So we introduced a set of toys that transcended their plastic physicality and became music, game and fan portals. The first freebie toys to become music, game and fan portals. Purchasing the toy meal was just the beginning and lead to a full mobile experience.

QR codes under each toy could be scanned with the accompanying app to unlock a 75-level game, featuring the band members as heroes. Success at each level led to new songs, videos and downloadable freebies such as selfie overlays, wechat emoticons and alarm clocks. The more band members you scanned, the more content you unlocked.

After just three weeks and 2 million downloads, the game clocked 48 years of playtime. (Combined time spend by all users playing the game, tracked via data source Flurry)

The toys themselves gripped the imagination of people all over the country. Overall tens of thousands of interesting user generated content pieces were created, the campaign hashtag was viewed over 1.6 Billon times on Weibo (China's Twitter).

After all 5 million toys ran off the shelves, a black market opened, with sellers on Taobao and eBay demanding as much as 30 US dollars per toy.