COTTON USA Theme Song Wins Big at HITO Music Awards in Taiwan
COTTON USA sponsored one of the top music award shows in Taiwan, the HITO Music Awards, to tie in consumers’ love for cotton with music.
The 2014 COTTON USA theme song “By Your Side,” by COTTON USA spokesperson William Wei, won the “Best Composer Award” at the ceremony. Thrilling the audience, Wei took the stage to perform with singer Roy Kim, who won the “Hit FM Favorite Foreign Artist” award.
Leading up to the 2015 HITO Music Awards, COTTON USA encouraged consumers to post photos of themselves wearing cotton clothes to the COTTON USA Taiwan Facebook page, in order to win tickets to the event. The COTTON USA promotion reached more than 610,200 fans.
Due to the popularity of the Hito Music Awards, numerous media outlets live broadcast the 5-hour show, including CTV, TVBS, LINE TV, My Video and Weibo. COTTON USA aired a TV commercial at each commercial break to emphasize U.S. cotton’s benefits amongst core target audiences in Taiwan.
Live TV and delayed broadcasting reached more than 2 million people. The public relations value for COTTON USA exceeded 50 times its budget.
Top Taiwan radio station Hit FM organized the HITO Music Awards, along with additional sponsors Mercedes-Benz, HTC and Taiwan Mobile.