Which brand created a hugely successful loyalty program campaign centered around the Chinese New Year tradition of 'hongbao' (red envelopes) that increased their app engagement by over 300% in 2020?

Cultural traditions are increasingly becoming centerpieces of strategic marketing campaigns. Many brands now incorporate cultural heritage and traditional celebrations into their loyalty programs to create deeper connections with diverse consumer bases. This trivia question explores how a major brand successfully leveraged a traditional cultural celebration in their customer loyalty program to drive engagement across multiple demographics.

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WeChat (Tencent)
Alibaba
Coca-Cola
McDonald's