Marketers, faced with limited and expensive television options, are increasingly creating branded entertainment series for online distribution in China, reaching target markets that are more likely to surf the web than watch communal television at home. Due to the strict restrictions on TV and limited space for embedded commercials, advertisers can only come to branded drama series and entertainment programs. However, online distribution of content is a perfect channel in China where over 500m Chinese, typically the under 30s, watch online videos. For example, microfilms are popping up all over China and becoming one of the most popular types of branded entertainment.

Our audiences were drawn to the content through integrated media, especially via TV and social media such as the famous TV dating shows ‘If You Are the One’. It will be announced on its official Sina microblog before being broadcast on TV. When the programme is presented on TV, it will be discussed simultaneously on its official Weibo. Afterwards, fans will can search for more information on the internet.

Just in a month, the result speaks for itself:1.2m Finders70% Returning Visitors380,000 Hours Gameplay150,000 New Followers to OPPO360,000 Related TweetsThe high engagement strikingly drives sales, and OPPO Find smartphones were sold out in 2 months.