To Go Viral in China Challenge the Cultural Norms – Nancy Pon

Published on 2013-12-17


THE MARKETING ‘HOLY GRAIL’ in social media is to make a campaign go viral. Unfortunately for marketers there does not appear to be a fixed recipe. But Nancy Pon, the Vice President of Communications at Touchmedia, believes one method is to challenge the cultural norms. Inspired by Timothy Ferriss’ ‘The 4-Hour Work Week’, her team created an exercise video series for their company’s in-taxi video screens that was 45 seconds in length, while at the same time creating a cultural scandal to keep passengers watching.
Touchmedia is a leading in-taxi media company, using touchscreen technology that makes advertising interactive. The company was founded in 2003 by Chinese-American entrepreneur, Micky Fung, and today has over 30,000 screens in four Chinese cities, and has began expanding into Canadian cities of Vancouver, Calgary and Toronto.