QQ Star: Night at the Museum

Dairy brand Yili created an augmented reality experience through its packaging, supported by social media content and prize draw to drive sales of its QQ Star Milk drink in China.

Campaign details

Brand: QQ StarBrand owner: YiliLead agency: Mindshare ChinaContributing agency: NeoMarket: ChinaIndustries: Milk & dairy drinksMedia channels: Competitions & contests, Online video, Packaging & design, Social media, Virtual & augmented realityBudget: 3 - 5 million

Executive summary

Chinese children have long faced immense pressure to compete academically, vying for the top few coveted university spots.

However, modern parents are increasingly concerned about their child's mental well-being, as well as their education. They want to raise well-rounded children, who are proud of their background and...

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