I came across this article that deals with public relations in China. I found it very interesting that so much of what we talk about in our PR classes is brought up not only in the real world but in other countries. Back in 1984 the Chinese Women’s Volleyball Team (CWVT) had great success at the Olympics, but since then has lost its popularity players performances decreased. Adidas is a CWVT sponsor and a partner in the 2008 Beijing Olympics. This PR plan aimed to make Chinese children ages 14 through 24 see volleyball again as an entertaining and exciting game. It was clear that digital media would be effective in reaching their target public because there are over 18 million high school students using the internet. Chinese youth is greatly influenced by star players and sports icons. The PR team decided to create an online blog which would create dialogue between star players and the fans. They also promoted viral films that made volleyball seem edgy and dangerous and there was also a volleyball chant competition that adidas sponsored which allowed for youth involvement. Research showed that the target audience increased by 16% in just a couple months. This was a successful campaign which furthered the point that networking and social media are crucial in the PR field.
http://www.ogilvypr.com/en/case-study/adidas
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