|Title||HIDE & SEEK|
|Product / Service||TENCENT MEDIPEDIA APP|
|Entrant||TENCENT Shenzhen, CHINA|
|Idea Creation||TENCENT Shenzhen, CHINA|
|Idea Creation 2||SHANGHAI G11 ADVERTISING Beijing, CHINA|
|Media Placement||TENCENT Shenzhen, CHINA|
|PR||TENCENT Shenzhen, CHINA|
|Production||AMUSEDART Beijing, CHINA|
|Vincent Li||Tencent||General Manager|
|Akae Wang||Tencent||Executive Creative Director|
|Ivy Huang||Tencent||Art Director|
|Ken Lin||Tencent||Art Director|
|Dong Xie||Tencent||Art Director|
|Sonja Xu||Tencent||Assistant Art Director|
|Ahjan Huang||Tencent||Agency Producer|
|Hunter Zhang||Tencent||Project Director|
|Nichole Yu||Tencent||Project Manager|
|Shuang Xie||G11||Art Director|
|Fan Fashiono||AmusedArt||Art Director|
Tencent Medipedia is an online content platform, which provides scientific and reliable medical knowledge for Internet users. However, after going online, it can't attract consumers' attention at all. We found that the general public feel that the medical science knowledge has nothing to do with themselves. How to attract their concern to make medical science knowledge be widely discussed and disseminated? This is our challenge.
Since people are more interested in mobile games than medical knowledge, we make medical knowledge into mobile games. We launched a game challenge on the WeChat social platform. The shape of viral is easy to stand out of those daily photos of WeChat Moments. Then the users who participated in the game can compete with each other on the social platform. This let this viral game "Hide and Seek", really got viral spread.
First, we picked 10 viruses from thousands of discovered human diseases in many centuries. Redesigned it artistically based on real virus structures. This made those unknown virus esthest and antidotes turned into an eye-catching art work. Then We use advanced algorithms and programming to enable complex structures to interact smoothly in H5 programs. The users were invited to find the special angle through puzzle interaction to unlock the final answers. They would become new users of Tencent Medipedia , when they completed the game successfully. We also designed a speed-racing mechanism that allows users to compete with each other on social platforms, which further enhancing the spread.
1.) Within 36 hours, 1 million UGC social posts were generated. 2.) The highest score, 0.26 seconds, increased about 2 million RMB media exposure of earned media. 3.) In just one week, Tencent Medipedia became the top 3 of medical apps, and【Hide&Seek】brought 4.5 million new users to the APP.