01

THE CHALLENGE

In summer 2022, Ele.me began waiving orders at a surprise time each day. Any app can give things away, so the hard part was making people care, and remember who gave it.

02

THE INSIGHT

A secret is more fun to crack than to be told. If people had to work out the time themselves, the hunt would become the reward, and something worth talking about.

03

WHAT WE DID

So the time became a riddle. Each day an image riddle hid the free-order window, drawn from science, history, music and pop culture, so cracking it felt clever and sharing it felt generous. We timed riddles to the hours we most wanted orders and tied them to what people were talking about that week.

04

THE IMPACT

4.6B+ exposures and 5.1M+ interactions in 10 days, #1 on Weibo four times, and the App Store ranking went from 26th to 6th. The campaign won DAwards Gold and Bronze, and the game became Ele.me’s own, coming back every year.