Sponsoring “Sing! China” was Whaley TV’s key strategic move to raise above 1qqthe highly competitive Chinese television market.
How to maximize sponsorship rights and create an innovative brand image were two challenges faced.
To win over young TV buyers, Whaley launched “New Age Musicians”, co-brand with QQ music. The activation recruited votes to select new age musician youth icons, while created innovate ways to engage youth such as crowd-funding MV, and China’s first offline light-sensitive interactive billboard.
The activation resulted 226 million total exposures, and 11.7 million digital engagements.