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NBA, WeChat, Disneyland and McDonald's among most engaging brands during Chinese New Year

The NBA's Chinese New Year ad was among the engaging content

The NBA, WeChat, Air Jordan, Disneyland and McDonald's were the most engaging brands over the Chinese New Year period, according to new data.

The data, collected by Amobee’s Brand Intelligence Platform, ranked brands based on the amount of user engagement with the brand’s Chinese New Year related English language content.

The NBA’s animated ad featuring Chinese-American player Jeremy Lin, along with a strategy which saw players from four NBA teams; Warriors, Rockets, Raptors and Wizards, wear Spring festival inspired uniforms, helped drive engagement with the brand’s content.

Assaf Henkin, SVP of Amobee Brand Intelligence Solutions, said the data showcased the organisations' understanding of the Chinese market.

“The NBA’s strong association with Chinese New Year showcases the brand’s marketing and advertising efforts to court Chinese audiences have been extremely effective and created an authentic connection that is engaging people.”

WeChat, which this week revealed its Chinese users exchanged 14.2 billion virtual red envelopes during the Chinese New Year period, was the second most engaging brand, proving the brand’s growing popularity with English-speaking users.

Air Jordan’s special edition sneakers, which celebrate the year of the Fire Rooster helped the brand ranked third, ahead of Disneyland and McDonalds.

Uber, GrabCar, Adidas, KFC and Louis Vuitton round out the top ten.

The data was collated by analysing global English digital content across web, social, mobile and video between 31 December 2016 and 31 January 2017.

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