New data revealed the NBA, WeChat, Air Jordan, Disneyland and McDonald's were "the most engaging brands over the Chinese New Year period," according to Danielle Long of THE DRUM. 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 featured Chinese-American player Jeremy Lin. It also included a strategy which saw players from the Golden State Warriors, Houston Rockets, Toronto Raptors and Washington Wizards wear "Spring festival inspired uniforms" to "drive engagement with the brand's content." Amobee Brand Intelligence Solutions SVP Assaf Henkin said that the data "showcased" the organizations' understanding of the Chinese market. Henkin: "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." Messaging app WeChat was the second-most engaging brand. Air Jordan's special edition sneakers, "which celebrate the year of the Fire Rooster," helped the brand ranked third, ahead of Disneyland and McDonald's. Uber, GrabCar, adidas, KFC and Louis Vuitton round out the top ten (THE DRUM, 2/9).
