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Airbnb began with a timed release of its "free nights" promotion specific to the theme of the festival.It began with an article describing its themed residences abroad, which are unique places that would usually cost thousands of dollars per night but free for lucky travelers who are selected.As a result, it needs to truly engage customers on a deeper level. In order to engage consumers, Tesla leveraged We Chat public account’s customized menu options for an integrated experience.Individuals can click through options to learn all about Tesla, including specifications of existing models as well as highlights of upcoming models.As a result, this entire experience is integrated seamlessly so that people can book a test drive the same way they would talk with a friend.Driving Revenue In order to monetize its followers, Airbnb designed a simple process to convert its We Chat traffic directly into revenue.
The QR code directed consumers to follow Starbucks’ We Chat public account in order stay up-to-date on the latest promotions.Through We Chat, they managed to gain more than 130k followers on We Chat and 2 million guest arrivals from China at Airbnb listings worldwide. Many American companies looking at the Chinese market have been creative in using We Chat — often times even before they establish a local office.In fact, businesses have used We Chat to 1) spread awareness, 2) enhance engagement, 3) drive revenue and 4) provide value-added services for the vast market in China. Spreading Awareness Airbnb first launched its We Chat public account in September 2014, just one day before the Mid-Autumn Festival.In fact, it was so successful that Airbnb continued to do its “free nights” promotions for major holidays in the years to come, tailoring campaigns to different festivals and cultural phenomenon.For example, this past Halloween, a holiday that the Chinese are beginning to celebrate for fun, Airbnb invited guests to a castle where no one has stayed overnight since 1948.
These can be organized officially by Airbnb or by passionate individuals.