Mr. Tung, 40, is currently VP of marketing for Pepsi Cola in Greater China, overseeing programs like its annual "Pepsi Creative Challenge" competition, an Olympic-themed "Go China" campaign in 2008, and last year's "Battle of the Bands" contest.
Mr. Tung joined PepsiCo six years ago to run marketing for non-carbonated beverages, launching Gatorade in 2005 and Tropicana in 2007. He also led the Pepsico-Starbucks joint venture to sell ready-to-drink Frappuccino iced coffee in 2007. Before he joined PepsiCo, he was the marketing director for L'Oreal Paris in Canada. From 1998 to 2001, he was the founding member and chief operating officer of Gigamedia, a leading broadband internet service and content provider in Taiwan
IM2.0 uses social-network sites, online video and wireless media for advertisers like PepsiCo, Haier Group and Mengniu Dairy Co. The agency was started two years ago by Susan Wang, an internet pioneer in China who helped set up sites like Chinaren.com, Kong.net and Xioamei (now called Renren.com).
IM2.0 started working with PepsiCo about a year ago, Mr. Tung said, and "really know web media deep-down. When ideas are executed online, the internet becomes very effective. The gap is figuring out how to translate those advantages into strategies that can bring value to brands. That's the part I really see as an opportunity, especially since the number of smart phones in use here will hit 100 million mark sometime next year."
Pepsi used IM2.0 to develop a virtual fruit paradise hosted by Tropicana and linked with Kaixin's popular Happy Farm game that attracts about two million daily players.
For 7Up, the agency created a viral video campaign to promote that brand's "under-the-cap" free-drinks promotion. The video humorously dramatized the fact that the 7Up promotion has a 27% win rate. Forty million viewers watched the video on online video-sharing websites like Youku and Tudou.
For Haier, IM2.0 developed a search-engine optimization program to reach buyers doing online research on websites like Baidu.com. The agency also helped Mengniu promote its flavored milk products by building a social platform with five million members where mothers and kids can play games, share books and music and exchange information.
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