Most of the conference promotional materials for kids are being destroyed then ended up in trash can. But which kid doesn't enjoy the destruction? We value this destruction as the beginning of the creation. That being the case, why not create a set of posters that supposed to be destroyed.

Tencent Youth Science needed a way to connect deeper with its audience than just reached out to children through conferences. This time we've transformed the experience by designing an interactive ‘poster-card’ which could also turn into Sci-Fi toys. Scan the QR Code on poster and you will receive an e-book, “Becoming Scientist”. The poster created a fun puzzle for both children and their parents. Children mailed the post cards, shared it on SNS, inspired more to creatively participate and become advocate. We've spent $5,000 on print & publishing and accumulated 5.2 million e-book downloads.

We transformed the traditional poster into a set of interactive experience design with multiple ways to act with. It could become posters, postcards, even assembling toys. At last, for social sharing and getting an eBook for free. We turned users into brand ambassadors and called on more users to learn and participate. We distributed the posters at the Tencent Youth Science festival. Posters could become 12 postcards. Scan QR code on the poster could get the ebook 'become a scientist 'for free.

Execution

1. We invited an artist to create this set of posters by drawing materials from children's favorite science fiction books and science stories.

2. Invited toy designer to design 5 toys based on the poster design. Get the online DIY guide by scanning the QR code, which teaches you how to turn this poster into a toy.