This campaign integrates OOH, mobile location based services (LBS) and internet, and will be rolling out from 5 August.
James Yang, vice president of the agency explained that mobile LBS is the main component of this campaign. It will use the Digu platform. This is a local version of Foursquare and is proving very popular among Chinese university students, who like to ‘check in’ to get food and beverage discounts at specific locations.
China Telecom set up this ‘mission’ to ask Chinese youth to check Digu for its designated hotspots, where they can collect badges. Those who collect the most badges each week will have a chance to win Android mobile products from Samsung, HTC and Motorola.
Apart from mobile LBS, McCann is also using LED screens in five bus shelters in Shenzhen and Guangzhou. Names of the weekly winners of this campaign will appear on the LED screens from 5 August onwards, together with highlights from Shenzhen World Universidad.
McCann Guangzhou has been working on the China Telecom account for two years.
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