China New Marketing Trend: Estée Lauder launched the “Ju Ben Sha” (Murder Mystery Game) Product!
“Ju Ben Sha” is a term originated from western role-playing game: Murder Mystery Game. The rule of the game which need player to select a character, read through the script that given for the character and find out the real murderer from the clue given in the script. This game has become a popular trend in China and it is not the new social style which is most accepted by the youngster.
Estée Lauder knows the Chinese youngster very well. They launched a “Ju Ben Sha” gift box —- “Ten Miles of Cherry Blossoms” (十里樱花) , the script and story line has been well polished and the feedback was good. In the plot, they also did insert the Estee Lauder’s cherry blossom water as element in it. This marketing promotion has really won the favor of many youngsters!
** Estée Lauder’s “Ten Miles of Cherry Blossoms” (十里樱花) “Ju Ben Sha” gift box
Other than Estée Lauder, the tourism industry was the first to combine their marketing plans with “Ju Ben Sha” into many scenic travelling spots to make it younger and more dynamic. They also included catering and accommodation into it in order to drive consumption for the entire travel spot.
Moreover, there are brands combined “Ju Ben Sha” into their new product launch. For Example, Dongfeng Citroen’s new car launch conference was grandly held on the Zhiyin cruise on the Yangtze River, which directly completed the press conference as a “Cruise Ju Ben Sha”.
The toothpaste brand “Crest” has created an original and exclusive script – looking for the missing Miss Bai (寻找失踪的白小姐) and invited the players to experience it on the event. The script uses the concept of “whitening” and its effectively conveyed to players and consumers into the character. At the beginning of the event, Crest has fully exposure their branding in the venue, such as pillows with logos, toothpaste placed on the table. The brand impression has been increased and it slowly influenced the player as well. Meanwell, Crest invited one of the China famous artiste Sun Jian (孙坚) to participate in the event which help to enhance the experiences of the participants and helped Crest accumulate higher volume of branding exposure.
**Crest “Ju Ben Sha” offline event
The youngster has now become the key target audience for brand marketing, and acceptance of youngster provided more space for brands to come out with more method of creative marketing. As a new trend of marketing method, “Ju Ben Sha” helped to reach youngster effectively. Here at OctoPlus Media, we help brands to achieve great success and expand your business in China. We are looking forward to work with different brands and create more new and interesting ways of “Content Marketing”!
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