Using video to help Hard Rock Café break into the Chinese market

Project Specifics
  • Hard Rock Café

  • Video Marketing & Animation
  • 2016

The Situation:

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.

Our Work:

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.

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