Title | QQ ALERT: EVERYONE IS RESCUER |
Brand | |
Product / Service | INSTANT MESSAGING |
Category | C02. Use of Mobile |
Entrant | TENCENT Shenzhen, CHINA |
Idea Creation | TENCENT Shenzhen, CHINA |
Media | TENCENT Shenzhen, CHINA |
PR | TENCENT Shenzhen, CHINA |
Production | TENCENT Shenzhen, CHINA |
Name | Company | Position |
---|---|---|
Wu Xili | Tencent | Brand Manager |
Chen Chuan | Tencent | Product Manager |
Qiu Xuan | Tencent | Vice Technical Director of IM Products |
Zou Hualin | Tencent | Technical Team Leader |
Zhong Weiming | Tencent | Technical Developer |
Xiao Yufeng | Tencent | Technical Developer |
Xie Ying | Tencent | Technical Developer |
Dowson Tong | Tencent | Senior Executive Vice President |
Mel Yin | Tencent | Vice President |
Xian Yecheng | Tencent | General Manager of Instant Messaging Products |
Li Hang | Tencent | General Manager of Corporate Marketing and Public Relations |
Li Dan | Tencent | Marketing General Manager of Social Network Group |
Liu Ling | Tencent | Operations Director of IM Products |
Pan Hong | Tencent | Team Leader of IM Products |
Wang Liangliang | Tencent | Team Leader of Public Relations |
Tan Xiaomi | Tencent | Senior Public Relations Manager |
Yu Yuan | Tencent | Product Manager |
Xuan Yiyang | Tencent | Product Manager |
Wang Mengqiu | Tencent | Data Analyst |
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. Under QQ Alert, 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.
1. Implementation 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. Media channels and integration QQ Alert distribute high-level push messages on users smartphones via QQ instant messenger app. 3. Timeline QQ Alert sends out push messenger 30 minutes after receives the child’s information from police, and asks for QQ users’ help within the Golden 72 Hours after a child goes missing. 4. Scale Tens of millions of QQ users will receive QQ Alert's push message each time when a child goes missing.
1. Action/business results - Response rate 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%. If a parent were to pass out 2,000 flyers per day, it would take 195,000 days or 534 years to reach such a large segment of the population. So far, we have used QQ Alert to find 65 missing children across China, 15 of whom enjoyed long-awaited family reunions. 2. Outcomes/awareness - Change in behaviour 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.
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.
1. Target audience There're tens of millions of QQ users located in the same city where the child went missing. They are the key players and most likely to help, to share the information and draw public attention. 2. Media planning QQ Alert distribute high-level push messages on users smartphones via QQ instant messenger app. 3. Approach QQ users located within the radius of 120 kilometers will receive a high-level push message on their smartphones, asking for help.