Objective is to reach out to Chinese travelers who plan a leisure or business trip to U.S. and encouraged them to consider United Airlines instead of Chinese national carriers.
Our story of the Terracotta Warrior was mobile driven, through a microsite attached to WeChat. The story tells the journey from checking in, experiencing United's service on board, to the enjoyment the sights of San Francisco. Even more interesting, our Terracotta Warrior shared his posts to his other Warrior friends back home in Xian.
With the media and an overall budget less than USD $20,000 ,the campaign was engaged 36,000 times, 7 times higher than a typical United WeChat engagement. More important, this campaign drove 284% increase of fans on WeChat, creating a bigger base for future communication.