New Massive Marketing Weapon: kissing contest
As a typical western holiday, Valentine’s Day is also widely celebrated in China. However, it is more and more celebrated by companies now. On this day, kissing contests can be seen in most provinces in China.
In Anhui, the kissing contest was organized by a property developer attracts 50 couples who come to the contest to win the one carat diamond. Three couples fainted during the contest.
In Henan, a special kissing contest was held by a shopping mall and the couple who take the most difficult posture won the prize.
In Jilin，the contestants were asked to change their posture every 15 minutes.
In Tianjin, 51 couples participated in the contest organized by a big local shopping mall.
In Jiangsu, the kissing contest was organized by a high-class shopping mall also attracts dozens of contestants.
the influence of “kissing” compaign
Most people on internet are not so tolerant to the contest. Most people think of kissing contest as a boring marketing compaign. The focus of the criticism is its effect on morality. As one of them said, “why not let contestants make love there? And it will be one of the most eyecatching buzz for sure.” Although the criticism is everywhere on internet, these contests still continue. Another kissing contest just finished last month also organized by a local shopping mall.
there must be a reason
It seems that most of these contests are held by big shopping malls whose target customers are young high or middle class ladies. Those people usually use internet less which means the negative comments influence them less, but what’ s more important is they are willing to spend money in romantic place. According to The sixth Chinese city women life quality survey report, more than 70% of Chinese female cosumers would like to put most their expanse on romance-related goods such as cosmetics, luxuries and clothings.
So for a company whose target customers are young rich ladies, why not try to “kiss” into Chinese market?