Baidu, the largest search engine in China, is experiencing hundreds of millions of searches during Olympics, who has the opportunity to make Internet, sports and public welfare to integrate smartly. During Olympics, participants input phrases related to Olympics (such as “swimming”) in Baidu search box. The word“Baidu”on search button would turn to “Cheer For China” and the participants could collect one Olympic badge from the result page. Accordingly, participants could collect other 31 badges and get one golden medal. Every golden medal being collected, Baidu would donate 1 RMB and the money was used to buy sports equpiment for children in the name of participants by cooperation with UNICEF offline.

- 8.03 million PV on the campaign’s website

- 3.89 million participants sent wishes to their mums

- over 5 million people watched the campaign’s microfilm "Thank you, Mom- let love cross the distance" online

- 2 million comments on weibo and other SNS website, with affected audiences of 83.29 million.