Nowadays, cosmopolitan people are not so much in search of food, they are in search of experiences, emotions, moments, cosines or coolness. Through the Share & Play campaign, we turned food into an interactive experience. The main idea is that Wu Xing boxes can be shared both full and empty. When they are full, they are to be shared with hungry friends, when they are empty, with playful, imaginative pals.
On the dedicated page of the campaign, http://shareandplay.wuxing.ro/, Wu Xing consumers were challenged to order in group, share the food and use the empty boxes to build funny forms – a Lotus flower, Emojis, 1 meter or a Chinese Dragon. Tasty and smart prizes encouraged consumers to share and play as often as they liked to. The peak point of the campaign reached dragon sizes. Four Chinese dragons, built of Wu Xing empty boxes, were exposed in Bucharest Malls to spit through their nostrils, not fire, but the call to turn eating into a huge playful experience.