We invited Zhu Di, the Ming dynasty emperor, to hold a different imperial examination at the Forbidden City. You are not tested on knowledge of ancient literature, but on digital culture and smart devices that teens are fond of.

We created an HTML 5 page, in which the emperor raps inside the Palace, to advocate teens to join the “Old is New” party with his officers and beauties, experiencing virtual reality, artificial intelligence and games. In the end, we recruited 10 teenagers with the best creative idea to the Palace and nominate them as the Ambassador of Chinese Traditional Culture.

On March of 2017, we have created a social phenomenon with a creative Html 5 page that incorporates the element of culture crossover. We have recreated The Palace Museum’s famous painting, “The 12 Beauties” with crossover elements of VR, game joysticks and emoji in the form of animation. For main touchpoint, we recruited the most creative youth on the ending page, guiding them to participate in the culture recreation event with The Palace Museum’s IP. We have chosen to use WeChat Moment as channel of communication with the HTML 5 page (In 2017, WeChat has a total of 800 million Chinese users, with more than 80% in the age between 18-35), to reach the youth with focus, and started its own viral effect among friends. Within 7 days, more than 4 million target audience participated in the event.

This crossover creative campaign without media buying, reached 1.5 million PV within 3 hours after launch through Tencent’s official WeChat account. Due to tremendous volume of forward, the campaign was halted and later got back online after removing “Sharing” feature on WeChat. The campaign further reached 4 million PV on the 8th day with conversion rate of 18.9% and generated massive PR effect from more than 10 media outlets including CCTV, People's Daily, China Daily, the official Xinhua news and other public media and industry experts. More than 80% of the target audience agrees that the campaign generated image of creativity for Tencent.