Latest Local Case Analysis: Real-Time Marketing Idea from MTR Tuen Ma Line

MTR’s Tuen Ma Line began operating on 27th June. Hundreds of rail enthusiasts have rushed to the Sung Wong Toi station in the morning, in order to be the first one to take the train. Some dumbfounding sound bites are created during the interview. An enthusiast named Mr Lo has created the lyrics 「屯馬開通真的很興奮」(I am really excited to the opening of Tuen Ma Line) with the melody of traditional folk song Greensleeves. His creativity went viral and many marketers started to generate derivative work. We are going to show you some interesting examples of real-time marketing.

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