Lao Xiang Chicken and Tencent WorkBuddy Run Back-to-School Campaign Across Five Campus Stores
Lao Xiang Chicken and Tencent WorkBuddy ran a campus back-to-school activation on September 1 and 5, giving out branded egg boxes redeemable for up to 10,000 loyalty points.
Lao Xiang Chicken (老乡鸡), the Chinese fast-food chain, ran a co-branded back-to-school campaign with Tencent WorkBuddy (腾讯WorkBuddy) on September 1 and September 5 across five campus stores. The activation also involved fitness brand Leco (乐刻), beverage chain Lemon Season (柠季), and QQ Music (QQ音乐) as secondary partners.
The centrepiece of the campaign was a giveaway of "Computing Power Eggs" (算力鸡蛋) — branded egg boxes distributed free to customers presenting a same-day purchase receipt. Each box contained an exchange sticker that could be scanned to redeem WorkBuddy points, with a maximum of 10,000 points per redemption. On-site, participants could enter a red packet wall lottery with prizes including WorkBuddy points cards, Tencent Video monthly cards, Lao Xiang Chicken membership cards, and toy chicken merchandise.
The campaign extended online via Weibo, where a separate lottery offered WorkBuddy points and Lao Xiang Chicken meal cards to entrants.
The campaign ties a food-and-beverage brand's seasonal traffic to a corporate productivity platform's points ecosystem, using the back-to-school moment on campus to reach students and staff simultaneously across both physical and social-media channels.
