Colorkey Leverages Fan Economy With Limited Edition Set For Ambassador’s Birthday

Many brands work with celebrities in China hoping to leverage the fan economy. But just having an idol’s face appear in your advertisements isn’t always enough. Recently Colorkey, an up-and-coming Chinese cosmetics brand, ran an interesting campaign with its ambassador Wang Ziyi that did a great job of really engaging Wang’s fans.

Colorkey created a special gift set for his birthday on 713. There are only 713 sets and if they sell out by 713 then Colorkey will run big-screen ads in three major shopping centers. The set comes with several lip glosses which are Colorkey’s hero product, as well as a limited edition ring with little hearts on it that Wang Ziyi supposedly drew. Plus a poster and keychain.

It was sold at only ¥399 ($42) which is nothing to a diehard fan. Giving fans this opportunity to support their idol and give him a birthday gift many fans would spend the money anyway without expecting anything in return.

I wrote an article a while back for Jing Daily about this topic and how brands are leveraging fan groups so take a look if you’d like to learn more.

Check out the video to find out more details about how Colorkey leverages fan economy!