JD.com registered 69bn interactions on its app during the Spring Festival Gala television programme.
The Chinese e-commerce giant was the exclusive interactive partner of this year’s gala, hosted by China Media Group.
Seven rounds of “phone-shaking activities” were integrated into the four-hour live programme, which aired on 31 January. Internet users competed for a variety of prizes, including virtual red envelopes redeemable for cash, mobile phones, TV sets and nutrition products.
A total of RMB1.5bn (US$240m) worth of virtual red envelopes and physical gifts were handed out by JD.com during the programme, the most in the event’s history.
'JD Cloud, the cloud computing service under JD Technology, successfully handled the tremendous traffic peak to ensure a smooth red-envelope-grabbing experience during the show,' JD.com said in a media release.
An interactive campaign will continue on the JD.com app until 15 February, the date of the Lantern Festival.