Raise awareness and engagement with UGC for Amazing Illinois
- 196K+ total participants
- 1.58M impressions
- Recommended Weibo event for both campaigns
Through a series of hashtags for Amazing Illinois’ launch in China, we found that users were most interested and familiar with Illinois’ iconic Route 66. We decided to create two campaigns around the idea of a road trip in Illinois, offering the chance for people to win a portable refrigerator by sharing our post and tagging a person who they would like to drive across the state with. To generate higher quality engagement, we also asked users to take a picture of what travel items they thought to be essential. Many participants saw our ‘Road Trip’ campaign as an opportunity to tell a story about the ones they care about which is a testament to how storytelling is a good campaign concept in China.