Sina Weibo ›

Sina Weibo
Sector:Media & Entertainment
Service Category: Digital
Sina Weibo

The problem

The 2012 London Olympics was one of the world’s largest promotional campaigns last summer.


With over 300 million users (making it China’s leading social media site), Sina Weibo needed to take advantage. They needed to create a fun digital campaign which everyone would want to be a part of. Sina Weibo wanted to generate a buzz around the campaign so that all participants would want to share it via the Sina Weibo platform.

The solution

RedWorks created a virtual Olympic game on an online gaming platform using Sina Weibo. People were allowed to personalise and share their gaming experiences with their followers. We included various games that were already popular with Chinese audiences such as ping-pong, swimming and gymnastics.


The game gave users the chance to win incredible gifts as well as providing opportunities for Sina Weibo’s commercial partners to expose their brands and products on the various sites.


In the first three days of the launch, the campaign site drew over 300,000 visitors and three million mini-games were played. One month after the launch the project achieved 130 million page views and over 14 million players participated in the games with over 4 million posts generated. The platform also attracted $4.8m sponsorship from some of China’s leading brands.

The work