HIDE & SEEK

TitleHIDE & SEEK
BrandTENCENT MEDIPEDIA
Product / ServiceTENCENT MEDIPEDIA APP
CategoryA02. Healthcare
EntrantTENCENT 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

Credits

Name Company Position
Vincent Li Tencent General Manager
Akae Wang Tencent Executive Creative Director
Zita Zou Tencent Copywriter
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
Bamboo Ye G11 Creative
Rong Huang G11 Creative
Shuang Xie G11 Art Director
Fan Fashiono AmusedArt Art Director
Zheng Liu AmusedArt Producer

Why is this work relevant for Media?

Games often bring competition and conversation in social media. Tencent Medipedia ’s problem is that no one can find it during the launching period. So we created a game called “hide and seek”. Let people search for the antidote of human disease in history. Education through entertainment , the final reward is to become users of Tencent Medipedia Mini Program. This direct response mechanism brings 4.5 million users to Tencent Medipedia during the launching period.

Background

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.

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

We created a H5 game "Hide and Seek". 10 most influential world-wide viruses in history is hidden in the game. We redesigned them artistically based on real virus structures and re-presented them to the public, so that the mysterious virus is no longer mysterious. People can stitch the pieces together and find antidote of virus according to the game tips. Through this interactive way, it will interest people to have curious about medical knowledge.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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.

Links
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