Gay Games HK launches WeChat mini page to engage Chinese audiences

Gay Games 11 Hong Kong 2023, which is set to debut in November this year, has released a new WeChat mini page to promote the Games and reach out to mainland Chinese participants who are interested in joining the sports event.

This comes as the Gay Games marketing team realised that WeChat is the ideal marketing channel to connect with Chinese audience as one of the most widely used social platforms in China, with over 1.67 billion monthly active users. WeChat also offers various features and functions that can help promote the Games, such as mini-programmes and live streaming.

To promote the mini-page in the mainland, the team will collaborate with KOLs who have a large and loyal fan base on WeChat, and who can endorse the event and drive traffic to the mini-page. Furthermore, the team will create engaging and informative content on the Games' WeChat account, and share it with its followers and potential participants. The Gay Games HK team will also leverage the features and functions of WeChat to enhance the user experience for participants.

In a conversation with MARKETING-INTERACTIVE, David Ko, director of marketing and communications, Gay Games HK, said: “We are very proud and excited to host the first Gay Games in Asia, and we welcome all the participants from mainland China who want to join this global celebration of diversity and inclusion."

"We know that mainland China is a huge and important market for us, and we want to share our vision and values with them. We hope that by creating a WeChat mini-page, we can communicate more effectively and conveniently with our mainland Chinese friends, and invite them to experience the joy and spirit of the Gay Games in Hong Kong,” he continued.

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Gay Games 11 Hong Kong will take place from November 3 to 11, 2023. Under the theme “Unity in Diversity”, the Games will feature a wide variety of sporting events, opening and closing ceremonies, arts and culture events, as well as a festival village. 

The tournament in Hong Kong will have 22 sporting events and various arts and cultural activities with 7,000 participants. Supporting organisations include the Equal Opportunities Commission, InvestHK, BrandHK and the Hong Kong Tourism Board. Platinum sponsors are Marriott Bonvoy and YouTube.

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