China’s fourth largest private car-hailing company Yidao Yongche launched a Youku-based web drama on Wednesday centered around stories from its employees.
The drama “Midnight Taxi 2” features a real-life Yidao Yongche driver, he was selected from among more than one hundred thousand Yidao Yongche drivers.
The first installment in this series “Midnight Taxi”, premiered last July on Youku Tudou and has been viewed 480,000 times to date.
The Midnight Taxi 2 series in an example of how private car-hailing companies are seeking to promote themselves in ever creative ways. For a while, the private car-hailing business has struggled with regulations. In October, Chinese authorities released a new set of regulations to curb the anarchic nature of the car-hailing business.
Chinese survey firm, Analysys International, last week published a report indicating Yidao Yongche held 4.3% market share in the private car-hailing market. Last month, Yidao Yongche completed its D-series financing, with assistance from LeTV, the only domestically listed video website in China.
(Top photo from the press conference when Yidao launched the web drama)