The Campaign

"The Long Ride" is a story of a wilful young girl who, against her father's advice, embarks on an epic journey of self-discovery. What she discovers instead, is the depth of her father's love for her.

Creative Execution

Our distribution strategy used a mix of paid, owned and earned media to ensure we reached our target audience. On Weibo, we embedded the video natively on our Weibo page and promoted it via a mix of digital media influencers and key opinion leaders. On WeChat, we used influencers to share the video using Tencent's native video platform - QQ. On traditional media, we promoted the film on popular new year's eve variety programming on Hunan TV and Jiangsu TV.

The film was reported by 266 top media sites in China like CCTV, CNTN, China Daily, Modern Weekly and Harper’s Bazaar – delivering 667 million impressions worth more than 52 million RMB (USD 7.5 million). On QQ Video, the film was viewed more than 21 million times. On Sina Weibo during the campaign period, the campaign hashtag trended at number 3 with more than one million mentions, and the film ranked number 1 for most-watched branded content during the celebration season.

This film was launched in China as part of a Budweiser China's Chinese New Year campaign, not only to entertain but inspire a culture of saying thank you during the Chinese New Year celebrations.

In China, CNY is a time for homecomings all over the country, and beer is commonly consumed and gifted during these reunions with family and old friends. Our creative strategy was to sponsor this meaningful moment, by letting the beer express the feelings of gratitude you have for your loved ones.