First: 10 participants from different walks of lives were recruited online, including a college student, white collar, photographer, model, and even a mom with her 5 year-old kid.Second:- 20 days before CNY, 10 participants began their journey by walking, cycling.- On the way, participants could only ask help (food, shelter, rides) through Tencent Microblog. Intel and Tencent followed to record the whole journey.- A microblog with topic #140yuan go home# was launched for asking helps, offering aids, and participant real-time microblogging.- A campaign site was created for users to follow the participant latest needs, aids, highlights and touching stories on the road.- Intel Ultrabook was placed as participant’s ‘Ultra-partner’ on the way.Third:Tencent released the news of ‘140yuan go home’ to its 700 million active users through Tencent Microblog, QQ.com news, and QQ IM news to arouse social attention.

Amazing things happened:- 27,000 microblogs provided foods, shelters, rides, and warm wishes. 340,000 conversations heated the web, generating 10 million retweets and comments.

- In total 52 influential media reported the campaign including CCTV (China most dominant channel), BTV (official channel of metropolitan city), and China Daily (national newspaper).

- Google search hit 33 million.- Brand buzz volume on social media increased by 128%. 80% of brand associated voice was from microblog (Source: Nielsen Intel Ultrabook Social Media Report. 2012. Mar.2) People kept providing participants various supports, deposit their phone bills, and even give them home key.Lastly, all participants arrived home, with only helps from strangers on social media.