At a sports marketing forum held by Sina on March 29, Sina announced that the Chinese singer and actor, Li Yifeng, had joined forces with the Chinese media giant for the 2018 FIFA World Cup.
As Sina introduced at the forum, Li will act as a super football fan and interact with fans on Weibo and in some World Cup-themed original programs produced by Sina. According to Du Hong, COO and President of Sina, it is because of his popularity and being a die-hard football fan that made Sina decide to feature him in their 2018 FIFA World Cup reporting strategy.
Other details of Sina’s reporting strategy for the 2018 FIFA World Cup were also disclosed at the forum. As Sina’s partner, IMS New Media Business Group’s CEO Li Meng rolled out a new Weibo campaign called “#贝利挑战#” (literally translated as Pelé Challenge).
According to Li, the campaign will bring together some KOLs on Weibo’s platform to try and predict the result of one chosen fixture on every match day of the 2018 FIFA World Cup. Weibo users can also join this campaign by expressing their support for the KOLs’ predictions on Weibo.
What makes the campaign different is that only those who guess the wrong outcome can take part in the next round of predictions. The KOLs who predict the wrong outcome of all 30 chosen games will receive a bonus of CNY1m. Weibo users who join in with this campaign will also have the opportunity to win some small prizes during the campaign.
Source: Yutang Sports
Proofread by Raymond Fitzpatrick