Viral Marketing Campaign: HK PCCW raps to create viral buzz

PCCW in Hong Kong was rolled out a series of viral videos in order to offering consumers a more efficient and affordable long-distance telecommunications service as well as to build brand traits in the market. PCCW campaign strategically targets different audiences especially the families with children studying abroad who frequently use long-distance services. To communicate those audiences, the viral videos are executed because of the large online community and the ability to communicate with target groups all over the world.

Stage 1 of the viral video is titled gangsta mama featuring a group of mothers rapping to their children for not calling back.

Stage 2 didn’t mention the brand but a reply from the sons on why they did not call back.

The finale stage featured international rapper MC Jin who finally revealed the PCCW brand.

The videos ride on the popularity of rap songs and unusual style to create viral ability and also endorsed by famous USA rapper MC Jin to further enhance viral power. The videos are broadcast on Youtube, Facebook & in discussion forums and the finale MTV is broadcast at PCCW Shop.