Why is this work relevant for Media?

We target to create social impact that is beyond media buying. Thus we leverage the social connections of netizens through social platform, imitating the spreading of Ponzi scheme in media buying. But we integrate the impact of a public figure, selective content, live broadcast, press release, outdoor media and a controversial topic on social platforms. We start a debate around the topic on social platforms and extend to media, and this becomes a social topic.

Background

It is always exciting to see how powerful the social platform are in China, that some huge impact could be created within a short time. Tencent, owns the biggest social media platform in China, leverage it data capability to notice an issue – the Ponzi scheme comes back in a new form on social platforms, using social connections and spreading fast. More and more people become the victims. Tencent decided to tackle this web epidemic to make the netizens cautious and to provide a service to help them project themselves from schemes.

Describe the creative idea/insights (30% of vote)

The core of Ponzi scheme: find a new member so that you can get back the money and even make a profit. We imitate a scheme drawing netizens to participate and create a social topic. Frist we throw a stone into the pond: In 3 minutes, You will need to find a scapegoat. And you can only choose between: A stranger or a friend? This question arouses heated debates and more people choose their sides and this extend to media. We launch an event with a promise of a high profit to draw netizens to become new members. And we reveal in the end that this is actually what would happen in a Ponzi scheme. More than 80% of participants become friendship killers.

Describe the strategy (20% of vote)

The core of Ponzi scheme: find a new member so that you can get the profit. The trust of friends makes the one an ideal target for a scheme. People could be easily tricked into schemes due to their trust. Using real-time responses to reflect the true situation could be more impactful to make people be cautious. Media strategy: base on social connections, we influence one people through the others and eventually create a social impact. We have the netizens experience this scheme on social media by giving them an immersive imitation, so that they can be cautious. And we sent out an invitation for Tencent Security APP to help people be noticed, and spread the protection through their social connections.

Describe the execution (20% of vote)

1 We invited a well-known host Ma Dong, the Ellen Degeneres in China, to ask the netizens on the social platforms: In 3 minutes, You will need to find a scapegoat. You can only choose between: A stranger or a friend? And this controversial topic arouses heat debates and netizens express their opinions through their social connections. And finally it extended to media and becomes a social topic. 2 We launch an event with a promise of a high profit, same as Ponzi scheme to draw netizens to invite new members to join. 3 Ma Dong reveal in the live show that this is actually what would happen in a Ponzi scheme and more than 80% of participants become friendship killers without realizing it is a scheme. 4 Tencent sent out an invitation for Tencent Security APP to all participants as a solution. And the participants become the data source

List the results (30% of vote)

1. 42.13 Million retweets of this event, millions households use the app. 60 million media impression was generated within the 1st week 2. 800 police bureaus endorse this event via their official media outlet 3. 243 celebrities voluntarily advocates the event with participation of state media such People’s Daily, CCTV, Xinhua News Agency, accumulating 550 earn media articles 4. Corporate data for the first time provides the backbone for public internet security, Tencent wins collaboration with Public Security Bureau to fight telecom/internet fraud.