Co-branding interactions on social media.
If you are a brand executive of a company, what will you do on Thanksgiving day? Post a “thank you” poster for your customers on social media? Perhaps this will be the most common choice of many companies. However, last year (2017) Durex China gave us an unexpected but interesting answer of what brands can do on social media for Thanksgiving day. On November 23rd Durex started a co-brand interaction on Weibo. From 10 a.m. (UTC+8) to 11 p.m. Durex China’s Weibo account published “thank you” posts to 13 brands in seemingly unrelated fields . The first brand Durex China chose to say thank you was Double Mint and by using a play on words Durex was able to successfully make a connection between the two brands. Following this Durex China published one thank you post to a different brand every hour. And at the end of the day, they published a total of 13 thank you posts and got 12 replies from the various brands. This co-brand interaction marketing on social media became a grea...