The highest level of basketball match between Chinese and American universities,
an unprecedented confrontation among CUBA winning team and the NCAA winning team.
Demystifying the rich training content of the Philadelphia 76ers
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.