FYI 10.29.08

VW Appoints DMG; SpongeBob SquarePants Returns to China; Tencent and Mochi Media Form Online Gaming Partnership

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Volkswagen has appointed Dynamic Marketing Group (DMG), an independent ad agency in China, to handle strategic planning and creative for seven car models. The assignment includes VW's T5 van, EOS convertible, Magotan, CC (formerly known as the Passat CC), Scirocco, and the Passat R36. Billings are undisclosed.

VW has worked with DMG in China, the German car company's largest market globally, since 2004 on other models such as the New Beetle, Touareg, Phaeton and Golf.
SpongeBob SquarePants will return to China Central Television (CCTV) in January 2009. Nickelodeon's animated series first aired in China on CCTV in 2006, scoring high ratings within the 4-to-14 and 25-to-44 age groups, and aired again in the fall of 2007.

Viacom has a multi-year licensing deal with Guangzhou Art-land Human Being Culture Communication Co. The partnership will extend the reach of the property with new licensed products such as toys, apparel, footwear, home furnishings, stationery, gifts and novelties. Nickelodeon already has SpongeBob SquarePants branded products in China like activity books, story books, comics and home video titles.
Tencent Holdings Ltd., China's largest Internet service operator, best known for its instant messaging platform QQ, has formed an online games distribution partnership with Mochi Media.

Mochi Media is a platform dedicated to fueling the creativity of the gaming community. The core product, MochiAds, is the largest online games advertising network for developers, advertisers and publishers.

The partnership gives users of QQ Games, Tencent's free multiplayer gaming service for the U.S. market, access to thousands of titles from MochiAds, Mochi Media's network of online games.

Game developers on the MochiAds network benefit from increased traffic to their games, from which they receive a share of ad revenue. Mochi Media's online games such as Desktop Tower Defense, Bloons and Fancy Pants Adventure are monetized by pre-game and inter-level advertisements, briefly displayed to users during natural breaks in game play.

Tencent's QQ service was created in China, where it has a 75% share of the local multiplayer gaming service through QQ Games. In China, QQ Games reaches over 3 million users a day. Tencent released a version of QQ Games tailored for a U.S. audience in 2007. Its American audience is primarily between 14 and 24 years old, with an average session time of 55 minutes.

The deal integrates the MochiAds games into the Web site, enabling users to play, rate and share the games, said Jameson Hsu, CEO and co-founder of Mochi Media in San Franscisco.

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