When Chinese heartthrob Chen Kun offered his fans morning wakeup calls over WeChat for a fee, teenage girls weren’t the only ones who snapped to attention. Marketers started calling their digital agencies, trying to gauge how the latest innovation on China’s hot social app might affect their future strategies.
Mr. Chen, an actor and singer, is asking fans to pay about $3 a month for a VIP subscription service on the free WeChat mobile app to gain access to exclusive songs, personal photos, musings and recorded morning greetings. It’s the first offer of its kind on Chinese internet giant Tencent’s WeChat, which has expanded to 236 million monthly active users in under three years without a big push to make money off the service.
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