China's Crazy for Bike-Sharing, and Advertisers Are Tapping Into That
Posted in: Uncategorized
In the past year, bike-sharing companies have transformed China’s cities: Suddenly, bicycles are everywhere, in hues from sky blue to canary yellow to flashy gold. Riders unlock them by scanning a QR code with a smartphone and then park them wherever they want; there are no docking stations. Each ride costs just pennies via mobile payments, which have been widely adopted in China.
Obviously, marketers are interested. Bike-sharing apps can potentially yield a lot about riders, like the area where they live, their route to work, which shops they typically pass by and whether they’re on holiday in a new city. And brands have been experimenting with how to tap into the sudden Chinese craze.
Pizza Hut ran a two-day promotion on the Mobike service, with 10 million riders collecting digital stickers on their smartphones; two stickers could be redeemed for a free breakfast coffee. JD.com, a big Chinese e-commerce player, also did a sticker-based campaign with Mobike for its annual sales event, dubbed “618” because the date is June 18 or 6/18; people needed five stickers for a chance to win prizes worth 618 yuan, about $90.
Post a Comment