The Campaign

1. Insights Tencent, the Chinese Internet powerhouse known for its QQ instant messenger and 860 million users, has come up with a more effective and innovative way to help these parents: turning the social network into a missing children alert system -- QQ Alert, so everyone can be a missing children rescuer in Golden 72 Hours. Under Location-Based Services technology, QQ instant messenger app users located in the same city where the child went missing, will receive a high-level push message on their smartphones, asking for help. They are the key players and most likely to help, to share the information and draw public attention. 2. Intention/purpose We want to find out a more effective and innovative way to help these parents, so everyone can be a missing children rescuer in Golden 72 Hours. 3. Adaptation of an existing platform QQ Alert adapts the existing platform of QQ instant messenger.

Creative Execution

1. How it works Once a child goes missing and parents file the case with the police, QQ operation team receives the child's information directly from the police. Tencent leverages the latest Location-Based Services technology to automatically identify tens of millions of QQ users located in the same city where the child went missing. QQ users located within the radius of 120 kilometers will receive a high-level push message on their smartphones within three hours, asking for their help. 2. Components Components include: QQ App, QQ Alert, QQ's social network of 860 million users, missing children information provided by the police, Location-Based Services technology, and data-driven targeting technology. 3. Platform QQ Alert is based on the existing platform of QQ instant messenge. 4. What stage it is at QQ Alert launched on July 7 2015, and have operated for more than one year now. So far, we have used QQ Alert to find 65 missing children across China, 15 of whom enjoyed long-awaited family reunions.

1. Long-term outcomes We hope to build a cross-platform missing children alert system with TV, radio, social media and telecom operators nationwide, to engage more volunteers. 2. Scalability QQ Alert launched on July 7 2015, and have operated for more than one year now. 3. Industry relevance QQ Alert based on the existing platform of QQ instant messenger, is highly relevant to the Internet industry. 4. Results/successes/developments to date Since 7 July 2015, more than 3.9 million QQ users have joined our campaign, and the average click rate of QQ Alert push messages in 30%. We have used QQ Alert to find 65 missing children across China, 15 of whom enjoyed long-awaited family reunions. More than 300 Chinese media outlets, including Xinhua news agency, China news service, national TV, newspapers and websites have reported on QQ Alert, the first service of its kind in China. 5. Investment received N.A.

Because QQ Alert turns an entire social network of 860 million QQ instant messenger users into a missing children alert system. Under QQ Alert, everyone can be a volunteer in Golden 72 Hours. By using Location-Based Services technology, QQ instant messenger app users located in the same city where the child went missing, will receive a high-level push message directly on their smartphones, asking for help. They are the key players and most likely to help, to share the information and draw public attention.