NBA China Games 2007 Marketing Partners Align to Reach Large NBA Fan Base in China
Posted Oct 10 2007 10:21AM
-- NBA Partners with adidas, The Coca-Cola Company, DHL, Gatorade, Lenovo, McDonald’s, Mengniu, Motorola, Sohu, Spalding and Toyota --
BEIJING – OCTOBER 10, 2007 – The NBA has teamed up with 11 marketing partners who will provide fans with a complete NBA experience as part of the NBA China Games 2007, three exhibition games featuring the Cleveland Cavaliers, the Orlando Magic and Team China All-Stars, taking place in Shanghai and Macao, China from October 17-20.
adidas, The Coca-Cola Company, DHL, Gatorade, Lenovo, McDonald’s, Mengniu, Motorola, Spalding, Sohu and Toyota will work with the NBA to grow the sport of basketball throughout China. These partners have teamed with the NBA to promote their brands to the large, passionate NBA fan base in China and will interact with fans around the three exhibition games, community events, fan events, thousands of retail locations and enabling hundreds of lucky fans to attend the games live through 20 consumer promotions.
“Our unique array of marketing partners will help us bring the experience of the NBA China Games to our fans throughout China,” said Mark Fischer, Senior Vice President, NBA China. “The level of interest and activation from our partners is unprecedented and their participation will make the NBA China Games 2007 the most comprehensive NBA experience we have ever conducted in China.”
The NBA China Games Center presented by adidas will set up in Xintiandi, Taiping Lake in Shanghai from October 15-17; this will be a 3-day fan event comprised of a China Games HD viewing party of the Oct. 17 game in Shanghai, a series of interactive games, talent performances, basketball clinics and appearances from NBA players, legends, dance teams and mascots, and the adidas Summer League Finals. adidas will also work with the NBA on the refurbishment of a basketball court at a migrant school in Shanghai.
The Coca-Cola Company will be the presenting partner of NBA Jam Session, the NBA’s premiere interactive touring program that will cover an area of approximately 30,000 square feet and allow fans to experience the NBA through a variety of free basketball games and contests in Beijing on October 13th and 14th and in Guangzhou on October 19th and 20th.
DHL is conducting a nationwide promotion that will give DHL’s online members the chance to watch the Oct. 17 game in Shanghai live by accumulating points or through a lucky draw. DHL will also showcase the NBA’s championship trophy – the Larry O’Brien Trophy – at the arenas, Qizhong Forest Sports City, Venetian Arena and at the NBA China Games Center as the grand finale to the NBA Trophy Tour in Asia. The tour has given NBA fans across Asia the opportunity to get up close and personal with the coveted trophy this summer. DHL will showcase their logistical solutions for China Games in a two minute vignette being aired on CCTV 5 and NBA.com/China.
Gatorade is conducting promotions giving more than 400 fans the opportunity to attend the games in Shanghai and Macao. Fans will get a chance to win prizes, including attending the China Games, by participating in a nationwide “scratch and win” card promotion with each purchase of Gatorade and through a website photo promotion whereby fans can post photos of themselves that demonstrate their enthusiasm and love for the NBA China Games 2007 on to the mygator.cn site. Winners will be determined through online voting by fans.
Lenovo is conducting a nationwide promotion giving fans the chance to come to the NBA China Games and win products. Fans that purchase NBA peripheral products can input their product’s serial code on Lenovo’s website to enter a lucky draw for the game in Shanghai. Fans can win NBA China Games premiums through the online “NBA China Games Lenovo Stat Top 5 Combination Voting Contest,” where fans can vote on who will be the most effective five-man combination during the China Games.”
McDonald’s will conduct a campaign in four major markets in China: Beijing, Shanghai, Guangzhou, and Wuhan offering young fans a once-in-a-lifetime opportunity to walk on the court with their favorite NBA stars. Fans register on NBA.com/China and upload a short essay and a photo showing their love for basketball. Fifty fans in each city will be chosen to attend a casting call at a local McDonald's where a contest will determine two lucky winners from each city. A total of eight winners will be invited to Shanghai to meet NBA players on the court during the pre-game shoot around.
The Motorola NBA 2v2 Basketball Challenge is taking place simultaneously in eight cities each weekend for 14 consecutive weeks starting July 14 to October 14, 2007. The National Finals for 448 finalists from the 112 city tournaments of the nationwide event will take place at the Shanghai Stadium over the weekend of October 13 – 14. Winners from the male and female category will win tickets to the NBA China Games 2007 in Shanghai, including a backstage tour, and have the opportunity to shoot around in the arena, take photos and autographs with NBA legends Darryl Dawkins and George Gervin. The event will also feature appearances from the NBA Fan Patrol, local dancers on-site to perform and interact with fans, other basketball interactive activities and a rap contest. The NBA and Motorola will also donate a basketball court in the hometowns of the winners.
Mengniu will conduct a nationwide promotion giving consumers who purchase select Mengniu products the chance to win a total of 360,000 pieces of NBA China Games premiums on a first come-first-serve basis. Fans can enter an online NBA China Games Trivia ticket sweepstakes to win travel and board to the Shanghai game by logging onto Mengniumilk.com.cn. A total of 80 fans in eight cities: Beijing, Nanjing, Ningbo, Guangzhou, Shanghai, Shenzhen, Hangzhou and Fuzhou will enjoy free travel and board to the game in Shanghai by participating in various basketball activities in the Mengniu Basketball Carnival road show which visited these 8 cities from September 22 – October 7.
Sohu will stream all three China Games live as a simulcast with NBA.com/china where fans across China will be able to watch the game and interact with the NBA’s online community. Sohu is also conducting an online ticket promotion for fans in Shanghai.
Spalding, in addition to being the official basketball supplier for China Games, will introduce three different NBA China Games 2007 basketballs that will be available in retail outlets for fans in China.
Toyota, the NBA China Games Official Automobile, will extend the opportunity for consumers to experience Toyota vehicles by setting up a display at the Portman Ritz Carlton Hotel and Qizhong Forest Sports City in Shanghai and the Venetian Macao Resort Hotel in Macao. Toyota will conduct a ticket promotion for fans in dealerships in Shanghai, Zhuhai and Zhongshan.
CCTV5 will air the China Games nationwide with the Shanghai Media Group and Guangdong TV airing each of the games locally in Shanghai and the Guangdong province. Additionally, the NBA will host the first-ever live, simultaneous HD viewing parties in China. The viewing parties, courtesy of a partnership with Shanghai Interactive Television Co. (SiTV), will take place in Shanghai and Beijing and feature live musical performances, NBA legend appearances and a two-way feed between the arena and the viewing party in Shanghai.
The first-ever NBA games in China took place on October 14 and 17, 2004 when the Houston Rockets and the Sacramento Kings played preseason games in Beijing and Shanghai. The Houston Rockets won Game 1 in Shanghai, 88-86, while the Sacramento Kings won the Game 2 in Beijing 91-98.
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