The Brief: We want people to happily celebrate the moon festival, same time to also celebrate the 70 years birthday of China. China is a rather big country with a population of 1.4 billion people. Moon festival, which is the second biggest reunion festival in China, equal to Thanksgiving. People gathers around, with family and friends to enjoy the dinner the night and the beautiful full moon. However, the busy modern life and the big scale of China doesn’t really allow everyone back and gather with their friends to enjoy this beautiful festival. We want people all cross the country to know that even you are not with your family, your friend you are still thinking about them and enjoy the night and the same moon with them.

The Challenge: More on the technical side, because this is a highly mobile focused project. In China still 70% of the mobile users are android based with medium spec devices. So adapting and optimizing 3D scenes on mobile devices that allows all different mobile users to have a smooth and amazing experience.

The Solution: We created an interactive experience on WeChat, that takes user into different Great Wall locations to view the beautiful moon, and allow the user to share their beautiful view poster with a thoughtful poem about moon and greetings. With the user's post on weChat moments, all their friends and family were able to see and go to the experience and spread more. We also integrated with the moment ads to attracts more users during this 12 hours experience campaign.

The Result: Within 12 hours, over 20 million weChat users gathered on the Great Wall from across the world. The sharing on weChat definitely did a boost on our social spreading. Also with 10 different views of great wall location, user will come back for more views after they see multiple great wall locations were posted on their moment.