New spot:
The highest level of basketball match between Chinese and American universities,
an unprecedented confrontation among CUBA winning team and the NCAA winning team.
New suspense:
Demystifying the rich training content of the Philadelphia 76ers
New face:
Different from the past, the protagonist of this Sino-US confrontation was neither among professional athletes nor streetball players, but berween 2 college teams.
Master Kong Ice tea exclusively sponsored CUBA champion - Peking University - for their trip to America:
A brand event with lots of outputs on social media:
Brand exposure reached more than 348 million times and 904,000 + interactions
The integration of different events has expanded the influence of the "Peking University basketball team trip to the United States" from the sports audience to the general public:
1. Using the basketball brand to incite popular culture and achieve a wide range of communication:
2. Activating purchase through a multi-event and full-scene marketing stratey: from Pilgrimage Tour, Summit Station to BBQ Party
Master Kong represented China as another example of Sino-US cultural exchanges and strengthened its national brand image.