Transforming LNY Traditions into Viral Social Currency

Through a captivating gamified WeChat experience, we reimagined the act of gifting digital red packets as an interactive journey—collecting festive treasures to unlock exclusive, coveted red packet covers. Seamlessly integrated into everyday social moments, this campaign sparked genuine enthusiasm among younger audiences. By driving dynamic participation and organic social sharing, it ignited viral momentum—turning festive celebration into a powerful form of social currency that deepened brand affinity and lasting emotional connection.