How does NBA do sports IP marketing?

In late autumn and October, the 10th NBA China Tournament ended in Shanghai and ushered in the Beijing Station which started tonight.

As the opposing sides of the current NBA China tournament, the Rockets and the Pelican once presented a wonderful basketball game for China fans at the Shanghai Mercedes-Benz Cultural Center: the Rockets narrowly beat Pelican123-17 in the two-hour battle, and the preseason game. Among them, Harden, the star of the Rockets, was eye-catching, scoring 26 points and 7 rebounds, and also brushing out a lot of data of 15 assists. And the pelican brother Davis scored 48 points with new aid Moore, which made the fans see the hope of another Gemini.

NBA is a legendary and wonderful place. When the game was suspended for the first time, Yao Ming, the iconic figure of China basketball and the famous player of the Rockets, stood up to greet all the fans and spectators, and the applause thundered in an instant. Thanks to Yao Ming, China has a large number of NBA fans, and China has ten NBA events.

In addition, to the fans' surprise, two blue phantom lights flashed on the timing table not far away and on the big screen above. A closer look shows that this is the China mobile phone brand vivo waving to fans.

Indeed, after a cycle of 12, the packaging style of the NBA China tournament has become more and more China-like on the premise of maintaining high-quality events. From the Chinese characters on the Rockets jerseys to the familiar China brand in advertising space, the influence of NBA in China is amazing.

Harden, who has visited China many times, said that the enthusiasm of China fans is beyond imagination. They pay close attention to every game of the Rockets, and even the players at the end of the team bench can be counted.

Perhaps this is one of the reasons why Harden worked so hard in Shanghai this time (playing for 36 minutes). The strength of the fans is the chicken soup of the players' souls. Among the tens of thousands of spectators, the camera also gave the fans watching the game the blue dress of vivo and the lovely mascot V, which became another unique scenery of the game.

The fan viewing group should be the exclusive right won by vivo. I have to say, this move is very clever.

In a Logo time, electronic products that sponsor popular events such as NBA are often criticized, because it is difficult for electronic brands to be highly exposed and "interact" with players like clothing and FMCG.

Usually brands make up for it by public relations, such as issuing a large number of press releases. However, public relations techniques are somewhat arrogant. How many fans will read the manuscript?

Vivo ingeniously increased the exposure opportunity and gave it back to fans as a welfare.

In September, vivo launched "Super Watch Team" and "Watch the Ball with Basketball Coffee" in Weibo. On the cool interactive page, fans can participate in the NBA China game as long as they find three mysterious basketballs. At the same time, vivo also specially invited Su Qun, Zhang Jiawei, Yoga Yu and other big basketball players to give fans the opportunity to sit next to the big coffee players and watch the ball.

"The game didn't play interactive first", vivo gained full exposure and deep interaction through the viewing group, and didn't waste a good IP.

This year is a big year for sports. Popular sports IP, such as Olympic Games, Premier League and La Liga, has attracted major brands to compete. In the arena of sports IP marketing, PK has been upgraded from "capital war" to "operation war"-getting a card is not equal to success, but playing is the key.

Take the NBA China Game as an example. Among the sponsors such as Master Kong, Gatorade, Dongfeng Nissan and Harbin Beer, vivo has less routines and more innovations. In addition to conventional integrated marketing, the most difficult thing is to convince NBA to use it to play cross-border marketing of big events.

On the evening of October 8th, 65438/kloc-0, vivo signed an advertisement with NBA for Aurora and Citibank, two buildings on the Bund in Shanghai. The huge LOGO lit up the whole Bund and made a warm-up for the event. This is 10. It's the first time for me to think of the NBA China game for many years. NBA China's team has been planning with a rigorous and low-key attitude. Now, together with vivo, it has broken through the traditional gameplay of NBA China, which shows the confidence of both parties in this cooperation.

On the afternoon of October 9th, 65438/KLOC-0, vivo and NBA held a strategic conference in Shanghai, announcing that vivo would become the only official partner of NBA in the mobile phone market in China. At the same time, in this venue, NBA legend gary payton came to help vivo, adding a strong NBA scene color and experience atmosphere.

Zhou Wei is curious about what rights vivo and NBA will offer to fans in the future. In addition to various ground league promotions and customized mobile phones, what surprises will the two sides create? When will the games and programs promised at the press conference land?

After all, with the upgrading of consumption and rationalization of fans, hardware configuration and cost performance are not the decisive factors for fans to pay the bill, and brand spirit and added value are increasingly valued. Getting popular sports IP is not once and for all. Only by establishing matching operational capabilities and constantly introducing innovative products and new marketing methods can we gradually deepen communication with fans. Only by arousing the true voice of fans can we enjoy the economic and brand benefits of sports IP.