To promote Hainan as a travel destination for the young generations, we created a connected engagement + entertainment experience between digital and TV for cyclical effect by understanding the fragmented media behavior of the HK young users. We developed exclusive engaging content on social media that complimented the TV program. We turned the TV programme content into social media version and make it viral by riding on online hot topics and successfully attracted engagements from the younger audience online.

Results:

>2,770,000 exposure

>1,000,000 engagement

>90,000 video view