IMD used Lunar New Year to promote its inaugural Chinese AVOD service Jubao, which means “pot of treasures.” On the B2B side, IMD generated buzz via a press kit and gift mailer sent to key decision makers at MVPDs. The kit featured a selection of symbolic Chinese home décor items, including a golden pot to play on Jubao’s brand name. IMD integrated Jubao programming highlights into affiliate eblast schedule, including with Asian American and Pacific Islander Heritage Month (May) and Lunar New Year (February 2022). Marketing focused on the top 20 Chinese DMAs in the U.S., with marketing further segmented out by MVPD.