Ambrosial’s code collection event and prize campaign on Weibo blew up. The participation of famous stars and gamification caused widespread attention. Many KOLs such as @王咩阿, @深夜徐老师, and @安小包AnAn featured the event, product, and games rules in posts. The main prize was a Dice Kayek x Ambrosial x Condé Nast Traveler scarf. The campaign’s Weibo hashtag #2020潮人趋势# tracked 440M impressions.