Brand USA: See How Far You Can Go
Client: Brand USA
Agency: Hylink
Year: 2018
The campaign won the Drum Mobile Awards in 2019 for Best in Brand Awareness and was a finalist of the 11th Shorty Awards for Best Use of Gamification.
Brand USA is the official destination marketing organization for the United States. In 2018, the client launched the interactive campaign “See How Far You Can Go” to invite travelers to share their unique experiences. To inspire Chinese travelers to visit the US and highlight the nation’s diversity, an HTML5 interactive game was designed and shared with millions of users.
The game name, which means “Discover My Perfect US Traveler Style” in Chinese, plays with homophones of “完美” (Perfect) and “玩美” (Visit the USA) as they have the same pronunciation.
Similar to the well-known concept of “spot the difference”, we took this idea a step further by embedding a storytelling element to the game to educate Chinese users about U.S. destinations in a fun, playful manner.
Users collected items throughout their journey and stored it in personalized luggage. Once users completed the game, they were assigned a particular ‘traveler type’ or persona, each of which was linked to a WeChat article that included a recommended U.S. travel itinerary.
