Sport Focus China and Event 360 Shanghai

2019年06月25日-2022年06月26日

上海

项目内容

6月25日及6月26日，Jack Morton参加了由Campaign亚太发起的Sport Focus 中国论坛与Event 360上海论坛。继续往下，看看我们都讨论了什么！

On June 25th and 26th, Jack Morton took part in Campaign Asia's inaugural Sport Focus China and Event 360 in Shanghai. Find out what we spoke about below!

Campaign Sport Focus中国论坛于6月25日在上海启动。Jack Morton大中华区SVP兼商务总监Phil Boyle与MediaCom上海代表和大中华区La Liga代表，就“一段完美合作关系：当品牌与运动加入同一个团队”进行了专题研讨会。

The inaugural Campaign Sport Focus China took place on June 25thin Shanghai. Phil Boyle, SVP Business Director of Greater China joined the panel discussion with MediaCom Shanghai and La Liga Greater China on "A Perfect Partnership: When Brands and Sports Join the Same Team".

活动环节中，对品牌如何与大型国际体育赛事合作来促成对最大化的消费者接触及受众互动进行了讨论。Phil提到，在当前中国的体育营销中，粉丝互动活动是能够同时做到接触目标市场和传递信息最有效的途径之一。

The session dove into how brands are joining hands with international sporting events to achieve high consumer reach and audience engagement. Phil shared that existing fan engagement remains one of the most effective ways to reach both a target audience and tell a story through Sports Marketing in China.

他分享了我们之前活动中雪佛兰与曼联的合作，展示了雪佛兰通过联合现有的曼联粉丝俱乐部成员，来促成他们为品牌代言的案例。他还提到，中国品牌方在大型国际赛事中正愈发活跃，如FIBA篮球世界杯。

He shared examples from our work with Chevrolet and their partnership with Manchester United, showcasing how the Chevrolet is leveraging the existing club fans of the Manchester United as spokespeople for their brand. He also noted that Chinese brands are becoming more active and engaged with large international sporting events such as the FIBA Basketball World Cup.

Event 360 Shanghai

第二日，Phil在Event 360上海论坛演讲分享他对于中国的品牌方运用现场体验在活动之上制造噱头的做法提出了自己的观点。

The very next day, Phil took the stage at Event 360 Shanghai to share his insights on how brands in China are using live experiences to create buzz beyond the event.

他展示了我们为宝马X2做的全国发布会以及我们为PorscheMacan做的发布会，体现我们在活动设计中不仅仅考虑到参与者的自身体验，还会将社交媒体纳入考量，正如在这几场活动中，我们在呈现给观众沉浸式的体验同时也全程现场直播给更多的观众。

He showed our work on BMW X2 National Launch and Porsche Macan Launch to show how we designed an experience not only for the attendees, but also for their social channels as they were live streaming the experience the whole time.

BMW X2 Launch

在最后，他分享了自己对于目前品牌为扩大影响范围所作举措的见解，包括直播，Instagram分享以及品牌展览。
He ended the session with insights on what brands are doing for a bigger reach and this includes live streaming, Instagram experiences, and brand exhibitions.

在这里下载我们的演讲内容！Download our presentation here!

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图片及视频来自网络及品牌公开信息，出处见网络

原文链接为： https://mp.weixin.qq.com/s/Ugxv7UdpPVj2lG2tvOW8Qw

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