NBA scores New Year hit

The National Basketball Association announced on Monday that its fourth annual Chinese New Year Celebration reached a league record 286 million viewers across China from Feb 20-March 5.

To celebrate the Year of the Sheep, the league engaged fans on social media, highlighted by a series of Chinese New Year-themed promotions through the NBA's official Sina Weibo, Tencent and WeChat accounts.

The #NBACNY hashtag produced more than 540 million impressions on Sina Weibo, and the league distributed more than 120 million NBA-themed digital red envelopes, with prizes such as tickets to the US to watch an NBA game, sponsored by American Airlines, Didi Taxi coupons and a variety of NBA merchandise and virtual gaming coupons.