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Marvy partnered with Kinh Do to develop the Mid-Autumn Memory Museum – an interactive experience allowing users to preserve memories through images, create personal memory coordinates, and collectively build a shared community Image Gallery.
Mid-Autumn Festival has always been associated with familiar memories of family, moonlight, mooncakes, and moments of reunion.
Wishing to preserve these stories in a new way, Kinh Do launched the “Mid-Autumn Memory Museum” – an interactive space where each user can submit images of their Mid-Autumn memories, whether actual photos or images recreated using A.I.
Instead of simply uploading photos to a platform, each submitted image transforms into a user's unique memory coordinate on the Moon Museum.
Through this, each participant not only preserves a personal moment but also contributes a “memory coordinate” to a shared space – where Mid-Autumn stories from many people are collectively preserved.
Instead of merely building a microsite for users to upload photos, Marvy developed an interactive experience centered on the idea of “Each Memory – One Coordinate”.
The core of the experience is the Image Gallery, where Mid-Autumn images submitted by users collectively create a shared memory space.
Each time a user successfully uploads a photo, the system registers the image and creates a unique memory coordinate. Conceptually, this coordinate represents the user's personal milestone – as a way for each person to add a story to the Moon Museum.
Users can submit actual Mid-Autumn photos or images recreated using A.I., then share their memories with friends and family.
Behind this simple experience lies a backend and CMS system developed to manage accounts, OTP authentication, images, memory coordinates, play turns, rewards, and participant data throughout the campaign.
The website was designed with a Mobile-first approach, allowing users to easily participate directly on their phones without needing to install additional applications.
The entire interface was built around the Moon Museum concept, combining characteristic Mid-Autumn visuals with Kinh Do product images.
Elements of moonlight, memories, and moonlit stories are woven throughout, from the registration area, photo upload, to the Image Gallery and reward claim section, maintaining a unified experience flow.
The website was built with a clear userflow, enabling users to easily complete the entire journey on their mobile devices.
Users access the kinhdo.vn website, view program information, and click “Agree & Participate” to begin their Mid-Autumn memory creation journey.
Users upload actual Mid-Autumn photos or images recreated using A.I. The system simultaneously uses AI to validate the image before proceeding. Additionally, users must agree to the Terms of Use, Program Rules, and related regulations to complete the participation step.
Once a valid image is recorded, the system automatically creates a unique memory coordinate for the user. This coordinate represents the user's personal milestone on Kinh Do's Moon Museum.
The image and its memory coordinate are then updated to the Image Gallery, contributing to the community's shared Mid-Autumn memory space.
After completing memory creation, users click “Register for Rewards” to proceed and participate in the Lucky Draw program.
Users fill in necessary information to register an account. Additionally, Mondelez integrated a survey form on sweet preferences and mooncake selection habits, helping to gather further customer information and insights.
After registration, the system sends an OTP code via ZNS to the user's phone number. Users enter the OTP code to complete authentication.
Upon successful registration and authentication, users receive 01 lucky turn to participate in the program.
Users use their lucky turn to participate in the Lucky Draw and have a chance to receive valuable Mid-Autumn gifts from Kinh Do.
Users can share their images and memory coordinates with friends and family, helping to spread Mid-Autumn stories and memories within the community.
To ensure participant authenticity, the system integrates an account registration and OTP authentication mechanism.
After a user registers, the system sends an OTP code via ZNS to the registered phone number.
Users enter the authentication code to complete the registration process before submitting memories.
This mechanism helps:
Authenticate participant information.
Limit invalid accounts.
Manage participation turns per account.
Support user data management throughout the campaign.
This is the central feature of the entire campaign.
Users can choose to:
Upload existing Mid-Autumn photos.
Use images recreated with A.I.
After an image is successfully submitted, the system creates a unique memory coordinate for that image.
This coordinate signifies a personal milestone on the Moon Museum, where users can leave a part of their own memory and, together with the community, create a Mid-Autumn memory space.
Once recorded, user images are added to the Mid-Autumn Memory Museum's Image Gallery.
The Gallery is continuously updated as more users submit memories, creating an image repository contributed directly by the community.
This transforms user-generated content into a direct part of the brand experience, rather than merely appearing as shared content outside the platform.
Each successfully submitted memory grants the user 01 lucky turn.
After completing memory submission, users can proceed to participate in the Lucky Draw mechanism for a chance to receive rewards from Kinh Do.
The reward system includes various prize categories:
Golden Moon Osmanthus Gazing Mooncakes
Golden Moon Peace & Prosperity Mooncakes
Snow Skin Mooncakes
Mini Lava Mooncakes
E-vouchers
The total prize structure includes over 7,000 gifts, creating additional incentive for users to participate and interact with the campaign.
Marvy integrated AI to automatically check images before they are recorded into the system, ensuring photos have clear faces and do not contain animals, sensitive content, or inappropriate imagery.
Valid images will be recorded, generating memory coordinates and displayed in the Image Gallery.
In addition to the user-facing interface, Marvy developed a backend/CMS system to support the campaign's operational team.
Manage participant data.
Monitor the number of registered accounts.
Track the number of players, plays & new users.
Manage uploaded images by monitoring the Image Gallery.
Manage reward data.
Track gift distributions.
Generate data statistics for specific time periods.
Centralized data on the system enables the operational team to easily monitor campaign status and manage interactive activities, users, and rewards.
Through the interactive web platform developed by Marvy, the Kinh Do Mid-Autumn Memory Museum created a space for users to contribute their own Mid-Autumn images and stories. The Kinh Do Image Gallery campaign recorded impressive statistics:
Over 150,000 plays throughout the campaign.
Over 20,000 players.
Over 7,000 gifts distributed, including mooncake boxes or E-vouchers.
With each submitted image, users not only participate in the program but also add a memory coordinate to the Moon Museum.
Consequently, the Image Gallery continuously expanded with content generated by the community, while the Lucky Draw and reward system sustained user interaction with the campaign.
The Mid-Autumn Memory Museum is a blend of traditional and modern Mid-Autumn memories, transforming each submitted photo and recollection into a unique memory coordinate on Kinh Do's Moon Museum.
From AI image validation and OTP authentication via ZNS to the Lucky Draw system and CMS, Marvy comprehensively developed the platform to both create an interactive user experience and support the brand in effective data management and campaign operations for this Mid-Autumn season.
Marvy – Partnering with brands to transform interactive ideas into memorable digital experiences.
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