Title | HIDE & SEEK |
Brand | TENCENT MEDIPEDIA |
Product / Service | TENCENT MEDIPEDIA APP |
Category | B04. Social Commerce |
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 |
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 |
Games are often the best way to present boring science. How would Tencent Medipedia attract users quickly during the launch period? We intended to start with the content and make it entertaining. Therefore, we created a H5 game – “hide and seek”, and let the users to find viruses and antidotes in the game. When they found the results successfully, they will become users of Tencent Medipedia Mini Program at the same time. The game eventually brought 4.5 million new users to our Mini Program.
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.
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.