Starcom MediaVest's LiquidThread to launch new variety show for Wrigley

LiquidThread created this first-ever outsourced variety show for Jiangsu Satellite TV in collaboration with Beijing Golden Sea Film and TV Productions.

This 26-week show is in an innovative quiz and 'endutainment' format that advocates more face-to-face interaction among not only lovers, but also families and friends.

With modern technology, the world grows more and more connected, but people spend less time on face-to-face interaction. Wrigley Doublemint Gum wants to champion 'real closeness' and create a movement to foster face-to-face interaction.

For Jiangsu Satellite TV, this branded show is a first. Previous, its massively successful shows including 'If you are the one' and 'My man can' only featured product placements or title sponsorships.

"Branded variety show is no longer just about slapping the brand logo all over the stage or product placement everywhere, or just hard sell segments within; but a sophisticated integration into the show rundown," said Silvia Goh, managing director of LiquidThread China.

Goh added that her team have worked very closely with Jiangsu Satellite TV on the game mechanism, trying not to compromise the brand positioning of their client.

Call for action messages are now running on Youku.com, Renren.com,  Sina Weibo and BBS, where homeviewers stand a chance to participate at the studio.

The show is modeled on Endemol UK, whose Italian version, 'Primo e ultimo', was hugely popular in 2008.