NBA Superfan Challenge Gives Fans Access to Pre-season Tour
Digital Contest Will Give Two Winners Behind-the-Scenes Access to NBA Players Like Yao Ming and Tour Events
SHANGHAI (AdAgeChina.com) – The National Basketball Association is reaching out to sports fans with an interactive campaign to promote next month's NBA China Games 2010. In a pre-season publicity tour, the Houston Rockets, including local hero Yao Ming, will play two games against the New Jersey Nets in Beijing and Guangzhou.
The Rockets and Nets will play in Beijing on Oct. 13 at the Wukesong Arena and in Guangzhou on Oct. 16 at the Guangzhou International Sports Arena.
The week-long tour includes community and charity events, basketball development programs, player appearances, and fan promotions likely to attract viewers across China, where basketball has a long history. The sport dates back a century to an era when American missionaries turned up with a Bible in one hand and a basketball in the other to lure young Chinese to church.
Read the rest of the article here: http://adage.com/china/article?article_id=146172
In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, discuss the promotion that fans will have the opportunity to enter. Do you think the promotion has fan appeal? Why or why not? In your opinion, what aspect of the promotion do you think will be the most attractive to fans? Be specific with your thoughts. In paragraph # 2, discuss the NBA's challenge to appeal to a diverse target market in China, which has over 300 million basketball fans, according to CBA (China Basketball Association) estimates. By doing this big promotion, are they going about tackling the challenge in the right way? Why or why not? Do you think other strategies should be tried? Be specific with your thoughts.
Please sign your name to the bottom of your blog entry.
Two fans have the opportunity to shadow players on their trip to China. The two fans get to pick their player up at the airport and attend practices games and various VIP events with them. This promotion definitely appeals to the fan. Fans wear players’ jerseys and like to associate themselves with a certain player. Getting to hang out with this player is a dream come true for some fans. Sitting down and talking with the player and getting to know the player on a more personal level is a rare opportunity that the fan will get to have. This appeals to a wide range of people in China.
ReplyDeleteIn the digital world of sports today, China watches NBA games just like fans in the US do. To appeal to these fans in China the NBA is giving China a chance to host two NBA games to satisfy the demand for the NBA in China. This bi promotion is a great thing to attract and satisfy already existing fans. It will give a couple people the chance to connect with NBA players on a personal level. Their story of their time spent with the players will most likely be broadcasted to the millions of basketball fans all around China. I think this is a great start to an expanding Chinese market.
~Matt Ganskopp~
This promotion brought about by China's National Basketball Association is very valuable and worthwhile to many consumers in that region. If they decide to endulge in this promotion, they will have the opportunity to have fun doing charity and community events, basketball development programs, and other countless activities. These activities have a lot of appeal because China has a lot of basketball history, and therefore it is very likely that a lot of people enjoy basketball. And for those who aren't as sporty, there are events that have to do with charity. They have really done a good job trying to reach out to a diverse group of people. I believe that the basketball development programs will be the most popular because it will really create an excitement for the consumers, as if they were NBA stars themselves.
ReplyDeleteAny company that decides to advertise a product in a country with a large population will have to face countless hardships in order to reach out to the diverse community presented before them. In China especially, with over 300 million basketball fans, there is a huge challenge to endure in regards to creating a suitable promotion. I believe that China's NBA is going about this issue very well, based upon the activities that they have in store. There is a huge vast of options, ranging from meet-and-greets to charity work. Someone who is a fan of basketball can really find their place in this promotion. The only possible suggestion that should have been interpreted into this promotion is to maybe create activities just for kids or just for adults, simply to make everything a little more intriguing to a larger majority of basketball fans.
This comment has been removed by the author.
ReplyDeleteThis article is about the promotions and opportunity of the two fans. The fans will fallow two players on there trip to China. They will be picked up at the airport. they will go to the teams practices and sit VIP at the games. The idea of doing this should be a great promotion. They get to wear the players jerseys.The idea of meeting and talking to a player would be a dream for most fans. I wouldn't know how to act if I were to win this promotion.
ReplyDeleteIn the world of sports everyone watches basketball. People all over the world watch basketball not just the fans in the USA. There are fans everywhere and anywhere. This promotion is a great idea and should appeal to lots of fans. People would love to have the stories in there life saying that they have had a NBA player stay in there house.
Relating to the story, If i won an opportunity with , let's say Kobe, from the Lakers, i would satisfy for the rest of my life.
ReplyDeleteThis is an amazing opportunity for couple of lucky fans to meet their favorite NBA Star on a personal note.
The Superfan contest is a part of the new strategy by NBA China to become a more accessible and approachable entertainment brand for everyone in the Chinese market.
Reaching out to their viewers and the community by giving them a chance to meet some of the players on the team.
