M10. Best Social Media Campaign

The Mizone+ Electrolyte × Genshin Impact campaign showed how social media can function as the main engine of impact rather than a content distribution channel. Designed around participation from the outset, the campaign turned Mizone+ Electrolyte into a collectible and shareable object within Genshin Impact fan culture. By embedding the product into familiar in-game mechanics and language, the collaboration entered existing fan conversations naturally and encouraged voluntary creation. Early sharing by core community users sparked wider user-generated content across platforms, while offline pop-up events were intentionally designed to generate photos and short videos for social sharing. The campaign achieved category-leading social buzz driven largely by user-generated content, demonstrating its ability to inspire sustained participation, peer-to-peer advocacy, and organic conversation at scale.