|Product / Service||TENCENT FOUNDATION|
|Category||A10. Not-for-profit / Charity / Government|
|Entrant||HYLINK DIGITAL SOLUTIONS Guangzhou, CHINA|
|Idea Creation||HYLINK DIGITAL SOLUTIONS Guangzhou, CHINA|
|Media Placement||TENCENT MARKETING SOLUTION Shenzhen, CHINA|
|Production||HYLINK DIGITAL SOLUTIONS Guangzhou, CHINA|
|Roy Nie||Hylink Digital Solutions Co., Ltd. Guangzhou Branch||ECD|
|Ivory Xu||Tencent Maketing Solutions||Project Manager|
The Internet is not powerful enough to reveal the harsh truth of living in remote mountain areas of china. We made the very first charity-oriented social game in China, allowing the Internet users to see the true stories of the children behind those mountains. The game was launched and popularized on both WeChat and QQ (the top two social platforms of China). Making use of the online payment function of WeChat, the game attracted participants to donate in the game to solve the children’s problems, both virtually and physically.
There are no street lights in remote mountain areas of China. In order to reach schools on time, children have to wake up at 5am every day and venture into the dark. This is something that people in the developed side cannot imagine. To construct street lighting for 1 village, at least $9,000 (US Dollars) is required. TENCENT FOUNDATION, the pioneer in online charity industry, only raised less than $1,000 (US Dollars) in the past two years. We hope with the employment of TENCENT’s social media tools, the hardship of the children can be revealed to the online audience. Our aim was to raise $90,000 (US Dollars), to carry out the construction of street lighting for 10 villages.
MISSION ENLIGHTENING, the very first charity-oriented social game, restored the real difficulties children face during their dark mountain walk to game challenges. The players were able to feel the danger and hardship of those children. With the payment function in WeChat, the players were encouraged to purchase game props to light up the way for the children. In addition, the money received will be used for the construction of street lighting in the real world. The player’s ranking was made visible to his friend circle, and actually attracted more friends to join and donate actively.
The game made the children and the online audience connected. Through involving WeChat and QQ (the top two social platforms of China), the loop of “gaming-donate-share” was formed. The donation process is just convenient in the game loop without redirection to other websites. Targeting at the “Money Players” (those who improve game rankings by spending money), donation challenges was set up and actually stimulated them to purchase more for charity scoring.
The game was launched on Nov. 16th 2018 on WeChat and QQ, easy to operate and hands on. Players can venture in the dark to feel the danger of children’s daily journey to school. The vivid scenarios stimulated players to purchase more light props for the children, in both virtual and physical worlds. The game also gained access to players’ social circles on WeChat and QQ, making their rankings shown to each other. This action stimulated the purchase of game props and also attracted more players to participate in the game. The donation was repeated and expanded, so as the social influence.
This program gained recognition in both charity and gaming industries. It was awarded as BEST Mini-GAME OF 2018 by YOUDING AWARDS. Around 1,100,000 players participated in the game within two months. The game ultimately raised $268,000 (US Dollars), which is more than 3 times of the initial target, enough to construct street lighting for around 30 villages. The donation is still effectively going on, providing sustainable solutions of online charity campaigns.