To turn smartphone and computer use from personal to group focused, Google created a website that could be accessed on all devices – to bring families and friends closer – both through creating together and sharing creations with each other. It used the latest Web GL coding for smooth use and featured 3D rendering of the 2D digital painted messages. Integration with social media let users share instantly, and once approved images were uploaded to the gallery for everyone to enjoy. The site was written in 3 languages, to let Chinese of all backgrounds enjoy their traditions together.

Social sharing, local news reports? on TV, websites and newspapers, along with word of mouth and digital advertising, drew people from across Chinese cultures to the site. There was a very high engagement rate? from over 50 countries, including?Taiwan, Hong Kong, Malaysia, Singapore and the USA. Within one week there were? 6M+ views, 100K+ creations and 1.5M+ unique users. With all ages creating and sharing together,? Google was able to shift smartphone use ?from individual to group focused? and bring back heritage through a festive tradition enjoyed in a modern way, making everyone’s Chinese New Year a little more special.