WeChat (aka Weixin) now has 40 million users outside China, and is thought to be one of the inspirations and motivations behind Facebook's Chat Heads.
So how would brands use it? This is what Nike did last year.
NIKE FOS WECHAT CASE STUDY from Johan Vakidis on Vimeo.
More examples here
Update - after a few days of playing with WeChat I can see that it's a lot of fun, and that for some people, particularly teens, it could quickly become essential. You can use it as IM, you can do video calls, leave voice messages (effectively voice IMs), and also send emoticons. I really like this campaign by Starbucks from last year:
"To reach customers through music, Starbucks asked fans: "How are you feeling today?" They responded with an emoticon, and Starbucks answered with a song to match the mood. The chain added 270,000 WeChat friends over the four-week campaign. "We don't just push offers at you," said Marie Han Silloway, Starbucks' marketing chief for China. "We start a personal conversation.""
(I'm on WeChat as dancall - add me)
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