Date post: | 08-Sep-2014 |
Category: |
Sports |
Upload: | mailman-group |
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CASE STUDY:Bodog
Playing to Win on Chinese Social Media Powered by
Bodog is the official Asian gaming partner of Arsenal FC
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They identified China as a key market to build their brand
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But in addition to the language barrier…
...你会说中文吗?
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& are blocked
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making it difficult to build a Chinese fanbase
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That’s where MAILMAN came in
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Since Bodog had no brand recognition in China, we leveraged
their experience with football to position them as a social sports
authority, FC Bodog
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1,500posts created and
broadcast
In 5 months...
1msocial followers
across Chinese social media
50+average number of reposts/comments
per day
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www.kawo.com
Brandingpositioned as football
authority and portal for news & social activity
How we did it...Sponsorship
created “money can’t buy” experiences &
sponsored local games
Localizationcreated exclusive content, prizes, and worked with local fan clubs & KOLs
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We first created official accounts across China’s top 3 social media platforms
Weibo Tencent Weibo WeChat
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branding
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With designs appealing and relevant to China
branding
branding
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Posting on all footballs news, not just on Arsenal games, established Bodog as a news portal while engaging
discussions generated fan-led conversations
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sponsorship
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Our on-the ground expertise helped find Bodog unique sponsorship opportunities, like organizing the “FC Bodog
Champions League Tournament” amongst Shanghai’s football supporters clubs
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Regular contests kept excitement around the page, while Arsenal FC and club’s supporters accounts helped increase
exposure
sponsorship
localizationStrong relationships with local sports KOLs & accounts as
well as China-specific Arsenal FC videos established credibility
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Through rebranding, on-the-ground
activities, & localization, Mailman was able
to position Bodog as an authority within the
online football industry, one of the first
football sponsors to leverage their unique
position.
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To learn more about football clubs on Chinese social mediavisit mailmangroup.com
or contact [email protected]
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