Olympic Games is to be held in London in July, which will get the whole world crazy. While China is a world sports power, people usually pay attention to star athletes and hot competitions, and there is few people noticing groups of children in Chinese poor areas: there are lack of basic sports facilities, and unable to enjoy joys of Olympics. We need to draw people’s attention to sports education to children in poor areas properly by taking advantage of Olympics upsurge, thus launch a public welfare activity to extend this love campaign from online to offline.

Baidu, as the largest search engine in China, is corresponding hundreds of millions searching requirements during Olympics, who has the opportunity to make Internet, sports and public welfare integrated smartly. During Olympics, participants input phrases related to Olympics (such as “swimming”) in Baidu search box, the word“Baidu”on search button would turn to “Cheer For China” and the participants could collect one Olympic badge from the result page. Accordingly, participants could collect other 31 badges and get one golden medal. Every golden medal being collected, Baidu would donate 1 RMB and the money was used to buy sports facilities for children in the name of participants by cooperation with UNICEF offline.

1)“2012 End of the World” and “Save the Earth” were searched more than 20 million times within 6 days after the campaign launch. Search volume per day increased by 300% comparing to previous record. Prior to the campaign, the page reached 7.1 million. Conversion rate of the Campaign reached 44% .

2)More than 5.5 million users discussed about the campaign (including the webpage creativity, technology, saving the Earth, environment issue, etc) on Weibo.

3)More than 150 media reported the Campaign during the 6 days. Its dissemination range and influence got much beyond our expectation (73% of awareness, 80% of preference, more than 50% of brand acknowledgement on our creativity and responsibilities)

To the user, a lot of people know the "World Earth Day" through our campaign, and how to protect the earth from the life intravenous drip.