On February 14, 2012, 44 Wanda Plazas concurrently organized a Valentine’s Day event themed “214 @ Wanda, love”. This event, being the largest ever nationwide Valentine’s Day marketing activity, was initiated by Wanda Commercial Management Headquarters, planned by the Corporate Planning Dept of the Operating Center, and jointly sponsored by Wanda affiliates such as Van’s Department Stores, Super Star KTV, China Times along with external resources such as sina.com and baihe.com.
The event involved a total of 44 Wanda Plazas in 36 major cities from 20 provinces in China. On the day of this event, Wanda Plaza Network microblog account attracted more than 550,000 fans, with relevant messages forwarded over 4 million times, setting a record in the microblog history of fastest growing fans, most-frequently forwarded messages, and most far-reaching influence. Thus it has set a new benchmark for network marketing. Nearly 4 million shoppers visited Wanda Plazas on that day, and the total sales hit nearly RMB200 million. The success of this event has created a brand new marketing model for corporate events involving all-Wanda affiliates.