Depending upon their performance, users were rewarded with coupons for Durex products that could be redeemed immediately from JD.com.

To interact with Durex’s large Wechat community, we developed a highly addictive and engaging game.

Durex Love connections required the users to connect ‘Love Lines’ on the screen within a short time without cutting other lines.

Users could also share their achievements and help spread the word about the game on Wechat as well as other social networks.