Brief Explanation

HNA Group, a Fortune 500 company whose proposition is “Sharing Dreams”, wants to increase awareness of the World Food Program’s effort to reduce hunger in Ghana. Our creative idea “Share More Dream More” encourages everyone to interact with a billboard in New York Times Square and share with friends on Facebook. The team started with a creative idea to let participants interact with outdoor media through mobile phone and social media, built the mechanism for the interactive billboard game, increased outdoor traffic through location based advertising, amplified the impact with KOL livestreaming on Instagram, created a second wave of participation through a new landing page in Facebook, and generated two rounds of PR in US and Greater China. The combination of a Great Theme + a Great Location + a Great Cause attracted almost 83K participants, generated 100 million+ exposure, and added more than 5K Facebook fans within two weeks.