www.youtube.com/watch?v=cYeQOYL2BrE
With “The Dark Knight” released in Taiwan, the most popular TV talk show “Kangxi Lai le” did a superhero special with the “Who’s the Coolest Superhero” title. You can see awful a lot Batman toys in the episode with artists talking about how they idolize Batman since they were very young. But in a way to be subtle, the show also invites some Superman fan and a the incredible hulk fan. But still, the whole episode disseminate of a message - “Batman is the coolest”.

The marketing partnership is samrt, not to say the core viewers of “Kangxi Lai le” are their main target audience & the show gives it highly visible branded integrations, just the usual after-show effect of “Kangxi Lai le” can simply boost the movie weekend performance to a new level.

The synergy from the show doesn’t include mainland China, but considering the popularity of “Kangxi Lai Le” on video content site like Youtube, Tudou, 56.com. Warner Bros China can already cut a slice on mainland promotion budget.

Dummy PRagon does some calculation: Normally the “Kangxi Laile” Show got a average 5 million audience in Taiwan which doesn’t count re-run. In mainland China, to count 3 video sharing site youtube, Tudou & 56.com’s, the episode got viewed online by 110,000 people & downloaded countlessly on other popular formats of file sharing like BT and Emule.
www.the3floor.com/blog/

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