Mobile data usage is very limited in China with the average Chinese consumer using only 122MB per month. When consumers are running low on data, people become very cautious and conservative on their data usage to avoid overuse charge, hence limiting their connections with friends.

Doublemint is a brand about connecting people and our challenge is to ride on this “data” insight to seamlessly bridge the product and the digital world together.

The idea is “barcode connections”, which cleverly leverage all of Doublmints’ biggest assets of:

- mass distribution channels (over 2 million locations, over 90% of China)

- existing product packaging with zero alteration (leveraging existing barcode on each pack)

to create a massive connection campaign.

Consumers simply buy a Doublemint product, open up their WeChat app, scan the barcode and get 30MB of free data for more connections between friends.

Doublemint became the first brand to use WeChat's built-in scanning function to make connecting with people easier than ever. Now, consumers can scan the barcode on any Doublemint gum package, and they'll receive 50 MB of free mobile data, to stay connected with old friends and make connections with new ones.

Within the first month of the campaign, nearly 2 million people participated into the campaign. The buzz generated almost 400 million media impressions, worth 3 times the media spend. Most significantly, over 2,000,000MB of data was used to fulfill Doublemint's brand mission of helping people connect... in a whole new way. By repurposing the iconic barcode as a new portal for interactions, Doublemint created a groundbreaking new digital channel that can benefit every consumer… not to mention, every brand on the shelf.