There are some restriction in Branded entertainment from China government. It can be a huge challenge for a brand like Jaguar, which is a luxury automotive brand, that is not truely familiar to the Chinese people.

7 videos of real special car owners spread awareness on social networks. They dislike bad attitudes, which intimate on competitor brands, and share their feelings on the car, which actually sound like telling the story of their special one. In contrast, a WeChat mobile site created for people to share feelings to their special one sounds just like how Jaguar XF shares its feelings to consumers. Lucky winner gets to perform public romance to his special one at the Valentine’s launch event.

On the media day of Guang Zhou Motor Show, Jaguar's Internet Voice took a huge lead over most mainstream automobile brands such as BMW, Volvo, Infiniti, Lexus, and Porsche. During the period, 'C-X17' was mentioned 63,522 times on Sina Weibo, outperforming by far other newly released cars. As of 26th November, the viral video has had 1,132,000 hits. When searching 'Guangzhou Auto Show' on Weibo, netizens were always able to see Jaguar’s news on the first page of results. Through the aforementioned creative ideas and unique publicity methods, we ensured that the Jaguar C-X17 was a hot topic on multiple social media channels.