One night before the release of TV show “Zhen Huan Zhuan” (Legend of Concubine Zhen Huan) on Anhui TV, over 1000 Sina Weibo (Twitter-like service in China) accounts affiliated with the channel changed their avatars into the same one – a picture of Zhen Huan, leading female role of the TV show.
[Background: Zhen Huan Zhuan/Legend of Concubine Zhen Huan is a series of seven romance novels first published online. It tells a story of how one of Emperor Yongzheng's concubines, Zhen Huan, fought her way through and won the Emperor’s love. The series was then adapted into a 76-episode TV show.]
Smart? Lame? Probably a bit of both, but the campaign is surely low-cost and effective – netizens soon noticed the synchronized avatar change and considered it fun and innovative.
A sample of synchronized Weibo Avatars under Anhui TV
Anhui TV official Weibo accounts
Various programs on Anhui TV
People who work at Anhui TV