The moon festival is one of the most important holidays in Chinese culture, celebrating being together with family and friends. WeChat took this opportunity to create a mixed reality campaign aimed at symbolizing the strong power of Chinese culture, called “Moonments”. WeChat enabled users across the globe to connect with each other by searching for the moon in the sky using their mobile phone and then transported users to one of the Great Wall Passes, directly from their location in the real world. Within 12 hours, over 17.3 million WeChat users gathered on the Great Wall from across the world.

The idea was simple – to bring users to the Great Wall to enjoy the moon in the mid-autumn festival. Called “Moonments” -- the moon (mid-autumn festival) + moment (WeChat Moments), WeChat allows users to lift up their phones to find and focus on the moon in the sky, activating the journey. They are dived into one of the 10 parts of the Great Wall and navigate a range of layouts of the moon behind the wall. Once users decide the layout they like, they can tap anywhere to snapshot then choose the message, create their own posters and publish on WeChat Moments.

Sharing posts on WeChat Moments has been the most important daily social behaviour in China’s social environment, therefore it was critical to creating a simple but a creative H5 idea which has the potential to go viral on the platform. Then the idea of the moon (mid-autumn festival) + moment (WeChat Moments) came to mind. WeChat allows its 1.9 billion users over 600 cities in China and even abroad to lift up their phones to find and focus on the moon in the sky, activating the journey.

The “WeChat fission” practice brings three times the sharing capability than paid media does – meaning entire circles of friends were immersed and spontaneously shared this campaign on their WeChat moment, which also contributes to the donation of Great Wall protection.

We created an intuitive and immersive design by building up 3D model of both the moon and the 10 Great Wall Passes. The transportation design - from users’ real location to the moon and then dive into the Great Wall - changed users’ POV and gave a fresh, unexpected feeling of the coming scene to welcome them. This festive event reflected WeChat’s proposition – connecting every one of the world. The whole production took around three months from creative development to final execution. This festive event allows its 1.9 billion users over 600 cities in China and even abroad to connect every one of the world.

Within 12 hours, over 17.3 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,680,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program.