The Campaign

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 their help. They are the key players and most likely to help, to share the information and draw public attention.

Creative Execution

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. 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. 3. Placement In the same city or within 120 kilometers where the 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. Reach 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. 2. Engagement So far, 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. 3. Sales N.A. 4. Achievement against business targets N.A.

1. Data gathering We use Location-Based Services technology to identify millions of QQ users located in the same city where the child went missing. 2. 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. 3. Relevance to platform QQ Alert turns an entire social network of 860 million users into a missing children alert system, everyone can be a volunteer in Golden 72 Hours. 4. Approach QQ users located within the radius of 120 kilometers will receive a high-level push message on their smartphones, asking for their help.