To motivate more Chinese travelers to choose the U.S. as their next destination, Brand USA needed to increase brand awareness and social media engagement on its WeChat account.
In 2018, we launched a social engagement campaign, WeChat H5 mini-game for Brand USA. Similar to the well-known concept of ‘spot the difference,’ the Hylink team took this idea a step further by embedding a storytelling element to an engaging H5 game that educated Chinese users about U.S. destinations in a fun, playful manner. The game consisted of eight rounds, each featuring one U.S. destination. Users collected items throughout their journey and stored it in personalized luggage. Once users completed the game, they were assigned a particular ‘traveler type’ or persona, each of which was linked to a WeChat article which included a recommended U.S. travel itinerary.