June 17, 2014
WHEN: Spring 2014
PROBLEM: Lack of direct communication between parents and their children due to China’s long working hours
OBJECTIVE: Bringing parents and their children together through technology
IDEA: A photo game on OREO WeChat official branded account
Parents and their children take (offline) photos and paste the heads into Emojis.
Lots of pictures were available for users to choose from, even photos of popular stars and celebrities.
Users then chosed from a selection of templates and actions, including animations to share
Campaign included Bus Shelters: they allowed users to project their Emojis onto the Bus Shelter big screen, remote-control their actions, and even print out Emoji stickers to take home as souvenirs.
99 million Emojies generated in 11 weeks
10 million were shared with friends and family directly from WeChat
1.9 billion impressions across all leading social networks, including WeChat and Weibo
QR codes played a key role in the experience
VIDEO CASE STUDY