SHANGHAI: Brands such as Alipay are taking age-old Chinese New Year traditions and applying modern technology bringing them to consumers with a modern technology twist for 2017 celebrations.

As Year of the Rooster festivities begin around the region, brands across all categories are seeking to capitalize with themed campaigns and products for the biggest holiday of the year. (For more details of what brands from Adidas to Uber are planning, read Warc's report: Chinese New Year 2017: How brands are celebrating The Year Of The Rooster.)

One particular trend that is apparent is how, with many markets in Asia now mobile-first, modern technology twists on age-old tradition have becomes the preferred marketing strategy for the Spring Festival.

For example, Alipay, China's most popular payment system with hundreds of millions of users, is combining the traditional cash gifting ritual of hongbao with augmented reality technology and social media activation.

Users can 'hide' a hongbao at a location of their choice – in the bedroom, in an office cafeteria, or even in a gym locker – and then share the clues in the form of images with their friends, family or colleagues through social media, such as WeChat, Weibo, Alipay friends and QQ. Other users – the intended recipient of the hongbao – can use the clue to claim it by using Alipay to scan, once they get it right.

Brands are also jumping on board with Alipay's innovation: Coca-Cola has been doing test runs to engage its customers with the augmented reality technology during Chinese New Year period.

Travel destinations are also gearing up for a busy festive season: China Daily reports that the Chinese people will make a total of 2.98bn trips nationwide during the annual travel peak between January 13 and February 21, an increase of 2.2% over last year.

Data sourced from Warc