Blued:10 Days Affect China'S Millions Of Comrades Rainbow Waves

It is not difficult to create an event marketing, but it is difficult to continuously produce multiple events marketing and perfect tandem.

In this case, Blued, a gay social software, did it.

Every year in June, it is the pride month of the whole world. It belongs to the carnival month of LGBT (lesbian, gay, bisexual, pgender). As the leading homosexual live / live broadcast software, Blued planned a big event in June this year. It lasted for 10 whole days from June 20th to June 30th. During the period, more than 10 small marketing activities were interspersed together to connect the whole rainbow wave activity perfectly.

Last week, the new list reported 260 pairs of rainbow shoes stolen in 2 seconds, which is part of the Blued rainbow wave incident.

Other activities are equally brilliant, with climaxes rising.

Activity 1: holding dozens of super App

In addition to rainbow shoes, Blued's Rainbow wave Magic Poster jointly launched with dozens of App can be the climax of the event.

Once the poster was released, many brands and individuals took the initiative to follow suit.

The open sentence made many golden sentences among netizens.

In addition to the poster, public comment, a little information, Chinese calendar and many other App and Blued carry out different forms of deep cooperation, making the rainbow wave activity coverage area far beyond imagination.

Activity two: San Francisco floats parade live broadcast

As the first Chinese brand to participate in the San Francisco gay flower parade in the US, Blued and Facebook, Google and many other Silicon Valley big coffee companies appeared together and expressed their support to LGBT people with their own actions.

As a live broadcast of App, Blued also broadcast the cruise throughout the day, even in the early hours of Beijing.

Activity three: Official collection: "Tong Zhi" series of posters

As the ending of the "Rainbow wave" campaign, Blued issued a series of "Tong Zhi" posters to pay tribute to nine masters who made outstanding contributions in science, art, literature, philosophy, and other fields.

Their intelligence and extraordinary creativity are not diminished by their pluralism.

The 9 poster took three months to complete. During this period, it passed through 15th anniversary commemoration of homosexual disease elimination in China, and the world of "5. 17" is no longer afraid of the same day. Orlando's bar attacks on the United States and so on are of great significance.

How can Blued connect these large and small activities into a large-scale event that affects 70 million Chinese comrades? The new list has interviewed Li Mengru, chief executive officer of Blued market / film industry, and Li Kui, chief brand officer of Blued, and talked with them about how the rainbow wave has been successfully planned.

For LGBT people, business is the best public welfare.

New list: Why are there plans for "rainbow waves"? What is the purpose?

Blued: since June is the pride month of the whole world, most of the Pride Month activities were launched from the line, such as the gay parade in the United States of America. In San Francisco, there is no such thing as gay brand or activities related to pride month.

Blued is the leading gay social platform in China. This time we want to represent China's LGBT crowd, and have joined dozens of brands.

We hope that through such an event, we can get closer to the LGBT crowd.

The spread of this incident, we mainly want to affect three aspects of the crowd.

First, the general public, because most people still do not know much about the living conditions and lifestyle of the gay people. We hope that more people will feel what these groups are like.

Second, we hope that the Chinese LGBT audience will feel that we are together and give them a sense of belonging.

Third, in western countries, many brands have realized that the LGBT group is actually a high-value consumer group. They are willing to do some commercial behavior for these people. This concept is not so popular in China.

Geng Le, the boss of Blued, first put forward his description of the pink economy in China a few years ago, based on the commercial form and economic form of LGBT's demand.

To a certain extent, Blued is the proponent of pink economy and the cultivator of pink market, so we hope to see more commercial brands through "Rainbow wave" and understand this concept.

New list: what are the main parts of this plan?

Blued: this activity is mainly divided into two parts: online and offline.

We built the rainbow wave on the line. We are the wave maker. After that, many commercial brands take the initiative to play their roles and express their attitudes in their respective ways.

Our mainstream online position on micro-blog, we launched the Magic Poster, hungry, NetEase cloud music, singing, ink weather and many other mainstream Internet App are involved, and finally nearly 100 domestic and foreign brands to participate in this activity, we call them "Rainbow team", in addition to App, there are movie stars, artists, film producers, film and television works, and so on.

Under the line, we put in the theme ads of "natural different, only love different" on the LED screen of the more than 100 star beauty line in the whole country. We selected more than ten cooperative App lists.

Second, we launched a press conference online to publish the first Chinese Gay Interest map. This is a collection of interest maps that we have gathered together with many information about LGBT consumption patterns, reading methods, lifestyles, social behaviors and so on.

Finally, this year's San Francisco parade, we also prepared the floats to participate in, and the live broadcast.

New list: how many App have been jointly launched this time?

Blued: there are more than 40 super App.

New list: which Blued and many super App have carried out deep cooperation, what are they?

Blued: in fact, many App and other brands express their attitudes through their own way.

For example, the public comment made a public comment on the gay version, and announced "come out" through official micro.

NetEase cloud music has made a special song list for a comrade. The number of playlists is several times that of normal times.

And sing a rainbow song.

There are also some brands that are in the form of slogan, such as "hungry sweeps" who are hungry. They are involved in their own way.

New list: we found that many other stars were involved in recording a video supporting "Rainbow wave". How many stars did it participate in?

Blued: there are more than 20 stars, including the mainland, Hong Kong, Macao and Taiwan singers, guests from "Kangxi came", "good voice of China" and so on. There are also a few stars from Thailand.

New list: you also encourage fans to create magic poster on their own. Do you want to boost the two spread? What's the effect?

Blued: this poster now has Thai language, Japanese and other 9 language versions, and many netizens have posted these to Instrgram.

On micro-blog, not only is the brand, but also many individuals are involved in the poster issue. The pride of the month is 200 million, and the amount of discussion is more than 40 thousand.

New list: ADI has launched the pride series of rainbow shoes, NBA also launched this year.

Why does Blued think of making rainbow shoes?

Blued: such products are relatively popular abroad, but relatively few in China, so we want to fill this gap and express that China can also make such products.

The proceeds of these 260 pairs of rainbow shoes were donated to three LGBT public welfare organizations.

Our boss Geng Le once said that for LGBT people, business is the greatest public good.

We should have such an obligation and mission to support these people through this way.

New list:

Limited to 260 pairs, in fact, there are not many. Why do they choose to use "

"The way to sell it?

Blued: from a commercial point of view, we hope that this is an event, because money will never be finished. We feel that the first time we advocate such a form, it is better to sell on a large scale than to a limited quantity.

Our rainbow shoes are added to the rainbow shoelace, the badge, and the outer wrapping paper with some gay song lyrics, or the words of the comrades writers, all of which are exclusive, and each pair is a special collection value, not a product on the line.

New list: at the end of June, Blued joined and broadcast the gay parade in San Francisco. What are the relevant data?

Blued: the birthplace of the pride month is in San Francisco, USA. This gay parade is also an indicator. It is the first time that the Chinese team has appeared in this year's cruise. This is also an important part of our rainbow wave activities.

Although this cruise is in

In the early hours of the morning, the highest number of live seeding reached about 300000.