The brief
Our brief for Tencent at the 2019 China Digital Entertainment Expo and Conference (ChinaJoy) was to deepen the brand’s new digitised cultural and creative strategy by integrating content like TV programmes and movies, anime, literature and music into the visitor experience; promote Tencent’s exploration into cultural inheritance and their positive messages; and to showcase their new achievements in gaming.
Creative and execution
Pico’s scope of work encompassed design, planning, fabrication and operations services. Based on an ‘Exploring the Greater World’ theme, the booth was set up like a city street – visitors walked down this ‘street’ and were surrounded by all kinds of anime characters, games and various activities highlighting Tencent’s rich gaming culture.
The booth activities focused on Tencent’s seven major IP types, with immersive and interactive experiences designed specially for each of them. Unique gaming experiences were evolved from different games and reflected their respective content. The activities included sharing personal stories in exchange for wine, interactive photo-ops with cosplayers, a graffiti wall, a DIY canvas bag station, virtual reality and augmented reality experiences, which integrated cultural and creative elements into the technology, enhancing players' on-site experiences.
Tencent’s booth also participated in an event-wide stamp collecting challenge, where participants could collect stamps after engaging in interactive experiences in different zones to win prizes. The challenge helped encourage and guide the participants to explore the Tencent booth.
Results
- Tencent’s booth welcomed 160,000 visitors, an impressive 40% year-on-year increase
- 1.747 billion media impressions
- Overall satisfaction rate of offline activities: 97%
