• Business Objective

    Increase engagement with MassVacation by promoting Boston lobster


  • Results
    • 233 participants
    • 40K impressions
    • 188K hashtag reads
  • Our Approach

    This campaign was based on Chinese people’s love for crayfish and lobster. We conducted a share-to-win campaign that asked Weibo users whether they preferred ‘small lobster’ or ‘big Boston lobster’, with a chance to win a lobster kit. Since the Chinese word for crayfish literally translates to small lobster in English, our campaign included some wordplay by pitting it against big Boston lobster.  Ultimately, the campaign had fairly even results but the wordplay aspect helped to position Massachusetts as a brand that truly understood Chinese culture.