Chinese tourists are the 4th largest source of travelers to Switzerland, and the city of Zurich is trying to attract a larger number of visitors. They wanted to introduce WeChat users to an unknown side of Zurich’s culture in a fun and engaging way.
In addition to regular posting of content on Zurich’s WeChat official account, Dragon Trail created a campaign to engage with WeChat followers through a campaign introducing “Sechseläuten”, a festival unique to the city of Zurich, which celebrates the end of winter.
The campaign has a gaming component asking participants to light a match and add logs to melt “Böögg” (a snowman). Powered by HTML5 technology, the campaign was promoted through Zurich Tourism’s WeChat account. Within one month from the launch, more than 2,400 people had taken part, and the WeChat account had gained 700 new followers.