Hasta La Creative!

Brands are still trying to figure out how to leverage WeChat, the 3-year-old social app that changed the way Chinese consumers use their smartphones. Anyone looking for ideas might check out what Burberry, Pepsi and McDonald’s are up to.

The British luxury brand just took WeChat fans behind the scenes at its London runway show, offering them audio commentary by the creative team and Chinese celebrities. When fans sent Burberry a text message, the brand instantly responded with a virtual plaque engraved with their name.

WeChat is good for such one-on-one interactions — conversations between a consumer and a brand because it’s a pumped-up messaging app. Inspired by WhatsApp, it took the concept much further, blending in elements of Facebook and Instagram. WeChat’s parent company, Tencent, just bought 20% of Dianping, China’s Yelp. And WeChat is poised to make an e-commerce push, too.

Continue reading at AdAge.com