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Case Study
Tencent
Mission Enlightening
Challenge
Bring awareness to the perilous and unlit trek of rural Chinese children as they head to school each morning.
Strategy
Promoted “Mission Enlightening”, China’s first social game for charity.
Was launched on Tencent QQ and WeChat, China’s top two socialplatforms.
The game would gradually darken and players could purchase street light props to light their path and continue playing the game.
Earnings from the game are used for street light construction in the real world.
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