Can a LINE Official Account Host an Exhibition? Themed Conversations That Extend Friend Engagement [Preparation]

Have you been to an exhibition lately? Exhibitions today take more and more forms, adding interactive and immersive experiences so visitors can absorb the theme more intuitively.

What happens when you combine an exhibition with LINE on your phone? Visitors can register directly through a form on the exhibition's LINE Official Account, receive exhibition information in advance, and then unlock it step by step through automated broadcasts. Offline interactions can spark online discussion, and the entire exhibition could even run on a LINE Official Account.

This time, we planned an online interactive exhibition on OakMega's own Official Account, themed around the app everyone knows best, LINE, and ran it for registered friends over nearly a month.

Register for the online interactive exhibition for free 👉 https://oakmega.ai/line/form_GHqw9H

[The idea] Why an online interactive exhibition as an experiment?

We're always asking what else we can do with LINE. Over the past year, while helping partner brands invest in LINE, friend engagement has become the metric they value most. To boost it, brands have launched campaigns built around conversational interaction and gaming experiences. Some have even used member journeys for automated broadcasts, so each friend receives personalized messages based on when they joined and how they've engaged, making full use of LINE's ability to interact with friends directly.

LINE extends the friend experience through segmented broadcasts and chatbot triggers. That model closely mirrors the “learning through play” experience exhibitions emphasize, with immersive interaction and learning by clearing game levels. This similarity was the main inspiration for our experiment of planning an online interactive exhibition on LINE.

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[The packaging] How did we build the online interactive exhibition?

Once we settled on an online interactive exhibition, we started thinking about how to present it on the Official Account. We first mapped out a sitemap in Figma to work out which chatbots, tag structure, and how many automated broadcasts we'd need to build. That structure also determined the possible channels for attracting registrants.

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With the sitemap in place, the next priority was designing weekly exhibition content compelling enough to draw people in. We believed the content had to follow two principles:

Games maximize friend participation

We made full use of LINE's varied message formats, using rich messages and images to create early opportunities to interact with friends. One caveat: while games matter, in an exhibition they're only a means. The real focus is the theme behind each game. How to tie the games more closely to the theme was something we discussed and revised repeatedly while planning the content.

Take a personality quiz on a LINE TAXI ride? Get an exclusive photo frame with hit illustrator “Someone's Daily Life” and friend-only offersMany people know LINE TAXI. When Uber first entered Taiwan, TaxiGo had already established itself. In 2019, LINE became its largest shareholder and renamed it LINE TAXI. Besides a membership program where riders level up by accumulating mileage, LINE TAXI keeps users highly engaged with daily ride credits. This time, LINE TAXI asked whether a shared photo frame could be combined with sharing and claiming ride vouchers, and that kicked off this collaboration.https://oakmega.com/blog/line-taxi-fortune-test-campaign

Recreate the offline experience to add touchpoints

Playground prize draws and automated broadcast messages serve as value-added activities. They add touchpoints between friends, the Official Account, and the exhibition, bringing offline interaction online as faithfully as possible. Friends who clear the mini games earn rewards, just as they would offline.

How to experience the online interactive exhibition

1. Join the OakMega Official Account and register: https://oakmega.ai/line/form_GHqw9H (use your phone for the best experience)
2. Complete each experience and read the explanations via weekly broadcasts
3. Claim your prize draw entries

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[Key to success] Balancing games and informational content

Another key to planning an online interactive exhibition on LINE is striking a balance between games and informational content. You have to respect the nature of LINE as a chat app. You can't simply copy what works on Facebook or Instagram and paste long text into a LINE chat window, or friends may drop out because there's too much information.

So we focused our theme on LINE management tips and fun facts. We spread content across different interaction stages so it's easy to digest, and we favored horizontally swipeable image cards over vertically stacked text messages.

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Conclusion

After nearly two months of planning, the online interactive exhibition officially launched on the OakMega Official Account this week. We're excited to see how it performs and what feedback we get. The next post, [Interaction], will share our weekly content and lessons from execution. You're also welcome to register for free through the exhibition link and earn rewards! 👉 https://oakmega.ai/line/form_GHqw9H