HONG KONG, CHINA - Media OutReach - 24 August 2017 - Madam Tussauds Hong Kong and MTR advertising proudly launched Hong Kong's first-ever virtual wax figures interactive game at MTR* Central and Hong Kong Stations. David & Victoria Beckham, Angelina Jolie, Lady Gaga, Kendall Jenner, Taylor Swift, Kim Soo-Hyun (金秀賢), Fan Bing Bing (范冰冰), Jay Chou (周杰倫), Jacky Chan (成龍), Donnie Yen (甄子丹), Aaron Kwok (郭富城), G.E.M. (鄧紫棋) are among the prestigious line-up of international superstars, historical figures and scientists, whose wax figures are debuting in the interactive game by phase.
Through "Connect on the Go" mobile app, passengers at MTR Central and Hong Kong stations can simply follow the guided route to find the location of the selected celebrity wax figure, and scan the specified icon on the advertisement to take selfie photos with the celebrity.
This first of its kind innovative and interactive MTR advertising campaign is being staged from now until 22nd September. A total of 32 world-famous celebrity wax figures from Madam Tussauds Hong Kong will appear in both MTR Central and Hong Kong Stations, which have been decorated into the true Madame Tussauds style for unprecedented fun and experience with the perfect ambience. (Refers to Appendix 1 for Celebrity Wax Figure Appearance Schedule)
Leveraging Beacon (Bluetooth Low Energy) and Augmented Reality (AR) technologies, the interactive campaign connects passengers with their favorite international celebrities through the 'Connect on the Go' App specially designed for taking selfie photos and creating personalized photo albums.
During the campaign period, passengers just need to open the App on their mobile devices and select a celebrity upon arrival at MTR Central and/or Hong Kong Stations. Simply follow the guided route on the App to the campaign advertisement where the selected celebrity wax figure awaits virtually for selfie taking. Once the icon on the advertisement is scanned, selfie taking can start, while detailed information about the celebrity can be browsed on screen. Selfie photos can then be shared on social media platforms to multiply the fun!
Four celebrities will virtually appear in each of the campaign phases. Upon downloading the "Connect on the Go" App, participant will be entitled to a 20% discount coupon to visit Madame Tussauds Hong Kong, and those who have collected selfies with all four celebrities weekly will have a chance to get buy-one-get-one free admission. Moreover, the first ten participants who have gathered the full collection of selfie photos with all 32 celebrities will each be awarded the Grand Final Gift comprising Madam Tussauds Hong Kong admission tickets for four, and four color-hand waxing, valued at HK$13,000! (Refers to Appendix 2 for Interactive Game Gifts)
Ms. Shirley Chan, Managing Director, Hong Kong & Macau of JCDecaux Transport said, "We are extremely excited to have partnered with Madam Tussauds Hong Kong to launch this first-ever interactive game and virtual selfie-taking experiencewith world-famous celebrity wax figures for MTR passengers and tourists alike. In view of the latest trend set by mobile games adopting AR technology in Hong Kong and around the world, we have always hoped to introduce it in our innovative solutions. During our cooperation discussion with Madame Tussauds, I found that they were also interested in creating a young, vibrant and trendy image of the brand through innovative advertising. With a star-studded line-up at Madame Tussauds Hong Kong, naturally our discussion was focused on how to leverage the advantages of both sides to create surprises and experiential publicity effect. As an industry pioneer embracing the latest digital technologies, MTR advertising and JCDecaux will continue to inspire advertisers and engage passengers with innovative campaigns and solutions of this kind and beyond."
Ms. Jenny You, Madame Tussauds Hong Kong General Manager, said, "MTR Central and Hong Kong Stations are the ideal venues outside of Madam Tussauds Hong Kong for visitors and fans to connect with our celebrities virtually. We truly believe that the selfie-taking experience and the interactive game enabled by Beacon technology will generate instant fun and desire to collect selfie photos with all 32 celebrities when they appear, or to visit our attraction at Madame Tussauds Hong Kong. Our brand-new "Fashion Zone" has transcended the common belief that only wax figures can be found at Madame Tussauds with enhanced interaction during every visit, allowing visitors a unique immersive and scenario-based experience. There is a larger than life magazine cover for visitors to strike a pose with a celebrity and become the cover star of a fashion magazine, or to catwalk on the runway of fashion week with other A-listers, or sit at the fashion show front row to enjoy a once in a lifetime experience. The new zone consists of three uniquely themed areas with local cultures and elements, from backstage at the studio inspired by the Bird Garden in Mongkok, to a commercial photoshoot with tramcar, Hong Kong skyline and the iconic neon signs, adding familiarity to the interactive experience."
"We hope that through this large-scale promotion launched in cooperation with MTR advertising our new brand image and positioning will be further consolidated, so that more people will know that visiting our wax museum can be so much fun and interactive, as well as an opportunity to closely experience art, fashion and local cultures. Madame Tussauds Hong Kong is definitely a must-visit attraction regardless of age or cultural backgrounds," Ms. You concluded.
The Madam Tussauds Hong Kong Innovative Campaign at MTR Central and Hong Kong Stations is undoubtedly a uniquely attractive Hong Kong tourism experience not to be missed this Summer!
*MTR refers to Kwun Tong Line Tsuen Wan Line, Island Line, South Island Line, Tung Chung Line, Tseung Kwan O Line,Disneyland Resort Line and Airport Express Line.
Photo Download Link (high resolution):
Appendix 1: Celebrity Wax Figures Appearance Schedule
23-AUG - 29-AUG
30-AUG - 5-SEPT
6-SEPT - 12-SEPT
安祖蓮娜·祖莉 Angelina Jolie
Li Bing Bing李冰冰
Park Hae-jin 朴海鎮
13-SEPT - 22-SEPT
Appendix 2: Interactive Game Gifts
Discount for all participant
Anyone click the redemption button / banner inside the app
MTHK regular price ticket - 20% off
Collected all 4 photos within 1 phase
MTHK regular price ticket - Buy 1 Get 1 Free
100 PCS / Week
Grand Final Gift
Collected all 32 photos in 8 phases
MTHK regular price ticket x 4 pcs and Hand Wax with Color x 4 pcs
Appendix 3: Photo Captions
A) Wax figure of Lady Gaga greets MTR passengers and visitors at the "Madame Tussauds Hong Kong Exhibition Zone" at MTR Central Station.
B) Passengers are welcome to take photos with Lady Gaga from Madame Tussauds Hong Kong.
C) After photo-taking with Lady Gaga, a 20% discount coupon for admission to Madame Tussauds Hong Kong will be giveaway.
D) The all-new interactive MTR advertising campaign launched by MTR advertising and Madame Tussauds Hong Kong which has ingeniously combined innovation, technology, and fashion elements, has successfully attracted public attention.
E) Through "Connect on the Go" mobile app, passengers at MTR Central and Hong Kong stations can simply follow the guided route to find the location of the selected celebrity wax figure, and scan the specified icon on the advertisement to take selfie photos with the celebrity.
F) Participant is guided on the "Connect on the Go" mobile app to the specified location for selfie-taking with one or all of the four celebrity virtual wax figures in MTR Hong Kong Station during any of the campaign phases.
G) Passenger is guided on the "Connect on the Go" mobile app to the specified location for selfie-taking with one or all of the four celebrity virtual wax figures in MTR Central Station during any of the campaign phases.
H) The Campaign advertisement for downloading the "Connect on the Go" mobile app via Beacon Technology and highlighting the "Game Strategy" is posted at a pillar at MTR Central Station.