Chinese fintech Alipay has drawn up to 600 million interactions for its annual Five Fortune Chinese New Year campaign that tapped into AI for four interactive experiences.
From 29 January 29 to 9 February, the Alipay campaign encouraged consumers to collect digital Five Fortune cards in the Alipay app as they gear up for the most significant festival of 2024.
This year, Alipay introduced for the first time four AI-powered experiences for the Five Fortune campaign, AI Theatre, AI Fortune Hunt, AI Photo Studio and AI Red Packets. These features enable users to spend the fortune cards to create an AI-generated video or image, to earn more fortune cards.
The AI Fortune Hunt challenge became the most popular means of collecting fortune cards this year. It invited users to decipher over 100,000 images generated by AI, each with the Chinese character “Fu” (Fortune) hidden inside. Upon the closing of the campaign, users discovered over 2.9 billion AI-generated “Fu” characters.
In the AI Theatre, users can upload a photo and take on the role of key characters from classic film scenes, such as works by comedian Stephen Chow. As of 8 February, the feature has been used to generate 2.3 million personalised clips.
The AI Photo Studio aimed to “transcend physical barriers” by bringing friends and family together in shared moments through AI-generated group photos with 16 customisable photo templates.
Furthermore, the AI Red Packets feature offered users a fun way of sharing best wishes for the new year by utilising AI voice and video synthesis technology to help users create personalised digital red packets with video covers featuring their own avatars.
During the campaign, users collected digital fortune cards through various means, such as scanning the Chinese character “Fu” through the Alipay app’s AR scan function, participating in merchant sub-campaigns, and so on. These cards, which represent good wishes, can also be converted into monetary rewards.
