Project | WeChat Digital Campaign

To celebrate this year’s Qixi Festival (also known as Chinese Valentine’s Day), I have collaborated with the brand to develop an augmented reality (AR) game on WeChat called ‘Kiss to Catch’ (or 吻住⼩「⼼」机), where players needed to blow kisses to their smartphone cameras to catch falling heart-shaped Moschino bags.

The higher they score, the higher the coupons they can use to purchase Moschino products. The highest scoring player also wins a Moschino bag, increasing social, player board-based gamification on top of the individual player engagement aspect. Lastly, to promote social media sharing, players can customize Qixi-themed messages to invite friends to play. This digital activation helped exceeding the seasonal sales goals, while also promoting brand awareness and engagement with the younger community.

Campaign results:
45K mini game visits
1min 30secs average time played
2.11 average times played
40% organic participation conversion rate
51% coupon redemption rate