Hu,+Ke


 * Online Advertising Critique **


 * Case 1: Coca Cola online Olympic Torch Relay Campaign with Tencent QQ **



 During March to August in 2008, Coca Cola in China raised an online Olympic torch relay campaign, cooperating with Tencent QQ, China’s largest and most popular free online instant messaging computer program in mainland China.  Before this campaign, Coca Cola Company recruited 8888 first torch relay ambassadors from their official website for 8888 torch relay routes. The 8888 torch relay routes on QQ started simultaneously with the real torch relay staring from Greece. During this period, all QQ users can participate in this campaign. Your friends on QQ can invite you to enlighten the torch and you have chance to become the virtual torchbearer and rewarded an enlightened torch icon on your QQ. When move your mouse on the torch icon, a tips pop up indicating the population of participants, the geographical location of the virtual right now, etc.; most importantly, is the link of the Coca Cola Olympics website. By clicking the link, Coca Cola Company can largely promote their brand and products.

  This marketing campaign was indeed successful. Coca Cola Company chose the right partner, Tencent QQ, who had more than 200 million users and 80 percent of them are under 35. These young people were the target market of Coca Cola Company and were most enthusiastic about Olympics. Coca Cola sized this huge opportunity. The final figures reported by Coca Cola shows that there were more than 135 million participants, among which 62094896 torchbearers successfully relay the Olympic torch. The tips exposure more than 650 million times per day on the customer side.  Through this campaign, customers got a chance to directly interact with both Coca Cola and Olympics. The brand image of Coca Cola Company was largely, widely and deeply enforced.


 * Case 2: ASOS Online Marketplace **





 ASOS is one of the largest online fashion and beauty retailer store in UK. Under the name of fashion, ASOS launched a marketplace. In this marketplace, retailers are exactly the buyers from ASOS. Individuals can apply to be sellers. The pictures on the homepage is "the people's runway". They use these fashion, stylish pictures from common people who are just like you. You can also be a IT girl. The manifesto of ASOS Marketplace is "global fashion democracy. However, democracy is not free. I am a member of ASOS, every sale I made, I has to pay 15% commission to ASOS.  I think the ASOS Marketplace is successful. Its target audience are young ladies around the world. Everyone wants to be different. Everyone can create her own fashion. fashion is to be different. ASOS sell this idea to encourage global young people to have their own styles, rebellion from boring life. Want to be different, want to be fashion, want to look like a model on the runway. Come buy from us, and sell your unique costume match in our marketplace. Once your dress is on "the people's runway", it's proven that your tastes are recognized. ASOS induce customers into a swirl,trapping them into a series of merchandises. Customers reflect themselves onto the images on the webpage. They are thinking that if I buy this bag, this dress, I will look as gorgeous as them in the pictures.If my pictures are on the homepage, I will be encouraged to buy more from them. ASOS succeed to keep you never stop buying.

**Annotated Bibliography:**  **Article One**