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They are very into expressing their own identity through personalized experiences.

One of the things we're trying to do is allow people to create that expression and really use Durex as a canvas for being able to express themselves. We've been doing that around some of the events on the calendar, including I Love You Day.

Ad Age: Besides personalization, what else have you been experimenting with? Wilson: We launched a new product about six months ago called Durex Air. We had a three-hour Durex commercial [which ran online]. And it got some very interesting comments and engagements around it.

Most brands look at, 'How do we optimize things into a 15-second TV commercial? From the way that we built Durex on social, we built up a personality where Dudu is often doing these quite unconventional things. I think that's been what differentiated Durex and what differentiated Dudu.

Ad Age: Talk a bit about Dudu, which is the name for Durex's social media persona in China. We're not pushing product messages and brand messages. Wilson: We're always open to working with other brands.

Kik Messenger, commonly called simply Kik, is a proprietary instant messenger software application (app) for mobile devices from the Canadian company Kik Interactive, available free of charge on i OS, Android, and Windows Phone operating systems.

Kik Messenger has drawn controversy due to its reported involvement in a number of incidents of child exploitation.

We're just having some fun and interacting with people in a way they would expect in those environments. There's a finance brand called lu.com, and we've just launched a crossover brand promotion with them.