“Jia Junpeng” – The Face of Viral Marketing

By Frank Jiang | Tuesday, August 18, 2009

The online world is an amazing yet bizarre place where the unexpected happens at any time and with no reason or sign. Ask anyone in China about the latest craze buzzing the wonderful world wide web, and you will hear in unison the hottest catch phrase, “Jia Junpeng, your mom is calling you to eat at home.” Today, that phrase is a cultural phenomenon and is used in everyday conversation from online to television. As odd and funny as it sounds, this is a testament to the vast online reach in China and the power of viral marketing.

Background

In July this year, in a popular World of Warcraft forum, an anonymous user made a post titled, “Jia Junpeng, your mom is calling you to eat at home.” Within 24 hours, the number of postings increased to over 7,000 pages, 4.5 million views, and over 200,000 replies to that one single catch phrase. To date, there are over 10,500 pages, over 8 million views, and 315,000 replies. Additional posts are blocked, but the forum posting still generates plenty of traffic to the site.

Soon, the “Jia Junpeng, your mom is calling you to eat at home” momentum drew spoofs from all angles of the Internet. Online IDs came out with names such as “Jia Junpeng’s mom”. Comics and images have been created with stories revolving around “Jia Junpeng” and his fictional mother.  Songs have even been produced according to this post and were released online, which have been played for several hundred thousand times.