Through the promotion of the “Feel” series, Lotto, an Italian sportswear manufacturer, aimed to advocate a spirited new lifestyle and attitude for young Chinese consumers, as well as encourage them to explore and experience as much of life as possible. Ruder Finn developed an integrated campaign that included creating an interactive minisite and a fun, engaging pop-up store in the popular Glory Mall in Beijing. A unique customer experience was created which involved a store visit, where individuals could check in via smartphone with their location-based services (LBS) function and experience the products. A Lotto awards program was structured for outstanding photos by encouraging participants to upload creative fun photos onto the minisite. Content was picked up and shared widely online across various campaign channels. The impact of the campaign message and the perception of the Lotto brand image increased significantly through the in-store event and photo competition.