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“Greatest Thing I’ve Ever Been Part Of” – normally, people use such a line to describe having children. Or winning NBA championships. Or being on baseball cards. I can do none, or at least have done none of those, so this is it for me. (I would mention Guitar Hero, but I never really had any input in terms of making the game, so I can claim only to have my name listed in the manual, which is cool too)
The image above is from Yamaha’s Cute Vietnam Project, their CUXI100 community on Cyworld Vietnam. I’ve had the special opportunity to be part of the team that’s worked on launching this initiative online. I’m really happy with the way the site came out (just launched earlier this week), and I really think it’s going to be a big deal.
One marketing executive mentioned to me a few days ago, “I think this will be the greatest microsite Vietnam has ever seen”.
I didn’t want to correct her to tell her that it’s not actually a microsite, but the compliment is very nice, and hopefully, others in Vietnam will over time agree that it’s very true. This is something very different, done in a way they’ve never seen before with much greater effectiveness.
It’s not a microsite, it’s a community. A true community revolved around a brand, the Yamaha CUXI motorbike.
The mechanisms of this site (well, all branded communities on Cyworld) are what make it special. I’d go into detail about them, but I would make it all sound boring. And I think most people would say, “so what?” because these are things that in ways seem extremely simple and obvious, yet they have outstanding tangible effects for the brand involved. These things are not being done anywhere else, not in Vietnam, not internationally, and you’d really have to be a nerd about such things to really see all the layers. Not necessarily revolutionary, just extra steps into making a fantastic campaign.
In this current phase, Yamaha is looking for 100 young women to be “CUXI Girls”, basically representatives for the new CUXI motorbike brand. It’s like an open casting call for everyone in Vietnam to tell Yamaha why they could be one of the girls. It’s fantastic to see all the people who visit the site in real time- you can see their names and pictures and visit their personal sites to say hi.
I’m addicted to it! Maybe that’s bad because I should be working, but I can always say it’s part of my work to check in on things and make sure everything’s good.
To find out more (and check out the potential CUXI100 girls), just visit www.cuxi.com.vn.
(Btw, CUXI is pronounced like “cutesy”. Cute, huh?)
Tags: cuxi, cuxi100, cyworld, microsite, social media, Work, yamaha


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