Regional Promotion Web Drama Hits 10 Million Views... 'Modern Marketing' by Local Governments Targeting MZ Generation

Highlighting Local Brand Stories and Attractions
Increasing Regional Preference with a 'Branded Content' Strategy

Web dramas supported and produced by local governments, highlighting regional brand stories and attractions, are continuing to captivate MZ generation viewers and achieve success. It is analyzed that dramas reflecting 'branded content' marketing have effectively increased preference for the respective regions.

A web drama produced as local government branded content.
[Photo by Why Not Media]

For example, Daegu Dalseo-gu recorded view counts of 2.64 million for 'Haepeun Wedding' and 460,000 for 'Dalpeu's Day,' while Gyeongbuk Cheongdo-gun saw 2.36 million views for 'Parang-ui Ondo' and 1.24 million for 'Cheongriwood,' marking a 2 to 5 times increase compared to last year.

Additionally, 'Honestly Speaking' from Chungnam Boryeong-si (1.87 million views) and 'Don’t Want to Go Home' from Gyeongnam Geoje-si (1.61 million views), among other 'local branded contents' mentioned earlier, have collectively surpassed 10 million cumulative views, receiving positive responses.

The recent production and success of regional web content have been supported by collaboration with the comprehensive content studio WhyNot Media. WhyNot Media, which produced the first web drama to surpass 100 million views, 'Omniscient Interfering View,' the 'When I Was Stamped by a Bully' series with over 200 million total views, the web variety show 'Romance is Before Debut' that ranked first in the romance broadcast category on Japan’s OTT Abema TV, and 'Cheongdam International High School,' which ranked second on Netflix’s weekly chart, has played a major role by actively expanding its business into the branded content sector with expertise in producing diverse genres and formats.

WhyNot Media planned and developed well-made content that naturally incorporates the key projects of the respective associations or features local attractions as backgrounds, enabling 'branded content,' which was mainly used as a marketing tool connecting corporate brands and customers, to be actively utilized in regions, associations, and tourism projects, thereby enhancing viewer enjoyment.

Moreover, by leveraging the advantages of web content having no regional limitations and the ability to plan and develop target-customized content, WhyNot Media has overcome the limitations of association projects and regional brand promotions that typically ended as one-off events, designing them to sustain long-term interest and participation in association promotional projects.

WhyNot Media explained that based on a loyal fan base of teenagers and people in their twenties secured through new media platforms such as YouTube, Facebook, Instagram, and TikTok targeting the MZ generation, they schedule branded content and even directly brand and operate corporate and local government brand channels, providing integrated marketing solutions grounded in their long-standing expertise in the new media field.

According to recent research, the average daily content viewing time of the MZ generation exceeds one hour, and the old promotional methods that unilaterally appeal to viewers no longer work.

In response, a WhyNot Media representative stated, "New generations seeking natural and organic communication become fans of brands by enjoying the entertainment provided by brands through content as a medium, which in turn increases the brand’s value. Following the success cases of local branded content, we plan to actively expand the branded content business area, which is expected to become a new trend in content."

Having produced 58 branded contents to date, WhyNot Media recently won the 'Best Actor' and 'Best Editing' awards at the 9th Seoul Web Fest for the branded content 'We Are Not Trash,' produced in collaboration with the Ministry of Environment and the Korea Environmental Industry Association.

This content was produced with the assistance of AI translation services.