- Star Wars, already a global sensation, felt pressure to replicate the success in China, however, the legacy of the franchise was missing; so the brand created a partnership that allowed Chinese viewers to watch the previous films online, and worked with a local youth celebrity to seed the content, and designed a mobile app to remove barriers to ticket purchase.
- Kung-Fu Panda had enjoyed huge success with its two previous installments, partly because of its strong Chinese cultural elements; voiced by locally famous actors, digital strategy turned on the local fame to create a context in which to discuss...
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