In a previous post, we mentioned how Chinese consumers like to watch online video and prefer mini-movies and ads to Beauty tutorials. Following that trend with a creative twist, Godiva Chocolatier has created an app that makes movies from user photos. Called “Movie of Mid-Summer Happiness” and accessible through Weibo and WeChat, the app selects photos from a user’s profile and creates a slideshow movie with music and Godiva effects.
Until May 31st, fans who post the Mid-Summer Happiness movie on Facebook will receive a 10% discount on Godiva ice-cream and frozen drinks. The timing of the campaign coincides with the season Godiva stores begin to serve those treats, which are popular in China.
Despite 40% growth between 2008 and 2012, China’s chocolate market lags behind the U.S. and Europe. Godiva has expanded in the market with 50 new stores in 2013. Its Movie of Mid-Summer Happiness is one example of its extensive promotion efforts.
For more on the Digital IQ of chocolate brands, stay tuned for our upcoming food study.