Hard Rock Café International Inc. wanted to gain visibility for its brand as it entered the Chinese market, with new locations opening in Hangzhou, Shanghai, Shenzhen and Haikou.
Dragon Trail developed the creative for and produced a video called “This Is Hard Rock” as part of Hard Rock Café International Inc’s broader digital strategy for the Chinese market. The video gives a punchy, youthful introduction to the brand, and features the brand story, global footprint and new China openings in video 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.