US beer brand Budweiser is engaging the Year of the Snake in a BIG way.

Budweiser’s Chinese new year commercial will will run continuously on a LED screen in Times Square from Feb. 9 to 16 (Chinese New Year Day is Feb. 10). The ad features a special celebration Budweiser bottle with a red and gold snake design, fireworks, fashionistas, and Chinese dragon dancers. You can view the Time Square Ad spot here: Ad Age.

To activate the campaign in China they are handing out virtual “Hong Bao” or red envelopes with coupons to movies or karaoke with one big winner getting a trip to NY to see the Times Square ad in person. Another social media tactic used in the campaign invites key Budweiser fans to contribute captioned photo greetings, with the 30 most popular on social media included in a video. Both strategies are banking on viral outcomes, where the selected opinion leaders chosen by Budweiser will share branded content with their own extensive networks.