AB-InBev’s Budweiser partners with Tudou for drama debut

There are multiple exposures for the Bud-Lime products through the lifestyle of the main actress — Ye-zi — a 23-year-old girl from a small town working at a big city convenience store.

Apart from screenings on its portal, Tencent QQ and PPStream have also joined the Internet-only debut . More than 10 distribution partners in six other countries across Asia Pacific will be airing That Love Comes through the autumn.

The web drama has also been successfully distributed outside of China, including on the StarTV Network across Asia-Pacific, ATV in Hong Kong and 8TV in Malaysia.

In addition, books, DVD and mobile games that support the series will be distributed.

Toudou said that this first attempt in producing an original series has transformed the company from just being a highly trafficked video website to a full media house expanding its production, distribution and publishing value offerings.

Gary Wang, Tudou founder and CEO said: “With high-quality production and 100 per cent control of each and every step making this series, we are able to create additional content placements and distribution commercial opportunities other than just putting ads before and around videos.” 

That Love Comes is a drama series designed specifically for the young urban audience aged under 35 in China. 

According to the 2009 annual consumer study CMMS (China Marketing & Media Study), the average age of the TV audience in China is 42, versus 29 for that of the Internet video audience.  

“We serve a highly attractive demographic to brand marketers who are reaching the young and trend savvy consumers in the market to whom the Internet is reaching better,” Wang added.  

Each episode of Tudou's That Love Comes is 30 minutes long. There are 12 episodes in total.