Pepsi Steps Up with Expansive Web Movie Campaign

               Pepsi Steps Up with Expansive Web Movie Campaign

PR Newswire

BEIJING, Jan. 22, 2013

BEIJING, Jan. 22, 2013 /PRNewswire/ --Doubling down on the success of their
2012 Chinese New Year campaign, Pepsi has again partnered with Youku Tudou
Inc. (NYSE: YOKU), China's leading Internet television company, on a even more
dynamic, multi-faceted web movie campaign, "Bring Love Home." The 30-minute
web movie premiered yesterday simultaneously on Youku.com, Tudou.com, and in a
Beijing theater packed with Pepsi celebrities.

Pepsi's campaign marks the latest and the most elaborate attempt by a major
brand to create themed content targeting China's massive and growing audience.
Prior successful campaigns from brands like General Motors and Yili have
earned more than 100 million views and upwards of 100,000 comments. Pepsi's
2012 campaign of the same title involved a web movie released on Youku and a
call for Youku users to upload videos expressing their wishes for their family
members. Prior to the movie premiere, the campaign successfully generated
thousands of uploads, and by the end, the web movie had more than 100 million
views.

Building on last year's success, Pepsi designed this year's campaign to have
the scope and quality of a major title release - in addition to the web movie
and user-submitted video contest, viewers can enjoy a celebrity-packed music
video featuring lyrics about home, family, and mutual trust, additional
mini-web movies, and a lottery. "Bring Love Home" content has already garnered
more than 71 million views, 92,000 comments, and 17 million forwards. In
addition to Youku Tudou's powerful media platform, this year Pepsi also
leveraged the power of Sina Weibo, Tencent Weibo, and Taobao into this
multi-layered campaign.

The "Bring Love Home" movie opens with a bus full of people anxiously heading
home to their families to celebrate Chinese New Year. A surprise blizzard
strands their bus in the mountains and threatens to bring out the worst in
everyone. But, as they seek shelter in an abandoned cabin and settle in spend
New Year's Eve together, the strangers open their hearts to one another and
enjoy a beautiful holiday. When the storm passes and they reunite with their
families, the stranded strangers really do "Bring Love Home": not just love
for their nuclear family but, as Pepsi's campaign suggests, love for everyone
from colleagues and strangers to their online "micro-family." This story has
clearly struck a chord with the Chinese audience - a shorter version of the
movie uploaded 5 days ago already has 10 million views.

"The Pepsi campaign is a perfect example of the kind of branding
communications that we excel at," said Dong Yawei, senior vice president of
Youku Tudou Inc. "We understand the Chinese audience and consistently deliver
content that strikes a chord.With Youku and Tudou joining fully
inter-connected, our ability to deliver commercially effective and socially
affecting campaigns is huge, and only increasing."

About Youku Tudou Inc.

Youku Tudou Inc. is China's leading Internet television company. Through
Youku.com and Tudou.com, China's two largest online video platforms, Youku
Tudou offers viewers a rich library of premium licensed content, user
generated content, and original in-house productions. Our mission is to become
the primary source of online video content for Chinese internet users across
all Internet-enabled devices. Youku Tudou's American depositary shares are
traded on NYSE under the symbol "YOKU."

For further information, please contact:

Jean Shao
Tel: +86-10-5885-1881-7128
Email: shaodan@youku.com

SOURCE Youku Tudou Inc.

Website: http://Tudou.com
Website: http://Youku.com
 
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