ABOUT

Posts on our China WeChat channel are generally of a serious tone, talking about financial news, products, solutions and webinars, and lacking the human touch of our Instagram page, where we are more connected to community and culture.

We used Dragon Boat Festival — an important cultural date for China and Hong Kong — as an opportunity to engage our followers on WeChat with something more interactive and interesting: a dragon boat mobile game, complete with leader board.

The competitive dynamic was designed to drive sharing and spread awareness across WeChat networks, while the content positioned Bloomberg as culturally aware, digitally savvy, and capable of breaking the social media mould in surprising and creative ways.