Here are a few ways brands are using WeChat and Weibo to further interact with brand ambassadors in China:


American sunglasses brand Ray-Ban has been active on Chinese social media with several campaigns on WeChat and Weibo. A campaign that roughly translates as “Unhidden: Born with Talents” encourages fans to show their true colors, featuring a series of 10 games including a personality test, creating a manifesto, recording a love song, generating a picture with special effects, a sharp-eye challenge (a luxury-item version of the Fruit Ninja), and so on. In another campaign that roughly translates to “The Back-to-School ‘Rays’” (“ray” is homonymic to “thunder” in Chinese, which is a neologism meaning “surprise”) that celebrates a new semester, Ray-Ban is asking participants to upload pictures of their schoolmates or themselves who return school with a surprising new style or makeover.

Ray Ban


In collaboration with movie Dearest by Hong Kong director Chen Kexin, Audi launched a campaign to give away tickets to the movie’s Beijing premiere. Participants were asked to share the campaign post on WeChat, and send the screenshot to the brand for a chance to win tickets.



L’Oreal is inviting fans to brainstorm questions for CEO Jean-Paul Agon in an upcoming interview. Participants are asked to submit questions related to the “beauty for all” theme on for a chance to win a gift from the brand. Three outstanding questions will be selected to use in the interview.



BMW has launched a contest titled “A Car with Stories,” inviting participants to write a post with pictures about their “BMW stores” on Weibo, or share the stories in a video format on Youku through the end of the year. Participants will have a chance to win BMW bumper stickers or a trip overseas.


See the original article from Jing Daily here.