“The first time I knocked down the opponent’s goal, it was still cool without a dunk”
“Give you a chance, can you be tough?”
“Hurry up and fight with your brother, and if you lose, go to the gym to get a card”
……
The gunpowder-flavored shouts will tease the nerves, and a friendly basketball match will follow. With the arrival of 2022,Cathay Huizhong(Beijing) Sports Development Co., Ltd.Fight hard ALL IN KING“The project has rekindled the war on the street court.
Basketball is a sport that is popular on the streets, and 1v1 basketball confrontation is a form of confrontation with the lowest participation threshold but the most test of basic basketball skills. Different from other projects, Cathay Pacific Huizhong put the home court of basketball confrontation on the campus this time.
“Cathay Pacific Huizhong isChinese University 3×3 Basketball LeagueThrough the competition, we have established contact with students in more than 300 colleges and universities. At the same time, in our past experience, we have discovered this kind of inter-school and inter-city basketball social needs. After research and planning, we then launched the Doujie ALL IN KING project. “According to Zhang Xiao, deputy general manager of Cathay Pacific Huizhong, fighting hard ALL IN KING stems from the most real needs of basketball fans. At present, the project has covered 12 provinces and cities including Beijing, Guangdong, Sichuan and Tianjin, with 200 More than 300 colleges and universities will cover 20 provinces and cities in the future.
Compared with pure street confrontation, there are many stories between colleges and universities, and between cities and cities. When the relationship in these stories is mapped to the two sides of the confrontation, plus the “trash talk” before the game, no matter the challenge. Whatever the result, it will have a dramatic effect and promote the spread of the event.
However, those who have experienced street basketball and know the competition are not unfamiliar with “trash talk”. The provocative attitude and prickly words all reflect the worship of strength in essence. Only those who are truly capable can convince people. oral. “Fighting ALL IN KING is mainly based on the dating platform. The school initiates the competition. Students sign up for the dating online, breaking the division between campuses and increasing the social attributes.” Cathay Pacific Huizhong staff said that this kind of competition The single-player competition that breaks the school’s restrictions lowers the threshold for participation in the event and gives more basketball fans the opportunity to participate. The friendship between them makes them golfers and friends.
In addition to the heads-up competition, the airborne KOL is also a highlight of offline activities.It is reported that inCampus eventsAt this stage, KOLs will be airborne on campus anytime and anywhere, inviting potential players in the school to fight against them. “For the participating players, being able to compete with these KOLs is undoubtedly a surprise, and it can also become a topic, causing dissemination and sharing.” Offline events and events are not isolated, whether it is a confrontation process with the smell of gunpowder , or the event itself, or the event has the value of dissemination online, and will usher in the interaction of a lot of fans.
In this sense, the particularity of the campus field makes Doujiu ALL IN KING significantly different from regular events, helping it stand out from the crowd. It is reported that the #hard allin#, #turned allin to make a beautiful jump shot#, #allin can’t replicate the stunt#, #training is to allin#, #play allin to hit hard# etc. So far, the number of single-topic Douyin views on social media topics has exceeded 20 million, and the number of readings on Weibo topics has also exceeded 10 million, which has received positive responses from campus basketball fans.
Such data is unique among campus-related content. At present, colleges and universities are mainly based on post-00s, and social interests and social circles are a feature of post-00s. “We have gathered a large number of sports enthusiasts in colleges and universities across the country through sports. They like basketball and sports in common. Therefore, we can also carry out accurate marketing to them through their hobbies.” The next step of ALL IN KING is to carry out commercial transformation to seek longer-term development of the event.
“Around the fighting hard ALL IN KING, we have accumulated a large number of campus audiences, one is the circle with the same hobbies, the other is the influential campus KOC and KOL, at the same time, we have cooperated with some Internet sports KOLs have established a long-term cooperative relationship. In the future development process, we will build a bridge between brands and young people through offline consumption scenarios, help brands enter the campus, and increase their awareness among young people. And reputation, on the other hand, we will also promote the spread of the brand among young groups through the circle and KOC matrix, achieve precise marketing, promote consumption transformation, and achieve the unity of product and effect.”
According to Cathay Pacific Huizhong’s project plan, contestants will settle in the community, which can not only provide a way to socialize, but also provide channels for the brand’s precision marketing. “For example, some emerging professional sports brands hope to open up the campus market, we can provide influential community users, they can do product reviews, and they can also create content and even events to increase the exposure of products on campus. And this exposure is not only for one school, but for more than 300 schools across the country, and the brand’s reach efficiency is very efficient.” Zhang Xiao said that in addition to promotion, campus employer branding, brand consumption transformation, etc. All can be achieved by college students in the community.
On the other hand, the young people in the KOC matrix are expressive groups themselves, with the ability to innovate and create. The combination of brands and KOCs, in addition to gaining exposure, the KOC group’s display of products is also a refreshment for the brand , which promoted the rejuvenation process of the brand and extended the brand image.
In fact, all of Cathay Huizhong’s commercialization plans for ALL IN KING are derived from their years of campus sports marketing experience. In the operation of the 3×3 basketball league for Chinese college students in the past, the operation team of Guoti Huizhong has insight into the gap of offline marketing in the current campus, “The traditional campus offline marketing is mainly to put up posters, sweep buildings, and sponsor campus singers. , recruiting campus ambassadors, etc., but these methods are no longer attractive to the post-00s. Only by truly understanding the post-00s and thinking from their perspective can we understand what they need. For example, They do not like purposeful socializing, but prefer socializing by interest. They like to show themselves to achieve self-socialization and find their anchors in society. These are summarized through long-term campus marketing practice findings, which are helpful for those who want to enter the campus market. , for the brands that come to occupy the minds of future consumers in advance, ALL IN KING can provide them with more diverse and customized marketing options.” Zhang Xiao said, those who win young people will win the market, and ALL IN will be tough. KING was born to better realize the dialogue between the brand and the young group.
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