The Campaign

Social Paddling - experience on shore, feel like on boat Not everybody can participate in an actual dragon boat race. We engage fans with hilarious challenge both online and offline, as well as fun selfie task, so that non-paddlers can also become part of the talk of the town event.

Creative Execution

Stage 1, Legs Paddling Challenge.  Audiences were invited to team up with a friend, and to “paddle” in synchronized motion for 20 seconds, competing for the highest number of paddles.  Social influencers were invited to demonstrate and encourage audiences to take the challenge.  A street event was also held in the street of Causeway Bay, with social influencers inviting audience participation, and sustaining the momentum back to online. Stage 2, Athlete Selfie challenge.  Utilizing a custom photo frame on Facebook, fans were invited to embark on a Dragon boat with a selfie.  The selfie photos were then combined and formed a Dragon boat video, turning participants into Dragon boat paddlers. Stage 3, Sustaining Content. Diversified posts like event preheat, festival fun fact, environmental friendly tactics, game leaderboard, paddling tips, are created to generate interest throughout campaign. With the 3-stage campaign, we had invited mass audiences to become Social Paddlers.

Through hundreds of user generated paddling videos and athlete selfies, we had successfully invited audiences to become Social Paddlers and participated in the Dragon Boat event.  The campaign had reached 1.4M mass audiences, with 101K+ engagements.  Thousands of audiences including numerous non-paddlers were able to be involved and interacted with Sun Life’s annual Dragon Boat event.  More people were inspired to stay healthy and #BeFun, while Sun Life’s Facebook has gained 5,320 new followers, a history high increment by a single campaign.

Social Paddling, a fully integrated campaign executed across multiple platforms, including social media challenge, use of influencers to spread the challenge, live public events surrounding the challenge, Facebook camera filter to spread the campaign message, as well as always on content on social media platforms to sustain momentum. From online to offline, the campaign aims to interact with netizens in digital world, and engage with citizens face to face.

We invited social audiences to participate in the Sun Life Dragon Boat event through “Social Paddling”.  Dragon boat is all about teamwork.  We created a social campaign inviting audiences to team up and experience Dragon Boat paddling on shore, and share their experience on social media.  Through partnership with social influencers and sharing of user generated contents, we invited audiences to experience “Social Paddling”, inspiring more people to stay healthy and have fun, while further inspiring their peers on social platform.