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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Your heading here,Click to edit Master text styles,Second level,Third level,*,2012 Responsible Drinking CampaignPremiere Launch of First-ever Mini Movie “True Love Needs a Designated Driver”,Media Summary Report,AB,InBev,China,June 8, 2012,Teaming up with Shanghai Traffic Engineering, Shanghai Traffic Police Bureau, China Alcoholic Drinks Industry Association, AB,InBev,officially kicked off 2012 AB,InBev,Responsible Drinking Campaign “I DO” at the landmark of Shanghai Oriental Pearl Tower on Jun. 3,rd,. with the premiere launch of the first society-welfare mini movie “True Love Needs a Designated Driver” leading by the model celebrity couple Sha Yi and Hu,Ke, which brought the “I Do” campaign to a boiling climax.,Mr. Xu,Peixing, the Standing Committee Member of Chinese Peoples Political Consultative Conference, Chairman of the Institute of Shanghai Traffic Engineering, Mr. Wang,Meigen, Deputy Chief of Shanghai Traffic Police Bureau, Mr. He Yong, General Secretary of China Alcoholic Drinks Industry Association Beer Branch, Mr. Miguel Patricio, Zone President of AB,InBev,APAC, Mr. Frank Wang, Vice President of Legal & Corporate Affairs, AB,InBev,APAC and Mr. Rex Wong, Vice President of Marketing, AB,InBev,APAC and other VIPs graced the ceremony and celebrated the premiere launch mini movie with the audience.,60 media from nation-wide, along with thousands of consumers also witnessed the premiere.,Executive Summary,“True Love Needs a Designated Driver is a smart urban comedy that promotes the importance of having a designated driver to keep you safe on the road. Its a film about change: changing old attitudes and changing for a Better World”, said Mr. Miguel Patricio, “Although it may be a mini movie, we believe it can make a truly great contribution to public welfare in China.”,At the event, all the VIPs and responsible drinking ambassadors Sha Yi and Hu,Ke,solemnly left their handprints and made the commitment of “No drink and drive”. The ambassador couple also donated special wedding souvenirs to encourage more consumers to join the online “I DO” campaign.,Upon launching the mini movie through popular video websites such as,tudou,youku,sina, PPTV etc., the total click of the movie has achieved 6 million within one day. Starting on June 15, the mini movie can also be viewed across China by greater audience through Touch Media platform. AB,InBev,is also committed to donating a Hope School if online reposts reach 500,000.,Executive Summary,The first society-welfare mini movie to promote responsible drinking,Movie Tickets,Badges,Online premiums,Media Exposure Summary,To date, excellent media coverage has been generated including:,26,Clippings has been gained, Including:,10 Prints, including 5 feature stories,Metro Express, full page,Shanghai Morning Post, 2/3p,Shanghai Evening Post, 1/2p,Guangzhou Daily (Shenzhen), 1/4p,Oriental Morning Post, 1/2 page,6 TV clippings,Channel Young, 9 minutes,CCTV, 3 minutes,OTV, 5 minutes,Dragon TV, 3 minutes,BTV, 3 minutes,2 news agencies,8 famous portals and 2 of them gave us focus recommendation,Total media value generated by mainstream media is over RMB6,857,100!,New Media: Over 6.36 million clicks!,Weibo,Posts,Engagements,KOL,Buzz Volume,Impression,Forward,Reply,Total,20,117,161,10,285,127,446,48,459,677,81,459,540,Video,Advertising,Clicks,Impression,Seed Video,Tudou,Promotion,Total,Trailer,Mini-movie,Total,3,6,9,2,698,000,3,665,000,6,363,000,28,000,000,BBS,Posts,Reply,Clicks,Impression,22,1,579,22,368,745,600,Media,：,CCTV6,Date,：,2012-6-4,Headline: Sha Yi & Hu,Ke,demonstrate,True Love needs a Designated Driver,Size,：,240,AD value:,594,200,RMB,Media,：,Channel Young,Date,：,2012-6-4,Headline: Sha Yi & Hu,Ke,appears together to tell how to keep love fresh,Size,：,9,AD value:,1,656,000,RMB,Media,：,OTV,Date,：,2012-6-4,Headline: Sha Yi & Hu,Ke,talk about relations: dont take each other as family,Size,：,430,AD value:,954,000,RMB,Media,：,Entertainment Online,Date,：,2012-6-4,Headline: Sha Yi & Hu,Ke,appears together to show their skills of keeping love fresh,Size,：,3,AD value:,864,000,RMB,Media,：,BTV,Date,：,2012-6-4,Headline: Sha Yi & Hu,Ke,: exchange roles and play each other in the mini movie,Size,：,3,AD value:,552,000,RMB,Media,：,FJTV,Date,：,2012-6-4,Headline: Sha Yi & Hu,Ke,: exchange roles and play each other in the mini movie,Size,：,2,AD value:,602,400,RMB,Media: Eastday,Date: 2012-6-4,Link: 1 Link,AD value:,12,000,RMB,Media: CRI Online,Date: 2012-6-4,AD value:,8,000,RMB,Media: ChinaD,Date: 2012-6-4,AD value:,12,000,RMB,Media: Tencent,Date: 2012-6-4,Link:http,:/ 1 Link,AD value:,12,000,RMB,Media: Xinhua News,Date: 2012-6-4,Link:http,:/ 1 Link,AD value:,12,000,RMB,Media: YAHOO,！,Date: 2012-6-4,Link: 1 Link,AD value:,8,000,RMB,Media: SinaEntertainment,Date: 2012-6-4,Link: 1 Link,AD value:,12,000,RMB,Media: Xinhua News,Date: 2012-6-4,Link: 1 Link,AD value:,12,000,RMB,Media: Tencent Entertaiment,Date: 2012-6-4,Link: 1 Link,AD value:,8,000,RMB,
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