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China Marketing & Advertising

“It’s All Staged!” Cosplayer Viral Story Turns Out To Be Marketing Stunt

The story of a dressed-up ‘cosplay’ girl being scolded by an elderly woman on the Beijing subway went viral over the past week. It now turns out the scene was staged for marketing purposes. It’s not the first time a viral video turns out to be a publicity stunt.

Manya Koetse

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The story of a dressed-up ‘cosplay’ girl being scolded by an elderly woman on the Beijing subway went viral on Chinese social media over the past week. It now turns out the scene was staged for marketing purposes. This is not the first time a viral video turns out to be a publicity stunt.

It is often photos and videos of everyday scenes on public transport or on the streets that go viral on Chinese media. A pregnant woman making a fuss in the subway, a loud fight between two girls, or two men riding bumper cars on a traffic lane.

This week, a video of a young woman being scolded on the Beijing subway for wearing a cosplay outfit went viral on Chinese social media.

The video, allegedly secretly filmed by a bystander, was shared by Tencent News and other Chinese media platforms. It shows an older woman on Beijing’s Line 10 telling the girl off, saying it is people like her who are a bad influence to her grandchildren, that she is neglecting her duties, and wearing clothes that are too revealing.

The story attracted much attention on social media, where many netizens sided with the young woman and praised her for responding coolly although the woman was attacking her.

Now, the story has taken a sharp turn as it turns out that the whole scene was staged with the purpose of generating more attention for the ad behind the older lady, several sources write.

The company promoted in the ad is Womai.com, a
healthy food shopping website in China that delivers to one’s door. In the ad, the website promotes its ‘coolness’; it says it is not just ‘cool’ (or ‘cold’) because it allows shoppers to stay inside with the air conditioning on, but also because it makes ‘cold jokes’ (冷笑话 corny jokes) on its ad posters.

This is not the first time a viral story turns out to be staged. In 2015, photos of a ‘romantic proposal’ made its rounds on social media when a young man asked his pregnant girlfriend to marry him using over 50 packs of diapers in the shape of a giant heart. One bag of diapers carried a diamond ring inside. It was later said the scene was sponsored by Libero Diapers.

In 2016, a video showing a woman making a scene in a hospital after having to pay nearly $700 to see a doctor also went viral on Weibo. It prompted outrage on Chinese social media about malpractices in Chinese hospitals, where patients often get scammed by hospital scalpers.

Later, netizens discussed how the video probably was a marketing stunt for Yihu365, an online platform that offers its services in making hospital appointments.

Viral marketing stunts also often occur outside of China. In a smart campaign, Range Rover parked one of its cars outside of Harrods in the UK in 2016, spray painted with the words “Cheater” and “Hope she was worth it.” As photos of the car were immediately shared by people walking by on social media, the story became bigger and bigger, with even BBC reporting about it.

With dozens of everyday scenes going viral on Chinese social media every day, ‘fake virals’ have become a business opportunity for advertising companies. But because of China’s critical social media users, fake virals hardly ever last long. But by the time it goes viral, its marketing purpose has already been fulfilled.

By Manya Koetse

Thanks to Miranda Zhou Barnes.

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©2017 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

Manya Koetse is the editor-in-chief of www.whatsonweibo.com. She is a writer and consultant (Sinologist, MPhil) on social trends in China, with a focus on social media and digital developments, popular culture, and gender issues. Contact at manya@whatsonweibo.com, or follow on Twitter.

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China Digital

Must-Read: SCMP’s China Internet Report 2020

The China Internet Report brings order to the chaos of China’s ever-changing digital environment. There’s a special What’s on Weibo discount for the Pro-edition.

Manya Koetse

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SCMP Research’s China Internet Report 2020 is here, covering the country’s biggest tech trends, breaking down the major players and key markets, and bringing some order to the chaos of China’s rapidly changing digital environment.

Today, the South China Morning Post (SCMP) has launched its third edition of the China Internet Report – a super-comprehensive resource on China’s technology landscape offering insights into the most important trends and players shaping the world’s biggest internet community.

This year, China’s online population has reached the staggering number of 904 million users, with the average daily time spent on the internet rising to 7.2 hours in March.

COVID-19 has significantly increased online media consumption across China.

China’s rapid digitization has not just radically altered Chinese society – it is also increasingly impacting the global internet ecosystem at large.

With yesterday’s local startups becoming tomorrow’s international tech leaders, and today’s trends soon becoming worldwide shifts, understanding China’s latest digital developments has never been more important.

