Sending bullet screens are the most popular social activity in China when audiences watch TV drama series online. We leveraged this activity to let audiences send bullet screens of lime ritual, turning these bullet screens into a ‘social community’ of lime ritual. Even the celebs in these series openly replied to our bullet screens, organically making themselves the endorsers of lime ritual.

Corona with a slice of lime is the drinking ritual (also known as lime ritual) and the brand’s most valuable asset. Promoting lime ritual is Corona’s strategy in China, which helps to strengthen the brand’s difference and premium image. However, this ritual was not well established. Even in many drama series with billions of views, where Corona was often used as a popular prop without the brand’s knowledge, the celebs forgot to add the lime while drinking Corona.

The objective was to hijack these hottest series to raise lime ritual’s awareness.

Creative Idea:

We leveraged the social activity of sending bullet screens while watching TV drama series online, to let audiences send bullet screens of lime ritual, turning these bullet screens into a ‘social community’ of lime ritual.

Bullet screen users were leveraged to send bullet screen reminders of lime ritual when they spotted celebs who drank Corona without lime. Numerous reminders with various styles were left for future views to see and interact making this ‘community’ a carnival.

Target audience: Chinese audiences who watch TV series online and are bullet screen fanatics.

What is Bullet Screen?

Commenting while watching is the hottest social activity on video sites in China.

Bullet screen is a feature on China’s online video platforms, which allows real-time comments generated by audiences to fly across the screen like bullets, and remains in each episode forever for future viewers to interact!

Major video streaming platforms players, including iQIYI, Youku, bilibili, Tencent video, etc., have adopted the practice and revolutionized the way audiences watch and interact with films and TV series. And Chinese audiences are fanatic about sending bullet screens to comments while watching TV series.

We intended to hijacked this social behavior, turning bullet screens into Corona’s free social ‘community’ where audiences were leveraged to send bullet screens of lime ritual.

Corona launched #ShootForSoulMate# contest on weibo (Chinese equivalence of Twitter) to engage netizens in sending bullet screen reminders when they spot celebs drinking Corona without lime in TV series online. As a token of appreciation from these soul mates, viewers will be rewarded based on the amount of likes – as much as a lifetime’s worth of Corona and lime!

The contest was implemented on major video streaming sites including iQIYI, Youku, bilibili, Tencent Video, etc. And it’s an always-on campaign since it was first launched in Jan of 2021.

34 of the hottest drama series with billions of views were hijacked to be turned into Corona’s free social ‘community’ to create the buzz of lime ritual. Even the celebs in these series openly replied to our bullet screens, organically making themselves the endorsers of lime ritual. The bullet screens would remain in each episode for future viewers to interact, serving as permanent and no-cost monuments to Corona’s efforts to reinforce the lime ritual.