Mango Fun and baby.tmall.com live-steaming "Where Are We Going? Dad - Global Treasure Hunt" in Germany

COLOGNE,Germany,Sept. 24,2018 -- The interactive live version of China's popular reality TV show,"Where Are We Going? Dad",has launched in Europe. "Where Are We Going? Dad - Global Treasure Hunt",shot in Cologne,which features Chinese celebrities and their children,was broadcasted live ontaobaolive.taobao.com on September 20.

On this trip,guests Christopher Downs and his daughter Kyana Poppy Downs were invited to star on the "baby.tmall.com Global Treasure Hunt" live program. A massive online audience viewed the event through link-ups with Hunan TV,Mango TV,Mango's interactive games,onlylady,babytree.com,and interlinked channels within the Taobao platform. In just five hours,the number of viewers who watched the live broadcast surpassed 8.24 million,while over 10.71 million expressed their approval of the event with a"like". A page dedicated to the topic onSina Weibo witnessed 13.76 million views and 36,000 comments. It is considered a great success in terms of partnership-generated content integration and marketing.

The collaboration between Mango Funand baby.tmall.com moved the game interaction of H5 Adventure to Taobao,opening up a three-way interconnection among Mango's world of interactive game players,the online audience and shoppers onthe Taobao platform,enabling a perfect integration between online and offline content,creating a new IP content marketing model simultaneously amplified through TV shows,games and shopping.

The content of the live broadcast included a variety of interactive elements --centered around the live broadcast of treasure hunt,a live webcast,link-ups with Hunan TV,Sina Weibo and the interactive channels between TV stations and websites -- to create an interactive experience where the IP is presented under a multiplicity of scenarios,a way that a consumer could well encounter several of the different scenarios within a very short interval. It provides a chance for fans and viewers of the program to interact with the stars at zero distance and learn about quality baby and mother products,creating an opportunityfor them tobecome closely acquainted with the brand.

Cologne is just the first stop. Similar treasure hunts will be organized all over the world. The show is committed to delivering exciting and enticing content to its audiences and fans,while helping brands enhance their international influence,and ultimately perfecting the triple amplification effect.

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