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Sunway unveils influencer-led branded reality show with Grab and Samsung

To showcase its offerings as a tourist destination and build its digital presence, Sunway City Kuala Lumpur launched a branded reality show sponsored by Grab and Samsung. Titled “The Amazing Sunway City Challenge”, the original production by Sunway Group features 10 influencers from different countries including Malaysia, Singapore, Indonesia, Philippines, Thailand, South Korea, Taiwan and China.

In a statement to A+M, Sunway’s spokesperson said that the challenge aims to showcase the place in the “most genuine way” by capturing the real reactions of influencers as they complete activities around Sunway City Kuala Lumpur. It also aims to highlight the hidden gems within Sunway City Kuala Lumpur to attract repeat visitors. It is also using the challenge to showcase how technology brings convenience to one’s daily life.

For example, the influencers are required to complete certain challenges by taking selfies using the Samsung S Pen without the help from any cameraman. Sunway is also working with digital media entertainment company WebTV Asia to produce the reality show.

Sunway also aims to leverage the combined influencer following of 25 million to generate online buzz, and will also push relevant content on platforms including Facebook, Instagram, YouTube, Line TV and LUVE. To select the right influencers, Sunway went through their postings to gauge their personalities and daily activities to ensure it was able to select those who were willing to try out various exciting missions and adventures. The influencers’ followers were also factored in during the selection process, which was also aided by WebTV Asia, Sunway’s spokesperson said.

Check out the first three episodes here:



“Not only do we want to increase footfall to Sunway City Kuala Lumpur, we also hope to develop a robust tourism atmosphere in Malaysia. We believe this reality show is one of the ways we are able to introduce the beauty of Malaysia to the world, and Sunway City Kuala Lumpur as a one-stop destination for visitors,” the spokesperson added.

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