Tencent: IMARS Cinema

Tencent, a technology conglomerate, partnered with Science Magazine and released popular science videos in China to encourage interactive learning through campus cinema.

Campaign details

Brand: TencentBrand owner: TencentEntrant company: Tencent, ShenzhenMarket: ChinaSector: Information technologyMedia channels: Cinema, Events & experiential, Online video, Outdoor, out-of-home, Public relationsBudget: No budget

Executive summary

Together with "Science" Magazine, Tencent has released a series of popular science videos to encourage interactive learning through campus cinema. In order to cover remote regions in China where the facility is not available, Tencent has traveled to the rural Northwestern part of China along with the "Science Caravan" and visited one school every week to play the video in...

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