The Premier League is renowned amongst football fans across the globe. But, when it came to promoting it in China, it was crucial that we recognised that they engaged in a very different way to other fans – they were part of a celebrity centric market.
Having launched the iconic brand on Chinese social in 2013, we create content that meets the needs of this unique audience, whilst also retaining the core values of the Premier League so it remains ahead of its competitors in market.
We cover every single Premier League match live, via our native speaking teams in the UK and China, provide detailed performance reports to the Premier League, and work in tandem with their editorial team.
Bespoke video content plays a key role in the campaign, and we have secured an influential brand ambassador in the form of Zhan Jun, China’s leading commentator.
Words and pictures are becoming increasing archaic on social media. Video and social gaming are now crucial to audience engagement.
With this in mind, we have created, produced and released two social games for China, and specifically for WeChat, in the past year. Our first was for the 2015 Wimbledon Championships, and our latest effort was for British marketing firm Mifan.
The social games we produce are easy to play and shareable on all major Chinese social platforms. Richer content is not only more engaging, it is also more rewarding for existing and potential audiences.
FiFA Online 3 China
To promote the launch of FIFA Online 3 in China, we worked closely alongside EA Sports and Tencent Games in order to create a special “Class of ‘92” players’ pack for Chinese gamers only.
To appeal to the key audience, we interviewed some of the game’s top players at the coolest locations, and also used green-screen technology to allow the players to create personal skills and moments. These were then incorporated into the video game itself.
When fans in China played the game, they were able to access these exclusive player interviews and content.
Longleat Festival of Light
The awe-inspiring Longleat Festival of Light attracts hundreds of thousands of visitors each and every year – and, with over 23,000 lanterns on display, it’s easy to see why.
We’ve marketed the festival to the Chinese community within the UK, arranging visits from the Chinese media, and calling upon Chinese social media and Chinese bloggers to target Chinese students and expats in the UK.
The Chinese audience in the UK then become Longleat’s advocates in China – raising the profile of the event further afield.
CCTV 5 for World Cup 2014
When Chinese state broadcaster CCTV filmed their 2014 World Cup preview shows in the UK, we were honoured to be appointed their UK production partner.
We oversaw the filming of five episodes, including locations such as Wembley Stadium, Chatsworth House, and the Cavern Club. We also arranged guests such as Sir Geoff Hurst and Martin Peters for the series.
The show went out on primetime TV, and was not only viewed by hundreds of millions, but was also sponsored by major Chinese brands, including Huawei and Snow Beer.
This project demonstrated that we are more than capable of delivering big projects for major clients and to big audiences.
Wimbledon is one of the key events in the global sporting calendar, and it’s one that the Chinese market are increasingly interested in.
We manage all of Wimbledon’s official Chinese social media channels. Under our careful watch, the brand’s feed has become the most popular Grand Slam tennis feed on Chinese social media – that’s something we’re pretty proud of!
Last year we also launched a 14-day bespoke Mandarin video diary – this proved to be incredibly successful, with 200k views per episode during the Championships. As part of our innovative approach, we also created a WeChat social game for the 2015 tournament, which received over 100k plays.
It goes without saying that Wayne Rooney is one of the world’s most successful athletes and something of an icon across the globe.
We manage all of Wayne Rooney’s Chinese social media feeds, creating bespoke content specifically for the Chinese market.
As Wayne became increasingly popular with the Chinese market, taking control of his Chinese digital footprint was crucial in order to protect and expand his personal brand.
With careful strategic planning, and calling on our team in both the UK and Beijing, we give Wayne’s Chinese fans a direct insight into his life and career. Wayne is currently the most followed foreign footballer on Chinese social media.