China’s largest retailer JD.com strikes again with a new marketing strategy as the company features the new Transformers Movie ‘Bumblebee and announces about joining forces with Paramount Pictures and entertainment company Hasbro to celebrate the release of the movie on 4th Jan 2019.
In 2017, the leading Chinese retail company had partnered up with Hasbro and Transformers franchise to celebrate the release of Mission Red- a short movie about Optimus Prime and Red knight which was an exclusive Transformers character by JD who fights to protect the world.
The movie Bumblebee is all about a robot who finds refuge in a small junkyard in 1987, the female character Charlie played by Hailee Steinfeld is about to turn 18 and needs to find her place in the world while she discovers something unique and broken in the form of Bumblebee. As soon as he is revived by Charlie, she learns about Bumblebee’s mysterious personality and hidden powers.
As JD always manages to bring something new on the plate, Recently, Joy and Hello Kitty were released together to celebrate the holidays. This year three mini featured films will be released to accompany the celebrations. The short films will represent Panasonic and Chinese menswear brand HLA featuring Red Knight who protects the fuel source energon.
JD and Hasbro also collaborated to bring Red Knight to life by introducing an action figure exactly like a robot or Transformers Bot which was released on Dec 29 2018, and was exclusively available on JD.com only.
Apart from Red Knight, JD had also launched a ‘Super Bumblebee Day’ as the film premiered in China on Jan 4, 2019, to execute the sales promotion. Through the promotions, JD has successfully managed to cater more than 300 million customers who purchased the movie-themed merchandise from Panasonic, Hasbro, HLA and more. The Bumblebee themed celebration turned out to be a huge success as JD also circulated delivery boxes with Bumblebee-themed designs and printed Bumblebee-themed delivery vans all over China. The movie gained popularity through JD’s marketing strategy and the sales promotion also made a huge hit.
Contact Jingdong: corporate.jd.com/home