Branded content in china: Connect in China via branded content
Calvin FuFuse, Omnicom Media Group China
Ad restrictions and an over-proliferation of untargeted ads on Chinese TV are causing brands to divert their focus to branded content.
The winner of the talent show China's Got Talent 2011, pop dancer Zhuo Jun, won the right to use a Dongfeng-Peugeot 408 for an entire year. Through the 360-degree co-operation with 2011's China's Got Talent, Dongfeng-Peugeot 408 has spread its brand idea and gained popularity among ordinary families throughout the whole of China.
Meanwhile, the brand promoted the...