Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
In September 2017, as the chief partner of NBA in China, master kong and the NBA held a series of "Peak Duel Ignites Stimulation" activities to celebrate the 25th anniversary of master kong group's entry into the Chinese market. Learning from the celebration moment after the wonderful goal of NBA stars, master kong ice tea takes the brand Icon ice power triangle as the prototype to create the exclusive "burning style" to pay tribute to NBA.
We combine hip hop, e-sports, second dimension and other diverse elements, starting with the UGC activity of bilibili(A video interactive platform), continuing with the NBA star burning Style video, and the campus travel of legendary stars, burning ball dream public welfare activities and other activities with different ideation and execution mode, finally ending with the widely watched NBA China game halftime show.
Solution：
In order to further enhance the popularity of master kong iced tea, and to associate master kong iced tea with sports, quadratic dimension, youth and other labels more closely and organically, master kong needs to be closely associated with NBA, the top IP, through a simple, direct, perceptive and easy to imitate form.
We believe that master kong should not only participate in NBA activities as an NBA sponsor, but also look for the common ground between the brand and the NBA, deeply integrate into the NBA, and further form brand association. @comm refers to the celebration moment after the wonderful goal of NBA stars, master kong ice tea takes the brand Icon ice power triangle as the prototype, creates the exclusive "burning style" salute to NBA, leading the "burning style" trend of stars, NBA stars and the majority of consumers.
Communication strategy:
Tingyi iced tea is bound with NBA China travel, optimizes media resources, and USES tencent and sina weibo platforms to accurately strike core TA and pan-sports crowd. At the same time, we combine "peak showdown burning fun" to lock popular media resources; Use bilibili-douyu platform to spread the topic of "burning STYLE" and activate UGC.
Master kong iced tea X NBA crossover music product innovation
Master kong quit NBA limited packaging bottles (burning star bottles/burning ball bottles) to carry out SP "burning stimulation win grand prize" scanning activities, deep binding Internet protocol, to stimulate fans to buy.
Master kong tea X NBA crossover music entertainment innovation
NBA halftime show: join hands with Chinese hip-hop star the desert brothers and CUBA cheerleaders to ignite the NBA halftime show.
5v5 finals : Paul Pierce X Jony J plays in the 5v5 finals of the NBA basketball tournament.
Master kong tea X NBA fans zero distance experience innovation
NBA experience officer: participated in NBA series activities from zero distance, and enjoyed the whole journey with master kong.
Paul Pierce on campus: NBA legend appears at a Shanghai university to interact with basketball stars on campus. Show style and cheer for the team.
Master kong iced tea X NBA cross-border twice yuan interactive innovation
Join hands with B station to create the "burning style" zone, breaking the wall and burning the fun, more guide consumers to imitate and share their own "burning style" works, using channels and forms that young groups like to promote, improve consumer acceptance and love, and master kong and NBA China game closely linked.
Master kong tea X NBA cross-border public welfare CSR innovation
Master kong and the NBA care action & true love dream for the poor area youth basketball dream, together with the youth burning stimulation.
Master kong jingliang X NBA crossover game implantation
Result:
A total of 200+ activities have been continuously reported by the media. Through the data of the traffic monitoring tool http://www.alexa. The brand has strengthened the confidence in the continued development of sports, and other brands in the market have also occupied more initiative.
