英文奖全民突击一键打申报无结果数据.pdfVIP

WeFire–JustaButtonPushAway

Issue:

Tencent’sfirst3Dhandheldshooter“WeFire”hasbeendownloadedmorethan100milliontimes

sinceitsreleasein2015,makingittheunrivalednumberonehandheldshootergamein.There

is,however,stillgreatroomforgrowth,considering’s600millionsmartphoneusers.The

annualgamingexhibitionJoywasheldinShanghaionJuly30,2015.Ourtaskistofigureout

howtousetheeventtospikeinterestin“WeFire”andgetmorepeopletosignup.

Idea:

RideaTanktoJoy

Nowin,it’scommonplaceforsmartphoneuserstocallcabsthroughapps.TheJoy

conference,heldinShanghai’sNewInternationalExhibitionCenteratofJuly2015,attracted

300,000visitors.Sohowcoolofanexperiencewoulditbeifpeoplecoulduseacarserviceapptocall

atanktoJoy?

Execution:

Mobilizingthetroops:OnJuly25,thehighlyanticipatedH5versionof“WeFire”wentonline,

alongwiththeeventslogan“keepfiringallsummer,andhitcharideinatank.”

inTenCities:FromJuly28to30,weinstalleda“WeFire”linkin’smostpopularcar

serviceappDidi.Appusersin10majorcitiesincludingBeijing,Shanghai,andGuangzhoucould

callatankwithasinglebuttonpush.Onceonboard,theuserplayedprofessional“WeFire”

playerCoserinaheads-upeliminationmatch.

neakAttackinShanghai:OnJuly30,ourtanklauncheda“sneakattack”onJoyin

Shanghai,causingrumorsaboutatankcrushingcarsinthecity.Byfarthecoolestwaytogetto

JoylastyearwasusingDiditocallinourervice,whichcausedasensationatthe