Tsingtao Beer --
Cheer Team's Trip to U.S. Event Marketing

Project Background

Tsingtao Beer partnered with NBA star team Miami Heat in the dance competition TV show in China. The winners became the cheer team travelling to U.S. to dance with Heat stars.

Chinese audience got the live updates about the dance performance through constant press releases. The event abroad was featured by a large amount of media including newspapers, magazines or websites, creating the buzz in the industry and society.

Communication Strategies

1. Being timely and newsworthy – Overseas news was released in Chinese media in time. The event was intensively covered in preferred media nationally including The China Youth Daily, Beijing Evening News, Nanfang Metropolis Daily, etc. With strong promotion, the American dream triggered Chinese young people’s longing for international stage.

2. Increasing the volume of communications as the event unfolded. The communications about the partnership between the cheer team and Miami Heat was planned ahead regarding the media, the press releases and the volume of communications. The plan was adjusted once the event kicked off, increasing the volume and frequency of the press releases. The flexibility guaranteed the communication effects of width, depth and thoroughness.

3. Enhancing Tsingtao’s influence fulfilling double purposes Six winners’ trip to U.S. emphasized the meaning of this event, attracting more people’s attention. On the other hand, leveraging the partnership with Miami Heat, it enhanced Tsingtao’s influence in industry and marketing.

Communication Results

Nearly 120 press releases were secured covering 9 main regions in China. The event was featured in mainstream media such as CCTV, Yahoo and Shanghai Hotline. leveraging the partnership with Miami Heat, it enhanced Tsingtao’s influence in industry and marketing.