WATCH: The Empire State Experience

How Hot Pot created User Generated Content and increased visits by Chinese travellers to one of the world's most iconic landmarks.

The Challenge

Hot Pot Digital is the retained China digital agency of the Empire State Building. As part of the client’s social media strategy we wanted to convey the unique experience of a visit to the building. While the view from the 86th floor observatory is one of the key attractions the Hot Pot team decided not to reveal this view in order to compel travellers to visit and experience for themselves.

The Solution

Based on insights from ESB fans on Weibo, Hot Pot Digital decided instead to communicate the range of emotions inspired by a visit to ESB through the medium of video.

For this we stepped away from the obvious angle – a focus on the stunning view – and we flipped the camera on a selection of Chinese visitors, capturing their expressions, emotions and sense of awe as they experienced all that the building had to offer.

We gave three groups of Chinese visitors a GoPro camera and had them record their experiences, from their arrival at the stunning entrance hall, to being greeted in Chinese by ESB staff, through to the final breathtaking “reveal” as they emerge at the 86th floor observatory.

Hot Pot Digital handled creative concept, storyboarding, shooting and post-production of the video, as well as distribution on Youku and activation on Weibo.