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ASIA PACIFIC: CHINA

Robin Teow

Read Blog and Snatch 400,000 Yuan worth of free Boloni Sofas
Author: Robin Teow, Lehman, Lee & Xu

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This was the ad announced in The Beijing News on 25 June, speaking of free sofas up for grabs in a challenge that created a stampede. The promotion is being held are “secret locations” in five different cities for a week.

The ad refers to a Sina blog, hosted by Cai Ming, in which each day, by visiting the blog, readers are given announcements of the specific location of the sofas and the quickest to reply to the blog wins a free sofa.

 “Qian sha fa” (grabbing the sofa), written in Chinese plays on the internet language used by many Chinese internet users to mean being the first to start a thread of comments on a posting.

Judging by the amount of people that went crazy for the free sofas, I would say that Boloni’s advertising and marketing team did pretty well, as did of course Sina blog.