In order to broaden the operation boundary of live sports events and comprehensively upgrade the brand marketing layout, Youku Sports launched a new marketing brand of CHINA GO this year, continued to deepen the small-ball track, achieved mutual benefit and win-win cooperation with the brand, and explored the maximization of sports business value. During the 2023 BWF Tour Finals, Youku Sports CHINA GO marketing brand cooperated with Laimao brand to launch the "All the People Together CHINA GO" activity, which unlocked a new experience for fans, witnessed the glory moments of the event, and enjoyed exclusive brand benefits, triggering a nationwide interactive boom, and the interaction volume of the whole network reached 5.38 million. The event received more than 1.6 billion views. In addition, the event also customized exclusive attitude posters and exclusive event memes for the brand, closely combining the Laimao brand's brand culture of "trust, respect for truth" and the classic liquor products of National Sauce Wine with the event scene, so as to achieve the mutual integration and communication between the brand and the event.
The official badminton magazine, sports bloggers and sports event commentators CALL on all netizens to participate in the interactive call for athletes, Youku Sports Tiktok, official blog and other platforms to output brand equity to release event information and boost the popularity of the event. The number of likes of each major we-media matrix exceeds 1 million, and the event hot spots dominate the sports hot search on each platform. Continue to create a lively atmosphere of national discussion and interaction + passionate watching, create a rich watching experience for users inside and outside the site, strengthen the emotional connection between the brand and the target audience, open multi-dimensional and multi-vertical social media communication channels for the brand, and help the brand to achieve a deep break in the circle.
Youku CHINA GO's new marketing brand and Laimao brand give full play to their respective characteristics and advantages in sports commercial marketing, achieve a high degree of integration of the brand minds of both sides, complete the circle breaking communication of the new marketing model of "brand + event", and enrich the brand marketing concept with multi-circle, multi-channel and diversified marketing means. Pay attention to the multi-dimensional communication of the brand and the depth of the extension of the brand connotation, jointly help the commercial value of the event to sublimate, and realize the two-way empowerment of national brand + marketing brand.
In addition, with the strong ecological resource advantages of the platform, Youku Sports carries the brand to launch the 2023 finals vision in major cities across the country, covering tens of thousands of TV screens and 22 LED large screens in 5 subway lines in Hangzhou, the host city of the event, Hangzhou landmark outdoor screens, nearly 200 shopping malls in the CBD business district, and 40,000 honeycomb express cabinet screens in living areas; Create a full range of cross-ecological brand exclusive event support atmosphere, achieve multi-dimensional exposure of brand equity, and expand the coverage of brand communication.
National enterprises to witness the enthusiasm of the people, Youku Sports and Lai MAO jointly witnessed the top showdown of the 2023 BWF Tour Finals, work together to innovate brand marketing power, build a new sports marketing ecology, create a business value community, in the high frequency of brand exposure and diversified creative play, open up multi-circle layer, multi-path brand communication channels, Continue to bring user awareness to the brand. In the future, Youku Sports and Lai MAO will continue to deepen the layout of commercial links for sports events, explore the new sports marketing model of "event X mind X ecology", give play to their respective resource advantages, and help the multi-party win-win situation of sports marketing ecology.
