Jenny Chan 陳詠欣
Feb 11, 2019

How Baidu went all out for its Spring Gala red-packet sponsorship

Baidu's daily active user (DAU) count grew 87% over eight days.

Here are five facts about Baidu's first red packet’ sponsorship of Chinese state broadcaster CCTV’s Spring Festival Gala, which an estimated 1.17 billion viewers watched last Monday February 4.

1. On 17 January, Baidu officially announced its participation in this year's 4.6-hour Spring Festival Gala as an exclusive red packet sponsor. In recent years, the interactive red-envelope segments on CCTV's annual extravaganza has gradually become a staple activity the...

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