Pernod?s cognac brand.
?Style Experience? centers on a crucial day in the life of Ken (played by Bai Xuxu), a dashing Shanghai bachelor. He lives in a fully-equipped bachelor pad and cruises around the city in a BMW.
The show has an interactive twist: viewers determine the plot and the length of the online film. The audience will help Ken make choices that can lead to his success or failure. The movie can be downloaded on http://www.martellnoblige.com.cn
Product placements are not intrusive, according to the Online Wall Street Journal. Cognac bottles are relegated to the background as Ken moves around.
The movie represents a year-long effort from Pernod. Before production, the company researched by sending bloggers to various cities in China to review ad trends.
The company has not disclosed the overall cost of the campaign, which aims to establish Martell Noblige in China?s large liquor market. According to recent studies, China is the world?s second largest cognac market in terms of volumes consumed. This is a statistic that Pernod wants to take advantage of with its new online campaign.
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