Klee Becomes Popular for Advertising Endorsements Among Chinese Colleges
In July, the 2022 National College Entrance Examination or Gaokao of China is already finished and the colleges are busy marketing to attract students at this moment. Surprisingly, Klee, instead of any movie or drama star, has become the most popular marketing endorser among colleges.
While searching with keywords “invite” and “college” on Bilibili.com, the most result we get are videos titled “Klee invite you to [name] college” with similar thumbnails.
A screenshot captured from Bilibili shows the search results are full of Klee. The ones with a red square are videos uploaded by colleges themselves.
The videos are normally using the same template based on Klee’s official character trailer. Many of these videos are created by universities’ official social media accounts, which normally only post formal videos like campus news, a speech of the headmaster, and student interviews.
The main page of the University of Science and Technology Beijing’s authorized Bilibili accounts. Except for the Klee video, the rest are formal and serious.
Under those videos, people are sharing their wishes for the 2022 examinees and making funny jokes related to either college or Genshin Impact. Someone even made a fake marketing poster saying their college will give new students Primogem as a reward.
Source: Bilibili
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