Through the collaboration, Chatime aims to strengthen connections with its customers via WeChat and reward them, as well as create a new means of mobile engagement.
From now until 27 October, WeChat users will be able to purchase their second cup of Chatime at US$0.3 with every purchase of a normal priced beverage by presenting the voucher on their phone upon ordering at any Chatime outlets in Malaysia.
Chatime Malaysia will run a series of roadshows in the Klang Valley, Penang, Ipoh and Johor to inform the public about the one million cup celebration.
With its official account on WeChat, Chatime Malaysia will be able to provide the latest updates and promotions to its customers who use the application. Customers can also share their opinions and queries through text, voice, or video messages.
Bryan Loo, managing director of Chatime Malaysia, said the brand is going beyond social media to reach out to its existing and new customers, as most of them turn to different mobile communication apps for fast, easy and usually free communication with their friends and loved ones.
“WeChat is very innovative and revolutionary in every sense given its cool features that is in line with Chatime’s brand values,” Loo said. “The WeChatime One Million Cups Celebration is just our first WeChat initiative to reward users and we look forward to many more.”
This is the first time WeChat is partnering with a beverage company in Malaysia to host an official account.
Katie Lee, WeChat’s spokesperson for international markets, told Campaign Asia-Pacific that WeChat is currently working on few campaigns and looking for partnerships in the region. “Due to the diversity of the markets in Asia, we are focussing on a localised approach to work with local brands on promotions,” she added.
WeChat has also launched official accounts for other brands in the region, such as KFC in Indonesia, Nike in HK, and 7-Eleven in Taiwan.