NFL China brings NFL Legends to China every year to promote the game of American football and engage with NFL fans in the local market. The NFL Legend is usually a retired NFL player who travels to Shanghai and Beijing, sightseeing, promoting the sport, and meeting with local fans.
Logan worked with Dragon Group Asia to provide content around the 2016 NFL Legend tour, featuring Peyton Manning, in real time for NFL China’s English social media accounts and the NFL digital team in the US.
Objective: Create authentic social media content that engages a global audience, amplifying Peyton Manning’s tour in China.
Logan and Dragon Group Asia created a comprehensive shot list, including video, photo, and social media to engage with NFL fans in China and back in the US. Our content suggestions included pre-departure video message to fans, media interview on the Great Wall, and selfie with the audience at his fan meet and greet.
Logan traveled with Peyton Manning for seven days in both Beijing and Shanghai, documenting his public appearances and providing shot lists for his private excursions. Dragon distributed a video news release to local and international media and Logan posted select images on NFL China’s Facebook, Twitter, and Instagram.
Content Creation: Photography and Social Media Content Capture
Pre-Departure: Shot List Creation
Event Support: Onsite Sourcing
Logan executed five days of content across NFL China’s official Facebook, Twitter, Instagram, and SnapChat. In a one day account takeover of the NFL Official SnapChat account, we received over half a million views of Peyton’s day sightseeing in Beijing over 24 hours.
Authentic content and live updates kept fans both in China and back in the US engaged and learning about his tour. The video of Peyton Manning tobogganing down the Great Wall, shot by Dragon’s videographer, went viral online, reposted by both international and local media outlets.
We just sent you an email. Please click the link in the email to confirm your subscription!
OKSubscriptions powered by Strikingly