A photo editing software company promoted their product on valentine’s day on multiple channels via a viral application.
Meitu Xiuxiu is a photo editor developed by a company in Xiamen (a quick Chinese lesson: “mei” means “beautiful; “tu” is “picture”; “xiu” is “show” in English). They developed a simple application to test one’s chance of having a love affair by inputting the person’s name. It shows an index which seems to be related to your time and the time you check.
On Valentine’s Day, news about this application were all over the Internet; news websites, forums, douban, Weibo, etc. It soon became a top searched term on Baidu:
And, that’s not all. They utilized Baidu Open Platform to embed their viral application in the search results:
Users in search engines can directly open this application in search results and share the interesting results with their friends via Sina Weibo or QQ.
Today, news websites continued the coverage of this meaningless but interesting application by “exposing” the test results some famous celebrities.
This integrated approach with thoughtful planning and solid execution dramatically increased the awareness and popularity of their photo editing product “Meitu Xiuxiu”:
Search for its official website increased by 187%; download related search by 106%.