2026 Holiday Advertising Playbook for Advertisers - Make Every Holiday Moment Count!Global Beer Brand Drives 81% Interaction Rate Through AI-Powered CNY Quiz
Objective
A global beer brand aimed to create a festive digital experience during Chinese New Year that could engage consumers beyond traditional ads, sparking participation, encouraging social sharing, and strengthening emotional connections through culturally relevant storytelling.
Challenge
Festive campaigns often struggle to maintain meaningful engagement once the initial ad click happens, as static landing pages and promotional banners rarely encourage deeper interaction or sharing. The brand needed a more dynamic way to engage users, one that could blend Chinese New Year traditions with personalized discovery while maintaining responsible marketing guidelines.
Strategy & Execution
The brand activated Silverpush’s conversational AI platform to build an interactive quiz centered on discovering one’s “Tiger Principle” for the year ahead. Contest and offer-led creatives across Meta drove traffic into a simple, mobile-first landing page that opened with a bilingual English/Mandarin entry and built-in eligibility checks, then guided users through culturally relevant questions spanning their Chinese zodiac, favorite Chinese New Year moments, personal focus for the coming year, and how they approach challenges with their community or “pack.”
Using predefined logic mapping, the platform analyzed each user’s responses and revealed one of eight Tiger principles, each paired with a personalized zodiac card scoring their year ahead across wealth, ambition, and relationships. Once the result was revealed, users were encouraged to share their personalized principle on Instagram and tag the campaign’s official account for a chance to win limited-edition merchandise through weekly giveaways, with responsible eligibility checks maintained throughout.
Results
The campaign turned a simple festive quiz into an interactive moment of discovery and sharing. Across 3.08M delivered impressions and 44,436 link clicks, it drove a 1.44% CTR, 44% above benchmark. Inside the Microsite, 16,732 unique visits produced an 81.32% interaction rate, with users spending nearly 3 minutes on average, far longer than a static page visit. The quiz funnel was exceptional: 76% of starters completed and generated their CNY result, and 92% of finishers clicked to share on social media. Engagement skewed toward 25–34-year-olds and Mandarin-speaking users, while unprompted open-text messages, from CNY blessings to genuine product requests, surfaced valuable Voice-of-Customer insight, confirming that users were emotionally invested rather than clicking through mechanically.
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