According to a survey, it would be hard to impress the audience by “preaching” haze control. But it would be more simple and direct to form an active lifestyle in people’s subconscious mind by "understanding" and "influencing" small actions in our daily life.

It was carried out in a way in which the user could pursue a greater goal after completing the goal of his/her game. It also enabled users to tell other potential user groups through various social intercourses, so that more and more users would participate in the campaign and ultimately achieve the communication effect of word of mouth with "0" cost and "0" burden.

On April 11, 2015, users visiting the homepage of NetEase would see that the base map was covered with a thick layer of haze as well as with a banner – “duang! Haze disappears”.

Users could choose one of the three interactive modes to participate in the haze clearing action by scanning the two-dimensional code with smartphone and following the prompts to complete the interaction. The three small funny and easy interactions, green travel, energy consumption reduction and knowledge quiz, were designed to popularize the knowledge of clearing haze. The banner promptly showed user’s participation ranking upon their completing the interaction. At the same time, users were surprised to discover that a slice of blue appeared in the haze-covered sky.

When the number of participants reached 100,000, haze covering the page would be completely removed and the blue sky would appear again!

A medium with attitude holds appeal to a great number of users with distinct attitude. The campaign was spread by word of mouth among netizens and the hotness of the campaign soared. Up to 30,000 people participated in just three hours after it was launched at 8:00 a.m. The haze covering the page was gradually cleared as an increasing number of users participated. As of 7:09 p.m. after 11 hours, the target of 100,000 participants was reached.

Duang! Haze disappears!

We were scared to death by the haze covering the capital of China in recent years!

What else could we do other than complaining and criticizing on these "unbreathable" days?

As a medium with attitude in China, NetEase organized a large online public benefit campaign which, through the cutting edge large-scale multi-screen multi-user interaction technology, called on everyone to contribute to the blue sky of the capital.

The haze haunting China has become a joke of the world, yet only the people affected by it understand the helplessness in it.

On April 11, 2015, with the opportunity of Beijing issuing orange alert, Casarte Yunding air conditioner worked together with NetEase o in launching this haze clearing activity, using NetEase o 's most valuable homepage resources and highly active user groups as the basis for the event. It gathered a large number of users in a short time to work together building a blue sky dream using a multi-screen multi-user interaction technology which broke the traditional single-player game mode. The campaign mobilized users’ enthusiasm for participation to a greatest extent.