China’s annual Spring Festival is approaching. On January 11, Taobao announced an exclusive e-commerce partnership with CCTV’s Spring Festival Gala.
On the night of January 24, the last day of the year of Pig, Taobao will set up a featured homepage, in which users can participate in the “Clear Your Shopping Cart” raffle while watching the annual TV show. Raffle winners will have their shopping carts filled with items paid for by Taobao. The total value of each lucky shopping cart can be up to 49,999 RMB (US$7,241). Juhuasuan, Alibaba’s dedicated digital marketing channel for flash sales, will also present users with sales by offering subsidies of up to 2 billion yuan.
Apart from the “Clear Your Shopping Cart” raffle, the Spring Festival Campaigns will offer a range of interactive events and live-streaming sessions to boost engagement with consumers. Taobao also developed the first Spring Festival Gala inspired souvenir, the “Spring Bowl”, a set of painted porcelain bowls that will be free giveaways during the campaign.
Alibaba’s Taobao had partnered with Spring Festival Gala in 2018, and will become the only company to work with the show more than once. One of the most watched TV shows worldwide, the Spring Festival Gala announced an exclusive interactive partnership with short video platform Kuaishou in December, 2019.