| Title | SNOW BEER'S COURAGEOUS ADVENTURE OVER THE HIMALAYAS |
| Brand | SNOW BEER |
| Product / Service | BEER |
| Category | J04. Innovative use of technology |
| Entrant | HAVAS MEDIA New York, USA |
| Advertising Agency | HAVAS WORLDWIDE BEIJING Beijing, CHINA |
| Media Agency | HAVAS WORLDWIDE BEIJING Beijing, CHINA |
| Entrant Company | HAVAS MEDIA New York, USA |
| Name | Company | Position |
|---|---|---|
| Kiddo Zhang | HAVAS MEDIA | Planning Manager |
| Xiaochen Yan | Havas Media | Associate Planning Director |
| Karen Xu | Havas Media | Account Manager |
| Crystal Wu | Havas Media | Account Director |
| Wei Zhang | Snow Beer | Marketing Gm |
| Amy Niu | Snow Beer | Marketing Manager |
| Jie Tan | Snow Beer | Marketing Supervisor |
Driven by the player's in-game choices and adventure gene, the game would guide them through a series of plot points. To enhance the user experience, Snow Beer designed a series of in-game mini-videos that would be activated upon the passing of various plot points. Tencent also organically weaved in various instances of computer and cell phone interaction. To draw players deeper into the experience, the game would introduce optional challenges that required the use of a smart phone through an in-game app. Completing the challenge with the app would net the player extra points.
2.96 million people participated in completing the game on Sina and Tencent 17.75 million page views to both Sina and Tencent portal mini-sites The portal mini-sites also achieved 10.37 million unique visitors, beating the targeted by 25%. We surpassed the KPI of Weibo fans by 700% The official website racked up 3.2 million page views and 1.26 million unique visitors, beating initial KPIs by 85% and 81%, respectively. 219,368 participants in the game, + 27% vs. 2012 The 2013 Snow Beer Courageous Adventure 'Crossing the Himalayas' Campaign inspired participants to share with their online friends
Last year Snow beer launched a campaign to wake up modern urban people from their regular dull life and bring out the desire to adventurous and challenge. But now in 2013 we discovered that quite a few of Snowbeer drinkers felt that the extreme sports it championed didn't speak to their personal identity and day-to-day lives. They experienced no immediate emotional attachment to the imagery of extreme sports and adventure. Our task was to assure them that there was nothing wrong with that, tapping into their latent sense of adventure and making them more comfortable with this imagery Being adventurous and courageous was not just for extreme sports fans: Snow Beer's goal was to bring out to the adventurous nature in everyone. This main concept was brought to life primarily through interactive online games hosted on Snow Beer's official mini-site and on the portal websites of Sina and Tencent.