Why it worked
The video taps into a relatable experience of needing a snack during a long event and positions a specific food item as the perfect solution. The use of a popular artist like Bigbang as the backdrop adds to the relatability and potential virality.
Summary
The video shows a person eating Jollibee's chickenjoy during a Bigbang concert. The on-screen text indicates that the chickenjoy is a solution for hunger during the event.
Structure
- 1Creator is at a concert
- 2Creator gets hungry
- 3Creator eats Jollibee's chickenjoy
- 4Creator enjoys the food during the concert
Product placement
Jollibee's 2pc chickenjoy ACTS: it is food that the creator eats during the concert. Removing it would change the creator's action of eating. Jollibee ACTS: it is the brand of the food being eaten. Removing it would change the context of the food.