foodpanda HK's film awards sponsorship: Can the stunt be reused?

The recent 42nd Hong Kong Film Awards sparked attention from netizens when a scene captured Derek Yee, chairman of the Hong Kong Film Awards Association, repeatedly raising a paper bag featuring foodpanda Hong Kong. 

According to media intelligence firm CARMA, there are over 283 mentions of foodpanda in relation to the Hong Kong Film Awards across social platforms since the awards, with 27.2% positive sentiments and 9.9% negative sentiments. 

Don’t miss: foodpanda reassures support towards HK arts scene after flak over film awards sponsorship 

In fact, this marketing tactic is part of foodpanda HK's sponsorship of the awards. Before the ceremony, the red-carpet session showcased hosts interviewing nominees and presenters in front of a foodpanda-branded food truck. 

At the awards ceremony, local actress Angelababy and actor Stephen Fung, who previously starred in foodpanda HK’s branding campaign that highlighted its ability to "serve millions”, presented the award for best Asian Chinese language film. Angelababy also explained the tradition of "萬歲" where the film crew applauds when treated to a meal. 

After that, she asked the audience if they were hungry and invited Fung to treat them to a meal. Fung took out his phone and said, "Let me use this app that can 'serve millions' to order delivery for everyone." He asked Yee what he would like to eat. Yee ran back to his seat, repeatedly raising a foodpanda paper bag, causing the audience to burst into laughter. 

While the move smells suspiciously like a marketing stunt, a spokesperson from foodpanda HK told MARKETING-INTERACTIVE that the sponsorship did not only aim to support the Hong Kong arts and culture scene, but also to spread the joy of “萬歲” with its customers, empowering them to experience the local film industry’s norm with foodpanda. 

Industry players' reactions towards the stunt 

Commenting on the move, industry players MARKETING-INTERACTIVE spoke to said the event featured a captivating stunt that not only entertained but also resonated deeply with the audience. 

While foodpanda’s ambassador Stephen Fung seamlessly integrated the brand into the awards presentation, the stunt involving Yee raising a foodpanda paper bag during the live broadcast was a clear, albeit playful, attempt to maximise brand visibility, said David Ko, managing director, RFI Asia.  

“This approach not only harnesses the live audience's attention but also engages viewers at home, embedding the brand within the cultural moment,” he said.  

By incorporating the tradition of the entire film crew applauding when treated to a meal, foodpanda successfully integrated its brand into the event humorously and memorably, added Florence Kong, founder and managing director, We Glow. 

On the creative front, one of the key successes of the sponsorship was its ability to create an emotional bond with the audience by tapping into cultural elements, said Maggie Wong, CEO of VML Hong Kong.  

"Associating the brand with '萬歲' was a great one that not only well resonated well with the film industry but also with the daily lives of audience." 

On the other hand, Terry Tsang, director, Narrow Door, argued that the stunt has been repeatedly used many times since US television host Ellen DeGeneres ordered pizza for the audience at the Oscars show in 2014. “I think it’s unoriginal and very force-feeding to hear Fung uttering the gag about the sponsor on stage,” he said. 

He also worried that finding sponsors to subsidise the show could potentially jeopardise the overall credibility of the award results.  

Is this stunt replicable? 

While foodpanda’s move had the market split on its pitfalls and benefits, it has gotten the industry talking as to whether the stunt can be reused on various occasions by other brands. 

RFI Asia’s Ko said similar stunts can be replicated, but their success largely depends on the nature of the event and the audience’s openness to marketing messages.  

“It’s essential that brands assess the cultural and contextual fit. What works in a relaxed, entertainment-focused setting might not be appropriate in more solemn or formal contexts.”  

Additionally, timing and execution are critical; the stunt should feel like a natural part of the event rather than a forced insertion, he added. 

Through applying similar underlying principles, brands can look for unique ways to integrate their products or services into events that align with their target audience's interests, said We Glow’s Kong.  

“By understanding the event's context and traditions, brands can create activations that resonate with attendees and generate positive brand awareness. However, it is essential to ensure that any stunt or activation is respectful and does not overshadow the main purpose of the event,” she added. 

However, sometimes, a stunt is non-reusable as it is intentionally created specifically for a particular occasion, said Narrow Door’s Tsang. “For the stunt has to work, it has to be awkward enough to raise attention but justifiably done in solving a specific pain point for the audience or host of the event,” he added. 

Adding to his thoughts was VML’s Wong, who said replicating the exact same stunt would diminish its impact, as it relies on novelty and surprise. “Attempting to recreate it would likely fall short in capturing the same level of audience engagement and excitement,” she added. 

How can brands make the most of event sponsorships? 

To maximise the impact of event sponsorships, Ko said brands should strive to enhance the event experience rather than simply advertise their products. “This could mean providing practical value to attendees, such as refreshments or exclusive content, which can create positive associations with the brand.” 

Moreover, brands should aim to create memorable and engaging experiences for attendees, using creative and relevant activations, said We Glow’s Kong. “This can include interactive displays, product demonstrations, or unique giveaways that leave a lasting impression.” 

“By maximising their visibility and engagement, brands can ensure that their sponsorship delivers maximum impact and return on investment,” Kong said. 

Leveraging an event to maximise a brand’s return on investment is also key, said VML's Wong. "Don't just sponsor the event, leverage it. Use the event as a platform to engage with your audience, whether it's through social media, content marketing, or direct engagement at the event itself," she said.  

"Identify your objectives and measure your KPIs against them. This can include tracking brand awareness, sentiment analysis, sales data, and other performance indicators,” she said. 

Meanwhile, Rudi Leung, director and founder, Hungry Digital, said authenticity is crucial to ensure the brand's involvement aligns with its values and resonates with the target audience, rather than just pleasing the advertiser. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

Related articles:

How are brand sponsors and supporters measuring ROI from their TheNextwave investment?
How are brand sponsors and supporters measuring ROI from their DOUBLE DUCKS investment?
How are brand sponsors measuring ROI from their Clockenflap investment?