During ASB’s multi-year relationship supporting DISH Network, and Dish’s OTT product, Sling TV, within top international segments, we were often charged with conceiving and executing grassroots events within key target communities to drive activations. In the Chinese-American community, ASB utilized the top two cultural holidays of Chinese New Year, and the Autumn “Harvest Moon” Festival as key periods to drive response from Chinese consumers. The Chinese New Year is the single most important cultural holiday on the Chinese lunar calendar, and represents the renewal period at the onset of the Spring season. This holiday is a festive period during which Chinese households and communities engage in elaborate celebrations to usher in the New Year with tidings and symbols of fortune.
As a time of ‘renewal,’ the Chinese New Year is also a time of heavy shopping and elaborate entertaining during which there is a dramatic increase in consumer activity within the Chinese community, including at Chinese groceries & supermarkets, restaurants, and other retail outlets. During this period, ASB targeted key Chinese communities to position booths for DISH and Sling that were decorated for the holiday, while offering shoppers the opportunity to learn about and experience the DISH and Sling TV products.
We similarly created such grassroots events for the Autumn “Harvest Moon Festival” – the second most important cultural holiday timed to celebrate the Fall harvest. During that period, DISH & Sling’s community activities included offering consumers boxes of “moon cakes” – the traditional celebratory food associated with the holiday.