We created a “Let’s-Go-Home-Together” button in the Momo interface, millions of people were able to identify and locate hometown buddies and share the trip home together. They were given topics to bond over, like food, music, sport and things they love/hate about their hometowns. They were also given a physical place to meet and custom travel kits full of fun stuff to get the conversation started and make the journey home less dull. As part of our social amplification, filmmakers, photographers, musicians and novelists documented their Momo Let's-Go-Home-Together journeys with films, stories and songs on their social media pages.

Momo turned an annual grueling pilgrimage into an enjoyable fun-filled expedition and grew it’s user base from 90 to 100 million. 1 of every 47 people who travelled during CNY used our app, and 78,000 go-home groups were established during this time. The daily message volume in all the MOMO groups reached 80M, that’s a 60% increase. Over 21,522 go-home routes were established by users, literally to four corners of China. But the best result of this crazy social experiment? The stories of hometown buddies falling in love, forming bands, starting companies and continuing to meet regularly for karaoke nights.