Client: Hard Rock Café International
“This is Hard Rock” video is part of the Hard Rock Café International Inc’s broader digital strategy to gain visibility as it enters the Chinese market.
Dragon Trail created the video to give a punchy, youthful introduction to the brand as it opens new locations in Hangzhou, Shanghai, Shenzhen and Haikou. The brand story, global footprint and new China openings all feature in the video copy and images, synched to a fun dance soundtrack.
The video was promoted through Hard Rock’s Weibo account and cross-promoted by Budweiser. The video is linked to Hard Rock’s WeChat navigation menu and also featured in a WeChat post.
Dragon Trail developed the video creative and production.minisite.tripshow.com/hardrock2016/
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