Tourism Australia recently launched an online drama series in China called ‘再一次心跳 (Heartbeat again)’ starring Taiwanese heartthrobs, Show Lo (罗志祥) and Rainie Yang (杨丞琳).
The five-part series of ten-minute episodes was filmed in three Australian locations namely, Victoria, New South Wales and Tasmania. The love drama was launched exclusively on Tudou, and aimed at tugging the heartstrings of more than 500 million Chinese netizens.
The drama is a suspense-filled, modern-day love story featuring stars who are extremely popular within Greater China and have a combined following of more than 25million fans on online channels and micro-blogging sites.
DDB China Group was tasked with creating engagement via the online campaign site on Tudou. They have created an online environment which engages with the audience and encourages them to play with, participate in and pass on content to promote Australia in a more romantic and touching way.
Play: The episodes can be seen on Tudou, with one episode uploaded every week for 5 weeks. Audiences can also watch behind the scenes and vignettes of travel destinations that explore Australia’s iconic places in more depth.
Participate: By answering two questions from each episode that relates to the drama and Australia, audiences will receive an e-postcard and be entitled for a weekly draw to win gifts and souvenirs from Tourism Australia. Audiences are encouraged to watch all five episodes to answer all questions correctly to vie for the Grand Prize Draw (Six round trip air tickets to Australia).
Pass on: The campaign encourages active sharing of the online drama & e-postcard each week within Weibo or other social networks to increase users’ chances of winning the Grand Prizes.
Have a look at http://australia.tudou.com
Agency Credit: DDB China Group
