The UK Pavilion at Shanghai Expo 2010 promote British leadership in arts & culture, sports, business and environment initiatives. The Douban minisite campaign engages the Chinese online audience in discussing these topics and engaging in activities and competitions. Recent campaigns promoted British arts & culture through user voting on British books, film, music and fashionas well as a competition focused on original user artworks inspired by the UK Pavilion with special introduction by British band Keane. In the first ten weeks, the minisite received over 1 million page views 180,000 unique visitors, 20,000+ fans and received over 250+ original art works.
Currently the minisite is promoting UK’s leadership in environment initiatives and promoting awareness of climate change, and inviting users to make their lives more environmentally friendly with daily tips and upload activities.
Project: UK Pavilion Douban Campaign 世博会英国馆豆瓣战略
Client: British Foreign & Commonwealth Office 外务及英联邦办公室
Brand: UK Pavilion at Shanghai Expo 上海世博会英国馆
Digital Agency: Profero 博斐
Launch Date: 2010-2-22