Something that continues to amaze and impress me is how companies adapt to new technologies to market their products. The reason why I am bringing this up is because I recently discovered a fantastic marketing stunt that happened in China a fortnight ago. The Chinese video gaming company, Bilibili were responsible for the event as they were promoting their video game: Princess Connect! Re:Dive.
The drone marketing stunt
1500 controllable drones were used to create the massive QR code in the sky over Shanghai. The event was to celebrate the 1st anniversary of the Chinese release of the video game.
The QR code is universally used across China to message friends, pay for food and even donate to the homeless so the use of this large QR code in the sky is a great marketing method since many Chinese people will be used to using it.
To many people, this is a worrying stunt as it gives off Cyberpunk vibes since it is a massive marketing stunt that is synonymous with futuristic tv films and series. Whilst I understand the thoughts of these naysayers, I believe that this event is fantastic and it shows that there are a plethora of options for companies to advertise their products.
What were the financial results?
One week after the event, Bilibili Inc. stock rose by 19.40% which indicates the success of the event. Since 2021, Bilibili Inc. stock has decreased by 4.63% which is potentially why they invested heavily in this advertisement stunt.
It will be interesting to see what the future of advertisement is and how it adapts and changes to political, social and technological pressures and developments.
Harry Buckley 