Using all the brand’s social channels, and offering four trips to China for two people each, the brand wanted to cross the strong Christmas shopping period with the need of deepening the links of Portuguese consumers with the symbolic and aspirational heritage of their country of origin. Participating in the contest implied the purchase of one of the required models.
The event took place in a dedicated microsite which gathered all the information about the game. Throughout 4 weeks, 8 challenges were launched, 2 per week. For each challenge, clues were placed in the brand’s social channels that helped solving the challenges. 7 challenges were multiple choice and the last one was an open response. During these challenges, the participants were led to find out various aspects about China's past and present, including historical, cultural and geographic themes.