But this is more relatable and targetted to Adults viewers, they should atleast try to do some sort of activities for the younger kids; maybe find a way for the NBA Star to teach them some tricks or any other type of other interpretion for their younger viewers.
Besides that, this is honestly a GREAT start for China to expand their NBA games in a big promotion like this. Maybe they will gain MORE viewers and fans after this promotion is finish.
Two die hard fans will be able to follow players and have the opportunity to travel to china and be part of the great experience of NBA China. They will be able to shadow there player and attend all the events with the player from charity to VIP events to basketball conditioning. They will also get to meet other members of the team and see what life in NBA is like. This promotion defines the fans because it truly does appeal to the heart of the sport. It has fan appeal because two lucky fans will get to shadow and embrace one of there favorite players. Being able to hang out and talk with the player and team is a dream for some fans because they get to experience the whole team feeling and the personal level achieved which very few fans get. This simply appeals directly to the fans because they are the sole base of support.
ReplyDeleteBecause NBA China is so young only being up for two years they haven't had the same success like in the U.S. Though in China they watch the NBA like they do in the states they still lack a stronger fan base for support because of the other competing sports which also try to attract fans. By allowing the NBA to host two games in China and doing the Super Fan Challenge, they are taking the promotion in the right direction because it will strength the fan base and lure out new and returning fans. This strategy is perfect because it simplifies it main goal into expanding the NBA fan base in the Chinese market.
I think the the promotoion is a great idea. Not only for the fans but also for the players as well. If a basketball fan cant get hyped over this then they arent a real fan. It gives fans a chance not only to chil lwiht a player but they get to see apart of the world they havent seen before. I think all aspects of this trip is attracting. Overall I thinks the trip would be good for everyone involved.
ReplyDeleteSince China has such a big basketball market I dont think it will be to hard to appeal to the people in China. The NBA is already catering to China in a special way. By releasing shoes early in China or special releases. I think by doing this promotion shows China that the NBA is willing to reach out to there fans no matter where they are at. it also shows other countries that the NBA could be coming to an arena near them in the future.
This is a great promotion. The fans will have a chance to make a video of them showing the passion that they have for the sport basketball and the chance to write an entry on the website qq.com.the top 40 will be chosen by the fans, and the top two by the NBA. The winners will have the opportunity to meet NBA players and tour games and much more I think the best part of all of this will be seeing seeing the actual players talking with them. Also wearing their Jerseys will promote their team even the player.
ReplyDeleteI think the most challenging part is having competition. But a great idea that the foundation has is linking the contest winners to have the audience using blogs. That way the people will see and hear. That is a way the digital media allows the marketers to use.This way is great. Another way I think would promote more is doing a commercial and having the NBA players promote more of the China market, because with blogs only one third of the teen will check it out. there’s more of a chance to be shown on TV
Rebecca Rodriguez.
The NBA in china has created the super fan challenge which will give the opportunity to two lucky fans to hang out with the team players while they are in china. They will get the opportunity to greet the players at the airport, attend to games and post games press conference. They will also receive a behind the scenes tour of the arenas
ReplyDeleteI think that one other strategy they should try is to not pick only two fans, but to pick like 4 or 5 fans that way more people have a chance to win, and they will get more fans then what they already have. By doing this big promotion they are tackling this promotion the right way, because they are not only given a chance to fans to do all that stuff, but also to encourage china to play basketball and watch it.
Two fans will get the opportunity to go where ever the players go, so they are like their second shadow. I think it does only to people who really like the NBA, but to a regular NBA fan it really not that important. Also since there is only two people going, fans know that they have a one in a 300 million chance of winning. I think that most important part of the promotion is the behind scene action with the players. I think that this promotion will interest people who only like the players that they are going to shadow.
ReplyDeleteThe NBA has to make it so that it appeals to the Cineese people, also they have to make it so that the players appeal to the fans. Then the NBA has to make it so that the behind the scenes is fun for people to enter.
TaRiQ mAsOuD
The promotion will be a super fan challenge, that will give two lucky winners a chance to socialize with team members while in China. They will meet and great the players at the airport, attend games and post games press conferences, shadow the players at VIP events and get behind the scenes yours of the NBA arena. There experiences will be shared by blog. I think the promotion has fan appeal especially in China where most if not all the population is a NBA fan and they are targeting them. The most attractive aspect of the promotion will be that the fans get to actually meet the NBA stars and to get all access to them behind the scenes.
ReplyDeleteIt is going to be challenging to try and appeal to all 300 million people in China, that has other sport that is also popular, but I think they are going about promoting the NBA the right way by targeting people that actually love basketball. The contest is also a smart way to get the word out so to get more fans to support the NBA in china. The strategies chosen were good