The new coronavirus outbreak in China has not just temporarily affected people’s online behavior, the report finds, suggesting that COVID-19 will have a lasting impact on China’s tech sectors.

Besides social media platforms and other apps becoming a crucial tool of mass communication and information for Chinese netizens in times of COVID-19, the pandemic also changed how people in China started using technology in their everyday lives, from online learning to digital healthcare seeking. These trends have brought about permanent changes.

The accelerated digitization and the innovative tech use in times of the coronavirus crisis are listed as one of the major trends of 2020, among other vital digital shifts changing China’s online landscape, from the mass adoption of 5G to live streaming in China reaching its third phase.

To check out the main trends for 2020, China’s latest internet statistics, its top tech competitors, internet companies, and more, here’s a link to the report.

This year, in addition to the free report, SCMP Research also introduces its Pro Edition (US$400) that features more than a hundred pages of deep-dive per sector – from e-commerce to healthtech, 5G and more – providing additional analysis, data, as well as access to six closed-door webinars with leading C-level executives of internet and technology companies in China.

The folks at SCMP have been kind enough to reach out and offer a special 30% discount on the Pro Edition report for What’s on Weibo readers.

You’ll get the discount by using the discount code: “WHATSONWEIBO“, or by clicking this link that will automatically include your discount code.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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China Food & Drinks

Spicy Sauce Scam Goes Viral – Tencent Duped by Fake Lao Gan Ma Deal

The bizarre story that went trending this week involves China’s tech giant Tencent and China’s undisputed sauce queen Lao Gan Ma.

Manya Koetse

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The super popular Chinese chilli sauce brand Lao Gan Ma has been all the talk on Chinese social media this week since a somewhat bizarre incident occurred where the world of tech scams and spicy sauce collided.

News came out earlier this week that Chinese tech giant Tencent sued Lao Gan Ma over a contract dispute for failing to pay the advertising fees for their online platforms. The case led to an initial Shenzhen court ruling requiring Lao Gan Ma to freeze 16.24 million yuan ($2.3 million) worth of assets.

According to Chinese state media outlet Global Times, Tencent claimed it had signed a marketing contract with the famous chilli brand in March of last year, and has since delivered marketing promotions worth of tens of millions yuan without receiving payment.

Lao Gan Ma, however, denied ever signing this contract with Tencent and reported the matter to police.

It then turned out that Tencent had actually signed the marketing cooperation with imposters pretending to represent the chilli manufacturer, and had actually been cheated.

Meanwhile, the hashtag “CCTV Investigates the Lao Gan Ma Suitcase” (#央视调查腾讯老干妈诉讼事件#) received over 400 million views on social media platform Weibo.

The imposters’ goal allegedly was to obtain the online game package codes that are part of Tencent’s promotional activities, in order to resell them online.

On July 1st, Guiyang police released a statement on Weibo saying they had arrested three people in the fraud case; a 36-year old man, and two women aged 40 and 36. The topic became trending on Weibo (#警方通报3人伪造老干妈印章签合同#), receiving 190 million views.

On social media, many netizens wonder how a big company such as Tencent – one of China’s biggest internet giants – could fall for such a scam.

“Even I know that Laoganma doesn’t need advertisement to promote its products,” some commenters wrote.

“Wouldn’t such a business deal actually require them to meet?”, others wonder.

Other people express their anger at Tencent, demanding an apology from the company for suing their beloved chilli sauce brand.

But the majority of people think the matter is somewhat hilarious, ridiculing Tencent – that has a penguin as its main logo – for getting caught up in such an embarrassing scam. Dozens of memes circulating on Weibo make fun of the company for being so stupid and naive.

The Tencent penguin: deceived, used, and ridiculed.

The Tencent company joined the meme machine to also ridicule itself, asking Chinese netizens for information that could prevent them from falling for such a scam in the future. As a reward, the company writes, they will give away thousand jars of Lao Gan Ma chilli sauce.

Want to know more? To read all about the Lao Gan Ma brand and its history, click here for our feature article on the brand and its founder.

Hungry? Lao Gan Ma is also for sale in your local (Asian) supermarket, and also sells it products through Amazon here.

By Manya Koetse

Spotted a mistake or want to add something? Please let us know in comments below or email us. First-time commenters, please be patient – we will have to manually approve your comment before it appears.

©2020 Whatsonweibo. All rights reserved. Do not reproduce our content without permission – you can contact us at info@whatsonweibo.com.

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