CASE STUDY:Bodog

Playing to Win on Chinese Social Media Powered by

Bodog is the official Asian gaming partner of Arsenal FC

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They identified China as a key market to build their brand

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But in addition to the language barrier…

...你会说中文吗?

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& are blocked

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making it difficult to build a Chinese fanbase

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That’s where MAILMAN came in

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Since Bodog had no brand recognition in China, we leveraged

their experience with football to position them as a social sports

authority, FC Bodog

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1,500posts created and

broadcast

In 5 months...

1msocial followers

across Chinese social media

50+average number of reposts/comments

per day

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www.kawo.com

Brandingpositioned as football

authority and portal for news & social activity

How we did it...Sponsorship

created “money can’t buy” experiences &

sponsored local games

Localizationcreated exclusive content, prizes, and worked with local fan clubs & KOLs

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We first created official accounts across China’s top 3 social media platforms

Weibo Tencent Weibo WeChat

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branding

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With designs appealing and relevant to China

branding

branding

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Posting on all footballs news, not just on Arsenal games, established Bodog as a news portal while engaging

discussions generated fan-led conversations

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sponsorship

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Our on-the ground expertise helped find Bodog unique sponsorship opportunities, like organizing the “FC Bodog

Champions League Tournament” amongst Shanghai’s football supporters clubs

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Regular contests kept excitement around the page, while Arsenal FC and club’s supporters accounts helped increase

exposure

sponsorship

localizationStrong relationships with local sports KOLs & accounts as

well as China-specific Arsenal FC videos established credibility

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Through rebranding, on-the-ground

activities, & localization, Mailman was able

to position Bodog as an authority within the

online football industry, one of the first

football sponsors to leverage their unique

position.

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To learn more about football clubs on Chinese social mediavisit mailmangroup.com

or contact info@mailmangroup.com

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