It cost Shell Hong Kong Ltd. only HK$1 million (US$130,000) to make a splash among Hong Kong internet users by sponsoring TVMost’s live online awards show last week, the Hong Kong Economic Journal reported Monday.
The show made such an impact across the city that posts about it spread all over social media, which marketing veterans said represented value for money.
The HK$1 million in sponsorship included funding the production and promotion of a music video by TVMost, the report said, citing unnamed sources.
However, Television Broadcasts Ltd. (00511.HK) chief executive Lee Po-on said he doubts such a gimmick can be as successful next time.
Lee said commercial advertisements are driven by viewing rates, not the noise made by the event.
He said Hong Kong Television Network Ltd. (01137.HK) is an example of a failure to achieve sustainable viewing rates so as to attract advertising.
Leo Sin Yat-ming, a marketing professor at the Chinese University of Hong Kong, said the show was a success in terms of promoting the brand recognition of Shell at such a low cost, even if the same result might not be repeatable in future.
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