Renren.com Creates Global New Year’s Celebration Sensation

2010-02-19 00:00:00

(Feb. 19th, 2010, Beijing) New Year’s greetings with their senders’ names and photos “flash" across a map of the world at different locations every single second. After 20 days of live streaming ending on February 20th, nearly 800 million global Internet users sent over 1.5 billion Chinese New Year greetings and 16 million virtual gifts. There is no doubt this is a new Chinese New Year’s celebration sensation.

Starting on February 8th, social network Renren.com launched the "Year of the Tiger Celebration", an Internet promotion for New Year’s celebration, and it quickly became popular. An Internet user could publish a message at the top of the Renren home page, whereupon it was instantly visible to all online users. In addition to sending text messages, Renren users could also receive greetings with the background of a world map. All the New Year’s greetings included the icon and real name of the Renren user who sent it. These lively, genuine and personalized greetings show the tremendous communicative power of a social network.

"I don’t have too many plans to go out for my Spring Festival [Chinese New Year’s], instead I’m staying online to watch updates of New Year’s greetings. Some of the greetings were really fascinating," said Zou, a user of Renren.com who watched the live stream every day. The online greetings could be divided into three major categories according to their content: first, the traditional greetings such as “Happy New Year"; second, description of users’ current status or feelings, such as “guests came, but they didn’t give me any ‘New Year’s money"; and third, the sharing of information such as “I’ve found out all the secrets of Liu Qian’s magic tricks, click here and check it out!" Another Renren user even announced that he found his primary school classmate from a greeting message sent from Australia: “It was truly an unexpected surprise!" he said.

In addition to sharing the greetings of all Renren users, users could also send gifts. Renren.com prepared a “Fortune Tree" and six different types of virtual gifts. Users could send these gifts to each other to decorate their fortune trees. During the New Year’s celebration period, the user who received the greatest number of gifts on his fortune tree would have a chance to be crowned the “Fortune Star" of Renren.com.

"In 2009, social networks became popular among internet users for applications such as the ‘farm game’ and ‘restaurant game’ among others. Since spring 2010, social networks have gradually returned to their core values," said Alvin Chiang, CMO of Oak Pacific Interactive. “The core value of social networks is to communicate with real name users and create real interpersonal relationships. The billions of greetings messages sent over the Tiger Year Celebration demonstrate the communicative power of the social network. This combination of real identity and real-time communication is not replaceable by any other platform. Therefore, we can expect that 2010 is the year for social networks to return to their core values. As the biggest social network in China, Renren.com needs to seek out cooperative projects with partners, provide excellent applications and experiences for users through its open platform strategy, and continue to build a more powerful and valuable product."