Creating branded entertainment in Hong Kong is not easy because it’s frowned upon by the public. Even though branded content can be seamlessly integrated with entertainment channels, it is usually seen as just another interruption to their favourite programme.While most Hong Kong advertisers put all their eggs into the traditional media basket, we focused on online users who are open to happily browse the web to seek entertainment.It’s especially true of YouTube users, as they search for the next zany video. However, the biggest video content provider and one of the most popular portals in Hong Kong is rarely used as a branded entertainment platform.

We tease the town by posting ”What does Umadare taste like?” in forums, Wikipedia and search engines.

To arouse more curiosity, we then identified 68 existing YouTube videos and tagged them as a different ending to the TV commercial using the annotation technology. Each video represents a possible expression of the after-taste. The more people watched the zany videos, the bigger the curiosity was about the taste. It all drew them to the final conclusion—“You have to taste it to get it.”

-With curiosity as the weapon, our campaign received a fantastic response-Over 380,000 views on YouTube in total-Over 200,000 impressions on Facebook-Umadare became the highest selling product in the last 2 years