BMG China Tour 2019

Digital Activation

Business Objectives

Grow and engage the BMG fanbase in China by leveraging off having the team in China while no other European football clubs were touring. BMG made the decision to visit China post-season, rather than pre-season, like most other European teams. This gave the club the advantage of being able to approach hardcore and casual fans. We were able to utilise this unique opportunity to and bring the club closer to the football communities across China.

Our Approach

Outside of digital activation, the team planned a majority of the player activities such as Guangdong Tower visit, printed Chinese signature cards, farewell banners, fans airport organisation, etc.

Results

Exclusive behind the scenes coverage, public training livestream (1M views)
Douyin launch,
Fans player Q&A sponsor activation. 3.2M Weibo reads,
55K follower increase in 10 days.

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