The annual Five Fortune Card Collection campaign managed by mobile payment platform, Alipay, has attracted over 10 million blue chip brands and emerging merchants to participate and engage with Chinese consumers over the Chinese New Year period.

Now in its ninth year, the event encourages users to get involved in merchant campaigns and win and collect digital fortune cards through the Alipay app’s AR scan feature, which can be converted into monetary rewards.

Over 30,000 participating brands also had the opportunity to host livestream events within the campaign, presenting their products and services, offering fortune cards to participants and working to build relationships with prospective consumers.

“As an open platform, Alipay is committed to opening up products and technologies to facilitate merchants’ digital transformation. We have also introduced Five Fortune Card IP-related resources to our partners,” Yongming He, General Manager of the Alipay Ecosystem Development Business Unit and Vice President of Ant Group, said.

“We are glad to see a growing number of brands and merchants participating in the Alipay Five Fortune Card Collection campaign to enhance engagement with users and improve operational efficiency by leveraging digital tools, including mini program and livestreaming, on the Alipay platform.”

Several merchants and brands have already recorded an increase in their digital engagement after participating in the Alipay campaign, with several receiving tens of millions of visits to their livestream including the NBA.

Culture and entertainment company known for its collectible toys, Pop-Mart, also had three million visits to its Alipay mini-program and saw a 300 per cent increase in transaction volume through Alipay compared to the previous month.