CASE STUDY:
Bodog
Playing to Win on Chinese Social Media
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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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1,500
posts created and
broadcast
In 5 months...
1m
social followers
across Chinese social
media
50+
average number of
reposts/comments
per day
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www.kawo.com
Branding
positioned as football
authority and portal for
news & social activity
How we did it...
Sponsorship
created “money can’t
buy” experiences &
sponsored local games
Localization
created 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

localization
Strong 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 media
visit mailmangroup.com
or contact info@mailmangroup.com
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