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Case Study on Chinese Social Media: Bodog

  1. CASE STUDY: Bodog Playing to Win on Chinese Social Media Powered by
  2. Bodog is the official Asian gaming partner of Arsenal FC Powered by
  3. They identified China as a key market to build their brand Powered by
  4. But in addition to the language barrier… ...你会说中文吗? Powered by
  5. & are blocked Powered by
  6. making it difficult to build a Chinese fanbase Powered by
  7. That’s where MAILMAN came in Powered by
  8. Since Bodog had no brand recognition in China, we leveraged their experience with football to position them as a social sports authority, FC Bodog Powered by
  9. 1,500 posts created and broadcast In 5 months... 1m social followers across Chinese social media 50+ average number of reposts/comments per day Powered by
  10. 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 Powered by
  11. We first created official accounts across China’s top 3 social media platforms Weibo Tencent Weibo WeChat Powered by branding Powered by
  12. With designs appealing and relevant to China branding
  13. branding Powered by Posting on all footballs news, not just on Arsenal games, established Bodog as a news portal while engaging discussions generated fan-led conversations Powered by
  14. sponsorship Powered by 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 Powered by
  15. Powered by Regular contests kept excitement around the page, while Arsenal FC and club’s supporters accounts helped increase exposure sponsorship
  16. localization Strong relationships with local sports KOLs & accounts as well as China-specific Arsenal FC videos established credibility Powered byPowered by
  17. 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. Powered by
  18. To learn more about football clubs on Chinese social media visit or contact Powered by