Starbucks Movie on Shanghai Subways - A Sunny Day
It wasn’t until reading this article from the Wall Street Journal that I found out Starbucks and Pepsi sponsored a feature length film to be shown in forty segments in Shanghai’s subway. Here is the description from the article:
A feel-good film about a girl from the Chinese countryside who moves to the big city to discover love, blogging and Starbucks will premier this month in an unusual venue: Shanghai’s subway.
“A Sunny Day,” is scheduled to play exclusively on thousands of high-tech flat screen monitors on Shanghai’s subway cars and station platforms.
Tailored for an audience of 2.2 million who cram onto China’s biggest underground railway each day, the full-length feature film will be shown in daily segments of a few minutes each over 40 weekdays, soap-opera style. Subtitles in Chinese will help commuters follow the dialogue over the subway noise, and multiple daily rebroadcasts and tie-ins on the Internet are designed to ensure no one misses any of the cliffhangers.
Very smart marketing, indeed. If you live in Shanghai, have you seen any previews for this? Thinking back, it seems like I have actually… now if someone could just tell me the name in Chinese. Or time to start riding the subway every day. Got video recorder?
I’ve seen bits of it- tis stupid.
Some girl who looks like every other girl on TV goes to Starbucks, the waiter who brings the drink to her table (since when does that happen in *$s?) slips her his phone number, she looks all dewey eyed at Ice Mochaccino bottle in a variety of attractive locations, whilst some bloke runs up and down stairs in the rain.
It’s obviously an advert, the bottle has as much screen time as the two main ‘characters’
Yeah I’ve seen a couple of previews lately, disappointing to say the least (based on previews).
A Sunny Day - starring Frappuccino bottle Frappo.
But it’s a bit of creative marketing at least.