BEIJING, Nov. 23, 2011 /PRNewswire-Asia/ -- Youku Inc.
(NYSE: YOKU), China's leading
Internet television company ("Youku"), was named "Best Contribution
to a Campaign by a Media Owner" by the Festival of Media Asia
Awards on November 15. A panel of
judges from companies and agencies including Unilever, Mindshare,
Ikon Communications, Coca-Cola, Omnicom and Dentsu awarded the
prize in recognition of Youku's work on the "11 Degrees New Media
Film Project" campaign, which promoted the Chevy Cruze as a
lifestyle brand to Youku's predominantly young, upwardly mobile
audience.
The Festival of Media Asia held its inaugural event this year,
extending the reach of the Festival of Media, a premier industry
event started five years ago to a gala that celebrates creativity
and innovation in traditional and new media. This year's event
brought leading global and regional companies together to discuss
the challenges and opportunities that characterize the Asian
market. More than 400 companies and 200 brands submitted entries
for the Festival of Media Asia Awards, resulting in a list of 81
nominees in 11 categories.
"Best Contribution to a Campaign by a Media Owner" is awarded in
recognition of media owners' creative application of ideas and
innovative strategies, creative thinking, and consumer insight to
clients' advertising campaigns. Moove Media, Discovery Networks
Asia-Pacific, Fox International Channels and JCDecaux Momentum
Shanghai Airport Advertising were among the other nominees
shortlisted for this year's award, and they worked on campaigns for
clients including BBC Knowledge, Canon, TAG Heuer and
Panasonic.
"We're honored to be recognized for the power of our new media
platform," said Stella Pan, Vice
President of Youku Original. "On '11 Degrees' we worked closely
with young directors to produce content that resonated with our
viewers in a way that traditional mass media couldn't have. For
advertisers and filmmakers, we offer the opportunity to reach 300
million viewers across China, as
well as powerful new-media marketing tools."
"As China becomes increasingly important for international
brands, there's a growing need for advertising and media partners
who grasp the intricacies of the market," Ms. Pan continued.
"China's growing internet audience
is a natural complement to the traditional television audience. As
a new media platform, Youku understands these viewers and offers
them content targeted to their interests, and the flexibility to
view it on their PCs, tablet computers, and mobile phones."
"11 Degrees" ran from August to November
2010, and was produced for Chevy Cruze by Youku Original.
The campaign proved wildly popular, leading all Youku films by
total video views (103 million), total comments (131,900), upvotes
(1.1 million thumbs-up) and social media retweets (more than 26
million). Youku has worked before and since with a number of
clients on campaigns leveraging its platform, including Philips,
Lenovo, GM and P&G. The "One Step Away" campaign for Philips
this summer has been viewed nearly 75 million times to date.
Youku Original is a key part of Youku's content strategy, which
features a combination of licensed professional content, in-house
production from Youku Original, and user-generated content.
About Youku
Youku Inc. is China's leading
Internet television company. Our Internet television platform
enables users to search, view and share high-quality video content
quickly and easily across multiple devices. Youku, which stands for
"what's best and what's cool" in Chinese, is the most recognized
online video brand in China.
Youku's American depositary shares, each representing 18 of our
Class A ordinary shares, are traded on NYSE under the symbol
"YOKU."
For more information, please contact:
Media Relations:
Jean Shao
Director, International Communications
Youku.com Inc.
Tel: +86-10-5885-1881 x7128
Email: shaodan@youku.com
Investor Relations:
Ryan Cheung
Corporate Finance Director
Youku.com Inc.
Tel: +86-10-5885-1881 x6090
Email: ryan.cheung@youku.com
SOURCE Youku.com Inc.