After a tight 90 minutes, the first game of the 2016-2017 season between Real Madrid CF and FC Barcelona ended with a 1:1 draw in the early hours of 4th December. As La Liga’s 5-year exclusive media proprietors on the Chinese mainland, PPTV Sports broadcast this splendid game via intercity links, extensive IP usage and fans’ O2O interaction.
On the night of 3rd December, PPTV Sports established a huge fandom party which was named PPTV La Liga. For this party, Beijing was chosen as the main home ground of Real Madrid CF, and FC Barcelona’s main home ground was set up in Shanghai after a poll on PPTV Sport official Weibo.
To link with fans in Beijing and Shanghai, PPTV Sports in another five cities, Nanking, Tsingtao, Chengdu, Shenzhen and Xian, all chose two particular bars to set up home grounds for each team. In addition, PPTV Sports cooperated with more than 100 KTVs and more than 30 fan clubs of both teams to make sure all fans could participate in this party.
While watching games, PPTV Sport uses interactive systems like sharing fortune bags, a chatroom, score guessing as well as online shopping to bring fans from various Chinese cities together to enjoy the games and experience online and offline interaction.
In both main home grounds PPTV Sports invited former players of La Liga, Fernando Morientes and Gaizka Mendieta, as well as former Chinese football players, Xie Hui and Xie Zhaoyang, to interact with more than 450 fans and various media enterprises. Also, by setting up areas like Football Babes, an AR experience zone and a La Liga shirts exhibition, PPTV not only increased fans’ entertainment and interactive experience, but also took full advantage of La Liga’s exclusive sporting IP.
Proofread by Sean O Diobhilin