What are WeChat mini-programs? 

WeChat mini-programs are ‘sub-applications’ that live within the WeChat ecosystem. 

They are uniquely built and developed for use within the messaging app. They are, therefore, entirely separate from a brand’s own app, and are accessed exclusively via WeChat. 

WeChat MPs (as they are also known) are commonly used for things like ecommerce, games, booking systems, and geo-based maps that can locate nearby shops and services, like restaurants and charging stations. 

Mini-programs can be accessed via: 

• A simple drop-down menu on the app’s homepage 
• Brand account links posted on official profiles
• Article links posted within the content
• QR code scans 
• Group sharing via messages 
• The ‘discovery’ tab, where popular and relevant mini-programs are featured

It’s this level of accessibility and integration that makes mini apps so popular, and why they offer such a brilliant opportunity for brands across the world. 

Examples of the best WeChat mini-programs to date

1. Burberry’s boundary-pushing mini program 

For its flagship store in Shenzhen, Burberry created an innovative mini-program that lets shoppers interact with window displays, book fitting rooms, choose what music to play as they try on clothes, and unlock exclusive dishes in the store’s café. 

2. “Say it with Starbucks” — a mini-program with a message

Starbucks’ mini-program offers customers a simple and efficient way to order directly through WeChat, whilst also letting them send digital gift cards to friends and family with customized messages. 

3. Legoland’s interactive map and location tracker

To help guests navigate its park, Legoland China built an interactive mini-program that tracked guests whereabouts on their visit, ensuring that they’d never miss out on nearby attractions. Users can also snap a ‘geolocated’ photo as a fun memory of their trip.

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