Blued： Create "Rainbow Wave" That Affects Thousands Of Comrades In China In 10 Days

It is not difficult to create an event marketing, but it is difficult to create multiple event marketing in a row, which can be perfectly connected together. However, the gay social software Blued has achieved such a thing.

Every June is the Global Pride Month, a carnival month for LGBT (lesbian, gay, bisexual, transgender) people, and a leading gay social/live broadcast software in China, In June this year, Blued planned a large-scale event with the theme of "Rainbow Wave", which lasted a total of 10 days from June 20 to June 30, interspersed with more than 10 small and large marketing activities, perfectly linking the whole Rainbow Wave activity.

Last week, the new list reported 260 pairs of rainbow shoes that were robbed in 2 seconds, which is just one part of the Blued "Rainbow Wave" incident.

Other activities are also brilliant, with climaxes.

　　 Activity 1: Holding hands with dozens of super apps

In addition to Rainbow Shoes, the Rainbow Wave Magic poster jointly launched by Blued and dozens of apps can be regarded as the climax of the activity. Once the poster was released, many brands and individuals took the initiative to follow the trend. The open sentence pattern of "Come on, have fun, anyway..." gave birth to many golden sentences among netizens.

In addition to posters, many apps, such as public reviews, Yidian Information, and the Chinese Perpetual Calendar, have conducted in-depth cooperation with Blued in different forms, making the coverage of Rainbow Wave activities far beyond imagination.

　　 Activity 2: Live broadcast of San Francisco float parade

As the first Chinese brand to participate in the gay float parade in San Francisco, Blued, together with Facebook, Google and many other famous companies in Silicon Valley, showed their support to LGBT people with their own practical actions.

As a live app, Blued also broadcasted the parade throughout the day, which was still popular even in the early morning of Beijing time.

　　 Activity 3: Closing: "Tongzhi" series posters

As the final work of this "Rainbow Wave" activity, Blued released a series of posters of "Tongzhi" to pay tribute to nine masters who have made outstanding contributions in science, art, literature, thought, philosophy and other fields. Their wisdom and extraordinary creativity will not be impaired by their diversity. These nine posters took three months to complete. During the period, they experienced the 15th anniversary of the elimination of homosexuality in China, the "May 17" World No Longer Homophobia Day, the terrorist attack on the gay bar in Orlando, the United States, and so on, which can be said to be of great significance.

How does Blued connect these large and small activities into a large-scale event that affects 70 million gay people in China? The new list interviewed Li Mengru, senior director of Blued's market/film industry, and Li Kui, chief brand officer of Blued, to talk about how the "Rainbow Wave" was successfully planned.

　　 For LGBT people, business is the best public welfare

New list: Why is there a plan of "Rainbow Wave"? What is the purpose?

Blued: Because June is the Global Pride Month, most of the previous Pride Month activities were initiated offline, such as the gay parade in San Francisco, the United States. In China, there has never been a gay brand or activities related to Pride Month that can have such great influence.

Blued is a leading gay social platform in China. This time, we want to represent the LGBT population in China and join dozens of brands to do such a "Rainbow Wave" theme activity online and offline. We hope that through such an activity, we can make everyone closer to LGBT people.

The spread of this event mainly wants to affect people in three aspects. First, the general public, because most people still do not know much about the living conditions and lifestyles of gay people, we hope that more people will feel what these people are like. Second, we hope to make LGBT audiences in China feel that we are together and let them have a sense of belonging. Third, in western countries, many brands have realized that LGBT people are actually a high-value consumer group, and they are willing to do some commercial behaviors for these people. This concept is not so popular in China. Geng Le, the boss of Blued, put forward his description of the pink economy in China for the first time several years ago - the business form and economic form generated by the demand of LGBT. To some extent, Blued is the initiator of the pink economy and the cultivator of the pink market, so we hope that more commercial brands can see and understand this concept through the "Rainbow Wave".

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

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

We created this rainbow wave online, and we are wave makers. Later, many commercial brands took the initiative to participate in it, playing their roles and expressing their attitudes in their own ways.

Our online mainstream position is on Weibo. We launched a magical poster, and many mainstream Internet apps, such as Hungry, Netease Cloud Music, Singing Bar, Ink Weather, etc., were involved. Finally, nearly 100 domestic and foreign brands participated in this activity. We call them "Rainbow Team" together. In addition to the app, there are movie stars, artists Film and television producers, film and television works, etc.

Offline, we put the theme advertisement of "born different, love different" on the LED screens of more than 100 star art academy lines across the country, and we selected more than a dozen cooperative apps to list. Secondly, we held a press conference offline and released the first gay interest map in China. This is an interest map that we jointly collected a lot of data on LGBT people's consumption patterns, reading patterns, lifestyles, social behaviors and other data with a little information.

Finally, we also prepared a float to participate in this year's San Francisco parade, and carried out live broadcast.

New list: How many apps have been jointly launched this time?

Blued: There are more than 40 super apps in total.

New list: Among them, Blued has conducted in-depth cooperation with many super apps. What are the main ones?

Blued: In fact, many apps and other brands have expressed their attitudes through their own ways. For example, the public comment specially made a gay version of the public comment, and announced "coming out" through the official micro blog. NetEase Cloud Music has made a special song list for comrades, which is played several times more frequently than usual. And the Singing Bar held a "Rainbow Singing".

There are also some brands in the form of slogan, such as Lulema's "Sweeping Jihung". They all participate in it in their own way.

New list: We found that many stars participated in recording a video to support "Rainbow Wave". How many stars participated in this?

Blued: There are more than 20 stars in total, including singers from mainland China, Hong Kong, Macao and Taiwan, guests of Kangxi Comes, students of The Voice of China, and several Thai stars.

New list: You also encourage fans to make their own magical posters on the official micro blog. Is this to promote the second spread? How about the effect?

Blued: This poster has been published in 9 languages, including Thai and Japanese, and many netizens have published these posters on Instagram.

On Weibo, not only brands, but also many individuals have participated in the release of posters. The topic of # Pride Month Rainbow Wave # has exceeded 200 million readers and more than 40000 discussions.

New list: Adidas has launched rainbow shoes of pride series, and NBA has also launched Rainbow T-shirt ， Why did 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.

We donated all the proceeds from the 260 pairs of Rainbow Shoes to three LGBT public welfare organizations. Our boss Geng Le said that for LGBT people, business is the greatest public welfare. We should have the obligation and mission to support these people in this way.

New list: Rainbow Shoes The quantity is limited to 260 pairs. In fact, the quantity is not much. Why do you choose to use them“ Hunger Marketing ”How about the way to sell?

Blued: From a commercial point of view, we prefer this to be an event, because money is never earned out. We think it is the first time that we advocate this form. The effect of large-scale sales is not as good as that of limited sales. Our Rainbow shoes are additionally equipped with Rainbow laces, badges, and some lyrics of gay songs or words of gay writers on the outer wrapping paper. They are all made exclusively. Each pair is of special collection value, not on the assembly line.

New list: At the end of June, Blued participated in and broadcast the gay parade in San Francisco live. How about the relevant data?

Blued: The birthplace of Pride Month is in San Francisco, the United States. This gay parade is also of indicator significance. This year's parade was the first time that a Chinese team appeared, which is also an important part of our rainbow wave activity.

Although this parade is in Beijing It was early in the morning, but the maximum number of live broadcast reached more than 300000.