3, Viral campaigns are creative campaigns which are shared among users, either driven by a social impulse or by some financial incentive. Viral marketing means leveraging sharing between users in order to increase the number of views. There are two broad categories of viral marketing:
1, Relying on concrete incentives (discounts, red envelopes, exclusive digital content, etc...). 2, Relying on social rewards (sharing fun content with friends). the risks of viral marketing on WeChat?
WeChat comes with many rules to prevent viral marketing. All of the following are forbidden: 1, providing any incentive (discount, red envelope, etc...) in exchange for following, shares, likes, access to content or any other user actions
2, Explicitly asking users to share. 3, Collecting data without explanations of why it is collected and how it will be used. If you break these rules, you might be punished by having your account suspended, or even banned. Some high-profile examples of accounts getting banned for breaking the terms of use of Tencent include all of Uber China's accounts. Punishment is usually gradual starting with a warning, but Tencent can sometimes act unpredictably. 
1, Suning: a successful but risky WeChat viral campaignThe e-commerce platform Suning led an incredibly successful viral campaign for the release of a series of new phones. The campaign was a “swipe” game. Users received a card with 4 gray squares, and could scratch one of them to reveal a phone. If all of the 4 squares contained the same phone model, the user would win that phone. But here is the catch: each user can only reveal one of the squares. To reveal the 3 others squares, the user has to forward the message to 3 friends who can each scratch one of the phones. These friends are then of course invited to play the same game and keep sharing. The campaign led to millions of clicks. But after a couple of days, it was banned by Tencent. This is a great example of the opportunities and risks of viral marketing on WeChat: amazing results, but it was ultimately banned and Suning's WeChat account was put at risk. As a summary, viral campaigns make for interesting case studies, and many brands are still having a stab at them in order to get quick exposure. They however remain very risky as Tencent is increasingly enforcing their terms of use and banning accounts which break the rules.