The Spring Festival Gala's "electronic red envelope interaction" provides an excellent marketing opportunity for Internet platforms. However, the instantaneous concurrent traffic of "Spring Festival Gala" has always been an insurmountable challenge. From 2015 to 2018, none of the Internet companies could "gracefully" withstand the huge traffic impact brought by the Spring Festival Gala, and server downtime is a common occurrence.

At the end of 2018, Baidu successfully obtained the status of being the exclusive network interactive platform for the 2019 CCTV Spring Festival Gala. Baidu intended to use Baidu APP to ignite the global Chinese phenomenal interaction, and more importantly, to send out an unprecedented 900 million red envelopes of cash through the Spring Festival Gala.

Baidu successfully obtained the status of being the exclusive network interactive platform for the 2019 CCTV Spring Festival Gala. Baidu intended to use Baidu APP to ignite the global Chinese phenomenal interaction, and more importantly, to send out an unprecedented 900 million red envelopes of cash through the Spring Festival Gala.

In order to resist the "tsunami" of tens of millions of times of traffic per second during the Spring Festival Gala, Baidu deployed 100,000 servers worldwide within 30 days, which increased the login volume of Baidu APP by 100 times per second.

In terms of market communication, Baidu marketing team used the integrated marketing tactics of "super incentive" + "super exposure" + "effect channel" to form a strong communication force through multi-dimensional channels.

through the Spring Festival Gala, Baidu sent out 900 million red envelopes to Chinese people in the globe so that successfully won the public praise and reached a new peak of Baidu interactive marketing.

On January 24, the promotion video of the Spring Festival Gala featuring the five spokesmen of Baidu APP was launched, covering of CCTV, satellite TV, and video websites frequently.

Four super spokesmen,as well as 100 KOL collective speak out, generating a traffic "hurricane".

Sina Weibo's official platform recommended more than 106 times of hot words, leading directly to the red envelope campaign's "three secrets" and "five strategies" for the Spring Festival Gala, triggering an upsurge in nationwide discussions.

The red envelope activity was about to break out at Chinese New Year's Eve. As the activity was online at 11 o 'clock in the morning, Baidu APP access peak reached 880,000 times per second, exceeding the highest peak dozens of times.

Started at 12:00, the special program of the Spring Festival Gala, "Good luck and happiness" lasted for 8 hours, which led to a significant

In the Spring Festival Gala traffic feast, Baidu became the only online interactive platform to withstand the flood of the Spring Festival Gala.

More than 1,000 Baiduers built the widest data transmission pathway in human history

which guaranteed 20.8 billion users' interactions worldwide

The daily active users of Baidu APP grew to 300 million

The user activity of Baidu mobile product matrix reached an unprecedented peak