Special Feature for Duanwu Festival
Today is the traditional Duanwu Festival (also named Dragon Boat Festival) in China. It is a festival for commemorates the death of poet Qu Yuan. As a national festival, normally people celebrate it in all kinds of off-line activities. This time, all kinds of online channels join in and become a new trend of online promotion.
First is Baidu. Baidu is always quite actively involved in all kinds of tradition, which is the same for be this time. Below is the search page of Baidu. To start the boat race, click on any of three boats you like, and click to start the racing.
Baidu also customized its search page, when searching “Duanwu”, you can see a customized calendar.
Social media is also involved in this special day. Renren, the Chinese Facebook, has a special logo and all kinds of discussion about the custom, food and activies.
Weibo (Chinese Twitter) does not integrate itself that much, but the word “Duanwu” has being listed on the top of Weibo search, with a daily volume 8400. Weibo verified companies all launch campaign to promote under the name of “Duanwu”.
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12 June 2013 / 13 June 2013