Tapping China’s social giants for engaging events

Streaming, KOL appearances and facial recognition can boost engagement for live brand events in China.

Create your own content: Guests ‘inflate’ virtual cities via wind-o-meters at the opening of Volkswagen’s Future City in Beijing.

As WeChat has evolved from its roots as an instant messaging platform into a lifestyle superapp, it’s become an enviable tool for event marketers to curate live experienceswell, as much as its walled-garden structure allows, anyway.

For a start, WeChat is the platform through which its users connect to other services. This includes Chinese event management platforms such as iDEvent and live photo-streaming platform VPhoto. It is as simple as scanning a...

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