Ocean Park, the true Hong Konger’s theme park, has just taken more initiatives to embraces digital and interactive marketing to promote their recently open Amazing Asian Animals. They revamped their website, created an online platform in tvb.com and setup their official Facebook page.

Revamped Ocean Park Web Site

▲ Ocean Park’s Revamped Website of Amazing Asian Animals

Ocean Park revamped thier website and launched it at the end of May. The website looks much refreshing and likely targets to youngsters. Heavy flash animation are used and Facebook fan page is also introduced for the first time.

Interactive Campaing on TVB.com

▲ Ocean Park’s Interactive Campaing on TVB.com’s MyTV

▲ Ocean Park’s Q&A in the Interactive Campaign

Ocean Park partners with TVB.com to launch an interactive campaign as well. They put a few videos about the new Amazing Asian Animals on MyTV to introduce their new residents like giant panda, red panda, Chinese giant salamander. After viewing those clips, users can try the Q&A and get a chance to win tickets to Ocean Park.

Ocean Park’s Facebook Fan Page

▲ Ocean Park’s offical Facebook Fan Page

The theme park try-out social media as well to promote themselves among the younger generation. It launches their offical Facebook fan page recently and posted some events, photos, etc. to engaged its fans. However, it’s seems the other user-created fan page are much more engaging with Ocean Park’s funny ads.

After all, I am happy to see Ocean Park has visioned that interactive marketing is the key factor of success advertising campaign. I wish they will promote this true theme park of Hong Kong succesfully to the world through the new media.

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TVB.com released its very first live streaming channel a month ago, a myTV Live beta was launched to offer users 24-hour live TVB Interactive News Channel (“互動新聞台”). Though it’s not a dramatic breakthrough to put all their existing free-to-air channels online, e.g. Jade & Pearl, this beta definitely helps to convince this Hong Kong TV monopoly progressively to embrace the interactive media.

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TVB.com partners with MSN to launch a crossover myTV x MSN which offers MSN users to watch TV online while they are chatting on Windows Live Messenger v9. This partnership not only raise the awareness of the online myTV service of TVB.com, but also celebrate MSN 10th anniversary with an innovative idea.

Watch TV and Chat Simultaneously

A TVB icon will show up in the tab bar for MSN users who has upgraded to Windows Live Messenger v9 (WL v9), and myTV windows will pop-up after users clicking on the icon. This myTV x MSN service offers 5 channels including Variety, Entertainment, Food, Music & Travel, however, users are not able to select TV programmes within individual. Selecting other programmes or “more” will open myTV website in another web browser.

Interactive TV with information

As an interactive media, myTV service offers you some additional information which is related to the TV programmes. This function is especially useful for some travel and dining programmes to provide travel tips and restaurant information.

MSN 10th Anniversary

To celebrate MSN 10th anniversary, they leverage on the myTV x MSN campaign and create a mini site to engage TV fans on MSN. They have also created some customized MSN icon image with popular TVB’s drama theme for MSN users to download as well.

No doubt this partnership will bring some MSN geeks to watch traditional TV programmes online, and myTV service is relatively benefited much in brand awareness from this partnership.

Extended Reading

• MyTV X MSN，一邊睇，一邊傾偈 by MSN HK FYI
• TVB.com partners MSN for online MyTV service by BrandRepublic Asia
• MSN 精彩 10 年 by MSN HK

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Fans of Laughing Gor (Laughing 哥) are all upset about his death in the 22nd episode of TVB’s popular drama “Emergency Unit” (《學警狙擊》). Both the role of Laughing and the fabulous acting by Michael Tse (謝天華) have gained hot attention and massive praise since he was revealed to be an undercover for over 9 years in the recent episodes. Of course, everything didn’t happen intentionally by TVB itself, Laughing Gor just tips in the social media.

Tipping in New Media

Laughing started as a supporting role in “Emergency Unit” as a senior position in a triad (進興社) and got not so much attention in early episodes. But once the surprising rumor of Laughing is an undercover spread in various social network sites like Facebook, forums and blogs, it created massive buzz and raised much more audience attention about “Emergency Unit”. With such respectful and interesting characters of Laughing, social media facilitated the unstoppable viral distribution and hot discussion about his destiny.

Being the hottest search keyword in Yahoo! HK (The most popular search engine in Hong Kong), Laughing Gor simply dominated the local online community this week.

Fans in Facebook

The death of Laughing in 22nd episode is the hottest topic among mainstream and online media before and after it is broadcast. It attracts more than 120,000 Facebook users to join his group and here are some facts:

Mar-18 3PM: ~60,000
Mar-18 11PM: 73,166 (The night of 22nd episode)
Mar-20 1AM: 103,319
Mar-22 4PM: 125,780

The death of Laughing doubles the number of fans and attracts 1.8% of Hong Kong population just in a Facebook group, it is pretty impressive in local social media.

User-Generated Media

The death of Laughing triggered much more user-generated contents. Facebook and Twitter were flooded by the status updates in which netizens expressed their sympathy of losing Laughing. As there are massive desire of expressing their sadness, revenge and wanting Laughing back, there are popular facebook apps. The most interesting one is “In remembrance of Laughing” (“永遠懷念Laughing哥”) developed by Eric, it enables user to mourn him by laying virtual offerings.

People also organized Laughing’s gags, derived numerous funny photos and uploaded his “Death Note” video in Facebook group and forums. The phenomenon of Laughing also gained huge coverage of personal blogs as well, and all these show the power and impact of Web 2.0.

Tipping Point in Web 2.0

Laughing Gor reminds me about a book – “The Tipping Point” by Malcolm Galdwell, and he completed side-mission to create a very first successful case how Web 2.0 tips drama and character from mainstream media in Hong Kong. Wish you rest in peace, Laughing Gor! We will either see you in final episode of “Emergency Unit” or Episode I of Laughing Gor (Laughing 哥前傳).

Extended Reading

• Laughing哥 – 從電視到互聯網 by 案內人隨筆
• 12萬人悼念Laughing哥 by 廣告101‧Be Always Convinced!
• 解釋 Laughing 哥 II：電視劇熱潮, 是刻意還是巧合?part 1 by 石先生
• 從領袖的角度看Laughing哥的死亡 by 寫作空間
• Unravelling the Laughing Gor Phenomenon by The Picth HK
  
• 「Laughing哥」紅遍討論區 編劇剖析熱潮 「社會需要英雄」by 明報新聞網

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