Singapore – Loyalty programme yuu Rewards Club, launched by technology company minden.ai, has teamed up with Mediacorp for its inaugural micro-drama series designed for social media release.
With the increasing demand for micro-dramas on social media, the partnership aims to blend storytelling with product placement to showcase a fresh entertainment format in the industry.
The micro-drama, ‘Falling for the CEO’s Son,’ follows the executive’s son traversing a love triangle while discovering family secrets placing his personal and professional life at risk.
The ultra-short drama, led by Mediacorp’s audio brand YES 933, integrates the DBS yuu Card, Super Duper Rewards, and yuu Arcade into the storyline spanning three episodes. The drama has been running since November 2024.
The partnership with yuu Rewards Club marks Mediacorp’s first partnership for product placement in its micro-drama series.
“These ultra-short, vertical-format dramas are quickly gaining traction on social media platforms in Singapore, reflecting how audiences are consuming content today,” Jacky Mak, brand marketing director at minden.ai, said.
“As the first brand to collaborate with Mediacorp on their ultra-short episodic social media micro-drama, we’re honoured to support this pioneering entertainment content format in Singapore, leading the way in blending storytelling with product placement. We’re excited to showcase yuu’s unique features and deepen connections with our audience through storytelling,” Mak added.
