Han Han’s signed new book given away in limited quantities
According to CAMEL, the brand has always placed great emphasis on interactivity in its events, and this themed campaign specially adopts an interactive gaming approach. Players participating in the game will find that CAMEL’s brand ambassador Han Han, strategic partner Peking University Mountaineering Society, and Shanghai Volkswagen 333 Racing Team will all appear in this interactive game, joining players in “exploring the outdoors.”
This interactive game uses a world map as its backdrop, selecting one node in each of the seven continents. At each node, there is a corresponding scene and game, with the scenes based on real, well-known tourist attractions. Players can choose among three options: been there, want to go, or don’t want to go. Each choice offers opportunities to participate in a variety of interactive games, such as mountain climbing, ice drilling in snowy peaks, and park exploration.
Players participating in the Weibo game get one check-in opportunity per day, and a travel line will connect the points checked in between. As players check in more, the travel line becomes brighter. Once players complete all check-ins, their “footprints” traveling around the globe will connect all seven points into a line, and the entire travel line will form a distinct camel silhouette on the world map.
It is introduced that in each scene, besides experiencing personal challenges, players will also receive “surprise prizes.” These include a limited-edition run of only 25 copies—Han Han’s personally signed new book *This is How I Understand Life*. It is reported that this is the only time in the first half of the year that CAMEL is giving away signed books by its ambassador Han Han.
Hidden “treasures” galore – free overseas trips up for grabs
Each day after checking in, players earn game mileage, and the accumulation of mileage is tied to the grand prize – the chance to explore the most popular node on each of the seven continents in person. The round-trip travel expenses for the final winner will be covered jointly by CAMEL and Taobao Travel.
In addition, players can enter the day’s open scene maps unlimited times to play the treasure hunt game. The treasures are incredibly diverse, including not only Han Han’s signed new book but also “10 travel mileage points,” Mr. Camel plush toys, 2013 CTCC race entry tickets, and even opportunities for free overseas trips.
Pioneering the first outdoor game – showcasing brand strength and vitality
CAMEL explained that the game was developed mainly to encourage all outdoor sports enthusiasts to dare to challenge themselves and set out toward their dreams. Whether it’s hiking, mountaineering, or traveling the world, as long as you dare to dream and persevere, you can definitely make it happen. CAMEL does just that in its own way, and hopes to inspire more people with this spirit.
A senior outdoor editor noted that outdoor activities and online games may seem like two completely unrelated topics, but they actually share a large audience overlap—mostly urban dwellers over 25 years old who have high spending power and strong adaptability to new things, which is beneficial for outdoor brands to develop potential consumer groups and promote their brands. CAMEL seized this opportunity to develop an online interactive game that combines outdoor exploration, treasure-hunting experiences, brand promotion, and product sales, becoming the first in the outdoor industry to independently develop an outdoor game. Let’s wait and see what kind of value this game will create for CAMEL.