Jin Bo
Jun 30, 2010

BMW World Expo relay campaign scoops Tencent's 'Best of Best' Award

BEIJING - The results of Tencent's Mind Awards for marketing effectiveness were announced yesterday in Beijing, with the 'Best of Best' award going to BMW's 'Volunteer relay race' for the World Expo, developed by local agency HY Link.

BMW World Expo relay campaign scoops Tencent's 'Best of Best' Award

The event is part of Mind Conference, which is held by China’s internet giant Tencent and consists of a series of lectures, symposiums and panel discussions by key figures in China’s booming digital marketing business.

Relying on Tencent’s internet portal QQ.com, which is hugely influential in China and especially among the country’s teenagers and students, the Expo online relay campaign was a huge success and greatly helped to promote BMW's brand image. Total pageviews for the campaign’s official web site reached a stunning 500 million, and more than 65 million of QQ.com visitors were involved.

“We are very satisfied with the results. It certainly has greatly exceeded our expectations,” said Vega Xie, who is in charge of BMW’s World Expo team.

Runner-up AKQA received the platinum award for its Lipton Lucky Cup, developed for packaged tea maker Unilever Lipton. Another 17 online campaigns were awarded in six different categories.

Campaign China

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