Tencent's secret weapon connects brands, youth

Instant messenger QQ attracts new user base via entertainment features

While it is already old hat for companies to use WeChat for digital marketing in China, Tencent Holdings Ltd, the owner of the killer all-in-one app, is sharpening its secret weapon to help brands better tap into the younger generation: QQ.

Its instant messenger QQ does not make headlines as its sister software WeChat, but Tencent has placed high hopes on the app to draw a younger user base through entertainment-oriented features.